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Readmissions analytics campaign brief
This document summarizes a marketing campaign launched by BESLER Consulting from August 2014 to May 2015 to promote their new Readmissions Analytics tool. The tool helps hospitals analyze Medicare readmissions data to identify causes of readmissions and reduce penalties. The campaign utilized tactics like an ebook, articles, webinars, and videos to establish expertise in readmissions and educate hospitals on analyzing readmissions data. The results included new sales leads, demo requests, and growing brand awareness among target hospital contacts.
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Readmissions analytics campaign brief
- 1. Readmissions Analytics Launch Campaign August2014 – May 2015
- 2. Background • Over 2,600hospitals received reduced Medicare payments due to excess readmissions in 2015. • The Centers for Medicare & Medicaid Services (CMS) provides each hospital with a data file so they can validate their readmission penalty calculation. • The file is cumbersome to work with and does not include all of the information a hospital needs to evaluate the underlying causes of readmissions. • With BESLER’S Readmissions Analytics, organizations can discern if their existing quality programs are focused on the right clinical measures and contemplate new programs that address previously undetected issues. • Readmissions Analytics provides access to powerful, interactive tool that combines financial and clinical information allowing hospitals to quickly and easily understand readmissions data in ways that would be impossible using the CMS-supplied data alone so they can reduce their long term exposure to Medicare penalties.
- 3. Challenges • While BESLERConsulting was well known for our financial expertise, our reputation in the clinical space was not well established, making it difficult to gain immediate credibility for our new offering. • Our sales team needed to speak with new personas within the hospital in order to gain traction for our offering. • Many healthcare professionals were not familiar with or utilizing the data CMS supplied to evaluate their penalties which was the foundation for our offering. • The perception among some healthcare financial professionals was that it would be more cost effective to maintain the revenue for readmissions and just pay the Medicare penalty.
- 4. Business Goals • Begina relationship with personas related to quality initiatives who could champion our offering within hospitals. • Cement our unique thought leadership position and establish our authority in the readmissions space • Familiarize healthcare professionals with the data required to properly analyze readmissions. • Evangelize the true cost of readmissions so healthcare professionals could understand the financial implications of reducing readmissions.
- 5. Marketing Strategy • Pursuedirect marketing strategies to existing customer contacts and new personas within hospitals with a stake in readmissions. • Working with our internal experts, deploy content that conveys what can be done with the insights derived in the CMS data and educates our audience on readmissions generally. • Build our subscriber base to maintain a long term relationship • Generate warm leads for our sales team • Develop thought leadership • Activate and energize our sales team by delivering comprehensive training and resources to help them engage prospects.
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- 7. Readmission Reduction E-book •This e-book was designed to educate our prospects about strategies they can employ to reduce hospital readmissions • 662 Downloads as of 5/1/15 • Hundreds of copies distributed at conferences and events • Repurposed into several blog posts and forthcoming podcasts http://www.slideshare.net/beslerconsulting/readmission-reduction-ebook
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- 9. E-book promotion –social media
- 10. E-book promotion -partners
- 11. The True FinancialImpact of Hospital Readmissions article http://www.slideshare.net/beslerconsul ting/the-true-financial-impact-0115- hfmhoffmanreprint • This article was accepted and published in Hfm, the official publication of Healthcare Financial Management Association, the premier membership organization in our segment representing tens of thousands of healthcare financial professionals • The main focus of the article was to dispel the popular notion that it is less expensive for a hospital to pay Medicare readmission penalties than it is to permit excess readmissions, helping us to overcome one of the primary objections to our offering. • The article is hosted on Slideshare, promoted actively on social media, and reprints are sent to all conferences
- 12. Qnet article http://www.slideshare.net/beslerconsulting/tarheel-news- winter-2014-15-qnet • Thisarticle was written to familiarize readers with a key source of data, the QualityNet Hospital-Specific Report (HSR), that they may be overlooking which can help them analyze hospital readmissions • The HSR is a key underlying source of data for our offering • This article has been reprinted in HFMA chapter newsletters, is available on Slideshare, and was fashioned into a blog post for our site
- 13. Blog Posts • TheRole of Discharge Disposition in Preventing Hospital Readmissions • How to calculate the LACE risk score • VIDEO: Clinical Impact of Readmissions • VIDEO: Readmission Reduction Strategies • State-by-State Impact of Readmissions Penalties for 2015 • Overview of CMS Readmissions Penalties for 2015 • Optimizing communications to reduce readmissions • The physician’s role in lowering hospital readmission rates • The true cost of readmissions goes beyond the CMS penalty • Comprehensive Discharge Planning: A Solution for Patients at High Risk for Readmission • Which patients are at high risk of hospital readmission? • How does the day of discharge affect hospital readmissions? • Observation units could help reduce excess hospital readmissions • The QualityNet Hospital-Specific Report, readmissions penalties, and your hospital • Watch: The “true” financial impact of hospital readmissions • Medicare Hospital Readmissions Reduction: Infographic • BESLER Consulting has published a wide array of blog articles focusing on hospital readmissions since August 2014 • These articles are promoted widely through our social media channels, LinkedIn groups and delivered through a weekly blog digest to our loyal subscribers • Each bullet to the left links to individual articles or you can skim our blog at http://www.besler.com/blog/
- 14. Readmissions Infographic http://www.slideshare.net/beslerconsulting/readmissions-infographic • Thisinfographic was created to help our audience understand the significance of a new penalty program from the Centers of Medicare & Medicaid Services (CMS) which is the driver of our offering. • The infographic: • Has been viewed 1,400 times • Is actively promoted on social media • Was featured as infographic of the month in Compliance Today • Has become an integral part of our exhibit display
- 15. Webinars • BESLER Consultinghas hosted several educational webinars independently and in collaboration with professional groups to expand on the underlying themes of our published articles • We’ve recorded our webinars and added them to our YouTube channel enabling us to promote and embed the recordings • https://www.youtube.com/watch?v=Y5ysAvqLQHw
- 16. Speaking Engagements &Events • BESLER’s experts have spoken at three major events since October 2014 on the topic of readmissions • Additionally, we hosted our own educational seminar for hospital professionals in New Jersey in February 2014 • We videotaped key presentations and developed four 30-minute videos exploring various aspects of readmissions
- 17. Educational Videos • Keypresentations were videotaped and developed into YouTube videos that we promote on social media, on our blog, and through key partners • Financial Impact of Readmissions • Clinical Impact of Readmissions • Readmission Reduction Strategies • The “true” financial impact of readmissions
- 18. Explainer Video • A2-minute explainer video illustrates the benefits our offering to potential customers • This video is promoted on social media and used extensively by our sales team during their prospecting efforts • https://www.youtube.com/watch?v=7Y0jFvUvAtU
- 19. HFM Print adand local chapter newsletters • This print ad appears in Hfm, the official publication of the Healthcare Financial Management Association (HFMA) and in several HFMA chapter newsletters
- 20. Sales Activation • Oursales team was furnished with training and several resources to help them target and engage prospects including: • A list of the top 25 targets in their territories including the readmissions penalty for each facility along with a template email to help their outreach • A penalty calculator that prospects can download to model future changes their projected readmissions penalties • A document describing each report contained in our offering • Sell sheet • Demo version of our offering • Social media training to help them focus on both sharing valuable content and identifying leads • Immediate notifications of website revisits and e-book downloads for any prospect in their territories
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- 22. Business Results • Quantitative •$250,000 sales pipeline • 34 face-to-face product demos • 662 e-book downloads • 2,900 page views of blog articles • 2,272 views of assets on Slideshare • 858 views of YouTube videos • 114 new contacts generated representing key personas we have not targeted previously • 119 new double opt-in subscribers to our blog • Qualitative • Published articles reaching thousands of targeted readers • Multiple speaking engagements building thought leadership across our market • Invitations to deliver webinars and speak at various events throughout 2015 • High level of sales engagement around marketing generated leads as evidenced by weekly touch reports