Engaging with Today’s Empowered Healthcare Consumer

Proprietary and Confidential | © 2015 Marketo, Inc. and Intelligent Demand
John Common
CEO
@intelligentdem
Intelligent Demand
Steve Krizman
Health Care Marketing Consultant
@SteveKrizman
Connected Communication
Kristen Kaighn
Sr. Manager, Segment Marketing
@Marketo
Marketo
Engaging with the Empowered
Healthcare Consumer

Three Steps to Engagement
1. Adopt Engagement Marketing mindset
2. Use a proven, integrated methodology
3. Have a bias toward action and keep evolving

Engagement Marketing for Health Care
The Problem:
• Consumers don’t understand health care
• They dread the shopping experience
• They don’t know what they are buying
A New Approach: Engagement Marketing

Today’s World
2,900
Marketing
Messages
Per Day

Health Consumers Self-Directing Journeys
66% to 90% of a
Consumer’s
Journey Today is
Self-Directed
(Forrester, 2014)

And Demand a Personalized Experience
87% of people demand a meaningful brand experience
(Edelman Consulting, 2014)

Polling question
My health sector is best described as:
• Payer/Insurance
• Hospital
• Health System
• Care delivery
• Wellness
• Pharma
• Infrastructure
• More than one of the above
• Other

A Transformation in Member Engagement
Mass
Marketing
Focus on the
message
Transactional
Marketing
Focus on the
transactions
Engagement
Marketing
Focus on
long-term
relationships

ENGAGEMENT MARKETING
Build personalized and lifelong relationships
#1 – As Individuals
#2 – Based On What They Do
#3 – Continuously Over Time
#4 – Directed Towards An Outcome
#5 – Everywhere They Are

A Method to Tame the Madness
The Problem:
• The rules keep changing
• Everything is a high priority
• Too much uncoordinated technology, campaigns, and content
The New Approach: Create Real Revenue Transformation™

How can your company
catch up?
Got it. Today’s buyers are:
 Online
 Self-directed
 Multi-channel
 Multi-device
 Socially connected
 Adept at ignoring
irrelevant messaging
 Expect personalized experiences

©2015, Intelligent Demand. Proprietary and Confidential. All Rights Reserved. For Internal Use
Only.
12
)
+
©2015, Intelligent Demand. Proprietary and Confidential. All Rights Reserved. 12
REVENUE 1.0 REVENUE 2.0+
STRATEGY
Interruptive, push model Permission-based, PULL model
Company tries to control flow of
information (sales process)
Recognize that the customer is in CONTROL, provide useful
information throughout the entire CUSTOMER LIFECYCLE
Reliance on one or two channels / tactics Integrated, OMNI-CHANNEL programs
MEDIA Expensive, hard-to-track, shotgunned outbound techniques
TARGETED mix of INBOUND + OUTBOUND tactics that leverage
PAID, EARNED and OWNED media
TECHNOLOGY
AND DATA
Unintegrated silos, gaps in tech stack, manual processes,
dirty, incomplete, inaccurate data
INTEGRATED marketing and sales tech stack, AUTOMATED
programs,
clean, complete, actionable data
MESSAGING
Batch-and-blast messaging focused
on active, late stage demand
SEGMENTED and PERSONALIZED messaging and content that
engages throughout the entire customer journey
CONTENT
Sales collateral, brochures,
“corporate selfies,” “product speak”
THOUGHT LEADERSHIP, content marketing. Value-added
information that educates, solves a problem and builds brand
affinity
LEAD
MANAGEMENT
Undefined processes and SLAs, leaky funnel Well-defined processes, strong SLAs, NO LEAD LEFT BEHIND
STAKEHOLDER
ALIGNMENT
Marketing = air war
Sales = everything else
Lack of trust. Work in silos
Marketing and Sales are ALIGNED and INTEGRATED throughout the
entire revenue funnel. Shared set of terminology, goals, processes
and expectations
METRICS
Little-to-no reporting or metrics,
or awash in vanity metrics
Multi-dimensional REPORTS and DASHBOARDS, tailored to
stakeholder personas, that spur INSIGHTS and ACTION
©2016, IntelligentDemand. Proprietaryand Confidential. All Rights Reserved.
For Internal Use Only.
What does
transformation
really look like?

©2015, Intelligent Demand. Proprietary and Confidential. All Rights Reserved. For Internal
Use Only.
13
)
+
©2015, Intelligent Demand. Proprietary and Confidential. All Rights Reserved. 13
REVENUE 1.0 REVENUE 2.0+
STRATEGY
Interruptive, push model Permission-based, PULL model
Company tries to control flow of
information (sales process)
Recognize that the customer is in CONTROL, provide useful information throughout
the entire CUSTOMER LIFECYCLE
Reliance on one or two channels / tactics Integrated, OMNI-CHANNEL programs
MEDIA Expensive, hard-to-track, shotgunned outbound techniques
TARGETED mix of INBOUND + OUTBOUND tactics that leverage PAID, EARNED and
OWNED media
TECHNOLOGY
AND DATA
Unintegrated silos, gaps in tech stack, manual processes,
dirty, incomplete, inaccurate data
INTEGRATED marketing and sales tech stack, AUTOMATED programs,
clean, complete, actionable data
MESSAGING
Batch-and-blast messaging focused
on active, late stage demand
SEGMENTED and PERSONALIZED messaging and content that engages throughout
the entire customer journey
CONTENT
Sales collateral, brochures,
“corporate selfies,” “product speak”
THOUGHT LEADERSHIP, content marketing. Value-added information that educates,
solves a problem and builds brand affinity
LEAD
MANAGEMENT
Undefined processes and SLAs, leaky funnel Well-defined processes, strong SLAs, NO LEAD LEFT BEHIND
STAKEHOLDER
ALIGNMENT
Marketing = air war
Sales = everything else
Lack of trust. Work in silos
Marketing and Sales are ALIGNED and INTEGRATED throughout the entire revenue
funnel. Shared set of terminology, goals, processes and expectations
METRICS
Little-to-no reporting or metrics,
or awash in vanity metrics
Multi-dimensional REPORTS and DASHBOARDS, tailored to stakeholder personas,
that spur INSIGHTS and ACTION
ANALYTICS Guessing Testing, learning and OPTIMIZING based on results©2016, Intelligent Demand. Proprietary and Confidential. All Rights Reserved.
For Internal Use Only.

ID’s Framework for Revenue Transformation
Speak to Who and Where Your Customers Are
Target Segments / Personas
Why should we change?
Are we getting value?
Why your company / solution?
Why change now?
Should I refer a colleague?
What are our options?
Should we purchase again/more?
Who should be on our short list?
AWARENESS
CONSIDERATION
DECISION
LOYALTY
The Customer Journey

Connect all the dots that drive results
STAKEHOLDER
ALIGNMENT
& PROCESS
+ + + + +
REPORTING,
ANALYTICS
TECHNOLOGY
& DATA
MEDIA &
CHANNELS
MESSAGING
& CONTENT
INTEGRATED
STRATEGY
= How to create real world results

Build a world-class program step-by-step
RevenueImpact/ROI
RUNWALKCRAWL

Bring it all together into an integrated program
Stakeholder
Alignment
& Process
Reporting
& Analytics
Technology
& Data
Media &
Channels
Messaging
& Content
Integrated
Strategy
BRAND AWARENESS
FOUNDATION &
INFRASTRUCTURE
LEAD
GENERATION
LEAD
NURTURE
SALES
ENABLEMENT
CUSTOMER
NURTURE
ACQUISITION,
RETENTION & GROWTH
LOYALTY
LOOP
DISCOVERY
CONSIDERATION
DECISION
LOYALTY
AWARENESS
TheBuying CommitteeTarget Segments / Personas
Brand
Marketing
Automation CRM
Website
/CMS Data Lead Mgt

Kaiser Permanente Colorado
The “Before Picture”
Marketing
Team
Executive
Team
Sales
Team
National
Programs

?
BRAND AWARENESS
SALES PROCESS
/ BROKER PROCESS
CUSTOMER WELCOME
& RETENTION
LEAD NURTURE,
ROUTE & MANAGE
LEAD GENERATION ACTIVE vs
LATENT
DEMANDSALES & BROKER
ENABLEMENT
Brand and Hard Sale; Nothing in Between

Get a FREE
quote!
Strong, but Primarily High-level Brand

Lots of Uncoordinated Channels

CRM Salesforce.com SEO None
MARKETING AUTOMATION None SOCIAL MEDIA None
CMS Yes DELIVERABILITY None
WEB ANALYTICS None DATA MODEL Get A Quote
SEM AdWords TESTING None
Big Gaps and No Interconnection

TELEVISION
RADIO
DIRECT MAIL
PAID SEARCH
PRINT ADVERTISING
WEBSITE
BRAND AFFINITY
BRAND AFFINITY
REPLY CARD / 800 #
FORM CONVERSION
BRAND AFFINITY / 800 #
FORM CONV. / 800 #
ROUTE TO SALES
ROUTE TO SALES
ROUTE TO SALES
ROUTE TO SALES
LEAKY FUNNEL:
LEAD DIDN’T RESPOND TO
“BUY NOW” MESSAGE
CUSTOMER !
CAN’T WIN
THEM ALL!
LEAKY FUNNEL:
“BAD LEADS”
(No contact,
No reponse)
CONTACT LEAD
Leaky Funnel

Activity Measures.
No real connection to pipeline
impact, revenue, or ROI
Impressions!
Clicks!
Replies!
Estimated Readership!
Measuring Activity
Likes!

Polling question
My biggest gap is:
• Alignment with other departments, leadership, or others in the enterprise
• Messaging between the brand and the sales conversation
• Coordination among channels
• Alignment and integration in the technology stack
• Measuring outcomes instead of activity

What changed?
ROI? ACA!

We started with B2B
ECONOMIC BUYER
/DECISION MAKER
• Cost / Profitability
• Recruiting / Retention
• Productivity
• HCR‘s impact on
my bottom line and
employee satisfaction
USER BUYER
• Access
• Ease of use
• Plan options
• HCR’s impact
on me
INFLUENCER
• Cost-effective options
• Competitive products
• Sales tools and
support
• HCR‘s impact on me
BENEFITS ADMIN TECHNICAL BUYER
/EVALUATOR
• Cost / Business Case / ROI
• Ease of plan administration
• Thought leadership
(many topics fit in to this)
• HCR‘s impact on me
CXO / OWNER
BROKER/CONSULTANT
HR LEADER
B2B
HEALTH
CARE

B2B Program Results
engaged leads
Over $48 million
in marketing-sourced
revenue to date
52 million
Targeted, branded impressions
5,1466,788
opted-in leads
Over 53%
of small group pipeline
influenced by program
> >

B2C Program Goals
1. Engage consumers directly instead of only through their workplaces
2. Meet individuals and families in the community with entertaining and
educational brand activation events
3. Generate leads in a cost effective way
4. Nurture and manage leads and customers through the buying journey
5. Support and enable Sales and Channel Partners to improve bottom of
funnel conversions and retention rates

Audience Definition
GENERAL AUDIENCE / DIRECT EXCHANGE-COVERED
EMPLOYER-COVERED
1. People enrolled in a plan through their
work who may not be familiar
with Kaiser Permanente’s value
1. Self-employed/self-insured
2. Employees of small businesses that
terminated their health care coverage
3. People who have had difficulty getting
insurance in the past
1. Self-employed/self-insured
2. Employees of small businesses that
terminated their health care coverage
3. People who have had difficulty getting
insurance in the past
4. People wanting information
EXCLUDED OR ROUTED
1. People not in KP’s service area
2. Medicare participants

Phase 1: KPCO B2C Integrated Program
Other
Opted-In
Lead
Sources
Brand
Activation
(Large)
Opt-In
Landing
Pages
Capture
App
Discovery Nurture
4 Touches
On Demand Communications
Marketing
Automation
Welcome
Additional
Channels
Lead Gen
Lead Nurture
ID Assisted Campaigns
Social Media (Facebook and Twitter)
Lead Gen > Lead Capture > Lead Nurture > Purchase > Loyalty
LEAD
ROUTING
Route to
Sales
OPEN
ENROLLMENT

Evolved: KPCO B2C Integrated Program
Other
Opted-In
Lead
Sources
Brand
Activation
(Large)
Opt-In
Landing
Pages
Capture
App
Discovery Nurture
4 Touches
Acquisition Buy Cycle Campaign
6 Touches
OPEN ENROLLMENT
Year-Round Nurture 26 Touches
On Demand Communications
Marketing
Automation
Welcome
B.A. (Small)
Digital
Lead Gen
Additional
Channels
Lead Gen
Lead Nurture
ID Assisted Campaigns
Retention
Retention Buy Cycle Campaign
4 ODCs+6 Touches and Facebook Remarketing
Social Media (Facebook and Twitter)
CRM
Lead Gen > Lead Capture > Lead Nurture > Purchase > Loyalty
LEAD
ROUTING

Brand Activation / Lead Generation
Lead Capture
/Survey App
The Famed, Wheel of WellnessPhoto BoothPost-event Email
Broccoli Goin’ Crazy

Emails
KPCO B2C Creative Samples
Offers
Video
Survey

B2C Program Results
>
In Acquisition Nurture and
Buy Cycle Campaigns in 2014
21,511 total
opted-in leads
Retention Buy Cycle Campaign
Nearly 50,000
Retention leads into a
>
Supported KP achieving
49% market share in
the 2013/14 Exchange, up
from 21% in 2013
sent to Sales
for open enrollment
11,318
Acquisition Buy
Cycle leads
Source: Connect For Health Colorado
As of March 2014
$13.5M
in revenue impact

Key Takeaways
• Adopt Engagement Marketing mindset - A, B, C, D, E
• Use a holistic, integrated approach - One Revenue Team
• Have a bias toward action, keep evolving
• It takes courage – be the change agent
• Set realistic expectations – especially in the beginning
• Test and learn
• Sometimes, you have to ask for forgiveness (not permission)

Engaging with Today’s Empowered Healthcare Consumer

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