1
Driving Transformational Change
through Digital Strategy
Jeff Cowart
Vice President, Communications
Chris Boyer
Sr. Mana...
2
Kotter’s Transformational Change Model
1. Increase urgency
2. Build guiding teams
3. Get the vision rightCreate a
climat...
3
Adapting “Politics” to Health Care
PRODUCT
- The Candidate
- A Surgery
- A New daVinci
SERVICE
- Friendly
- Compassionat...
4
OUR TRUST PROPOSITION
To be the most important
convener of the community
health and wellness
conversation in Northern
Vi...
5
HOSPITAL.ORG
• High Security Transactional Site
• Essential Service Information
• Transactional Interactions
- Symptoms
...
6
COMMUNITY
MEDICINE CONSUMERS
PHYSICIANS
Preferred healthcare Web
transaction hub for region
Preferred find-a-physician s...
7
Community Sites Social Media Digital MarketingHOSPITAL.org
Direct Transaction Hub
 Online billing
 Online appointments...
8
HOSPITAL.ORG
• High Security Transactional Site
• Essential Service Information
• Transactional Interactions
- Symptoms
...
9
HOSPITAL.ORG with “microsites” (communities of interest)
• Moderate Security
• Narrow Focus Engagement Strategy
• Highly...
10
HOSPITAL.ORG with specialty campaign “landing pages”
• Short-term
Drivers of Traffic
designed to
go out and find
intere...
1111
Digital Media Patient Acquisition Path
Web-based
Banner ads
Cross-
marketing
Traditional
Advertising
Events
Pay-Per-C...
12
• Birds of a feather flock together
• Conversations not marketing
• Conversions are the Holy Grail
• Focus teaching on ...
1313
Digital Media Patient Acquisition Path
Web-based
Banner ads
Cross-
marketing
Traditional
Advertising
Events
Pay-Per-C...
Hospital
Interaction
Marked by
some medical
event
14
Mapping message to relevance and medium
Researching
Discovering
Opini...
15
Case Studies
16
28 Days of Heart Health
Goals:
– Increase transactions with
targeted audience
– Provide a venue to highlight
key physic...
Integrated marketing approach
18
• 800 subscribers to email campaign (Feb 2010)
• 93 signed up for "Personal Coach" programs
• 800 physician profiles vi...
19
Stroke Heroes Awards
Goals:
• Community recognition for
Stroke recipients
• Gather testimonials
• Permission marketing
...
20
Bariatrics/Weight Loss Campaign
Goal: Drive online bariatric surgeries to enroll in seminars
Results
2737 page views
(S...
21
Breast Cancer “Community of Interest”
(Inova Breast Care Institute) - May 2010
22
• To generate awareness of Breast
Cancer Institute
• To engage community of interest
around breast care
• To promote aw...
23
• Create a mailing list for
future IBCI promotion
• Drive attendance to
events
• Cross promote IBCI
website communities...
24
Results:
• 300 subscribers to LinkToPink email (Oct 2010)
• ~10,000 monthly page views to Microsite
• 753 physician pro...
25
Uterine Fibroids Webinar
Results:
• 28 people attended
• 20 people watched
the live video stream
• Numerous followers o...
26
ED Wait Time app
Results:
• 927 downloads
• Valuable customer
feedback
• Article in Washington
Business Journal
Goals:
...
27
FourSquare mobile promotion
Results:
• 4900 checkins over 15
locations
• Valuable data on each
location
Goals:
• Promot...
28
FourSquare mobile promotion
29
Inova Health System
& Darrell Green
Fit for 50
Fitter. Stronger. Longer.
Campaign
Sep - Oct 2010
3030
• Establish Inova as the premier
convener of the community
around fitness and wellness
• Engage men/women ~ age 50 to...
31
Campaign Homepage
31
• Primary vehicle of
communication is
the website
• Blogs, Twitter,
Facebook and
email marketing
•...
32
Set goals and track progress toward goals
32
33
Daily video tips from Darrell & Inova Doctors
33
Links to
inova.org
34
Make an
Appointment
35
Established Inova as
the premier convener
of the community
around fitness and
wellness
• 6,501 registrants
(Sep - Oct 2...
36
FitFor50.org digital analysis – user demographics
Age range
37
FitFor50.org digital analysis
Virginia – top cities visited
38
FitFor50.org digital analysis – offline/email promotion
WTOP Promotion
WTEM Promotion
Cox TV Spot
Cox Bill Stuffers
Met...
39
• Experiment and demonstrate
• It’s OK to fail
• Align physicians to the digital channel
• Digital is absolutely measur...
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Driving Transformational Change Through Digital Strategy at Inova Health System

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This presentation discusses how Inova Health System has transformed its marketing and communications department to thoroughly embrace digital strategies. They will examine the lengthy process involved, including the following steps: identifying the need to establish a transformational digital environment, engaging executive leadership for sponsorship and buy-in, redefining and aligning the organization (including education throughout the system, from marketing to service-line leaders and doctors) and embracing transparency through reporting of results and successes to the system.

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Driving Transformational Change Through Digital Strategy at Inova Health System

  1. 1. 1 Driving Transformational Change through Digital Strategy Jeff Cowart Vice President, Communications Chris Boyer Sr. Manager, Digital Communications @chrisboyer Inova Health System
  2. 2. 2 Kotter’s Transformational Change Model 1. Increase urgency 2. Build guiding teams 3. Get the vision rightCreate a climate of change 4. Communication for buy-in 5. Enable action 6. Create short-term winsEngage & enable the organization 7. Don’t let up 8. Make it stick Implementing & sustaining the change
  3. 3. 3 Adapting “Politics” to Health Care PRODUCT - The Candidate - A Surgery - A New daVinci SERVICE - Friendly - Compassionate - The Experience TRUST - I Believe - Most Effective - Address My Issues  Data-driven ID of Targeted Audiences & Communities of Interest  Data-driven Understanding of Constituency Issues  Permission Database Building – Continuing 2-Way Dialogue  Conversion
  4. 4. 4 OUR TRUST PROPOSITION To be the most important convener of the community health and wellness conversation in Northern Virginia
  5. 5. 5 HOSPITAL.ORG • High Security Transactional Site • Essential Service Information • Transactional Interactions - Symptoms - ED Wait Times - Registration Forms - Pay My Bill • Find a Physician • Where To & How To • Preferred Regional Health Information Library • Physician Portal • Clinical Records • Patient Portal • Personal Records
  6. 6. 6 COMMUNITY MEDICINE CONSUMERS PHYSICIANS Preferred healthcare Web transaction hub for region Preferred find-a-physician search engine & patient connect model for region Secure online personal health management tools Not-for-profit citizenship & safety net demonstration Secure, Web-based physician information exchange portal Demonstrate expertise in clinical care and research Quality-validated care & outcomes transparency Community & employee stakeholder engagement Community health & wellness programs Thought-leader programs and stakeholder engagement (philanthropy) Destination services showcase Local growth digital marketing Only at (your hospital goes here) attributes Special Program Initiatives Integrated Digital Communications Strategy
  7. 7. 7 Community Sites Social Media Digital MarketingHOSPITAL.org Direct Transaction Hub  Online billing  Online appointments  Find a Physician  Patient Portal  Physician Portal  Media Center News Video Podcasts Health Information • Interactive Tools • Symptom checker • Quizzes • ,Calculators • Health news • Health content Patient Information • Live ED wait times • Locations • Visiting Hours Quality & Transparency About Us Targeted Web Sites • Campaign Landing Pages Communities of Interest • Breast Care Center • Spine Institute • Wellness/Fitness • Children’s Care Collaboration Tools • Video • Live Webinars • Chat/Forums • Social Media access Interactive Tools • Animations • Quizzes • Calculators Transaction Tools • Pre-registration • Physician Profiles Actively Engage in 2-Way Conversation • Facebook • Twitter • YouTube • Blogs • Chats Skilled Monitoring Permission Marketing • Community of interest campaigns • eNewsletters • MyHealth Portal Ad Placement • Pay-per-click • Social Media • Affiliate Marketing • SEO Measurement/ROI • Web Metrics • Google Analytics • Physicians • Conversions Resources Technology The Digital Constellation (battle group)
  8. 8. 8 HOSPITAL.ORG • High Security Transactional Site • Essential Service Information • Transactional Interactions - Symptoms - ED Wait Times - Registration Forms - Pay My Bill • Find a Physician • Where To & How To • Preferred Regional Health Information Library • Physician Portal • Clinical Records • Patient Portal • Personal Records
  9. 9. 9 HOSPITAL.ORG with “microsites” (communities of interest) • Moderate Security • Narrow Focus Engagement Strategy • Highly Targeted Audiences • Convene Communities of Interest • Purpose: Capture Permissions MICROSITES
  10. 10. 10 HOSPITAL.ORG with specialty campaign “landing pages” • Short-term Drivers of Traffic designed to go out and find interested parties in a wide range and “feed” microsites and/or HOSPITAL.ORG • Low Security • Highly Targeted • Capture ID & Permissions LANDING PAGES
  11. 11. 1111 Digital Media Patient Acquisition Path Web-based Banner ads Cross- marketing Traditional Advertising Events Pay-Per-Click & SEO Social Media Inova Spine Institute Marketing & Patient CRM Database CONVERSION Campaign Landing Pages (50,000 – 150,000 emails) Engagement Funnel Permission Email Correspondence & Communities of Interest “Microsites” (richer ID data) Active Engagement (Example Attend Class) Level 1 Level 2 Level 3 Ortho/ Neuro Cardiovascular Services Sports Medicine Oncology Screenings & DiagnosticsEmployed Physician Groups • GI • Imaging • Cardio Vascular • Joints • PT • Orthopedics
  12. 12. 12 • Birds of a feather flock together • Conversations not marketing • Conversions are the Holy Grail • Focus teaching on one executive champion Jeff’s Silver Bullets
  13. 13. 1313 Digital Media Patient Acquisition Path Web-based Banner ads Cross- marketing Traditional Advertising Events Pay-Per-Click & SEO Social Media Inova Spine Institute Marketing & Patient CRM Database CONVERSION Campaign Landing Pages (50,000 – 150,000 emails) Engagement Funnel Permission Email Correspondence & Communities of Interest “Microsites” (richer ID data) Active Engagement (Example Attend Class) Level 1 Level 2 Level 3 Ortho/ Neuro Cardiovascular Services Sports Medicine Oncology Screenings & DiagnosticsEmployed Physician Groups • GI • Imaging • Cardio Vascular • Joints • PT • Orthopedics
  14. 14. Hospital Interaction Marked by some medical event 14 Mapping message to relevance and medium Researching Discovering Opining Little to No Engagement Somewhat Engaged Strongly Engaged
  15. 15. 15 Case Studies
  16. 16. 16 28 Days of Heart Health Goals: – Increase transactions with targeted audience – Provide a venue to highlight key physicians – Create meaningful relationships with consumers and the brand – Increase the number of real, identifiable permission contact points for future marketing opportunities Email campaign - Feb 2010
  17. 17. Integrated marketing approach
  18. 18. 18 • 800 subscribers to email campaign (Feb 2010) • 93 signed up for "Personal Coach" programs • 800 physician profiles views • 143 attended physician lectures or classes • 121 forwarded daily email messages to friends • 118 watched videos on YouTube Results:
  19. 19. 19 Stroke Heroes Awards Goals: • Community recognition for Stroke recipients • Gather testimonials • Permission marketing Results: • 1200 page views (since May 1) • Seven stroke hero nominations • Numerous Facebook postings
  20. 20. 20 Bariatrics/Weight Loss Campaign Goal: Drive online bariatric surgeries to enroll in seminars Results 2737 page views (Sep 2010) • $1,500 PPC ad spend • 44 new seminar registrants • ~ 11 surgeries as result of 1 month campaign
  21. 21. 21 Breast Cancer “Community of Interest” (Inova Breast Care Institute) - May 2010
  22. 22. 22 • To generate awareness of Breast Cancer Institute • To engage community of interest around breast care • To promote awareness of Institute’s doctors and services InovaBreastCare.org Goals:
  23. 23. 23 • Create a mailing list for future IBCI promotion • Drive attendance to events • Cross promote IBCI website communities • Highlight IBCI physicians InovaLinkToPink.org goals:
  24. 24. 24 Results: • 300 subscribers to LinkToPink email (Oct 2010) • ~10,000 monthly page views to Microsite • 753 physician profile views per month • Average 20-30 Breast Care Navigator calls/emails per month • 150 requested ongoing monthly emails Results:
  25. 25. 25 Uterine Fibroids Webinar Results: • 28 people attended • 20 people watched the live video stream • Numerous followers on Twitter • 3 appointments made • 2000 page views/month Goals: • Expand reach of existing seminars • Digital technology integration
  26. 26. 26 ED Wait Time app Results: • 927 downloads • Valuable customer feedback • Article in Washington Business Journal Goals: • Provide access to ER information to NoVa • Extend message of transparency to community • Explore mobile strategy
  27. 27. 27 FourSquare mobile promotion Results: • 4900 checkins over 15 locations • Valuable data on each location Goals: • Promote Inova services to mobile users • Employees, patients and family members • Two Specials: • Flu Shot Clinic • CarePages
  28. 28. 28 FourSquare mobile promotion
  29. 29. 29 Inova Health System & Darrell Green Fit for 50 Fitter. Stronger. Longer. Campaign Sep - Oct 2010
  30. 30. 3030 • Establish Inova as the premier convener of the community around fitness and wellness • Engage men/women ~ age 50 to become less sedentary and more active • To promote Inova Health System’s multiple fitness & wellness programs • To promote Inova physicians as Subject Matter Experts around fitness FitFor50 goals:
  31. 31. 31 Campaign Homepage 31 • Primary vehicle of communication is the website • Blogs, Twitter, Facebook and email marketing • Elements of website include…
  32. 32. 32 Set goals and track progress toward goals 32
  33. 33. 33 Daily video tips from Darrell & Inova Doctors 33 Links to inova.org
  34. 34. 34 Make an Appointment
  35. 35. 35 Established Inova as the premier convener of the community around fitness and wellness • 6,501 registrants (Sep - Oct 2010) • 500 Facebook followers • 5,289 updated records (1,748 entirely new records) • Drove 300 participants to enroll in 8K fitness run Fitfor50 Results:
  36. 36. 36 FitFor50.org digital analysis – user demographics Age range
  37. 37. 37 FitFor50.org digital analysis Virginia – top cities visited
  38. 38. 38 FitFor50.org digital analysis – offline/email promotion WTOP Promotion WTEM Promotion Cox TV Spot Cox Bill Stuffers Metro signage Pre-launch email #1 Pre-launch email #2 Pre-launch email #3 Launch date Post-launch email #1 Post-launch email #2 Post-launch email #3
  39. 39. 39 • Experiment and demonstrate • It’s OK to fail • Align physicians to the digital channel • Digital is absolutely measurable • Data without action is useless Chris’ Silver Bullets…

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