breakout session the health system marketing department · 2019-09-20 · breakout session the...

CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc.

B R E A K O U T S E S S I O N

The Health System Marketing Department: Moving Perception From Cost to Profit

Vice President of Marketing and Communications Tidelands Health, Murrells Inlet, South Carolina

Amy Stevens PRESENTED BY


The obligatory “about us” slide About Tidelands Health

•  Three-hospital, not-for-profit health system in coastal South Carolina

•  Nearly 50 ambulatory care locations

•  2,000+ employee and physician partners

•  Region’s largest health care provider

2


But first: The way things were Or, as I like to call it, the “before” picture

3


December 9, 2013 Georgetown Hospital System

4


5


Georgetown Hospital System

The system

•  Two community hospitals

•  Network of physician practices and outpatient clinics

•  No system brand structure

The marketing department

•  Two FTEs devoted to internal communications

•  No marketing plan in place

•  Work driven by “order-taking” and calendar events

•  Completely dependent on outsourcing

6


7


A marketing reboot Fix it Felix!

8

CONFIDENTIAL © Copyright 2017 Healthgrades Operating Company, Inc. All Rights Reserved. May not be reproduced or redistributed without the express permission of Healthgrades Operating Company, Inc. 9

My listening tour The first 120 days

•  Get to know the organization

•  Begin to build credibility

•  Identify mission-critical issues

•  Understand what resources are available

•  Develop core marketing strategies to move forward


10

Core marketing strategies

•  Rebrand the organization and move from a “house of brands” to a “branded house”

•  Move to an in-house agency model

•  Launch a CRM platform

•  Launch a new website

•  Launch a provider outreach program


11

Making the case for a rebrand

Growth of the organization

•  Largest health care provider in Georgetown and Horry counties

•  Nearly 50 locations

A new geography

•  More than 50% of patients now come from outside Georgetown County

•  Horry County is the nation’s second fastest-growing MSA

From hospital to health

•  Inpatient volumes declining

•  Outpatient volumes burgeoning


12

Making the case for a CRM platform

•  No brand awareness — lots of catching up to do

•  Mass media tied up in brand for the foreseeable future

•  Nation’s second fastest-growing region

•  New patient acquisition

•  Nearly 25% of the population is 65+

•  Retirees and snowbirds are looking for a medical home

•  Let’s be smart about it

•  Give marketing a chance to prove our worth


13


Right people, right plan, right tools “I love it when a plan comes together!”

14


My dream team!

15


The brand launch

•  Board approval In October 2014

•  Internal announcement in early December

16


Moving from idea to implementation

•  Three simultaneous projects

•  The rebrand

•  All development and creative work completed in house

•  The launch of a CRM tool

•  Signed with Healthgrades and launched database build in June 2014

•  The website

•  Signed with website partner in July 2014

•  April 6, 2015: Go live for the new brand

•  Fall 2015 target for our first two CRM campaigns

17


18


19


20


21


22

We are Tidelands Health. We are Tidelands Waccamaw Community Hospital, Tidelands Georgetown Memorial Hospital and Tidelands Waccamaw Rehabilitation Hospital. We are more than 200 physicians, 1,800 employee partners and 40 care locations stretching from North Myrtle Beach to Andrews.Together, we are our region’s largest network of health care experts – working side by side not just to treat disease but also to prevent it. Because we believe in keeping you healthy and active, inside and outside of the hospital.It’s not just about you coming in. It’s about us reaching out.Better health begins wherever you are. Better health begins here.

A new time is

in regional health care.beginning

Better health begins here.tidelandshealth.org


A new tide is

in regional health care.rising



A new promise is

in regional health care.soaring



23


24


25


26


Driving business with CRM Beyond the brand

•  Began with 215,000 individuals in our database

•  Build took better part of a year (process probably slowed by my divided attention)

•  Initially launched two campaigns (direct mail and email)

•  Orthopedics – launched 9/15 (added digital in 3/16)

•  New mover – launched 10/15

•  Multiple issues to overcome

•  No call center or central number of any kind

•  Multiple EMRs

27


28


29


Orthopedics results

•  Positive contribution margin achieved at three months

•  Mailed campaign results at 15 months:

•  Incremental lift of 254 patients

•  83 knee replacements

•  55 hip replacements

•  20 shoulder replacements

•  Digital campaign results at 12 months:

•  More than 400 unique calls generated

•  Very favorable cost per acquisition

30


31


New-mover results

•  Mailed campaign results at 13 months:

•  Direct incremental lift of 132 patients*

•  Incremental lift to all services of 445 patients*

•  88% commercial and Medicare

*Incomplete data due to EMR issues

32


CRM today

•  Orthopedics

•  New mover

•  Patient acquisition

•  Welcome to Medicare

•  Women’s health

•  Medical fitness/population health pilot

33


Two years later We’ve come a long way, baby!

34


35

Tidelands Health today

Strong system brand recognition

•  74% awareness marketwide one year post-launch

•  Official health care provider of the Myrtle Beach Pelicans

•  Official health care system of the 2016 College World Series champion Coastal Carolina University Chanticleers


36

Tidelands Health today

We are Team Tidelands

•  91% participation rate in 2016 employee partner engagement survey

•  Improved from 57th to 71st percentile ranking

•  Exceeded the national average on key drivers of engagement

•  “I am proud to tell people I work for this organization”

•  “I would stay with this organization if offered a similar position elsewhere”


37

And as for the marketing department…

•  More than 45 national awards since 2015

•  Best Print Newsletter in Ragan’s Employee Communication Awards, beating out The Emirates Group

•  PR Daily’s Grand Prize for Best Overall Video for two consecutive years, topping finalists including the Johns Hopkins School of Nursing, AT&T, The Invictus Games, Miami International Airport & the University of Michigan Health System

•  Best of Show in the Health Care Advertising Awards

•  Expanded scope of responsibilities including referral outreach, government relations and community relations

•  Staff now includes nine FTEs


38

What’s next

•  Launching a call center with Healthgrades imminently

•  Launching an affinity program for adults 50+ in August

•  Intranet rebuild is under way and will go live in October

•  Brand journalism program is in development and will launch in October


39

Key takeaways

You can move from cost center to credible

•  Build internal buy-in — people need to believe in what you’re doing

•  Listen to what they want, but give them what they need

•  Data is your superpower — it will move mountains

Here’s what experience has taught me

•  No matter where you are today, you can set a new course

•  Your marketing dollars are limited — invest them in tools that will give you measurable return

•  A rebrand doesn’t have to come with a high-dollar agency price tag

•  It doesn’t take years to get real results — you just need the right people, plan, and vision


Thank you!

Amy Stevens, MAOM, MBA [email protected] 843-652-8222

40

And here’s proof what doesn’t kill you makes you stronger. I became a

state-record-setting powerlifter along the way. Bet you didn’t see that coming!

breakout session the health system marketing department · 2019-09-20 · breakout session the...

Documents