Employer Engagement as a Consumer Acquisition Strategy: Creating Pre-Patient Relationships through Employer Outreach Jan Hess Vice President Professional and Administrative Services, St. Luke s Hospital Robert BeSore Employer Relations Specialist, St. Luke s Hospital July 29, 2017 Please note that the views expressed by the conference speakers do not necessarily reflect the views of the American Hospital Association or Health Forum.
About St. Luke s Hospital 151-year history 493-bed not-for-profit hospital located in Chesterfield, Missouri serving the greater St. Louis area 26 locations in two counties More than 60 specialty areas
We are a community hospital. We don t have big marketing dollars like some larger systems.
Building Profitable Relationships Create critical partnerships with local employers Identify and address health risks Collect and track data Develop long-term relationships
Why is an employer engagement strategy important?
Today s Healthcare Environment 1 Healthcare insurance trends don t seem to show signs of change. 2 Consumers demand convenience, access, quality, and value. 3 Employers need help managing the care and cost of their employee s health.
3 Employer s healthcare cost is skyrocketing Employers are experiencing exponential rises in their healthcare costs and need help managing both the cost and the care of their employee s health. Employer Contribution Employee Contribution Source: Kaiser/HRET Survey of Employer-Sponsored Health Benefits 2006-2016
1 No signs of change and that s not good. Hospital Payment Shortfall Relative to Costs for Medicare, Medicaid and Other Government, 1997 2014 (1) Medicare Medicaid Other Government Source: Analysis of American Hospital Association Annual Survey data, 2014, for community hospitals. (1) Costs reflect a cap of 1.0 on the costto-charge ratio.
2 Consumer demand The power is in the hands of the consumer. Like other non-healthcare purchasing decisions, demand for greater choice and more convenience in healthcare has arrived. 2017 Hanover Research and Weatherby Healthcare
What does all of this mean for hospitals? Commercially-insured patients are more important than ever before.
How do we find the right patients? Casting the net in the right place for quality patients.
Know Your Audience Consumer choice: There are four ways to influence key decisions that determine where commercially insured consumers seek care.
How do we develop impactful relationships?
A Necessary Resource: Employer Relations Specialist
Consumer Pre-Patient Patient
True Partnerships = Long Term Relationships It is not enough to participate in sporadic screening events. Over time, it provides customized programming and communication for employers and their employees Positions providers as the natural choice for consumers when a healthcare need arises Connecting the dots:
On average, employers can realize a $2.81 savings for every dollar invested in workplace wellness* Source: International Foundation of Employee Benefit Plans 2015
The How & The What TECHNOLOGY, SERVICES, OUTREACH
St. Luke's Passport to Wellness program partners with employers to help identify and address health risks before they result in costly healthcare claims.
Risk Identification For the Employee For the Employer Online or Paper Health Survey Custom Health Report Aggregate Group Risk Stratified Report Project & Cost Savings Analysis
Targeted Intervention, Health Management & Health Education On-Site Health Screenings Online Consumer Engagement Platform Lunch & Learns Health Seminars Online Health Education
Online Consumer Engagement Platform Customized incentive management program Health and wellness information
What Do We Do With the Data?
Connect Consumers with Providers Data mining solution to facilitate targeted marketing campaigns Steerage of consumers to key service lines and affiliated MDs Data repository for other important market segments
Database Marketing
Finding the right formula. If something works internally, we ll implement it externally and vice versa.
Goals & Strategies for St. Luke s Passport to Wellness Program Goals System of choice for the service area Grow market share & improve payer mix Maximize fee-for-service reimbursement Improve the health of the community Strategies Relay health improvement and cost-saving opportunities to employer groups Coordinate hospital services with employer and consumer needs Gather intelligence for lead development and opportunities Occupational Health relationship opportunities 27
Why this program works These tools go beyond collecting only clinical information. They: Connect with consumers who aren t yet patients Supports health monitoring, prevention and education programming, and health risk reduction Allow the employer to offer insurance incentives tied to wellness benefits Create stronger ties between the hospital and employer
The Success
Passport to Wellness Market Overview Current Enrolled Employers: 258 Potential Covered Lives: 444,550 Health Information Centers: 49 employers Online Health Education: 443 employer contacts HRA & Biometric Consumer Database: 37,874 unique consumers Database Marketing Campaigns Physician Referral, Mammogram, Diabetes, Sleep Medicine, Orthopedics, Brain & Spine etc. Online Consumer Engagement Platform for St. Luke s Current & Future Patient Fall 2015-2017 Engagement: 13 employer programs with 10,353 participants
The Results
Quantifying Results Program Results Program Group $ Revenue Expected Results Control Group BASE YEAR Analysis Year
11 years of positive ROI Why does it jump after year 7? We really hit it hard in database marketing. Using a Defined Control Group: Year 1: Year 2: Year 3: Year 4: Year 5: Year 6: Year 7: Year 8: Year 9: Year 10: Year 11: 6.47 to 1 7.49 to 1 7.87 to 1 8.38 to 1 11.05 to 1 8.15 to 1 8.39 to 1 24.07 to 1* 23.90 to 1 18.01 to 1 18.81 to 1 *Changed base year to Year 7
CRM Individual List-Individual Excluding SLH Patients 4,901 Qualified prospects 1,373 Prospects 11,997 Total 18,271 Utilization-Individual Excluding SLH Response Rate Patients 2,726 55.60% Qualified prospects 84 6.10% Prospects 720 6.00% Total 3,530 19.30%
CRM - Household List-Household Excluding SLH Patients 4,222 Qualified prospects 1,182 Prospects 11,242 Total 16,646 Utilization-Household Excluding SLH Response Rate Patients 2,703 64.00% Qualified prospects 178 15.10% Prospects 1768 15.70% Total 4,649 27.90%
What would we have done differently?
What comes next for St. Luke s?
Any Questions?