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The Agile Approach to
Patient Journey Marketing
How UC Health leveraged agile
technology and marketing principles to
support Patient Journey Marketing
In This
Presentation
(C) 2018 Healthcare Internet Conference
2
About UC Health
The Patient Journey Solution
Strategic Approach to Content + Services
Agile Methodology + Systems
The Initial Results
Expanding the Program
Introducing Your Presenters
Sydney Hudson
Maria Regan
Christian Twiste
3
Digital Experience Manager
UC Health
Cincinnati, OH
Director, Content Strategy
Wainscot Health
Montvale, NJ
Chief Operating Officer
Korcomptenz, Inc.
Mount Arlington, NJ
What Is Patient Journey Marketing?
4
1
• What is bariatric surgery?
2
• Am I a candidate for bariatric surgery?
3
• Who are the best providers in my area?
4
• Do they accept my insurance?
5
• How do I schedule a consultation?
 Patient Journeys are personalized marketing
and communication initiatives that engage
customers with targeted, relevant content
throughout their decision-making cycle
 Patient Journey Marketing strives to capture
patients at the very start of their journeys,
utilizing a risk assessment or survey,
educational content, and automated email
follow-up to build trust and advance
consumers to requesting an appointment
ABOUT UC HEALTH
Inside the organization
and the choice of a Patient Journey Marketing solution
5
About UC Health
Academic Health System:
• Clinical Care
• Education
• Research
Main Campuses:
• University of Cincinnati
Medical Center
• West Chester Hospital
Serving the Greater Cincinnati Region and beyond
Competitive Landscape
Local Community Competition:
• Mercy Health
• TriHealth
• St. Elizabeth Healthcare
• The Christ Hospital Health
Network
Regional Academic Competition:
• Ohio State University Hospital
• Indiana University
• University of Kentucky
7
Cincinnati Metropolitan region is one of the
most competitive healthcare markets in the US
Organizational
Structure
Strategic Support
Business Operations/Clinical
Support
Content Development
Technical Support
Existing Systems
Digital advertising
strategy limited to:
• Search Engine
Marketing
• Minimal Facebook
Advertising
Website
• WordPress
Email Marketing
• Emma
• Constant Contact
• MailChimp
CRM
• Healthgrades
9
Pre-Patient
Journey
Marketing
Situation
Lack of an innovative
(digital) patient growth
strategy
Limited Website
Capabilities
No interactive
journey tools
Poor UX
Manual and tedious
retargeting strategy
About the
Weight
Loss
Program
Located at our West Chester Hospital campus, the
UC Health Weight Loss Center empowers patients
to reach and maintain a healthy weight.
Because everyone’s struggle is different, the
Weight Loss Center provides customized, holistic
plans for achieving weight loss, which may include:
• Medically supervised weight loss program
• Surgical treatments
• Or, a combination of both
Our Solution
Microsite Pilot: Patient Journey Marketing
Alternative
pathways to
medically assisted
weight loss
Personalized,
consistent digital
engagement with
consumers
Content strategies
designed to build
trust
Marketing
automation for
content delivery
13
STRATEGIC APPROACH
A content strategy that forms a relationship and builds trust
14
Overall Goals
15
Reach people who
won’t be swayed by
urgency messages
Reach people who
are likely to have
ongoing health
issues that will
require future care
Convince prospects
to provide email
addresses
Make it easy to take
next step for those
who are ready
Focused Content Strategy
Build Relationships to Grow Pipeline
Connect
Establish
Trust
Provide
Value
16
The Importance of Trust…
17
…and of Providing Value
“Strive not to be a success, but rather to
be of value.”
—Albert Einstein
18
Key
Content
Tactics
19
Connect with personalized interactions
Position your organization as empathetic and caring
Introduce and “humanize” care providers
Establish expertise and differentiate from competition
Provide timely and relevant information users need
Offer encouragement through tone, messaging, and
patient-success stories
Explain the benefits of seeking care now
Bariatrics Example
Key messages for UC Health Weight Loss Patient Journey
20
Obesity Is a Disease
(Not a Personal Weakness)
Has experienced, empathetic
care providers who want to
help you
Has medical/surgical
solutions that work and
that will make you healthier
Is an expert provider of
bariatric medical and
surgical care as an academic
healthcare system
UCHEALTH
Home Page
21
Positive Image;
Positive Message
Obesity is a medical issue, not a personal failing
Calls to action promote
engagement tools
Supporting information and
statistics about the service line
Reliable/useful tips
and information
based on most current
weight-loss research
People love quizzes!
This one allows us to
assign users to a
targeted email track
BMI Calculator PDF Downloads Quiz
Engagement Tools
22
Quiz + BMI Calculator
23
Quick
3-question quiz
Results require
users to provide
email address
BMI calculator
can be used as
part of the quiz
or as a stand-
alone feature
Downloadable Articles
24
Next Step
Once we have a user’s email, they’re automatically
assigned to an email track personalized for them
• Information Seeker—unknown BMI
• Possible Candidate—BMI 35–39.9
• Likely Candidate—BMI 40+
• Medical Weight Loss Candidate—BMI 27–34.9
25
Information Seeker
Hasn’t yet calculated BMI
Goal Keep user engaged
How Share useful weight-loss content
and inspiring patient success
stories
CTAs Click to take quiz or calculate BMI
Surgical Candidate
Has BMI of 35+
Goal Keep user engaged
How Share useful weight-loss content
and inspiring patient success
stories
CTAs Learn more about surgical weight
loss or sign up for weight loss
seminar
Inform.
Impress.
Inspire.
28
Content Take-Aways
Connect with prospects
to grow pipeline
Put yourself in user’s
shoes—be empathetic
Be positive—show the
future
Offer targeted content
Move patients to seek
care
Build trust and a
relationship
Educate and inspire
Be agile and utilize your
data
Test content, tweak,
and repeat
29
AGILE METHODOLOGY +
TECHNOLOGY IMPLEMENTATION
The systems we used and how we approached the project
A Brief History of Agile
31
• Technologies and
needs changed
faster than projects
could be completed
“The Application
Development Crisis”
• Jeff Sutherland and
Ken Schwaber
publish a seminal
paper in 1995
SCRUM Software
Development Process • Thought leaders
gathered to discuss
new “lightweight”
processes
“Snowbird” Meeting
in Utah in Early 2001
• Codified the 12
principles of agile
software
development
The Agile Manifesto
The Traditional Approach to Customer Journeys
(C) 2018 Healthcare Internet Conference 32
I want to map my patients’
various journeys and implement
systems that will improve
engagement with personalized
content and messaging, and an
integrated view of all interactions
including financial metrics.
A LAUDABLE GOAL
How much is this
going to cost and
how long will it
take?
A BURNING QUESTION
Prospect Patient
Possible Data +
Accompanying Journeys
The number of possible pathways and amount of data generated is greater than
the time and budget required to realize high marketing ROI
“The Spaghetti Incident” is our
“Application Development Crisis”
33
Three Agile
Marketing
Principles
34
Refine
Your
Objective
Iterate To
Innovate
Reverse
Your
Thinking
Reversing Our Thinking
35
How can I map all my weight
loss patient journeys?
Can I triage patients online and
link them to beneficial services?
TRADITIONAL AGILE
Do I have enough data to
support all of this mapping?
Can I collect the data based on
how real people use the site?
Do I need to evaluate and
procure a bunch of systems?
What functionality do I need and
is it available in the cloud?
Refining Our Objective
36
I want to integrate all of my data
and implement systems that will
improve personalized engagement
while providing a holistic view of all
interactions and financial metrics
with the ability to model future
results
I want to acquire more surgical
weight loss patients and learn
more about how they interact
with our services
TRADITIONAL AGILE
(Provided I can still work
toward the traditional goal)
Iterate to Innovate
37
I’ve acquired more surgical weight
loss patients and generated relevant
data about their interactions.
Now what? Launch a campaign for non-
surgical weight loss patients
Convert more browsers with a
targeted surgical campaign
Expand this campaign to new
channels
Consider a new service line
entirely
Integrate this campaign data
with my EMR and other systems
Solution Architecture
38
Consumer Facing Microsite Drupal Acquia
Marketing Automation Platform Mautic Open Marketing Cloud
Quiz Seminar BMI Downloads Content
Segmentation Email Campaigns Activity Tracking Reporting
Why Choose Agile in the Cloud?
Cost
• Cloud platforms often feature subscription
models without large one-time fees
Flexibility
• Cloud platforms can be more flexible with more
upgrade options and easier integrations with
third-party software
Ease
• Cloud software can be deployed without
requiring internal or external IT resources or
complex configurations
39
Mautic Open Marketing Cloud
40
The Open Marketing Cloud
offers a free version that can be
configured entirely online,
allowing us to deploy
sophisticated campaigns
without any software costs
Full- featured platform used by 200,000
organizations including healthcare
A Closer Look
Segments
Used to
understand the
initial
interaction and
subsequent
campaign
assignment
Channels
Manages the
design and
content of all
email and
other message
types
Campaigns
Distributes all
emails and
other message
types based on
assignment and
business rules
Activities
Tracks all
interactions
with known
and unknown
users for web
and email
channels
41
A Visitor in Action
42
A Foundation for a Digital Patient Lifecycle
43
Acquisition Outcomes Advocacy
 Demand generation
 Targeted website features
segment prospective patients
 Automated email and/or
omnichannel follow up
 Patient mobile app with
fitness tracking features and
online portal with additional
information
 Automated alerts for patients
and healthcare providers
 Patient segmentation based
on engagement and outcome
 Continued outreach to
encourage sharing success
stories, cross promotions, etc.
RESULTS + FUTURE PLANS
Conversions, key findings,
and next steps to expand the program
44
May 14, 2018
Go Live With
Facebook Campaign
45
Why Facebook Only?
• Potential disruption of clinical flow
• Time needed to vet new journeys/pathways
• Associated risks
46
Facebook Campaign – 90 Days
Region Greater Cincinnati Area
47
Demographics Women over 25
SEMINAR REGISTRATION AM I CANDIDATE QUIZ
Impressions 54,303
Total Reach 34,355
Clicks 821
CTR 1.51%
Likes 16
Impressions 36,254
Total Reach 28,399
Clicks 606
CTR 1.67%
Likes 15
Remarketing campaign was added approximately 6 weeks after launch
Web Traffic + Conversions
• Conversion rate
has increased
over time from
17.5% at launch
to 31.5% in
month three
• 120 users have
downloaded a
document and
104 have taken
the quiz
48
Total Visitors Total Sign Ups Seminar Registrations
479 120 20
Percentages 25.1% 4.2%
Track Number of Users Percentage
Possible Candidate 28 5.6%
Likely Candidate 44 9.2%
Information Seeker 17 3.5%
Weight Loss Center 27 5.6%
New Conversion Opportunities
49
Week 1 Week 2 Week 3 Week 4 Week 5
Quiz Users Seminar Users
The “Am I a Candidate” quiz captured
approximately 5x as many users as the
traditional seminar registration
Redefining a
Conversion
Engage More
Users With
Multiple Ways
to Interact
Capture More
“Browsers”
and Convert
with Follow
Up
Patient Journey Uplift Effect
4% increase in
seminar
registrations*
145% increase
in conversion
rate
50
*SEM program provides approximately 3x total traffic,
amortized uplift expected to be approximately 20%
All users provided valuable information that
can be used to retarget and educate
Planning
for the
Future
51
• Content
• Journeys
Continuous Improvement
• Social Media
• Search Advertising
Expanded Digital Advertising
• Start small, but think big
Service Line Expansion
CLOSING THOUGHTS
Thank you for your time
52
Charting Your Own Path Forward
Patient Journeys
Generate
marketing uplift
in the real world
Challenges
Can be solved
using an agile
approach and
cloud
technologies
Results
Are attainable
for organizations
that experiment
and iterate
based on their
success
53
Questions + Answers
Thank you again for attending
54

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The Agile Approach to Patient Journey Marketing

  • 1. The Agile Approach to Patient Journey Marketing How UC Health leveraged agile technology and marketing principles to support Patient Journey Marketing
  • 2. In This Presentation (C) 2018 Healthcare Internet Conference 2 About UC Health The Patient Journey Solution Strategic Approach to Content + Services Agile Methodology + Systems The Initial Results Expanding the Program
  • 3. Introducing Your Presenters Sydney Hudson Maria Regan Christian Twiste 3 Digital Experience Manager UC Health Cincinnati, OH Director, Content Strategy Wainscot Health Montvale, NJ Chief Operating Officer Korcomptenz, Inc. Mount Arlington, NJ
  • 4. What Is Patient Journey Marketing? 4 1 • What is bariatric surgery? 2 • Am I a candidate for bariatric surgery? 3 • Who are the best providers in my area? 4 • Do they accept my insurance? 5 • How do I schedule a consultation?  Patient Journeys are personalized marketing and communication initiatives that engage customers with targeted, relevant content throughout their decision-making cycle  Patient Journey Marketing strives to capture patients at the very start of their journeys, utilizing a risk assessment or survey, educational content, and automated email follow-up to build trust and advance consumers to requesting an appointment
  • 5. ABOUT UC HEALTH Inside the organization and the choice of a Patient Journey Marketing solution 5
  • 6. About UC Health Academic Health System: • Clinical Care • Education • Research Main Campuses: • University of Cincinnati Medical Center • West Chester Hospital Serving the Greater Cincinnati Region and beyond
  • 7. Competitive Landscape Local Community Competition: • Mercy Health • TriHealth • St. Elizabeth Healthcare • The Christ Hospital Health Network Regional Academic Competition: • Ohio State University Hospital • Indiana University • University of Kentucky 7 Cincinnati Metropolitan region is one of the most competitive healthcare markets in the US
  • 9. Existing Systems Digital advertising strategy limited to: • Search Engine Marketing • Minimal Facebook Advertising Website • WordPress Email Marketing • Emma • Constant Contact • MailChimp CRM • Healthgrades 9
  • 10. Pre-Patient Journey Marketing Situation Lack of an innovative (digital) patient growth strategy Limited Website Capabilities No interactive journey tools Poor UX Manual and tedious retargeting strategy
  • 11. About the Weight Loss Program Located at our West Chester Hospital campus, the UC Health Weight Loss Center empowers patients to reach and maintain a healthy weight. Because everyone’s struggle is different, the Weight Loss Center provides customized, holistic plans for achieving weight loss, which may include: • Medically supervised weight loss program • Surgical treatments • Or, a combination of both
  • 12. Our Solution Microsite Pilot: Patient Journey Marketing Alternative pathways to medically assisted weight loss Personalized, consistent digital engagement with consumers Content strategies designed to build trust Marketing automation for content delivery
  • 13. 13
  • 14. STRATEGIC APPROACH A content strategy that forms a relationship and builds trust 14
  • 15. Overall Goals 15 Reach people who won’t be swayed by urgency messages Reach people who are likely to have ongoing health issues that will require future care Convince prospects to provide email addresses Make it easy to take next step for those who are ready
  • 16. Focused Content Strategy Build Relationships to Grow Pipeline Connect Establish Trust Provide Value 16
  • 17. The Importance of Trust… 17
  • 18. …and of Providing Value “Strive not to be a success, but rather to be of value.” —Albert Einstein 18
  • 19. Key Content Tactics 19 Connect with personalized interactions Position your organization as empathetic and caring Introduce and “humanize” care providers Establish expertise and differentiate from competition Provide timely and relevant information users need Offer encouragement through tone, messaging, and patient-success stories Explain the benefits of seeking care now
  • 20. Bariatrics Example Key messages for UC Health Weight Loss Patient Journey 20 Obesity Is a Disease (Not a Personal Weakness) Has experienced, empathetic care providers who want to help you Has medical/surgical solutions that work and that will make you healthier Is an expert provider of bariatric medical and surgical care as an academic healthcare system UCHEALTH
  • 21. Home Page 21 Positive Image; Positive Message Obesity is a medical issue, not a personal failing Calls to action promote engagement tools Supporting information and statistics about the service line
  • 22. Reliable/useful tips and information based on most current weight-loss research People love quizzes! This one allows us to assign users to a targeted email track BMI Calculator PDF Downloads Quiz Engagement Tools 22
  • 23. Quiz + BMI Calculator 23 Quick 3-question quiz Results require users to provide email address BMI calculator can be used as part of the quiz or as a stand- alone feature
  • 25. Next Step Once we have a user’s email, they’re automatically assigned to an email track personalized for them • Information Seeker—unknown BMI • Possible Candidate—BMI 35–39.9 • Likely Candidate—BMI 40+ • Medical Weight Loss Candidate—BMI 27–34.9 25
  • 26. Information Seeker Hasn’t yet calculated BMI Goal Keep user engaged How Share useful weight-loss content and inspiring patient success stories CTAs Click to take quiz or calculate BMI
  • 27. Surgical Candidate Has BMI of 35+ Goal Keep user engaged How Share useful weight-loss content and inspiring patient success stories CTAs Learn more about surgical weight loss or sign up for weight loss seminar
  • 29. Content Take-Aways Connect with prospects to grow pipeline Put yourself in user’s shoes—be empathetic Be positive—show the future Offer targeted content Move patients to seek care Build trust and a relationship Educate and inspire Be agile and utilize your data Test content, tweak, and repeat 29
  • 30. AGILE METHODOLOGY + TECHNOLOGY IMPLEMENTATION The systems we used and how we approached the project
  • 31. A Brief History of Agile 31 • Technologies and needs changed faster than projects could be completed “The Application Development Crisis” • Jeff Sutherland and Ken Schwaber publish a seminal paper in 1995 SCRUM Software Development Process • Thought leaders gathered to discuss new “lightweight” processes “Snowbird” Meeting in Utah in Early 2001 • Codified the 12 principles of agile software development The Agile Manifesto
  • 32. The Traditional Approach to Customer Journeys (C) 2018 Healthcare Internet Conference 32 I want to map my patients’ various journeys and implement systems that will improve engagement with personalized content and messaging, and an integrated view of all interactions including financial metrics. A LAUDABLE GOAL How much is this going to cost and how long will it take? A BURNING QUESTION
  • 33. Prospect Patient Possible Data + Accompanying Journeys The number of possible pathways and amount of data generated is greater than the time and budget required to realize high marketing ROI “The Spaghetti Incident” is our “Application Development Crisis” 33
  • 35. Reversing Our Thinking 35 How can I map all my weight loss patient journeys? Can I triage patients online and link them to beneficial services? TRADITIONAL AGILE Do I have enough data to support all of this mapping? Can I collect the data based on how real people use the site? Do I need to evaluate and procure a bunch of systems? What functionality do I need and is it available in the cloud?
  • 36. Refining Our Objective 36 I want to integrate all of my data and implement systems that will improve personalized engagement while providing a holistic view of all interactions and financial metrics with the ability to model future results I want to acquire more surgical weight loss patients and learn more about how they interact with our services TRADITIONAL AGILE (Provided I can still work toward the traditional goal)
  • 37. Iterate to Innovate 37 I’ve acquired more surgical weight loss patients and generated relevant data about their interactions. Now what? Launch a campaign for non- surgical weight loss patients Convert more browsers with a targeted surgical campaign Expand this campaign to new channels Consider a new service line entirely Integrate this campaign data with my EMR and other systems
  • 38. Solution Architecture 38 Consumer Facing Microsite Drupal Acquia Marketing Automation Platform Mautic Open Marketing Cloud Quiz Seminar BMI Downloads Content Segmentation Email Campaigns Activity Tracking Reporting
  • 39. Why Choose Agile in the Cloud? Cost • Cloud platforms often feature subscription models without large one-time fees Flexibility • Cloud platforms can be more flexible with more upgrade options and easier integrations with third-party software Ease • Cloud software can be deployed without requiring internal or external IT resources or complex configurations 39
  • 40. Mautic Open Marketing Cloud 40 The Open Marketing Cloud offers a free version that can be configured entirely online, allowing us to deploy sophisticated campaigns without any software costs Full- featured platform used by 200,000 organizations including healthcare
  • 41. A Closer Look Segments Used to understand the initial interaction and subsequent campaign assignment Channels Manages the design and content of all email and other message types Campaigns Distributes all emails and other message types based on assignment and business rules Activities Tracks all interactions with known and unknown users for web and email channels 41
  • 42. A Visitor in Action 42
  • 43. A Foundation for a Digital Patient Lifecycle 43 Acquisition Outcomes Advocacy  Demand generation  Targeted website features segment prospective patients  Automated email and/or omnichannel follow up  Patient mobile app with fitness tracking features and online portal with additional information  Automated alerts for patients and healthcare providers  Patient segmentation based on engagement and outcome  Continued outreach to encourage sharing success stories, cross promotions, etc.
  • 44. RESULTS + FUTURE PLANS Conversions, key findings, and next steps to expand the program 44
  • 45. May 14, 2018 Go Live With Facebook Campaign 45
  • 46. Why Facebook Only? • Potential disruption of clinical flow • Time needed to vet new journeys/pathways • Associated risks 46
  • 47. Facebook Campaign – 90 Days Region Greater Cincinnati Area 47 Demographics Women over 25 SEMINAR REGISTRATION AM I CANDIDATE QUIZ Impressions 54,303 Total Reach 34,355 Clicks 821 CTR 1.51% Likes 16 Impressions 36,254 Total Reach 28,399 Clicks 606 CTR 1.67% Likes 15 Remarketing campaign was added approximately 6 weeks after launch
  • 48. Web Traffic + Conversions • Conversion rate has increased over time from 17.5% at launch to 31.5% in month three • 120 users have downloaded a document and 104 have taken the quiz 48 Total Visitors Total Sign Ups Seminar Registrations 479 120 20 Percentages 25.1% 4.2% Track Number of Users Percentage Possible Candidate 28 5.6% Likely Candidate 44 9.2% Information Seeker 17 3.5% Weight Loss Center 27 5.6%
  • 49. New Conversion Opportunities 49 Week 1 Week 2 Week 3 Week 4 Week 5 Quiz Users Seminar Users The “Am I a Candidate” quiz captured approximately 5x as many users as the traditional seminar registration Redefining a Conversion Engage More Users With Multiple Ways to Interact Capture More “Browsers” and Convert with Follow Up
  • 50. Patient Journey Uplift Effect 4% increase in seminar registrations* 145% increase in conversion rate 50 *SEM program provides approximately 3x total traffic, amortized uplift expected to be approximately 20% All users provided valuable information that can be used to retarget and educate
  • 51. Planning for the Future 51 • Content • Journeys Continuous Improvement • Social Media • Search Advertising Expanded Digital Advertising • Start small, but think big Service Line Expansion
  • 52. CLOSING THOUGHTS Thank you for your time 52
  • 53. Charting Your Own Path Forward Patient Journeys Generate marketing uplift in the real world Challenges Can be solved using an agile approach and cloud technologies Results Are attainable for organizations that experiment and iterate based on their success 53
  • 54. Questions + Answers Thank you again for attending 54