Download - Advanced CRM on Any Budget
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ADVANCED CRM: THE ENABLING ELEMENT OF
MODERN MARKETING
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MEET THE PRESENTERS
Chris Restle Director of Strategy and Insights
True North Custom
Kellie Spellman Director of Business Development & Marketing
Houston Methodist St. John Hospital
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✪ The Current State of Healthcare CRM
✪ Healthcare CRM: The Basics
✪ Advanced CRM: Targeting
✪ Advanced CRM: Execution - Event Triggers & Marketing Automation
✪ Advanced CRM: Measurement
✪ Advanced CRM: Uniting Systems
✪ Advanced CRM: Leveraging Data to Develop Content
✪ Advanced CRM: Loyalty
✪ Key Takeaways
✪ Q&A
WHAT WE’LL COVER
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HEALTHCARE CRM: CURRENT STATE
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Where is your organization with CRM? - How many people are buying lists for mailings? • Community lists? • Doc lists? • Business lists? - How many people have a CRM system, also known as a marketing database? - How many people are using patient data to track their campaigns? • Direct mail? • Email? • Patient loyalty? • Web form completions…class registrations? Enewsletter sign-ups? Social
media tracking? - How many people are using patient data to track physician relations success? Employer relations? Population health?
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*The State of Digital Marketing in Healthcare in 2015 Industry Perspective: Where We Are, Where We’re Headed -White Paper, November 2015
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HEALTHCARE CRM: THE BASICS
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Marketing and Patient Acquisition Attract Communicate with relevant content to current and potential patients to garner their business Engage and Connect Activate them through an event, web form, find a physician phone call Collect their demographic data Convert Becomes a patient Continue communication and marketing through cross-selling of relevant services and events
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Attract!
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Engage and Connect Engage potential patients by giving them something of value • Interesting content • Find a physician, send a gift, offer an interesting class • Collect their data through a web form or call center • Exchange of value…you give them something of value and they in
return give you more data intelligence about them
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Convert Track whether they become a patient • Did they come to the service you were promoting? • Did they have the procedure that was marketed to them? • Did they visit that primary care physician to which they were
referred? Use a Customer Relationship Management database to track if prospects are converting to patients
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Interoperability
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Database Composition Customer intelligence from disparate systems is integrated into a single system designed for targeted communications and measurement
Data: Hospital, Clinic/Employed Physician, and Call Center + Third-party Consumer Info
Merge, purge, de-dupe, group into households
Conduct data hygiene Apply demographic, socio-economic
and behavior variables, including self-reported conditions and prescriptions
Apply predictive models for insurance and healthcare services
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The Value of CRM • Push the boundaries of traditional marketing and target the right
people, at the right time, with the right message • Market profitable, priority services using highly targeted, direct
marketing messages • Ability to measure every campaign, showing you your Return on
Marketing Investment (ROMI)
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ADVANCED CRM: ENABLING MODERN TARGETING
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Targeted campaigns enabled by data: ▪ Demographics ▪ Lifestyle ▪ Behavioral ▪ Social Media ▪ Geography ▪ Birthday ▪ Self-Reported Health Conditions ▪ Predictive Models ▪ Payer Type ▪ Pre-existing Diagnosis and Procedure
Codes ▪ Patient vs Prospect Status ▪ Physician Relationship Status ▪ Recent Encounter
Informed by Encounter Data/Events/Call Center
Informed by External Data Sources
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Mapping Capabilities
Courtesy of Tea Leaves Health
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ADVANCED CRM: ENABLING MODERN EXECUTION
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Traditional Direct Marketing • Mailed to all based on demo selects • Launch date – February (Heart month) • Single message to all audiences • Potential for capacity issues
(screenings)
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Event Trigger Marketing “Talk to me when I need you”
• Reach out with just the right message at just the right time – maximize response rate
• Sustainable growth of patients
• Patient gets the right services when it matters
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Triggers tell us:
Something has changed and/or Someone is more likely to respond NOW
Cardiology Campaign example – monthly trigger • Hypertension diagnosis • Diabetes diagnosis • ER encounter with chest pain • Health risk assessment shows a smoker, increased risk for stroke/heart attack, or
overweight/obese • Self-reported interest in heart disease collected via call center or website • Attended Cardio-related class
• Birthday for people at high risk for cardiology
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ADVANCED CRM: MARKETING AUTOMATION
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Marketing Automation Use regular monthly or quarterly communication followed with yes/no logic to continually engage prospects and move them through the engagement continuum.
Courtesy of Tea Leaves Health
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Courtesy of Tea Leaves Health
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Sample Automated Campaign Monthly find-a-doc campaign for employed physician group where a direct mail and email are sent every month to new targets that fit the criteria - Patients that had no PCP in the ED - Prospects with likely good insurance that live near the clinics
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Response Summary
Source Mailing List Patient Respondents Response Rate
# % # % % Patient 28,595 25.5% 1,217 57.4% 4.3% Qualified Prospects 21,676 19.3% 587 27.7% 2.7% Prospects 61,859 55.2% 316 14.9% 0.5% New Movers 0 0.0% 0 0.0% 0.0% Unique Total 112,130 100.0% 2,120 100.0% 1.9%
• 42 drops – 7 months and a drop for each of 7 regions • Tracking at the employed physician clinic level
Automated Find-a-Doc Reporting
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• Overwhelming value in the payer mix from targeted CRM campaigns • System experienced 88.1% commercial/managed care through the
find-a-doc campaign
• Continually have a market presence with low expense and high returns
Find-a-Doc Reporting
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Respondents
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Courtesy of Tea Leaves Health
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Measuring other marketing assets Call Center, affinity groups, web registrations, classes, etc
Courtesy of Tea Leaves Health
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ADVANCED CRM: ENABLING MODERN
MEASUREMENT
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Metrics versus ROI Metrics • Digital marketing offers multiple views into online response behavior:
• Email clicks/ opens, Trackable Phone Numbers, Social Shares, Site, Pages visited/Time per page
• Digital Marketing is meant to Engage, Inform and Influence
• Decisions based on real-time metrics should be to optimize content, approach, timing to maximize effect
• The desired, immediate action from Digital Marketing will not necessarily translate into Joint Replacement or Bariatric Surgery after a 3 month campaign
Goals and Expectations need to match Tactics
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Metrics versus ROI ROI • Measurement of services consumed by those marketed to, after the receipt of communications
• Comparison of marketing targets utilization against a control group to remove what would have normally occurred
• Calculate the true marketing effect that you get to take credit for
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551 721
418 601
763 865 787 684
JAN FEB MAR APRIL
CONTROL TARGETS
Control Group (expected)
Targets (Actual)
Incremental
Encounters 2028 3451 1423
Avg Contribution Margin Per Encounter
$1953 $2274 $321
Total Contribution Margin $9,951,515 $11,494,713 $1,543,198
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SEE THE BIG PICTURE OF MARKETING’S IMPACT
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CRM Results Reporting • After five years of implementing CRM and making a standard across
the system, CHRISTUS Health was able to prove significant results
• 2,132 campaigns from August of 2010 through July of 2015
• In FY15 (July 1, 2014-June 30, 2015) approximately 800 campaigns -500 direct mail -300 email
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Corp Household – DM+EM – Lifetime Passive
Patients
Respondents Response Rate Average CM Total CM ROMI Targets 260,466 55.3%
$5,040 $1,312,748,640
$39 Projected 236,967 50.3% $1,194,313,680 Difference 23,499 5.0% $118,434,960
Prospects
Respondents Response Rate Average CM Total CM ROMI
Targets 81,839 12.3% $3,518
$287,909,602 $33 Projected 68,048 10.3% $239,392,864
Difference 13,791 2.1% $48,516,738
Qualified Prospects
Respondents Response Rate Average CM Total CM ROMI Targets 51,174 33.9%
$4,708 $240,927,192
$20 Projected 46,777 31.0% $220,226,116 Difference 4,397 2.9% $20,701,076
Marketing Lift: Respondents 41,687 Contribution Margin $182,270,714
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ADVANCED CRM: UNITING SYSTEMS
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Using CRM in PRM, ERM and Population Health • CRM database can track the success of physician relations,
employers relations and complement population health campaigns • Can also be helpful for health plan campaigns or getting the
uninsured to choose a health insurance exchange plan - CHRISTUS used the system to target past patients that did not have insurance who continually used the system - Succeeded in converting more than 12,000 patients in FY15 from uninsured into being on some type of plan - Average additional payments per converted patient was $6,000
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PRM Results • Program implemented system-wide in FY14 • 17 Physician Relations Managers in place across the system • Physician Relations Growth reporting FY15 Q2, change over
previous year quarter • Patient growth for A-B docs:
- 42% increase; 28,557 patients • Contribution margin for A-B docs:
- 46% increase; 9,852 patients - $20.8M in contribution margin
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ERM Reporting • CRM database gives you the ability to track the success of employer
relations campaigns • One CHRISTUS region regularly tracked its events and
communications with employees of engaged employers to show the contribution margin into the hospital, and also the affect of a healthier workforce on the employers’ bottom line
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Population Health Campaigns
• CRM system complements population health by reaching the 90% through wellness campaigns
• 10% of chronic patients can be communicated and managed through population health/care management system
• Sample campaigns include: -Mammo reminders -Annual physical reminders -Diabetes maintenance visit reminders
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The Right Message… Leveraging Data for
Content Development
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Instant Insights • Custom Content can happen in parallel with audience development • With ever increasing ability to target individuals, and platforms that
can talk to them wherever they are, content MUST be relevant and match the audience
• Household level insights can drive development of hyper-relevant content
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Sample Research Service Line Campaign Population Overview – 79,684 addresses meeting campaign criteria that includes: -10 Mile Radius around facility
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Instant Insight: • Age • Gender • Ethnicity • Income • Language spoken at home • Occupation • Level of Education • Presence of Children/Age Range
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Instant Insight: • Top Health Risks • Self-Reported Conditions • Social IQ • Model for opening email • Likelihood Positive Payer Type
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TAKEAWAYS
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THINK INTEGRATION (AND GET I.T. INVOLVED EARLY AND OFTEN)
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ALIGN CONTENT STRATEGY WITH THE CONSUMER
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CONSIDER BENEFITS BEYOND MARKETING
✪ Service Line Growth Management
✪ Population Health/Cost Conservation
✪ Community Wellness
✪ Physician Relations
✪ Employee Engagement
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THANK YOU! Email [email protected] to receive a free custom analysis to
identify opportunities in your market.