The Three D’s of Hospital Marketing

Data, Digital and DemandLauren Douglass, MBA

DataDemandDigital

Agenda

Case Study

Data

Describe Target PopulationPrimary Service Area by

Population

Describe Target Population

0 to 4 5 to 9 10 to 14 15 to 19 20 to 24 24 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75 to 85 85+0

10,000

20,000

30,000

40,000

50,000

60,000

70,000Age

Source: Census Data

Describe Target PopulationHouse Hold Income

$15K - $25K <$15K 200K+$150K - $199K $100K - $149K $75K - $99K$50K - $74K $35K - $49K $25K - $35K

Tapestry Mix

Rustic Outposts Cozy Country Living Middle GroundGenXurban Senior Styles Family LandscapesHometown Other

Source: Census Data; ESRI

Describe Your Hospital• What service lines are most profitable?• Where do you have capacity?• What can you do to help serve patients in specific disease

states?• Do you have programs that encourage wellness?

Services Lines

Payer Relationship

sPhysician Network

Scope & Uniqueness of Services

Location & Number of

Sites

Price Transparenc

y

Ease of Mobility for

Patients

Describe How You Compete

Digital

The Digital Consumer

The Digital Health Consumer

Sources: http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/http://www.pewinternet.org/2013/06/04/the-self-tracking-data-explosion/ Accenture Consumer Survey on Patient Engagement (2013) – United States

Demand

Taking Action1. Understand your strengths and your competition’s

weaknesses to identify an area of opportunity2. Identify the patient profile you want to target3. Utilize information you know about that target audience to

craft a digital campaign4. Launch campaign5. Monitor and tweak tactics and messaging6. Drive demand & volume

Case Study

YCU Memorial Hospital• In Western North Carolina• Smallest of 3 Hospitals Serving the Area• Popular Area for Retirees• 98 Beds• 444,332 in PSA• 223 Physicians & 1,100 Care Givers• Specialties Include:

• Orthopedics• Oncology• Obstetrics

YCU Memorial Hospital

GoalsIncrease Hip Replacements to 125 (74 in 2014)

Orthopedic Service

Line

Touch 25 patients over the age of 45 who have commercial insurance and who choose to have their hip replaced at YCU Memorial

Orthopedic

Marketing

Campaign

Global & Market Data

15 - 44 Years5%

45 - 64 Years45%

65+ Years51%

Hip Replacements by Age in the US

0 - 14 Years16%

15 - 44 Years35%

45 - 64 Years28%

65+21%

PSA Population by Age

Source: CDC, Census Data

YCU Memorial

Competitor A

Competitor B

-4%

-2%

0%

2%

4%

6%

8%

10%

7.75%6.60%

-3.35%

Net MarginCompetitive Advantage• More profitable• Member of a system with abundant resources• High provider to patient ratio• Multiple sites • Established local brand• Strong negotiating power with BlueCrossBlueShield North Carolina

Source: Billians

Community Data

BCBSNC

Medica

re Pa

ymen

ts

Commerc

ialHMO

Other*

Long T

erm Care

$0.00$20,000,000.00$40,000,000.00$60,000,000.00$80,000,000.00

$100,000,000.00$120,000,000.00$140,000,000.00$160,000,000.00

Payer Mix

Rustic OutpostsCozy Country LivingMiddle Ground

GenXurbanSenior StylesFamily Landscapes

Tapestry Map

Source: Esri, 2015

Consumer Profile• 45 + • Commercial insurance, probably BCBSNC• Homeowner• Chooses to do business in-person• Cost-conscious• Prefers short commutes• Digitally connected• Conscious about planning for financial & health future

Key Messages• YCU Memorial Hospital is a community-centric facility• Short-drive to the hospital and to follow-up appointments• Easy to park and navigate hospital campus• High provider to patient ratio means a more personalized care

experience• Multiple locations for rehab and follow-up appointments• We are not a large hospital with academic ties – our physicians

have been practicing for years and are engrained into the community

YCU Memorial Hospital’s Digital Footprint

Craft a Campaign• Consumer Relationship Management Tool • Emails• Homepage promotion• Digital ads on local news outlets• Facebook posts and boosts• Texts

Option A Option B 0

50

100

150

200

250

300

A/B Test Messaging

Responded Sent

Analysis of Performance Over 30 Days

Email 1 Email 2 Email 3 Email 4 Text0

1000

2000

3000

4000

5000

6000

7000

8000

Direct Tactics

Responded Sent

Impressions Engagements

Homepage 94,723 623Banner Ad 101,834 1,629Facebook 119,852 987

Gender of Respondents

Male Female

Paid Media

Mid-Year Results• Mid-Year Results• 11 have been touched by

marketing• 44% to goal

Hip Replacement Value by Tapestry

Senior Styles Rustic OutpostsCozy Country Living Other

Questions?

Follow @YourCareU