The document summarizes a marketing campaign by BESLER aimed at dispelling the perception that optimizing Diagnosis Resource Groups (DRGs) is a "solved problem". The campaign utilized original research, white papers, webinars, podcasts, and press coverage to engage hospital executives and show that further DRG optimization could enhance revenue and lower compliance risks. The tactics achieved strong engagement metrics and the goal of influencing perceptions around DRG optimization opportunities.

1. Driving Optimal Revenue
Cycle Results Campaign
M A R K E T I N G

2. Background
• The constantly changing healthcare environment and the complex nature of
Medicare rules and commercial contracts places increased pressure on
healthcare organizations to achieve operational efficiency, compliance and
optimal reimbursement.
• Hospitals expend an enormous amount of resources both in people and
technology to ensure that their service claims are error free and compliant.
• Despite these efforts, many service claims are initially denied payment or may
be undercoded, meaning that the hospital is not properly billing for all of the
services they performed. Additionally, some claims may be miscoded, opening
the hospital up to potential compliance issues.
• BESLER’s Revenue Integrity Service pinpoints opportunities to optimize
Diagnosis Resource Groups (DRGs), enhancing revenue capture while lowering
compliance risks.

3. Challenges
• Because hospitals have already expended so much time, money and effort
ensuring that their coding is correct, many are not actively looking for solutions
to further optimize their coding or they simply believe DRG optimization is a
“solved problem”.
• While BESLER is well known within the revenue cycle teams at many hospitals
nationally, we were less well known in Health Information Management (HIM)
teams which would be a key stakeholder in the process of adopting our
solution.

4. Business Goals
• The goal of this specific campaign was to dispel the perception that DRG
optimization is a solved problem.
• We chose to do this using thought leadership based on original research
conducted among actual hospital executives.
• Tactically, this would take shape in the form of numerous content assets
deployed across various media to engage our target audiences.
• While most of the content was ungated, we did provide intelligence to our
sales team via our marketing automation suite noting engagement among
known contacts.
• Target Personas: Chief Financial Officer, Revenue Cycle and HIM teams

5. Campaign Tactics

6. Original Research,
White Paper,
Infographic

7. Original Research
• BESLER collaborated with HIMSS Media – a well
respected national organization focused on health
information management – to measure perceptions
of revenue cycle vulnerabilities and opportunities
among 102 hospital executives.
• Major findings included:
• 2/3 of respondents indicated that DRG optimization is
not a solved problem.
• Coding and clinical documentation are the most
vulnerable areas of the revenue cycle.
• Both findings correlate strongly to the underlying
value proposition of BESLER’s Revenue Integrity
Service.
LINK TO THE REPORT

8. Assets
• From this research, a white paper and
infographic were developed and
released.
• These assets have been
downloaded/viewed hundreds of times.
• Printed versions of the white paper are
available at tradeshow exhibits.
• Content from the white paper has been
repurposed into several other formats
including blogs, podcasts, and
webinars.
LINK TO WHITE PAPER
LINK TO INFOGRAPHIC

9. Slideshare

10. Landing Page
https://www.besler.com/driving-optimal-revenue-cycle-performance/

11. White Paper promotion –
BESLER.com homepage

12. White Paper promotion –Email and InMail

13. White Paper promotion – social media

14. Trade Shows
Infographic enlarged
into standing banner

15. Print Ad
Study data utilized in
print ad headline

16. Podcasts

17. Podcasts/Blogs
• BESLER publishes a weekly podcast
entitled, The Hospital Finance Podcast.
• The original research was split into three
sub-topics and made into a series of three
podcasts/blogs
• DRG optimization – still not a solved
problem – 1,099 downloads
• The most vulnerable areas of the healthcare
revenue cycle – 1,054 downloads
• Exploring top revenue cycle issues
– 1,152 downloads

18. Social media promotion - podcast

19. SEO
• The first blog landed on page one for the term
“DRG optimization” on both Google and Bing

20. Webinar

21. Webinar
• A live webinar was held that
explored the original research in
depth, underscoring the theme
that DRG optimization is still not a
solved problem.
• 78 targeted registrations were
achieved among high profile
prospect hospitals.

22. Webinar promotion –social media

23. Webinar promotion –
BESLER.com homepage

24. Webinar promotion - email

25. Webinar – recorded video
LINK TO RECORDED WEBINAR

26. ABM tools

27. Account-Based Marketing
• A targeted campaign was created and deployed in Q4 2019 to facilitate
existing customer cross-sell and to generate new prospect interest.
• The campaign wove together multiple elements including personal phone calls
and automated email and direct mail.
• Information from the original research was carefully woven in to the campaign
to underscore the need for our services.

28. Postcard
Letter

29. Sequenced
Email

30. Press Coverage

31. Press coverage
• A key part of the strategy for releasing original research was to achieve
coverage in respected industry publications.
• The press release featuring our research was picked up and articles were
written in several publications and shared across social media.

32. Press coverage

33. Press coverage

34. Press coverage
LINK TO ARTICLE
This article from February was shared by individuals
and organizations across social media

35. Press Coverage
LINK TO ARTICLE
This article from November 2019 if
revenuecycleintelligence.com referenced the same
study several months after its release.

36. Press coverage

37. Business Results
• 500 key existing contacts influenced per Hubspot statistics
• 445 clicks from social media to the campaign landing page
• 651 CTA clicks to campaign assets
• 3,000+ podcast downloads
• 78 webinar registrants
• Earned media placement in at least five leading industry
publications with combined monthly web impressions over 1.2
million