patient loyalty in healthcare: an innovative new …...1 patient loyalty in healthcare: an...

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Patient Loyalty in Healthcare: An Innovative New Approach

Session #283, February 14, 2019

Kelly-Anne Suarez, Acting Administrator, Marketing, Lehigh Valley Health NetworkLori Yackanicz, Administrator, Business Intelligence

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Kelly-Anne Suarez, Acting Administrator, Marketing, Lehigh Valley Health Network

Lori Yackanicz, Administrator, Business Intelligence ApplicationsLehigh Valley Health Network

Has no real or apparent conflicts of interest to report

Conflict of Interest

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How data intelligence can help drive revenue – “Moneyball”

Reframing healthcare marketing through the lens of today’s retail consumer

How emerging technologies support marketing strategy through pushing prospective patients into the marketing funnel

Multi-channel engagements examples and outcomes

Summary & Q&A

Agenda

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Describe how a patient portal moves beyond simple bill payments to fill gaps between care episodes

Create highly personalized, automated journeys that build loyalty among a population

Analyze populations based need-propensities; consumer demographics, social and behavioral data; and first-party data

Compare enterprise technologies to identify the right mix to match program goals

Integrate loyalty programs with demand generation efforts to amplify ROI, increase patient lifetime value and accelerate service line growth

Learning Objectives

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“People in the industry operate with beliefs and biases. To the extent you can eliminate both and replace them with data, you gain a

clear advantage.”

- Michael Lewis, Moneyball

7(And how to be the Oakland A‘s)

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“Anecdotal-itics” –

The unscientific analysis of baseless commentary and opinion.

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Reframing the Conversationwith a New Question

For each of the programs we have prioritized for growth, who are the people with the greatest propensity to use and what service

features and message will motivate them to choose LVHN?

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New Healthcare Marketing Mindset

Consumerism is king

Nurturing customer

relationships = long-term

business strategy

Shift to integrated, multi-

channel targeting strategy

Align physician outreach with

consumer marketing

Use data analytics to target &

engage.

Measure. Optimize. Drive ROI.

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MARKETINGMARKETING

BUSINESS

DEVELOPMENT

BUSINESS

DEVELOPMENTOPERATIONSOPERATIONS

StrategyStrategy

MARKETING

BUSINESS

DEVELOPMENTOPERATIONS

Strategy

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Brand And Demand Generation

Feel Brand

DoDemand

Generation

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Goal State

Quick to market with ability to correct course

Pinpoint Marketing

Demonstrate ROI

Business Intelligence

Data connectivity allows ‘funnel view’ of ROI

Physician referral trends / alignment

Data > Insights > Strategy

=

RESULTS

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Where We Are Today

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Nomenclature

Demand Generation is the support strategy

CRM is the technology platform

Digital is a business driving channel

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Demand Generation

Campaigns

Phone

Web

Email

MailMobile

Events

Social

Patients &Consumers Providers

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CRM/PRM

Customer Relationship Management and Physician Relationship

Management Tool

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Data Provides A 3600 View

Enterprise CRM PRM Data Integration Plan

Purchased through vendor

Data managed by LVHN

Web

402-CARE

Epic

Finance

Optum

ACOGoldmine

ConsumerData

(Experian)Claims

EnterpriseCRM PRM

Tentative

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Deployment

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Holistic Approach for Multi-Channel Engagement

Manage Inquiries Track Interactions Nurture Leads Measure ROI & Results

Class & Event

Enrollment

Inbound

Calls

Special

Program

Management

Provider

Referrals

Care

Reminders

Discharge

Follow-Up

Web Inquiries,

Campaign

Response

Service

Referrals

Market

Events

Outbound

Calls

Campaigns

Reporting

& Analytics

Centralized

Tracking

& Storage

CRM Cloud

Platform

Engagement

& Loyalty

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Demand Generation Marketing• LVHN produced 27 campaigns in FY18 that resulted in the

following volume & financial performance:

LEADS CAMPAIGNS

UNIQUE PATIENT

CONVERSIONS

(CONVERSION

RATE)

TOTAL

PAYMENTS

MEDIA

INVESTMENT

ROMI

RATIO

VCM

RATIO

FY

20

18

12,721 27

10,698

(84%)1,017 new patient

conversions

$16.68M$2.23M in payments

from new patients

$1.00M16:

18:1

FY

20

17

9,447 24

4,524

(48%)918 new patient

conversions

$9.33M$2.54M in

payments from

new patients

$1.06M 8:1 N/A

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Hernia Screenings Results

Appointments

made

122

Hernia Screenings During Campaign Period

Total

attendance

366

People

screened

320

Surgical

conversio

n rate

22%

LVH-

CC

LVH

-P

LVH-

H

LVH-

MLVH-

HLVH-

CC LVH-

P

Hernia

surgeries

27

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OB/GYN CAMPAIGN RESULTS

2,875

919 (32%)164 new

patient

conversions

$3.1M$489K in

payments

from new

patients

$0.18M 17:1 8:1

LVH-M Baby

Shower

Facebook

top

performing

57.55%

leads

45% Leads

download

our Baby

Bundle

Pregnancy

App

Data reported FY17 to date

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Orthopedics Campaign Results

LEADS

UNIQUE PATIENT

CONVERSIONS

(CONVERSTION

RATE)

TOTAL

PAYMENTS

MEDIA

INVESTMENT

ROMI

RATIOVCM

RATIO

3,3621,209

(36%)341 new

patient

conversions

7:115:1$0.3M$4.7M$1.3M in

payments

from new

patientsData reported FY17 to date

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Bariatrics Campaign Results

LEADS

UNIQUE PATIENT

CONVERSIONS

(CONVERSTION

RATE)

TOTAL

PAYMENTS

MEDIA

INVESTMENT

ROMI

RATIOVCM

RATIO

2,735

1,406

(51%)220 new

patient

conversions

44:177:1$0.1M

$5M$1.1M in

payments

from new

patients

Real life

stories

Social

billboards

Data reported FY17 to date

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Campaigns with $150K or greater in cumulative return.

Lead Metrics – Q1 201848% of leads came from Digital channels in FY17

and 46% of leads came from Call Center.

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What does the future hold?

Marketing automation and real-time API connections

Industry first ‘Loyalty’ program

Advanced predictive analytics

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Kelly-Anne Suarez

kelly-anne.Suarez@lvhn.org

Lori Yackanicz

Lori.Yackanicz@lvhn.org

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Questions?