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Planning and Marketing Initiatives Based on Real-Time Intelligence

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Growth discussions based on historical data are inadequate when strategizing to connect and provide care in our dynamic healthcare space. Healthcare strategists need current, actionable intelligence to shape their strategic vision. By geocoding internal patient data to the block group level, Tanner Health System can assess growth plans in real-time and pivot execution strategies as needed. They focus marketing promotions in areas with the greatest potential to impact their most desirable patients. In this presentation, Kelly Meigs with Tanner Health and Drake Jarman from Stratasan share the process for uncovering and addressing opportunities, identifying when strategies need attention, and creating action plans that produce measurable results.

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Planning and Marketing Initiatives Based on Real-Time Intelligence

  1. 1. Planning and Marketing Initiatives Based on Real-Time Intelligence
  2. 2. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 2 Agenda ◦ Introductions ◦ Data-Driven Marketing Decisions ▫ The Data Gap ▫ Micro-Target Marketing (MTM) Process ◦ Tanner’s Story: Problem, Solution, Impact ▫ Tracking ROI ◦ Key Takeaways
  3. 3. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Introductions 3 Kelly Meigs Vice President of Marketing Strategy and Planning Tanner Health System Drake Jarman Senior Vice President of Sales Stratasan
  4. 4. Sources: Tanner Health Systems / Stratasan | Do Not Distribute The Data Gap 4 Company Goals and Objectives Data Marketing Strategy Tracking ROI Monitor Measure Optimize
  5. 5. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 5 Which Data Sets? ◦ State Data ◦ Demographic / Psychographic Data ◦ Internal Patient Data
  6. 6. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 6 Data Framework
  7. 7. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 7 Data Processing
  8. 8. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 8 1 | Data Collection Collect data from various data sources: GHA, internal team overseeing EMR, Esri. Export data and send to internal data team or to third party for processing.
  9. 9. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 9 2 | Verify Trends Verify quarterly and yearly trends multiple times.
  10. 10. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 10 3 | Connect Codes Connect specific codes (MS-DRG, ICD9, CPT, HCPCS) to descriptions for easier usability of the data. These fields include, but are not limited to: ◦ Admit Source ◦ Admit Type ◦ Discharge Status ○ Payer ○ Race
  11. 11. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 11 4 | Validate Formatting Ensure correct connections between codes and descriptions.
  12. 12. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 12 5 | Quality Assurance Examine overall volume, facility discharges or visits, and product line comparisons. If issues with the data are found that cannot be justified, flag and investigate.
  13. 13. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 13 6 | Added Value Geocode the data and add columns such as latitude/longitude, census tract number, and psychographic info.
  14. 14. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 14 7 | Analyze Draw insights from the data!
  15. 15. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Micro-Target Marketing Process PART 1 Finding PART 2 Execution PART 3 Tracking 15
  16. 16. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Times Have Changed ◦ Gone are the days of “spray and pray” marketing ◦ Look at demographics, psychographics and internal data ◦ Zoom in! (Micro-target) ◦ Tailor your message: ▫ Market specific service line offerings to the appropriate micro-markets ▫ Adjust timing and placement of marketing materials to the lifestyle of the target audience ▫ Ensure the photography and design of campaign materials resonate with the target audience’s core values ▫ Purchase direct mailing lists available at the block group level ▫ Keep efforts targeted to avoid wasting resources/ ineffective campaign ◦ Every campaign you run should be measurable ▫ Make marketing strategy decisions based on data ▫ Then make course-corrections based on data ▫ If you don’t have access to a data resource, find a partner to help you 16
  17. 17. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Tanner’s Story 17
  18. 18. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 18 Strategic Question What opportunities exist in our market to increase volume?
  19. 19. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Setting the Stage 19 ● Cardiovascular disease has long been the leading cause of death in our region, with mortality rates that surpass state and national averages. ● Distance and time are major obstacles to care for rural areas. ● It wasn’t just about our growing our program — it was about saving lives. Total Population Average Annual Deaths, Coronary Heart Disease (2007–2011) Age-Adjusted Death Rate, Coronary Heart Disease (per 100,000 pop.) Report Area 151,535 318 226.78 Carroll County 111,211 216 223.8 Haralson County 28,617 83 263.7 Heard County 11,707 20 164.8 Georgia 9,8,07,164 16,060 185.6 United States 311,430,373 600,899 175 Data Source: Centers for Disease Control and Prevention, National Vital Statistics System. Accessed via CDC WONDER, 2009-13
  20. 20. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Setting the Stage 20 ● Outmigration to other major heart programs is a challenge. ● Tanner Health System was preparing to file CON for open heart. ● A new PCI program was launching at the Villa Rica facility in September 2015.
  21. 21. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Our Process 21
  22. 22. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Planning Tools 22 ● In-depth competitive landscape research and analysis ● Market performance research including deep dive into cardiology service line for Tanner and main competitors ○ Overall market volume changes ○ Market share shifts over time ○ Sub service line analysis ○ Payor mix trends ● Micro-target marketing process ○ Identified block groups where there is the best growth opportunity for Tanner based on volumes, payor and geography
  23. 23. Sources: Tanner Health Systems / Stratasan | Do Not Distribute FINDING1 23 Block group and census tract analysis—demographics, healthcare utilization, buying habits, lifestyle choices, out-migration, and competitors
  24. 24. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Total Market Cardiology Discharges by ZIP Code 24
  25. 25. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Winter Park Memorial Cardiology by Census Tract 25
  26. 26. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Estimated Cardiology by Census Tract 26
  27. 27. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Estimated Non-Winter Park Cardiology by Census Tract 27
  28. 28. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 28
  29. 29. Sources: Tanner Health Systems / Stratasan | Do Not Distribute EXECUTION2 29 Deploy marketing tactics. Tailor marketing campaign based upon demographics & psychographics of target populations.
  30. 30. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 30 Execution Strategies Implemented ◦ Recruited two additional cardiologists – Fall 2015, Fall 2016 ◦ Initiated PCI at Villa Rica – Fall 2015 ◦ Developed strategic growth digital & traditional marketing campaign, including PR, online video, website updates and direct mail campaigns, all targeting the MTM group ◦ Developed outreach programs such as PAD screening and CPR training targeted to the groups identified through MTM – Fall 2015 ◦ Chest Pain Accreditation for Tanner Medical Center/Carrollton and Tanner Medical Center/Villa Rica – Summer 2016 ◦ Launched Calcium Scoring program – Fall 2016 ◦ Hosted woman's heart event in Villa Rica – Feb 2017 ◦ Paused the campaign due to physician access – August – December 2017 Source(s): Tanner Health System (2017); Stratasan (2017)
  31. 31. Sources: Tanner Health Systems / Stratasan | Do Not Distribute Micro-Targeted Plan ◦ Robust marketing campaign including our entire service area AND a micro-targeted population ▫ Micro-targeted block groups of the community: Income, gender, payer class, out-migration of market share, propensity for disease, likelihood to utilize services ◦ Based off of consumer brand survey findings, Tanner identified the best positioning statement: Tanner offers you the most ADVANCED HEALTH CARE. Advanced medical care has never before been more available in your community. Tanner provides the highest quality of care, delivered by first-class physicians and nurses using the latest technologies and treatments, individualized to get you well and keep you well. ◦ Used psychographics in creation of campaign ◦ Marketing tactics included digital and traditional media, with a heavy focus on social media 31 Source(s): Tanner Health System (2017); Stratasan (2017)
  32. 32. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 32
  33. 33. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 33
  34. 34. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 34
  35. 35. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 35 Tapestry Segmentation Dominant Psychographic Tapestry Segmentations were identified for each MTM block group. The demographic and socioeconomic characteristics of each block group proved similar, with little opportunity to differentiate creative content and marketing tactics. Target Block Group Dominant Tapestry Segmentation A 132231204002 Middleburg (4C) B 132231204001 Middleburg (4C) C 132231206051 Middleburg (4C) E 130970804023 Green Acres (6A) F 139459102002 Middleburg (4C) G 130970804043 Up and Coming Families (7A) H 130970804022 Green Acres (6A) I 130459101042 Middleburg (4C) Each block group can have a unique marketing execution strategy based on overall opportunity for the target Service Line, Payer Mix, Demographic, and Psychographic profile. Several block groups on the maps (D, X, Y, Z) were not selected for targeting due to their distance from our facilities, low tapestry alignment with target market and proximity to competitor facilities.
  36. 36. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 36 Campaign Examples An alternate strategy was implemented, segmenting audiences by age range. A unique set of marketing tactics was deployed for each age segmentation. Creative content centered around the appropriate call to action and look-alike imagery for each age group.
  37. 37. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 37 Campaign Examples Target 1 Age 40–55 Messaging Wellness and Prevention
  38. 38. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 38 Campaign Examples Target 2 Age 46–55 Messaging Specialists, locations, convenience and ease of access
  39. 39. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 39 Campaign Examples Target 3 Age 56–65 Messaging Certified chest pain centers, interventional services
  40. 40. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 40 Campaign Examples Target 4 Age 65–75 Messaging Find a heart specialist, exceptional care close to home
  41. 41. Sources: Tanner Health Systems / Stratasan | Do Not Distribute TRACKING3 41 Track the effectiveness of marketing endeavors: compare current to past performance, tracking overall volume, payor mix, and financials. Compare performance of your overall market (service area) as well as the targets to show results of the targeted marketing campaign.
  42. 42. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 42 Tracking Methodology ◦ Track all patient types — IP, OP, ED ◦ Compare most recent four quarters to previous four quarters ◦ Consider tracking quarter over quarter early on in campaigns ◦ Track total volume, payor movement, and financials ◦ Stay high-level to give the trackings simplicity and digestible ◦ Adjust campaign according to trackings
  43. 43. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 43 Findings Using this data-driven approach, we were able to: ◦ Find geographic opportunities ◦ Find payor opportunities ◦ Uncover potential physician strategies
  44. 44. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 44 Results Villa Rica Market: ◦ 407 PCI procedures have been performed in Villa Rica since launching in September 2015 ◦ Inpatient and outpatient cath lab cases in Villa Rica grew 257% over a two year period. ▫ July 2014 – June 2015: 124 cases ▫ July 2015 – June 2016: 376 cases ▫ July 2016 – June 2017: 443 cases
  45. 45. Sources: Tanner Health Systems / Stratasan | Do Not Distribute 45 Lessons Learned ◦ Challenges in collecting results: ▫ Time: Inevitable delay in collecting accurate payment info ▫ Available Data: GHA’s state dataset is 1+ quarter behind. Data download & internal audit takes time ◦ Other factors impacting success: ▫ Access to Physicians: Secret shop for appointment availability before beginning any campaign. ▫ Patient Experience: Secret shopping may also reveal issues in patient experience that may impact your success. There may be work to do before you even consider a campaign ◦ Moving forward ▫ Secret shopping is critical ▫ Have volume expectations set with your planning team up front
  46. 46. “ Sources: Tanner Health Systems / Stratasan | Do Not Distribute 46 Whoever tells the best story wins. — Annette Simmons

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