During this BlueSpire TrendLab webinar, our healthcare marketing strategists focus on the importance of CRM/PRM systems and how they can positively impact all of your marketing efforts. Other areas of emphasis included: • The tides of change in healthcare marketing and how it’s affecting compliance. • Why making the shift to one-to-one marketing can improve value of care, service line volumes and clinical outcomes. • How to utilize data-driven strategies for targeted marketing efforts and demonstrate ROI in real-time.

2. Welcome
Today’s presentation is brought to you by BlueSpire Strategic Marketing.

3. Agenda
Tides of change in marketing
Patient-centric marketing
One-to-one 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)

4. Marketing as a Revenue Generating Department

5. Key Challenges
Increased accountability for return on marketing spend (ROMS)
Automated measurement capabilities
Market segmentation for one-to-one patient-centric marketing
Population health management

6. 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 (APIs)…”
Which Executive?

7. 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 opt-ins—which essentially means that advertising becomes content.”
By 2015, 20% of integrated delivery systems will be investing in new healthcare-targeted customer relationship management (CRM) systems.
0%
10%
20%
30%
40%
50%
60%
70%
$25M to $100M
$100M to $500M
$500M to $1B
Over $1B
Share of Health Systems Who Have Deployed a Hospital Grade CRM System vs. Size of the Hospital System
Sources
•
Gartner, 2012 Top Industry Predicts 2012: Industries Face intensified Consumerization and Technology Disruption
•
HBR.com, May 2013 http://blogs.hbr.org/2013/05/a-futurist-looks-at-the-future/
•
Top line Strategy Group - Independent study of 80 US health Systems, 2013
One-to-one marketing utilizes data and emerging marketing technologies to create a highly personalized interaction with your audience(s).

8. Media Budget
13%
39%
48%
Changes in Traditional Media Budgets
Increasing
Decreasing
Remaining about the same
84%
2%
14%
Changes in Digital Marketing Budgets
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 U.S. Health Systems, 2013

9. Others Are Making It Happen
Example: “Flagship” health system of Catholic Health Initiatives, third largest health delivery network in the U.S.
Key challenges
Lack visibility into basic conversions of digital marketing efforts
No visibility into return on marketing spend (ROMS)
Acquired two new hospitals that need to be integrated in 2014-2015
Incumbent agency of 20+ years is creative but lacks rigor of ROI-driven culture
Key Takeaways
Implementation of call tracking across the system
Consolidation of ROI tracking to BlueSpire
Integration of claims data with BlueSpire ROI tracking
Example: This Pediatric Health System has one of the largest marketing departments for health systems of their size (150+ FTEs).
Key challenges
Feeling pain from failed deployment of new website
Need to shift marketing department from operating expense to profit center in five years or less
Need to position marketing department for 4-6% year-over-year market growth and adoption of content marketing
Key Takeaways
Educating/selling entire team on vision
Implementation of marketing automation and predicative analytics
Modern CMS integration with data warehouse for true one-to-one consumer personalization

10. Health System CRM 101

11. CR
CRM vs. CRM Analytical
Data source
Patient profiles
Heat maps
Lead, conversion, sale
Type of service
Contact tracking
CRM Systems
Data receptacle and analyzer
Predictive modeling
Patient value and life span
Heat mapping/competitive analysis
Procedure profitability analysis
Procedure ROI by patient/payor
Prospective patient modeling
Control group analysis
Direct connection to automated response mechanisms
CRM Analytical Systems

12. Moving the Mark…
CRM
Know Your Patients
Integration of Data Sources
Tracking All Touch Points
Data Driven Strategies

13. Outcomes Utilizing CRM
Greater response rate on marketing initiatives
Demonstrated ROI through downstream revenue of procedures and encounters
Predictive modeling provides targeted marketing and one-to-one patient communications
Revenue growth within current patient base
Improved patient experience and clinical outcomes
Improved brand perception

14. Integrate and Connect Silos

15. Lead Generation/Conversion Tracking

16. Internal Data + Propensity Data
Our predictive models exploit patterns found in historical, third- party and patient data to determine which patients are at risk of developing certain conditions.
The model ranks the marketing universe into percentiles that have the highest propensity to respond to marketing campaigns.

17. Patient-centric Marketing

18. Health Engagement Cycle

19. Patient-centric Targeted Marketing

20. Patient-centric Message Maps
Define your content by:
Target audience
Decision cycle
Key goals to influence

21. Sample Campaign

22. Program Objectives: Bariatrics
1. Identify/engage prospective patients, then assist them through and shorten the decision- making cycle for considering bariatric surgery.
Lead generation
Educational sessions
Scheduled consultations
Weight loss program

23. Program Objectives: Bariatrics
2. Facilitate pre and post-surgical education to drive behavior change.
Completion of patient program
Completion of weight loss program
Email open rates, drip email campaigns
Completion of calls to action

24. Program Objectives: Bariatrics
3. Lead patients to better health outcomes by keeping them “on track” and engaging them much like a retailer would.
Keeping weight off
KPIs

25. Patient Engagement Cycle

26. Demand Generation
Demand generation honed and optimized for Bariatrics programs

27. Pre-surgical Engagement

28. Interactive patient education and online patient assessment
Mobile enabled experience from the beginning
Online chat for those with hesitations
Direct connect for scheduling appointments

30. Post-surgical Engagement
Push notifications
Reminders via SMS
Micro educational content
Device integration
Aligned with clinical protocols

31. Demonstrating ROI in Real-time

32. Streamline Reporting
Patients per service line
Profiles
Cross-marketing of services
Patient preferences
Claims ($) per patient/procedure, by physician
Touch points of patients throughout system
New patients vs. recurring patients
Procedure targeting

33. What This Means to You
CRM/PRM systems of today are a user- friendly business intelligence system
Provides data to move the dial on your organization’s business goals
Segments your markets to allow for one-to- one patient-centric marketing
Automates measurements
Ties your tactics to downstream revenue

34. Final Considerations
Organizational goals
Service line growth strategies and 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 team

35. Questions?