Health System CRM the Vision of 1-to-1 Marketing in Healthcare


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Learn how to move your marketing department from just a cost center to a patient-centric, revenue-generating marketing engine.

Healthcare marketers are challenged to prove a return on investment (ROI). To measure and demonstrate a financial return on their marking dollars, many organizations have implemented a customer relationship management (CRM) system.

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  • KM
  • Over 80% of the ROI of any Marketing Strategy/Initiative is left to chance31% of projects are canceled before completion.53% of projects cost nearly double of original estimates.Only 16% of projects come in time and budget.Source: IBM Management Centre Europe“Marketers are faddish, irresponsible, …don’t think like business people …more akin to a recalcitrant child…” McKinsey & Company, CEO/CMO SurveyWe need to change that perception with the C-Suite and we do it by talking their language.C-suite is demanding dashboards and reporting on a more frequent basis putting added stress on your teams to pull reports together.Working hand-in-hand with IT to segmenting your own billing data and access third-party data to market is becoming the normHealthcare reform has brought many of us new PHM initiatives where you hold the risk and the reward of managing the health of a population.Luckily… all of these challenges can be tackled with a well implemented CRM strategy. So let’s briefly look at some of the underlying changes that are bringing this about in healthcare…
  • Technology and marketing are converging like never before …. To optimize marketing program expenditures and bring accountability to a department that has historically been seen as “untrackable”.“70% of Companies Now Have a Chief Marketing Technologist — 80% of Them Report to Marketing” – Gartner U.S. Digital Marketing Spending Survey, 2013- Design the customer experience across many channels — social, mobile, commerce and website.- Integrate data from an increasing number of sources, including internal data (such as transactions or on-site search) and external data (estimated household income) to get a better understanding of customers.- Support marketing campaigns and programs, such as a mobile app, paid search marketing and social marketing.
  • Historically health systems are 3-5 years behind other sectors in technology adoption. The ACA is changing that as large investments are being made in new technology systems such as EMR’s, Patient Portals, M-Health, CRM, marketing automation amoung others.
  • This shift is also reflected in healthcare media budget allocations.
  • So how are these trends affecting real organizations and how is CRM playing a role in the solution…
  • BB
  • Build your patient acquisition and retention campaigns Run integrated, multi-channel digital campaigns with automated key measurement and response mechanisismsAttribute marketing response to clinical and financial outcomes – that will help you build your case for future marketing budgetsBetter Manage Population Health
  • CRM Systems – minimal tracking patient profilesCRM Solutions can help to:Streamline processes – Provide a data driven approach to business development and marketing growth strategies – A true Business Intelligence system.Connects patient data with physician referral patterns Automates tracking/measurement systems to demonstrate ROI in both customer focused initiatives and physician outreach and partnership investmentsReduce cost on staffing/workMeasures and manages operations while you plan for future growth initiatives.Streamline efforts and collaborate with team member to ensure coordinated efforts and improved response ratesManage patient touch points across internal departmentsAllows for development of proactive patient centric messaging
  • Know your patients:Patient modeling – services most likely to need in the futureServices receivedOpt-in for disease specific informationIntegrated Data Sources:Internal - EPICData WarehouseOther CRM Systems within the organizationExternalNational Claims DataPropensity DataProspective Patient ListsTracking all touch Points:ClinicalMarketingEventsCall CenterData Driven StrategiesPatient area of serviceProbability of need for additional servicesDisease specific informationPatient EducationAnalyze most profitable services or proceduresAnalyze greatest community health need
  • System data is being manually pulled and verified through Data Warehouse. Currently not a complete view as some information is not utilized (Billing Records, Market Intelligence)
  • The “average” consumer does not exist.Communicating the same offer, care approach or advertising message to everyone, can only lead to suboptimal results.By looking into consumer data and how aconsumer has reacted in the past, we can expectfuture reactions at a consumer per consumerbasis.Propensity Data is often obtained throught outside systems such as experian.By using best practice in data analysis and utilizingpropensity data you can unlock the value hidden inbehavioral data.
  • BBMove beyond mass media to targeted digital and think about where your prospective patients are in the Health Engagement Cycle and how they want to access information.
  • KimberlyTouch Point(s)Search, Email , Web, Direct Mail, SocialCall, Online Appt, Online chatCall, Online chat scheduling or registrationEmailActionOnlineResearchSchedule Appt or Attend a SeminarSchedule SurgeryReferral
  • Set your brand and content apart from yourcompetition.
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  • KM
  • Multi-channel marketing campaign fills the funnel Patient education PortalWebsite provides multiple opportunities to capture and qualify leads 1) Newsletter optin 2) Assessment Lead Generation Opt In 3) patient Medical form when setting up an account to participate in the On-lined educational class. 4) Notification of completion of course for consult scheduling 5) Scheduled Appointment 6) On-Line Chat 7) email response tracking
  • KM
  • KM
  • Organizational GoalsMarketing as a profit centermarket share growthNiche ServicesMarketing’s moving toward a revenue center vs a cost centerService line growth strategies : - patient acquisition - patient education to ensure improved clinical outcomesReferral patternsStaff Training and ExpertiseDifferent way of thinking – Moving from Mass Media to targeted approach
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  • Health System CRM the Vision of 1-to-1 Marketing in Healthcare

    1. 1. CRM The Vision of 1-to-1 Marketing in Healthcare
    2. 2. Agenda Tides of change in marketing Patient centric marketing 1:1 marketing using the health engagement cycle Track touch points that lead to new patients Demonstrate ROI in real-time Net revenue per patient Return on Marketing Spend (ROMS)
    3. 3. Tides of Change in Marketing
    4. 4. Key Challenges Increased accountability for return on marketing spend (ROMS) Automated measurement capabilities Market segmentation for 1:1 patient centric marketing Population Health Management
    5. 5. Convergence of Marketing and IT “…despite all of this technology at work, the most critical element in our evolving service mix is world class creative capabilities….” ”Our role is to serve as a systems integrator for our clients…to help brands tell their stories via marketing technologies and Application Programming Interfaces (API’s)…” Which Executive?
    6. 6. Marketing Is Personal “By 2020, most interruptive marketing will be gone. Instead, marketing will be personalized, customized, and adapted to what I have expressed as my wishes or optins — which essentially means that advertising becomes content.” By 2015, 20 percent of integrated delivery systems will be investing in new healthcare-targeted customer relationship management (CRM) systems. Share of Health Systems Who Have Deployed a Hospital Grade CRM System vs. Size of the Hospital System 70% 60% 50% 40% 30% 20% 10% 0% $25M to $100M Sources: • Gartner, 2012 Top Industry Predicts 2012: Industries Face intensified Consumerization and Technology Disruption •, May 2013 • Top line Strategy Group - Independent study of 80 US health Systems, 2013 $100M to $500M $500M to $1B Over $1B
    7. 7. Media Budget Changes in Traditional Media Budgets Changes in Digital Marketing Budgets 39% 13% 48% 13% Increasing Decreasing 39% Increasing Decreasing Remaining about the same Sources: • Society for Healthcare Strategy and Market Development (SHSMD) By the Numbers Study, 2010 • Top line Strategy Group - Independent study of 80 US health Systems, 2013 82% Remaining about the same
    8. 8. Children’s Health System About the System: 400+ licensed beds 10,000+ employees Among largest pediatric ACO’s in the country 50+ FTEs in marketing department Key Challenges: CMO is tasked with market share growth of 4-6% annually for next 5 years Currently have 94% market share in the 39 counties surrounding the main campus Sustaining market share growth outside of traditional markets Need to shift marketing department from operating expense to profit center in 5 years or less
    9. 9. West-Coast Health System About the System: 8 hospitals in the system, 2 clinics and 1 hospice facility 12,000+ employees 100+ licensed beds Member of one of the largest faith-based, non-profit health systems in the United States Already have a CRM in place (being under utilized) Key Challenges: Digital conversion points not in place for tracking ROI Current SEM and SEO vendor producing “OK” results Digital reporting data is incomplete Adwords AdCenter Google Analytics Beryl (Call Center) As a result it is difficult to close the loop on true ROI Reporting to the C-Suite is a time consuming process and adhoc at best
    10. 10. Health System CRM 101
    11. 11. CRM Healthcare Helps You … Build your patient acquisition and retention campaigns Run integrated, multi-channel digital campaigns Attribute marketing response to clinical and financial outcomes Better manage Population Health
    12. 12. CRM vs. CRM Analytical CRM Systems Data Source Patient Profiles Heat Maps CR Lead, Conversion, Sale Type of Service Contact Tracking CRM Analytical Systems Data receptacle and analyzer Predictive modeling Patient value and life span Heat mapping/competitive analysis Procedure profitability analysis Procedure ROI by patient and payer Prospective patient modeling Control group analysis Direct connection to automated response mechanisms.
    13. 13. Moving the Mark … Know your Patients Data Driven Strategies CRM Tracking all Touch Points Integration of Data Sources
    14. 14. Integrate and Connect Silos Clinical Records Billing Records Link Marketer Scrub Call Center Standardize Market Intelligence Group by Household Web & Social Data Patient Focused Data Warehouse
    15. 15. Internal Data + Propensity Data Predictive models exploit patterns found in historical, third-party and patient data to determine which patients are at risk of developing certain conditions. Models rank the marketing universe into percentiles that have the highest propensity to respond to marketing campaigns.
    16. 16. Patient-Centric Marketing
    17. 17. Health Engagement Cycle Worried Well Info Seekers Treatment Seekers Provider Seekers “Hot Prospects” Moving toward patient-centered engagement aligned with key service lines Patients Advocates
    18. 18. Patient-Centric Targeted Marketing Worried Well Info Seekers Treatment Seekers Provider Seekers “Hot Prospects” Patients Orthopedics/ Sports Medicine The overall goal is to target prospective patients with relevant content and tools throughout the engagement cycle Advocates
    19. 19. Patient-Centric Message Maps Define your content by: • Target audience • Decision cycle • Key goals to influence
    20. 20. Sample Campaign
    21. 21. Bariatric Campaign Overview • Engage prospective patients to assist them through the decision making cycle in considering bariatric surgery. • Encourage ongoing interaction to build a relationship with current and prospective patients. • Provide content and tactics that build greater value for the patients and position the bariatric program as a leaders in bariatric surgery and clinical outcomes.
    22. 22. Reach Lead Generation and Qualification Lead Nurturing
    23. 23. Multi-channel Lead Generation Events: Promotional materials push consumer to educational portal for assessment and interactive tools. Print Materials: Should include campaign coding for tracking (UTM codes). Focus on different features of the site. Email: Announcement to existing list. Auto email series to all newly acquired subscribers. Campaign focuses on featured content and interactive tools.. Search: New site to be SEO optimized. SEM should tie into content and UTM campaign for tracking of campaign impact. Call Center: Provide updated script to highlight features of new site and encourage engagement with the sites interactive tools. Existing Website: Redirects patients to education portal when seeking out specific content. Social Media: Postings should incorporate content strategy outlined with links back to education portal. Include UTM coding for all links within social media.
    24. 24. Key Measurements Events: Registrants and emails for future marketing Print Materials: Response rate to online tactics Email: Click through rate, conversion to interactive features, lead generation, appointment request Search: SEM should tie into content and UTM campaign for tracking of campaign impact. Call Center: Call tracking with data integration into CRM Existing Website: Google Analytics, lead generation, course completion, consult request, appointment request, online chat Social Media: Postings should incorporate content strategy outlined with links back to education portal. Include UTM coding for all links within social media. Conversion of appointments to treatments/procedures
    25. 25. Demonstrating ROI in Real-Time
    26. 26. Streamline Reporting Patients per service line Profiles Cross marketing of services Patient preferences Claims $$$ per patient, per procedure, by physician Touch points of patients throughout system New patients vs. recurring patients Procedure targeting
    27. 27. What This Means to You CRM systems of today are a user friendly business intelligence system Provide data to move the dial on your organizations business goals Segments your markets to allow for 1:1 patient-centric marketing Automates measurements Ties your tactics to downstream revenue
    28. 28. Considerations
    29. 29. Considerations Organizational Goals Service line growth strategies & objectives Infrastructure and processes Staff training and expertise Who to Involve Marketing IT C-Suite Patient Experience Teams Business Development Service Line VPs or Directors Communications
    30. 30. Questions?