Using Data-Driven Decision Making to Drive New Primary Care Volume All Year Long

Transcription

1 Using Data-Driven Decision Making to Drive New Primary Care Volume All Year Long Christine Clay Sr. Director, Brand Strategy & System Marketing Mark D Andrea Director, Consumer Insights Scripps Health The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA Society for Healthcare Strategy & Market Development

2 About Scripps Health Scripps Hospital Campuses Scripps Clinic Scripps Coastal Medical Center Scripps Cardiovascular Institute Scripps Home-based Care 2

3 About Scripps Health

4 Scripps Health is all about DATA INSIGHTS STRATEGY

5 Where we were Where we are Where we re going

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10 The information you need

11 Data-Driven Marketing Roadmap Raw Marketing Data Marketing Insights Market demand for services Market share data Historical performance of marketing data Patient and Consumer Analysis Patient characteristics Consumer needs Operational Readiness Service Line capacity Physician practice capacity Organizational alignment Strategy Development Multi-channel digital campaign response data Multi-Channel response modeling Refined media optimization data

12 Clinical Data Call Center & Form Data Financial Data Clickstream Data (speedy) Social Data (real speedy) Integrated Data Warehouse Prospective Patients Existing Patients Channel Preference Models Co-Morbidity Appends Propensity Model Appends Marketing Intelligence

13 Building & Measuring Market Share for PCP Patients Scripps Health s 2015 Open Enrollment Campaign Strategy The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA Society for Healthcare Strategy & Market Development

14 Driving a Unified Open Enrollment Experience Longitudinal Patient/Provider Panorama - 12 Mo. View MARKETING PERIOD Conversion Event Campaign Generated Consumer Primary Care Physician Appt. Referring Physician Medical Oncology Receiving Physician Clinical-based Patient Communications Oncology Surgeon Discharge & Action Planning

15 Driving a Unified Open Enrollment Experience Longitudinal Patient/Provider Panorama - 12 Mo. View MARKETING PERIOD Conversion Event Campaign Generated Consumer Clickstream & Social Data Referring Physician Appt. Medical Oncology Receiving Physician Clinical-based Patient Communications Co-Morbidity Data Oncology Surgeon Post-Operative Marketing Intelligence Discharge & Action Planning Call Center & Form Data

16 Market Intelligence CRM Propensity Models Online Intelligence Campaign Strategy Internal Patient Community Competitive Intelligence External Research

17 Campaign Cycle Data and Insights (Market Intelligence) ROI Campaign Strategy Reporting Campaign Implementation Optimizati -on Analysis

18 Fall 2015 Marketing Campaign Target Audiences Consumer Commercial: Women ages Medicare: Men and women ages 65 plus Covered California: Hispanic community and self-employed men and women ages Business-to-Business Health plans Health insurance brokers Organizations such as Chamber of Commerce

19 Fall 2015 Marketing Campaign Consumer Tactics Advertising Online Offline Search Display banner Social media (including Hispanic strategy) Video (using television spots) Pandora radio spots and banner ads Two, 15-second television spots News and traffic sponsorships (including Hispanic stations) Print Business-to-Business Tactics Health Plan and Broker Strategies Co-branded advertising and engagement United Healthcare Alliance Blue Shield Trio Cigna SCAN Broker relations Educational events for brokers offering Scripps contracted health plans Opportunities for brokers to engage with Scripps patients for retention during Medicare open enrollment Community and Employer Events 60 employer events CalPERS events Series: Eight Things to Know About Medicare 60 community events

20 Fall 2015 Marketing Campaign Timeline: September 14 December 15

21 Fall 2015 Marketing Campaign Television Two, 15 second television spots Goal: Use sophisticated humor to radically differentiate Scripps from our competitors by showcasing common frustrations in health care particularly with our competitors. Drive viewers to Switch to Scripps site.

22 Print ad Static images showing sequence of display banner animation

23 Fall 2015 Marketing Campaign Tracking and Evaluation ROI: New patient volume will be available through CRM platform reconciliation All offline and online marketing tactics point to Scripps.org or SCRIPPS Digital campaign: Scripps.org call to action is to call for a referral or to request a physician referral callback using a form Digital campaign performance is measured and optimized based on calls and form submissions SCRIPPS: ongoing reports for physician referrals linked through trackable unique phone numbers that redirect to our call center Health Plans and Broker Collaboration: Reports provided re: number of Medicare enrollees who signed with plans and chose Scripps Market Outreach: tracking and reporting based on physician referrals requested and information requests through inquiry cards and health screening data

24 Leveraging marketing technology to increase quality & quantity of consumer interactions/engagement The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA Society for Healthcare Strategy & Market Development

25 Data-Driven Marketing Roadmap Raw Marketing Data Marketing Insights Market demand for services Market share data Historical performance of marketing data Patient and Consumer Analysis Patient characteristics Consumer needs Operational Readiness Service Line capacity Physician practice capacity Organizational alignment Strategy Development Multi-channel digital campaign response data Multi-Channel response modeling Refined media optimization data

26 First Party - Data Sources Google Search Query Report Bing Search Query Report Campaign reports Day of week report Time of day report Keyword Reports Day of week report Time of day report Contact Center Call Logs Audience Profile Reports Platform reporting Campaign Tactics Inquiry Reports Patient Reports

27 Digital vs. Traditional Media Breakdown Traditional Media Totals Digital Media Totals

28 Digital Media Summary

29 Campaign Totals Total Calls Total Forms Total Lead Conversions 3, ,201 Total Filtered Calls Total Forms Total Filtered Lead Conversions 3, ,885 Goal Campaign Total % To Goal 3,000 4, %

30 Beyond Leads Clinical conversion From CTR to TCR (tactic conversion rate) Analyze non-conversions Work with ops team

31 How to extend the open enrollment marketing campaign year round to drive increased return on marketing investment The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA Society for Healthcare Strategy & Market Development

32 Enrollment Persona Development Realistic Approach Persona #1 Persona #2 Persona #3 Persona #4 Persona #5 Target Status Thinking about Insurance Planning for Insurance Preparing to Enroll in Insurance Enrolled in Insurance Enrolled in Insurance; wants new plan Campaign Tactics Insurance Content Direct Plan Savings Calculator Awareness Survey Insurance Content Direct Rx Savings Calculator Insurance What to Know Webinar Insurance Content Direct Rx Savings Calculator Plan Education Webinar Series Carrier Plan Consulting Offer Insurance Content Direct Using Your Plan Tips & Ideas Plan Long Term Consulting Insurance Content Direct The Right Plan for You What s New in Medicare? Plan Re-evaluation Schedule Frequency One ; quarterly One ; monthly + Webinar Invite Two s; monthly + Webinar Invites Three s; monthly Two s; monthly

33 High Level Lead Generation/Nurturing Funnel May Sept Capture/Nurture Oct 1 Oct 15 Dec 7 Jan Convert Convert/Enroll Measure SEM campaigns by persona - Capture s Build prospect list by persona/need/assessment nurturing campaign series of relevant/helpful information to prospect lists Specific messages to groups regarding system services by persona Enrollment-specific messages by persona Enrollment via online or phone

34 Awareness Campaign Inactive Stream Inactive Response Low scoring Recycle messaging Digital Media Awareness Micro-Site Assessment Plan Follow-Up Plan Webinar Invitation Personal Content RSVP Active Stream Active Response High scoring Advanced Content Plan Telemarketing Tracking activity through CRM platform Related Assets Landing Page Assessment Webinar Landing Page Landing Page Content Y System Contact Bio Page

35 Lead Generation Campaign Prospect targets: Small to large employers offering health care to retirees Digital Media Awareness Direct Follow-Up Phone Call Or F2F Direct Mail Thank You Digital Media Qualifier Follow-Up Landing Page Newly Insured microsite with contact info to Seniors Top prospects create unique health system personalized experience website Target list of newly insured Direct Awareness Direct Follow-Up 1 Phone Call Or F2F Direct Follow-Up 2 Tracking activity through CRM platform

36 Lead Generation/Nurturing Campaign Price Digital portion of lead generation stops in November Digital Camp. May - Nov Simplicity/ Choice Services/ Conditions Pre-65 Education Landing pages: provide address to get offer Assessment ABCD s of Medicare Conditions & Service Chart Newly Insured Hold database by persona Price Simplicity/ Choice Services/ Conditions Pre-65 Education Bi-weekly short and helpful s to persona groups. Messages will gradually mention open enrollment date while always providing a toll free 800 number to call Healthcare & insurance correlations to mention to website or 800# Affordable pricing Plan choices/ enrollment simplicity Wide service list/ cost of conditions Online enrollment questions or 800# Affordable pricing Plan choices/ enrollment simplicity Service list/ cost of conditions Measurements: Number of disenrollments from program side-by-side of database against new 2015 enrollees Brand messages (simplicity, service, price) Brand messages (simplicity, service, price) May - Sept Oct 1 Oct 15-Dec 7

37 Christine Clay Mark D Andrea dandrea.mark@scrippshealth.org The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA Society for Healthcare Strategy & Market Development