The 3 D's of Smarter Hospital Marketing: Data, Digital and Demand
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We’re seeing a radical integration of the consumer experience across physical and virtual environments, reshaping product and service delivery powered by data consolidation and digital platforms. Big data is becoming smart data -- opening the door for new engagement models which take a 360 degree view of the market. This session will focus on best practices for how hospitals will engage with their markets and grow profitable brands.
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The 3 D's of Smarter Hospital Marketing: Data, Digital and Demand
- 1. The Three D’s of Hospital Marketing Data, Digital and Demand Lauren Douglass, MBA
- 3. Data
- 4. Describe Target Population Primary Service Area by Population
- 5. Describe Target Population 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 0 to 4 5 to 9 10 to 14 15 to 19 20 to 24 24 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75 to 85 85+ Age Source: Census Data
- 6. Describe Target Population House Hold Income $15K - $25K <$15K 200K+ $150K - $199K $100K - $149K $75K - $99K $50K - $74K $35K - $49K $25K - $35K Tapestry Mix Rustic Outposts Cozy Country Living Middle Ground GenXurban Senior Styles Family Landscapes Hometown Other Source: Census Data; ESRI
- 7. Describe Your Hospital • What service lines are most profitable? • Where do you have capacity? • What can you do to help serve patients in specific disease states? • Do you have programs that encourage wellness?
- 8. Services Lines Payer Relationships Physician Network Scope & Uniqueness of Services Location & Number of Sites Price Transparency Ease of Mobility for Patients Describe How You Compete
- 9. Digital
- 11. The Digital Health Consumer Sources: http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/ http://www.pewinternet.org/2013/06/04/the-self-tracking-data-explosion/ Accenture Consumer Survey on Patient Engagement (2013) – United States
- 12. Demand
- 13. Taking Action 1. Understand your strengths and your competition’s weaknesses to identify an area of opportunity 2. Identify the patient profile you want to target 3. Utilize information you know about that target audience to craft a digital campaign 4. Launch campaign 5. Monitor and tweak tactics and messaging 6. Drive demand & volume
- 14. Case Study
- 15. YCU Memorial Hospital • In Western North Carolina • Smallest of 3 Hospitals Serving the Area • Popular Area for Retirees • 98 Beds • 444,332 in PSA • 223 Physicians & 1,100 Care Givers • Specialties Include: • Orthopedics • Oncology • Obstetrics YCU Memorial Hospital
- 16. Goals Increase Hip Replacements to 125 (74 in 2014) Orthopedic Service Line Touch 25 patients over the age of 45 who have commercial insurance and who choose to have their hip replaced at YCU Memorial Orthopedic Marketing Campaign
- 17. Global & Market Data 15 - 44 Years 5% 45 - 64 Years 44% 65+ Years 51% Hip Replacements by Age in the US 0 - 14 Years 16% 15 - 44 Years 35%45 - 64 Years 28% 65+ 21% PSA Population by Age Source: CDC, Census Data
- 18. 7.75% 6.60% -3.35%-4% -2% 0% 2% 4% 6% 8% 10% YCU Memorial Competitor A Competitor B Net Margin Competitive Advantage • More profitable • Member of a system with abundant resources • High provider to patient ratio • Multiple sites • Established local brand • Strong negotiating power with BlueCrossBlueShield North Carolina Source: Billians
- 19. Community Data $0.00 $20,000,000.00 $40,000,000.00 $60,000,000.00 $80,000,000.00 $100,000,000.00 $120,000,000.00 $140,000,000.00 $160,000,000.00 Payer Mix Rustic Outposts Cozy Country Living Middle Ground GenXurban Senior Styles Family Landscapes Tapestry Map Source: Esri, 2015
- 20. Consumer Profile • 45 + • Commercial insurance, probably BCBSNC • Homeowner • Chooses to do business in-person • Cost-conscious • Prefers short commutes • Digitally connected • Conscious about planning for financial & health future
- 21. Key Messages • YCU Memorial Hospital is a community-centric facility • Short-drive to the hospital and to follow-up appointments • Easy to park and navigate hospital campus • High provider to patient ratio means a more personalized care experience • Multiple locations for rehab and follow-up appointments • We are not a large hospital with academic ties – our physicians have been practicing for years and are engrained into the community
- 22. YCU Memorial Hospital’s Digital Footprint
- 23. Craft a Campaign • Consumer Relationship Management Tool • Emails • Homepage promotion • Digital ads on local news outlets • Facebook posts and boosts • Texts 0 50 100 150 200 250 300 Option A Option B A/B Test Messaging Responded Sent
- 24. Analysis of Performance Over 30 Days 0 1000 2000 3000 4000 5000 6000 7000 8000 Email 1 Email 2 Email 3 Email 4 Text Direct Tactics Responded Sent Impressions Engagements Homepage 94,723 623 Banner Ad 101,834 1,629 Facebook 119,852 987 Gender of Respondents Male Female Paid Media
- 25. Mid-Year Results • Mid-Year Results • 11 have been touched by marketing • 44% to goal Hip Replacement Value by Tapestry Senior Styles Rustic Outposts Cozy Country Living Other
Editor's Notes
- Consumerism of Healthcare and the unprecedented emphasis on hospital branding and a premium on consumer loyalty Loyalty is built during the entire continuum of care, not just when the patient is sick Consumer side – HDHP, so many choices between hospitals, surgery centers, Walgreens, Urgent Care Hospital Side – data is becoming smart because of analytics
- For the next hour we are going to drill down into how hospitals can leverage Data and their digital assets to drive demand and revenue.
- Let’s start with the foundation
- - What does your service area look like? Are there clusters? Event location Target by zip code
- How old is the population you serve? Inform the types of services the population will need based on life stage Will help shape your messaging and tactics – Stephen
- How much money? Higher income = commercial insurance, wellness classes, volunteers, fundraising Lower income = outreach about making small changes that will make a big difference Tapestry Segmentation = an accurate, detailed description of residential areas 67 different segments based on demographics, socio-economic indicators Describes interests, types of jobs, entertainment avenues, how long they are willing to commute Helps you hone your message
- - Capacity is important from an operational standpoint
- Cost Quality Convenience
- Consume 15.5 hours of media a day – equivalent to 9 dvds worth of information Started out with college kids, then went to businesses now to healthcare – with Some of it is from our friends, some of it is from total strangers who we think are our friends Women aged 25 – 60 are the CEO’s of their families and make 85% of the healthcare decisions Healthgrades
- How does that translate to the digital health consumer? -
- Great information – how do we monetize?
- Align our goals to corporate goals
- Define other - Rustic Outposts, Cozy Country Living and Senior Styles fit into the demographic of a hip replacement patient
- Change picture
- -Drive home convenience, home town feel, friendliness of staff and providers
- Hospital website Content-website with patient portal Ability to message patients wellness information – like exercise programs and nutrition information Branded app where they can access information from their portal on their phone Received five-star rating from Healthgrades on Patient Experience – top 15% of hospitals based on a 27 question patient survey Has positive feedback on Facebook
- Leverage a consumer relationship management tool – salesforce Responsive plug-in like Marketo to enable “choose your own adventure” digital experiences for consumers based upon messages and images clicked on (calcium, load bearing exercise) Use information from esri to inform messaging Do an A/B test with 10% of the market to test messaging Went with Option A
- - A double-digit open rate for an email is good, so the fact they exceeded it consistently indicates the messages are on-target - Text messages are a bit under the industry average of 80% -- we would expect this because heavy text users skew to the younger age and some people might not be comfortable with text or with giving their cell phone numbers out - Homepage impressions were in line with the national average of about 1 in 1000 people clicking on banner ads. Banner ads on the local news outlet were a little higher due to optimization There were about 120,000 adults in the PSA on facebook – this click through rate is in-line with the national average of 0.5-1% - Females accounted for about 70% of responses, which we would expect as females make 85% of the decisions related to healthcare in the US