The ACA Challenge
Marketing Strategies for Success
Paul G. Matsen
July 2013
Introductory Video
The ACA Challenge: Environment
• Slowing revenue growth
• Shift to outpatient care
• Purchasers demanding greater value
• ...
The ACA Challenge: Environment
• Shift to value-based care and ACOs
• Coverage expansion
• Physician alignment
• Constrain...
Cleveland Clinic Imperatives
• Patients First
• Caregiver engagement
• Innovate the care and business model
• Financial
Re...
Strategic Direction
Striving to be the world’s leader in patient experience,
clinical outcomes, research and education
• R...
Marketing Strategies for the ACA Future
• Access
• Alliances
• Targeting: know your patients
• Engagement
• Brand/Patient ...
Access
“We believe that every life deserves world
class care today, not a month from now.”
2010 Patient Experience Summit
Delos M...
Value Proposition
• Cleveland Clinic delivers superior total patient
experience in the form of outstanding clinical
outcom...
Situation: Early 2011
• Cleveland Clinic has universal brand awareness and
strong preference versus key competitors
• Expe...
+30%
Unaided Ad
Awareness
ResultsResults
+60%
Same-Day Access
Awareness
0
250
500
750
1000
1250
2008 2009 2010 2011 2012
0
250
500
750
1000
1250
2008 2009 2010 2011 2012
Same Day Visits
4%
#
Tho...
Alliances
Alliances
• Leverage our core capabilities
- Clinical care
- Intellectual property – innovation
- Consulting and managemen...
• First heart surgery affiliation in 1994
• 15* affiliations across the U.S. past 18 years
• Designed to improve quality o...
1994: EMH Regional Medical Center
1997: LakeWest Hospital
1998: Hillcrest Hospital
MetroHealth Medical Center
2001: Clevel...
Cleveland Clinic National Network
Direct contract between large, self-funded employer and Cleveland Clinic
Program for Advanced Medical Care - Overview
Clev...
Current Relationships
Current Innovation Alliance Partners
Targeting: Know Your Patients
Advice
Givers*
43.7MM
Age 45+,
HHI $100,000+
55.4 MM
Source: Nielsen Media Research, Net Ratings @Plan.
Affluent Advice Gi...
Why is Al Important
Patients and Contribution Margin from Outside Ohio
6%
21%
0%
5%
10%
15%
20%
25%
N of Patients Contribu...
Why is Al Important
Percent of Patients Admitted to Hospital
Where Does Al Live
CM per Patient by Region Indexed to Ohio
Engagement
Brand is Important
to Prospective Patients
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the ...
“we need to make our brand experience
– its message, actions and services-
TRUSTED, REMARKABLE,
UNMISTAKABLE, AND ESSENTIA...
Patient
Experience
Brand Promise
Clinical
Excellence
Innovation Wellness
How to Engage Al
Owned | Earned| Paid
Digital Ecosystem
Social Media Ecosystem
Updated mobile
site scheduled for
April
Cleveland Clinic Today iPad App
Launched in March
Daily interactive iPad source for the latest health and
wellness tips to...
Reaching Al Through
Earned Media
• State of the Clinic –
Media Highlights
Reach Al Through
Paid Media
Content Strategy | Paid
Sea of Sameness
Paid Media
Digital
• Leveraging owned assets (clevelandclinic.org +
landing pages) in display advertising
• “Reframed” con...
Service Line
In-Banner Search
Brand/Patient Experience
“Providing the highest quality
patient experience is a
primary goal of the Cleveland
Clinic Organization.”
-Delos “Toby” C...
• Safe Care
• High Quality Care
• Patient Satisfaction
• High-Value Care
Patients First ...
Role of Leadership
Institutes
HospitalsOperations / Administration
Executive Team
Caregivers
Caregivers
Caregivers
Caregiv...
Home
Wellness / Fitness
Center
Retail Pharmacy
Physician
Clinics
Diagnostic /
Imaging Center
Urgent Care
Family Health & S...
Patients Choose Experience
“What factors are the influence on your choice of hospitals?”
Creating Caregivers
• Firing of all Our Employees
PatientExperience
CaregiverExperience
Cleveland Clinic Experience
Cleveland Clinic
Experience Training
0
10
20
30
40
50
60
70
2008 2009 2010 2011
Percentile
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Compl...
Closing Thoughts
• Decisive Strategies
• Responsiveness to Change
• Trusted Brand
The Affordable Care Act Challenge: Marketing Strategies For Success  - BDI 7/24/13 The Future of Healthcare Communications...
The Affordable Care Act Challenge: Marketing Strategies For Success  - BDI 7/24/13 The Future of Healthcare Communications...
The Affordable Care Act Challenge: Marketing Strategies For Success  - BDI 7/24/13 The Future of Healthcare Communications...
The Affordable Care Act Challenge: Marketing Strategies For Success  - BDI 7/24/13 The Future of Healthcare Communications...
The Affordable Care Act Challenge: Marketing Strategies For Success  - BDI 7/24/13 The Future of Healthcare Communications...
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The Affordable Care Act Challenge: Marketing Strategies For Success - BDI 7/24/13 The Future of Healthcare Communications Summit

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Keynote Presentation: The Affordable Care Act Challenge: Marketing Strategies For Success
Presented by: Paul Matsen, Chief Marketing & Communications Officer, Cleveland Clinic

www.bdionline.com

Published in: Business, Health & Medicine
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The Affordable Care Act Challenge: Marketing Strategies For Success - BDI 7/24/13 The Future of Healthcare Communications Summit

  1. 1. The ACA Challenge Marketing Strategies for Success Paul G. Matsen July 2013
  2. 2. Introductory Video
  3. 3. The ACA Challenge: Environment • Slowing revenue growth • Shift to outpatient care • Purchasers demanding greater value • Cost shifting to consumers • Financial pressure and transparency
  4. 4. The ACA Challenge: Environment • Shift to value-based care and ACOs • Coverage expansion • Physician alignment • Constrained resources • Rising competitive intensity Uncertainty
  5. 5. Cleveland Clinic Imperatives • Patients First • Caregiver engagement • Innovate the care and business model • Financial Readiness in Challenging Times
  6. 6. Strategic Direction Striving to be the world’s leader in patient experience, clinical outcomes, research and education • Referral center • Regional provider • Academic center • New models of value-based care
  7. 7. Marketing Strategies for the ACA Future • Access • Alliances • Targeting: know your patients • Engagement • Brand/Patient Experience
  8. 8. Access
  9. 9. “We believe that every life deserves world class care today, not a month from now.” 2010 Patient Experience Summit Delos M. Cosgrove, MD Cleveland Clinic CEO and President
  10. 10. Value Proposition • Cleveland Clinic delivers superior total patient experience in the form of outstanding clinical outcomes, innovative treatments and access (including same-day appointments), all in an integrated delivery system. Cleveland Clinic provides world class care that is accessible to everyone in Northeast Ohio.
  11. 11. Situation: Early 2011 • Cleveland Clinic has universal brand awareness and strong preference versus key competitors • Experiencing slight erosion in market share • Known for Clinical Excellence, but not considered approachable or accessible
  12. 12. +30% Unaided Ad Awareness ResultsResults +60% Same-Day Access Awareness
  13. 13. 0 250 500 750 1000 1250 2008 2009 2010 2011 2012 0 250 500 750 1000 1250 2008 2009 2010 2011 2012 Same Day Visits 4% # Thousands # Thousands 988988
  14. 14. Alliances
  15. 15. Alliances • Leverage our core capabilities - Clinical care - Intellectual property – innovation - Consulting and management • National reach
  16. 16. • First heart surgery affiliation in 1994 • 15* affiliations across the U.S. past 18 years • Designed to improve quality of care, provide access to advanced research and technologies • Foster communication among caregivers • Provide unique market differentiator HVI Affiliate Program Overview
  17. 17. 1994: EMH Regional Medical Center 1997: LakeWest Hospital 1998: Hillcrest Hospital MetroHealth Medical Center 2001: Cleveland Clinic Florida 2004: Fairview Hospital Rochester General Hospital 2006: Chester County Hospital 2007: Cape Fear Valley Medical 2010: Cadence (2 hospitals) 2011: Novant (2 hospitals) 2012: MedStar (5 hospitals) Saint Vincent 2013: Fisher Titus Medical Center Bellevue Hospital Cleveland Clinic Affiliation Growth
  18. 18. Cleveland Clinic National Network
  19. 19. Direct contract between large, self-funded employer and Cleveland Clinic Program for Advanced Medical Care - Overview Cleveland Clinic Contracting directly with Cleveland Clinic allows you to: Realize Efficiencies and Savings Avoid Variability in Outcomes AND Offer #1 Heart Care* to Employees *Additional services available Employer
  20. 20. Current Relationships
  21. 21. Current Innovation Alliance Partners
  22. 22. Targeting: Know Your Patients
  23. 23. Advice Givers* 43.7MM Age 45+, HHI $100,000+ 55.4 MM Source: Nielsen Media Research, Net Ratings @Plan. Affluent Advice Givers 17.1MM - 8% of adults, 12% of Internet users • Active networkers • Detail lovers • Opinion sharers The Alpha Influencer
  24. 24. Why is Al Important Patients and Contribution Margin from Outside Ohio 6% 21% 0% 5% 10% 15% 20% 25% N of Patients Contribution Margin
  25. 25. Why is Al Important Percent of Patients Admitted to Hospital
  26. 26. Where Does Al Live CM per Patient by Region Indexed to Ohio
  27. 27. Engagement
  28. 28. Brand is Important to Prospective Patients Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose from 5 (extremely important) to 1 (not important at All). Percentage represents top two box responses.
  29. 29. “we need to make our brand experience – its message, actions and services- TRUSTED, REMARKABLE, UNMISTAKABLE, AND ESSENTIAL”
  30. 30. Patient Experience Brand Promise Clinical Excellence Innovation Wellness
  31. 31. How to Engage Al Owned | Earned| Paid
  32. 32. Digital Ecosystem
  33. 33. Social Media Ecosystem
  34. 34. Updated mobile site scheduled for April
  35. 35. Cleveland Clinic Today iPad App Launched in March Daily interactive iPad source for the latest health and wellness tips to read, save, and share from the experts at Cleveland Clinic. • Updated Daily with new Health & Wellness Content • Access to Health Hub • Interactive 3D Human Body • Interactive Timeline • Request Appointments • Find a Doctor • Find Locations • Access MyChart
  36. 36. Reaching Al Through Earned Media
  37. 37. • State of the Clinic – Media Highlights
  38. 38. Reach Al Through Paid Media
  39. 39. Content Strategy | Paid Sea of Sameness
  40. 40. Paid Media Digital • Leveraging owned assets (clevelandclinic.org + landing pages) in display advertising • “Reframed” concept focuses on three content areas: Innovation, Outcomes and Patient Experience with new calls-to-action
  41. 41. Service Line In-Banner Search
  42. 42. Brand/Patient Experience
  43. 43. “Providing the highest quality patient experience is a primary goal of the Cleveland Clinic Organization.” -Delos “Toby” Cosgrove, MD
  44. 44. • Safe Care • High Quality Care • Patient Satisfaction • High-Value Care Patients First ...
  45. 45. Role of Leadership Institutes HospitalsOperations / Administration Executive Team Caregivers Caregivers Caregivers Caregivers Patient Experience
  46. 46. Home Wellness / Fitness Center Retail Pharmacy Physician Clinics Diagnostic / Imaging Center Urgent Care Family Health & Surgery Center Community-Based Care Continuum of Care Acute Care Hospital Recovery and Rehab Care Inpatient Rehab Skilled Nursing Facility Outpatient Rehab Home Care
  47. 47. Patients Choose Experience “What factors are the influence on your choice of hospitals?”
  48. 48. Creating Caregivers • Firing of all Our Employees
  49. 49. PatientExperience CaregiverExperience Cleveland Clinic Experience
  50. 50. Cleveland Clinic Experience Training
  51. 51. 0 10 20 30 40 50 60 70 2008 2009 2010 2011 Percentile 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Complaints Gallup Engagement HCAHPS Rating HCAHPS Recommend Complaints CCHS More Engaged Caregivers… More Satisfied Patients
  52. 52. Closing Thoughts • Decisive Strategies • Responsiveness to Change • Trusted Brand

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