how many technology solutions does a marketing and sales team need?
TRANSCRIPT
HOW MANY TECHNOLOGY SOLUTIONS DOES A
MARKETING AND SALES TEAM NEED?
About Me
CHRIS BOYER
- SVP, Digital at ReviveHealth
- Led Digital Strategy for two majorintegrated health systems
- Founding, platinum member of the Mayo Clinic Advisory Board on Social Media
T: @chrisboyerE: [email protected]
I feel your pain
The challenges you face today are similar to what hospitals and health systems have been facing the last five years - increased pressure on all fronts:
PAYMENTS
FINANCIAL RISKQUALITY OF CAREAND EXPERIENCE
COST & SERVICEEFFICIENCY
MORE EDUCATED,SELECTIVE CONSUMERS
The marketplace is exploding!
Mergers, acquisitions and partnerships – oh my!
“M&A discussions and thoughts will be on the minds of almost every industry participant in 2015” – Top 10 Senior Housing Trends for 2015
And digital is causing the most disruption
2015 Senior online trends
86% OF ADULTS 65 AND OLDER DID NOT GO ONLINE IN 2000
TODAY THAT FIGURE HAS BEEN CUT IN HALF!!! Pew Internet Research
And the use is changing
- “Assisted living” is a much more common search than the others- “Senior living” as a search term tripled in the past 10 years- The term “Nursing Homes” is declining
How Search Trends Have Changed for Senior Care – Senior Living Blog
It’s the era of “Connected Aging”
“The full impact of connected aging will be to not just keep older adults from inappropriate levels of care, but to support them in thriving, being independent, and having a significantly better quality of life.” - The New Era of Connected Aging
EVERYTHING IS CHANGING SO FAST…
…AND SO ARE THE MARKETING TOOLS
In 2015, there are now 1,876 marketing technology vendors – nearly twice than last year – Chief Marketing Technologist Blog
So many important things we’re learning
We need to first understand the
WHY
before we understand the
WHAT
Why we do what we do – a traditional view
POINT OF CARE
PR
MARKETING
SALES
“Baby Boomers are notorious for rebelling and having things the way we want them…that’s going to shape the market” – Wendy Winnick-Baskin Sr. Exec Director, Atria Senior Living
We have to break through the clutter
Engagement is the secret sauce
To be distinctive
To build better brands
To drive actionable conversions
To provide measurement and ROI
Our approach has to change
POINT OF ENGAGEMENT
PRMARKETIN
G
SALES
The future is personalized marketing
The more relevant content and experiences are to an individual, the more likely he or she will notice, absorb, remember and act upon that content or experience. Personalized marketing at its essence is about maximizing relevancy and engagement.
www.revivehealthpm.com
Foundation tool: CRM
- ROLE- Manages records of individuals
(or households)- Tracks interactions with your organization- Centralized repository of all data- Propensity modeling to define segments
and sub-segments
- IMPORTANCE- Backbone of personalization efforts- Integrates data and analytics from other digital platforms- Feeds data to other systems
Foundation tool: CRM
- INVESTMENT- Platform licensing- Staffing: administration/analysis- Implementation- Ongoing maintenance
- CONSIDERATIONS- Provides critical business intelligence on customers/potential
customers- Data warehouse/repository to interact with other systems- Integrates with call center activity- Tracks ROI of activity
Importance Cost Benefit
High Med-High High
Foundational tool: Marketing Automation
- ROLE- Delivers highly customized content- Collect preferences of users- Delivers highly-customized content based
on those preferences- Can track across multiple marketing tactics
- IMPORTANCE- Puts the “personalized” in personalized marketing- Regularly connects to audiences through “push” tactics- Uses analytics and preferences to automate personalization
Foundation tool: Marketing Automation
- INVESTMENT- Platform licensing- Staffing: set-up and ongoing initiatives- Implementation
- CONSIDERATIONS- Critical to nuturing and demand generation- Interface between website, social media,
online tactics and CRM- Some platforms can manage direct mail activity- Tracks users through the customer life-cycle
Importance Cost Benefit
Med High Low-Med Med High
Foundational tool: CMS
- ROLE- Tracks website user behavior
and content consumption- Uses taxonomy to provide
custom/relevant content- Sun in your digital solar system
- IMPORTANCE- Most users will interact with website in the online experience- Hosts interactive content and provides ability for users to act and
engage- Primary content repository to feed marketing automation
programs
Foundational tool: CMS
- INVESTMENT- Platform licensing- Staffing: technical development,
ongoing content creation, analysis- Ongoing management
- CONSIDERATIONS- Complex and requires heavy care-taking- Can address multiple users with various needs- An organizational, operational and sales/marketing necessity
Importance Cost Benefit
High Med-High High
Foundational tool: EMR
- ROLE- Tracks health history and preferences
allowing for enhanced personalized communication, aligned with care
- Securely delivers personalized communication to patients through the patient portal
- IMPORTANCE- Often overlooked as a communication vehicle- Connects personalized marketing to the patient’s experience
with your “product” - care
Foundational tool: EMR
- INVESTMENT- Platform licensing- Staffing: integration, content development,
analysis
- CONSIDERATIONS- Not typically run by marketing/sales department- Often limited ability to utilize for marketing/sales
(but when available, highly effective)
Importance Cost Benefit
High High Low-Med
Foundational tools: interoperability
DO THEY PLAY NICE TOGETHER?
Investing in any one technology without understanding interoperability can paint you into a corner with future investments
- Not all marketing automation platforms connect to all CMSs- Not all CRM vendors will allow you to use outside MAPs- While EMRs are an important part of Personalized Marketing,
you will likely not have the initial ability to manage communication- Not all CRMs, MAPs and CMS connect with equal levels of effectiveness- Some patient portal vendors (providing access to EMRs) require use of
proprietary CMSs or CRMs
Before you invest in any one of these technologies, make sure you understand how your decision will impact future technology investments.
Secondary TOOLS
Secondary tools: Social Media
- ROLE - Develop relationships/engagement on alternative platforms- Assists with marketing, PR, patient education, service recovery
- IMPORTANCE- Multi-media/visual engagement drives higher engagement- Important “alternate” voice to website
- INVESTMENT- Set up and analysis
- CONSIDERATIONS- Constantly evolving- Losing organic effectiveness
Importance Cost Benefit
Med Low Med-High
Secondary tools: SEO & findability
- ROLE - Google is your website homepage- Behind the scenes work-horse of digital marketing
- IMPORTANCE- Websites in the top 3 positions on Google have a higher
conversation rate on the magnitude of 80x
- INVESTMENT- Content development and SEO expertise
- CONSIDERATIONS- Requires regular “keyword analysis”- Ongoing algorithm changes require subtle shifts in strategies
Importance Cost Benefit
Med Med Med
Secondary tools: Online Advertising
- ROLE - To drive users to your website/networks (to begin building
engagement)- Often, to provide “SEO-NOW”
- IMPORTANCE- Rapid way to gain awareness and drive action- Allows for micro-targeted communications
- INVESTMENT- Set up and analysis
- CONSIDERATIONS- Highly effective- Requires high-level understanding of algorithms and best-
practices Importance Cost Benefit
Med Low-Med Med-High
Secondary tools: 3rd Party Sites/ORM
- ROLE - Expand the reach of your marketing through various touch-points
online
- IMPORTANCE- “Yelpification” of healthcare- Users turn to third-party recommendations for validation
- INVESTMENT- Ongoing (and often frustrating) management
- CONSIDERATIONS- Often pay-to-play is the best way to manage- Occasionally difficult to link back to your website
Importance Cost Benefit
Med High Med
Secondary tools: Apps and Mobile
- ROLE - Alternate way to communicate to care-givers- Provide “in the pocket” functionality
- IMPORTANCE- Can provide a more intimate experience than desktop
- INVESTMENT- Design, usability development- Ongoing development, upgrades
- CONSIDERATIONS- Not utilized widely by target patient audience- App abandonment
Importance Cost Benefit
Low High Low-Med
Reassess your approach to strategy
When considering a revised marketing/sales strategy for your organization, consider these six
points:
1. Technology does not exist in a vacuum – determine the why before the what
2. Your marketing and sales programs need to evolve – focus on engagement
3. Embracing this new approach will take time – be patient!
4. Resist the desire to slip into the old5. Think revolutionary, act evolutionary6. And have faith - you’ve got this!
“Simple can be harder than complex. You have to work hard to get your thinking clean to make it simple.
But it’s worth it in the end because once you get there, you can move mountains”
- Steve Jobs
