reengineering marketing for the healthcare world
TRANSCRIPT
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The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Reengineering Marketing for the Healthcare World
JillAustin
CMO
VanderbiltUniversityMedicalCenter
ChrisBevolo
EVP
ReviveHealth
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SHSMD AgendaWhy“reengineering”?1
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543
Thevisionforchange
Q&A
KeyLearnings
Makingitreal
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Why “reengineering”?
Reengineeringvs.transformation1
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5
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Proactivevs.reactive
Itsoundslikereallyhardwork…
Full-scalerecreation
Focusonworkflowsandprocesses
�Re-engineeringisabusinessmanagementstrategy,originallypioneeredintheearly1990s,focusingontheanalysisanddesignofworkflowsandbusinessprocesseswithinanorganization.Re-engineeringemphasizedaholistic focusonbusinessobjectivesandhowprocessesrelatedtothem,encouraging full-scalerecreationofprocessesrather
thaniterativeoptimizationofsub-processes.�
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What is needed to reengineer your marketing approach?
Avision1
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Restructuring
Aroadmap
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The VisionNowimagineaworldwhereinsteadofencounteringVUMCbasedonepisodesofneed,youasaconsumerhavearelationship withourorganizationbasedonhowyouwanttoleadahealthy
life. Thatrelationship isbasedonyourdesired levelofinteraction,yourhealthneeds–reimbursableornot– andcoveringwhateverisrelevanttoyou.Youalwayshaveaccesstosupport regardingyourwholehealth– not justphysical,butmental,emotional, social,etc.–
becauseasyourpartner,weunderstandanddeliverontheideathatwhole healthisrequiredtomaximizephysicalhealth.Depending onyourage,health,desiresandotherattributes,youmayhaveaneverydayrelationshipwithus,oryoumayrelyonusonceortwiceayear.Butyoudictatethatrelationship,andwearehereinallwaysyouneedus– asanadvocate,withan
individualyouknowwhocanhelpguideyou.Asaresource,withtools, contentandexperiencestohelpyouwithwhatyouneed.Thosetools, contentandexperiencesarecustomizedtowhatyouneed,andaredeliveredwhereyouareat– athome,atwork,whileyou’reout.We’reinyourpocket, inyourcube,inthemall– weareeverywhereyouneedtobe.Wearenolongerfocusedonepisodesofinteraction,butmomentsinarelationship,99.9%ofwhicharenot
reimbursable.Wearenolongermarketingtoyou,weareengagingwithyou.Andbecauseweknowyou,andwehaveabiggerpictureofyoursituation throughdata,wecaneffectivelyguide
you– withyourpermission andempowerment– toahealthierlife.
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Restructuring
Research, Analytics &
Systems
Market Development
Interactive, Web & Design
Content & Social
CMO
Client/Customer
Fromsiloes
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Research, Analytics &
Systems
Market Development
Interactive, Web & Design
Content & Social
CMO
Client/Customer
Integrator/Project
Manager
Project Driven Approach
Project
Project
Project
Project
Restructuring Toprojectteams
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The Road Map
Marketing/Promotion
Disparate/No systems
Disparate voices
Access limitations
Organizational friction
Local
Engagement
Robust/Integrated systems
One, unified voice
Open access
Organizational support
Regional (7 States)
Current State Future State
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Key Learnings from VUMCItfeelslikeit’sbeenalong timesincewestarted,butontheotherhand,amazedatthelevelofchangeinthattime.1
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Momentum ishugefactorinsuccess.
Yourappetiteforboldness needstobematchedattheleadership level.
Challengeswillarise– resiliencyiscritical.
Don’tunderestimatethechallengesofbringing yourteamthrough change.
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The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Questions?ChrisBevolo
EVP
ReviveHealth
Learn More