Welcome

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

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)

Marketing as a Revenue Generating Department

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

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?

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).

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

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

Health System CRM 101

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

Moving the Mark…

CRM

Know Your

Patients

Integration of Data

Sources

Tracking All Touch Points

Data Driven Strategies

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

Integrate and Connect Silos

Lead Generation/Conversion Tracking

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.

Patient-centric Marketing

Health Engagement Cycle

Patient-centric Targeted Marketing

Patient-centric Message Maps

Define your content by: Target audience Decision cycle Key goals to influence

Sample Campaign

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

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

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

Patient Engagement Cycle

Demand Generation

Demand generation honed and optimized for Bariatrics programs

Pre-surgical Engagement

Interactive patient education and online patient assessment

Mobile enabled experience from the beginning

Online chat for those with hesitations Direct connect for scheduling appointments

Post-surgical Engagement

Push notifications Reminders via SMS Micro educational content Device integration Aligned with clinical protocols

Demonstrating ROI in Real-time

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

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

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

Questions?