The 24-Month Digital Transformation
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1 The 24-Month Digital Transformation May 2, 2014 Chantal Stephens, Director of Marketing & Sales Orlando Health Gary Druckenmiller, Jr., VP, Client Solutions Evariant
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10 is a good thing.
11 Necessary pause
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13 Experience.
14 =
15 I Rolled the Dice
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17 I Knew The Difference Right There is a better way to manage the patient experience. Wrong Healthcare has yet to find a standardized patient pathway.
18 I Knew Who Was Involved
19 First 90 Days Hired 7 Silos Ticker Reports Market Share What s Competition Doing? Brand Awareness Only Expense Reduction Change to Digital Road Show Begins
20 I Sought For Help Set Goals. Design Plans. Hit Targets. Build a Story Seek Approval Get Buy-In.
21 Hi!
22 Bye!
23 Back!
24 The Push Towards CRM & PRM Build Business Case & Story Develop Presentations Seek Approvals at All Levels Secure Buy-In Design Pilot Campaigns Sign CRM/PRM Contract
25 The Promise CRM Promise Rich patient marketing database. Robust reporting and analytics. PRM Promise Streamlined management of physician activity. Efficient system run campaigns. Campaign Promise Total campaign ROI and attribution. Digital automation and comprehensive strategy.
26 The Committment 2013 Pilot Campaign Pilot launched to determine success factors for a single campaign and prove the value of CRM.
27 The Execution Marketing/sales and clinical integration Reaching the top of the mountain Define the patient marketing pathway. Deliver digital service line campaigns.
28 The Promise The Commit The Execution
29 The Promise
30 Low Hanging Fruit / Early Wins Update Privacy Policy Deloitte Tie in Call Center Implement CRM/PRM Mystery Shopping Physician Sales +
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34 Hello Deloitte, My Name is Chantal! Universal Source of Operational Truth Use CRM & PRM as the De-facto Hub of Technology FROM Disparate systems and data management infrastructure. No patient intelligence with no central data warehouse across service lines. Fragmented process and procedure. Ad-hoc campaigns and content plans. TO A new, more powerful and scalable digital platform that supports both user and marketing needs. A well thought out content strategy and user experience / user interface that lends credibility and authority to our system, services, and physicians. Achieving recognizable ROI. IMPACT Decreasing maintenance costs. Faster user experience. Unified, optimized digital presence. Team member efficiency. ROI tracking abilities. Enhance digital experience for team members, including coordination with Digital Marketing Team.
35 Call Center, Call Center, Call Center Mystery Shopping Rigorous Training Scorecards & Reports Call Center Converting Determined where the faults truly lied. Customer training & improved stance on digital. Scored results against ID d benchmarks. Released with campaigns.
36 GYN Campaign
37 Campaign Summary
38 Bariatrics Landing Page
39 Campaign Summary as of 3/9/14
40 FY2014 Multichannel Campaigns = Social Ad = Keyword Search = Display Ad = Nurturing = Orlando Marketing = Evariant EFFORT % PHASE 1 MEDIA$ = ~50K DIGITA L OTHER Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Bariatrics 1 Status 100% $$ $$ 2 Cardiology Status 70% $$$ $$$ Neurology 3 Status 80% $$$$ $$$ Oncology 4 Status 70% $$$$$ $$ 5 Orthopedics Status 70% $$ $$ 6 Pediatrics Status 30% $$$$$ $ $$$$$ $$$$$ 7 8 Primary Care Status 40% Gynecology Status 70% $$ $$ $$
41
42 The Commit
43 One year ago, Orlando Health was ready to do this.
44 Orlando Health Patient
45 Then they found this.
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47 Which means now they can do this.
48
49 And that makes Orlando Health feel like this.
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51 Orlando Health was now committed.
52 Committed to the Market At Hand Welcome to healthcare! Yes 50%!!!! Asked to reduce marketing costs by 50%. In 2008, that growth just stopped. Florida saw 5% growth for 20 years.
53 to the Notion of Going Digital 2014 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
54 to Dealing with Imperfection Zero Patient Data Stored Zero s Collected Digitally One Phone Number Used Up to 17 Logos Shown 1000 Things to Fix
55 to Righting the Course Internal Culture Upgrades Give patients options, but not free reign. Customize to point of diminishing returns. Orient a culture of pragmatism. Eliminate barriers to fast reactions. Fail fast & quietly. Don t respond to everything. Enabling wisdom of crowds. Identify and Empower Influencers.
56 to Maturity & Adoption
57 to Seeing it Through Summer Established Pilots First campaign launched. Winter Total PRM/CRM Campaign Ownership Independence to run all campaigns within OH walls. Digital Center of Excellence Best of breed sales & marketing group utilizing the latest tech and process. Fall Winter Technology Implementation All CRM/PRM systems and technologies implemented. All SL campaigns launched. Winter Business Intelligence Achievement Launch of a premier BI system that all future sales & marketing efforts are based on.
58 3 Directives of Commitment Deliver a Service Only When it s Needed Plan off Vision, but Serve on Reality Promise to Constantly Reinvent Orlando Health
59 The Execution
60 Two Primary 2015 Objectives CRM Becomes Entrenched in the Day-to-Day PRM is Ubiquitous with Physician Sales Success
61 Just the Right Meds Socialize 24-Month Roadmap Execute Phase 2 Campaigns Enable Propensities Enterprise Class Functionality Analytics Becomes King Attribute Phase 1 Campaigns
62 Checking Project Temperatures Implementation Phase 1 Campaigns Building New Staff Selling Phase 2 Vision 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 26% 52% 84% 60%
63 System Sales and Profit # of Digital Campaigns Running At Once Campaign Quantity Life Cycle - Acquisition Development Introduction Growth Maturity Saturation Degeneration Elimination 40 Campaigns 2 Super Campaigns 5-6 Micro-Campaigns per Core SL 20 Campaigns 1 Super Campaign Sub-specialties, DRG level 40 Campaigns 5 Super Campaigns 80% Digital/20% Traditional 45 Campaigns 3 Super Campaigns 1 Brand Infusion 70% Digital/30% Traditional 10 Campaigns Cardio, Neuro, Bariatrics, etc. 1 Campaign GYN 25 Campaigns 6 Super Campaigns 4 Brand Infusions 70% Digital/30% Traditional.
64 Campaign SL Placement Techniques Placement Premium Placement Strategy (high price) Proton Therapy Campaign low Checkpoint #3 Early Attribution? Complexity high Introduction Immersion Strategy (high price) Cardiac Surgery Campaign SL Activity Launch Checkpoint #1 Placement Secure? Working? Checkpoint #2 Patient Response? Penetration Strategy (high volume) Bariatrics Campaign Follow- the- Free - Strategy (consumerism) Joint Replacement Campaign Low Placement Strategy (Promotion, Sweeps, Contests) Mammogram Awareness Campaign Time
65 Reach Reach Multi-Channel Tactic Shift 8 Months Ago Above The Line (ATL) Classical marketing recognizable for everybody High priority Print Radio Promotion Sponsorships Medium priority PR Public Record Low priority TV Cinema Below The Line (BTL) Alternative marketing mainly visible only for targeted groups SEO Direct Marketing Community Events Online Marketing Digital Media Size defines the budget Mobile Marketing Social Media High frequency Medium frequency Low frequency
66 Reach Reach Multi-Channel Tactic Shift Today Above The Line (ATL) Alternative marketing mainly visible only for targeted groups High priority Online Marketing Mobile Marketing Social Media Marketing Promotion Digital Media Direct Marketing Medium priority Webinars & Video SEO Community Events Viral / Guerilla Low priority Below The Line (BTL) Radio Print Classical marketing recognizable for everybody Size defines the budget Sponsorships PR Event Marketing Cinema Public Record High frequency Medium frequency Low frequency
67 Orlando Health s 2014 CRM Success Plan o o o o
68 Marketing Org 1 Year Ago MARZANO VICE - PRESIDENT EX ASST DIRECTOR INTERNAL COMM DIRECTOR MEDIA RELATIONS COO MARKETING DIRECTOR MARKET DEV/OHPG MGR GR ADM ASST SALES LIAISON MGR MGR OHPG MGR SALES LIAISON MGR MGR MGR ADM ASST DIRECTOR MKTG/PR DIRECTOR BRAND/DIG/CREATI VE STEPHENS DIRECTOR WPH/ WOMEN S INITIATIVE MANAGER CALL CENTER SALES LIAISON SALES LIAISON VIDEO MGR CORP MGR MGR COORD SALES LIAISON SPECIALIST SR CREATIVE DESIGN COORD MGR WRITER (PT) CONTENT MGR
69 Marketing Org - Today John Marzano Vice - President Director of Brand Chantal Stephens Director of Marketing & Sales Director of Media Exe. Assistant Mgr Content Brand Manager Adm. Assistant PR Manager PR Manager PR Manager Adm. Assistant Writer Graphic Design Director of Brand Integration, APMC Specialist Marketing/Sales Manager Adult/Heart CCH Marketing Social Media Manager Digital Manager Physician Sales Campaign Specialist APMC Service Line Liaison Oncology/ Neuro Campaign Specialist Service Line Liaison Heart / Ortho/ Primary Care / Bariatric VACANT Campaign Specialist VACANT Digital Analyst VACANT Digital Content Specialist VACANT Website Developer Physician Liaison WEST Territory/HC Physician Liaison SOUTH Territory Physician Liaison CENTRAL Territory Physician Liaison NORTH Territory Physician Liaison ORTHO Physician Liaison NEURO Physician Liaison HEART Physician Liaison PEDS Physician Liaison ONCOLOGY
70 Thank You! Chantal Stephens, Director of Sales & Marketing Orlando Health Gary Druckenmiller, Jr., VP, Client Solutions Evariant
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