As budgets in the health care industry get tighter, marketers are experiencing an increased pressure to communicate the return on their investments to the organization’s decision-makers. Customer relationship management applications provide the tools needed to quantify marketing efforts and unveil the extent of which a given campaign is fueling the success of overall marketing strategy. Discuss ways to optimize a CRM strategy to become a truly data-driven organization that most efficiently allocates its marketing budget.

1. ADVANCED CRM:
THE ENABLING ELEMENT OF
MODERN MARKETING

2. MEET THE PRESENTERS
Chris Restle
Director of Strategy and Insights
True North Custom
Kellie Spellman
Director of Business Development & Marketing
Houston Methodist St. John Hospital

3. ✪ The Current State of Healthcare CRM
✪ Healthcare CRM: The Basics
✪ Advanced CRM: Targeting
✪ Advanced CRM: Execution - Event Triggers & Marketing Automation
✪ Advanced CRM: Measurement
✪ Advanced CRM: Uniting Systems
✪ Advanced CRM: Leveraging Data to Develop Content
✪ Advanced CRM: Loyalty
✪ Key Takeaways
✪ Q&A
WHAT WE’LL COVER

4. HEALTHCARE CRM:
CURRENT STATE

5. Where is your organization with CRM?
- How many people are buying lists for mailings?
• Community lists?
• Doc lists?
• Business lists?
- How many people have a CRM system, also known as a marketing
database?
- How many people are using patient data to track their campaigns?
• Direct mail?
• Email?
• Patient loyalty?
• Web form completions…class registrations? Enewsletter sign-ups? Social
media tracking?
- How many people are using patient data to track physician relations
success? Employer relations? Population health?

6. *The State of Digital Marketing in Healthcare in 2015 Industry Perspective: Where We Are, Where We’re Headed
-White Paper, November 2015

7. HEALTHCARE CRM:
THE BASICS

8. Marketing and Patient Acquisition
Attract
Communicate with relevant content to current and potential patients to garner
their business
Engage and Connect
Activate them through an event, web form, find a physician phone call
Collect their demographic data
Convert
Becomes a patient
Continue communication and marketing through cross-selling of relevant
services and events

9. Attract!

10. Engage and Connect
Engage potential patients by giving them something of value
• Interesting content
• Find a physician, send a gift, offer an interesting class
• Collect their data through a web form or call center
• Exchange of value…you give them something of value and they in
return give you more data intelligence about them

11. Convert
Track whether they become a patient
• Did they come to the service you were promoting?
• Did they have the procedure that was marketed to them?
• Did they visit that primary care physician to which they were
referred?
Use a Customer Relationship Management database to track if
prospects are converting to patients

12. Interoperability

13. Database Composition
Customer intelligence from disparate systems is integrated into a single
system designed for targeted communications and measurement
Data: Hospital, Clinic/Employed Physician, and Call Center
+ Third-party Consumer Info
Merge, purge, de-dupe, group into households
Conduct data hygiene Apply demographic, socio-economic
and behavior variables, including self-reported conditions and prescriptions
Apply predictive models for insurance and healthcare services

14. The Value of CRM
• Push the boundaries of traditional marketing and target the right
people, at the right time, with the right message
• Market profitable, priority services using highly targeted, direct
marketing messages
• Ability to measure every campaign, showing you your Return on
Marketing Investment (ROMI)

15. ADVANCED CRM:
ENABLING MODERN TARGETING

16. Targeted campaigns enabled by data:
▪ Demographics
▪ Lifestyle
▪ Behavioral
▪ Social Media
▪ Geography
▪ Birthday
▪ Self-Reported Health Conditions
▪ Predictive Models
▪ Payer Type
▪ Pre-existing Diagnosis and Procedure
Codes
▪ Patient vs Prospect Status
▪ Physician Relationship Status
▪ Recent Encounter
Informed by
Encounter Data/
Events/Call Center
Informed by
External Data
Sources

17. Mapping Capabilities
Courtesy of Tea Leaves Health

18. ADVANCED CRM:
ENABLING MODERN EXECUTION

19. Traditional Direct Marketing
• Mailed to all based on demo selects
• Launch date – February (Heart month)
• Single message to all audiences
• Potential for capacity issues
(screenings)

20. Event Trigger Marketing
“Talk to me when I need you”
• Reach out with just the right message at just the right time –
maximize response rate
• Sustainable growth of patients
• Patient gets the right services when it matters

21. Triggers tell us:
Something has changed and/or
Someone is more likely to respond NOW
Cardiology Campaign example – monthly trigger
• Hypertension diagnosis
• Diabetes diagnosis
• ER encounter with chest pain
• Health risk assessment shows a smoker, increased risk for stroke/heart attack, or
overweight/obese
• Self-reported interest in heart disease collected via call center or website
• Attended Cardio-related class
• Birthday for people at high risk for cardiology

22. ADVANCED CRM:
MARKETING AUTOMATION

23. Marketing Automation
Use regular monthly or quarterly communication followed with yes/no
logic to continually engage prospects and move them through the
engagement continuum.
Courtesy of Tea Leaves Health

24. Courtesy of Tea Leaves Health

25. Sample Automated Campaign
Monthly find-a-doc campaign for employed physician group where a
direct mail and email are sent every month to new targets that fit the
criteria
- Patients that had no PCP in the ED
- Prospects with likely good insurance that live near the clinics

26. Response Summary
Source
Mailing List Patient Respondents Response Rate
# % # % %
Patient 28,595 25.5% 1,217 57.4% 4.3%
Qualified Prospects 21,676 19.3% 587 27.7% 2.7%
Prospects 61,859 55.2% 316 14.9% 0.5%
New Movers 0 0.0% 0 0.0% 0.0%
Unique Total 112,130 100.0% 2,120 100.0% 1.9%
• 42 drops – 7 months and a drop for each of 7 regions
• Tracking at the employed physician clinic level
Automated Find-a-Doc Reporting

27. • Overwhelming value in the payer mix from targeted CRM campaigns
• System experienced 88.1% commercial/managed care through the
find-a-doc campaign
• Continually have a market presence with low expense and high
returns
Find-a-Doc Reporting
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Respondents

28. Courtesy of Tea Leaves Health

29. Measuring other marketing assets
Call Center, affinity groups, web registrations, classes, etc
Courtesy of Tea Leaves Health

30. ADVANCED CRM:
ENABLING MODERN
MEASUREMENT

31. Metrics versus ROI
Metrics
• Digital marketing offers multiple views into online response behavior:
• Email clicks/ opens, Trackable Phone Numbers, Social Shares, Site, Pages
visited/Time per page
• Digital Marketing is meant to Engage, Inform and Influence
• Decisions based on real-time metrics should be to optimize content, approach, timing to
maximize effect
• The desired, immediate action from Digital Marketing will not necessarily translate into
Joint Replacement or Bariatric Surgery after a 3 month campaign
Goals and Expectations need to match Tactics

32. Metrics versus ROI
ROI
• Measurement of services consumed by those marketed to, after the
receipt of communications
• Comparison of marketing targets utilization against a control group to
remove what would have normally occurred
• Calculate the true marketing effect that you get to take credit for

33. 551
721
418
601
763
865 787
684
JAN FEB MAR APRIL
CONTROL TARGETS
Control Group
(expected)
Targets
(Actual)
Incremental
Encounters 2028 3451 1423
Avg Contribution Margin
Per Encounter
$1953 $2274 $321
Total Contribution Margin $9,951,515 $11,494,713 $1,543,198

34. SEE THE BIG PICTURE OF MARKETING’S IMPACT

35. CRM Results Reporting
• After five years of implementing CRM and making a standard across
the system, CHRISTUS Health was able to prove significant results
• 2,132 campaigns from August of 2010 through July of 2015
• In FY15 (July 1, 2014-June 30, 2015) approximately 800 campaigns
-500 direct mail
-300 email

36. Corp Household – DM+EM – Lifetime Passive
Patients
Respondents Response Rate Average CM Total CM ROMI
Targets 260,466 55.3%
$5,040
$1,312,748,640
$39Projected 236,967 50.3% $1,194,313,680
Difference 23,499 5.0% $118,434,960
Prospects
Respondents Response Rate Average CM Total CM ROMI
Targets 81,839 12.3%
$3,518
$287,909,602
$33Projected 68,048 10.3% $239,392,864
Difference 13,791 2.1% $48,516,738
Qualified Prospects
Respondents Response Rate Average CM Total CM ROMI
Targets 51,174 33.9%
$4,708
$240,927,192
$20Projected 46,777 31.0% $220,226,116
Difference 4,397 2.9% $20,701,076
Marketing Lift:
Respondents
41,687
Contribution Margin
$182,270,714

37. ADVANCED CRM:
UNITING SYSTEMS

38. Using CRM in PRM, ERM and Population Health
• CRM database can track the success of physician relations,
employers relations and complement population health campaigns
• Can also be helpful for health plan campaigns or getting the
uninsured to choose a health insurance exchange plan
- CHRISTUS used the system to target past patients that did not
have insurance who continually used the system
- Succeeded in converting more than 12,000 patients in FY15 from
uninsured into being on some type of plan
- Average additional payments per converted patient was $6,000

39. PRM Results
• Program implemented system-wide in FY14
• 17 Physician Relations Managers in place across the system
• Physician Relations Growth reporting FY15 Q2, change over
previous year quarter
• Patient growth for A-B docs:
- 42% increase; 28,557 patients
• Contribution margin for A-B docs:
- 46% increase; 9,852 patients
- $20.8M in contribution margin

40. ERM Reporting
• CRM database gives you the ability to track the success of employer
relations campaigns
• One CHRISTUS region regularly tracked its events and
communications with employees of engaged employers to show the
contribution margin into the hospital, and also the affect of a healthier
workforce on the employers’ bottom line

41. Population Health Campaigns
• CRM system complements population health by reaching the 90%
through wellness campaigns
• 10% of chronic patients can be communicated and managed through
population health/care management system
• Sample campaigns include:
-Mammo reminders
-Annual physical reminders
-Diabetes maintenance visit reminders

42. The Right Message…
Leveraging Data for
Content Development

43. Instant Insights
• Custom Content can happen in parallel with audience development
• With ever increasing ability to target individuals, and platforms that
can talk to them wherever they are, content MUST be relevant and
match the audience
• Household level insights can drive development of hyper-relevant
content

44. Sample Research
Service Line Campaign
Population Overview – 79,684 addresses meeting
campaign criteria that includes:
-10 Mile Radius around facility

45. Instant Insight:
• Age
• Gender
• Ethnicity
• Income
• Language spoken at home
• Occupation
• Level of Education
• Presence of Children/Age Range

46. Instant Insight:
• Top Health Risks
• Self-Reported Conditions
• Social IQ
• Model for opening email
• Likelihood Positive Payer Type

47. TAKEAWAYS

48. THINK INTEGRATION (AND GET I.T.
INVOLVED EARLY AND OFTEN)

49. ALIGN CONTENT STRATEGY WITH THE CONSUMER

50. CONSIDER BENEFITS BEYOND MARKETING
✪ Service Line Growth Management
✪ Population Health/Cost Conservation
✪ Community Wellness
✪ Physician Relations
✪ Employee Engagement

51. THANK YOU!
Email crestle@truenorthcustom.com
to receive a free custom analysis to
identify opportunities in your market.