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Patient Loyalty in Healthcare: An Innovative New Approach
Session #283, February 14, 2019
Kelly-Anne Suarez, Acting Administrator, Marketing, Lehigh Valley Health NetworkLori Yackanicz, Administrator, Business Intelligence
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Kelly-Anne Suarez, Acting Administrator, Marketing, Lehigh Valley Health Network
Lori Yackanicz, Administrator, Business Intelligence ApplicationsLehigh Valley Health Network
Has no real or apparent conflicts of interest to report
Conflict of Interest
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How data intelligence can help drive revenue – “Moneyball”
Reframing healthcare marketing through the lens of today’s retail consumer
How emerging technologies support marketing strategy through pushing prospective patients into the marketing funnel
Multi-channel engagements examples and outcomes
Summary & Q&A
Agenda
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Describe how a patient portal moves beyond simple bill payments to fill gaps between care episodes
Create highly personalized, automated journeys that build loyalty among a population
Analyze populations based need-propensities; consumer demographics, social and behavioral data; and first-party data
Compare enterprise technologies to identify the right mix to match program goals
Integrate loyalty programs with demand generation efforts to amplify ROI, increase patient lifetime value and accelerate service line growth
Learning Objectives
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“People in the industry operate with beliefs and biases. To the extent you can eliminate both and replace them with data, you gain a
clear advantage.”
- Michael Lewis, Moneyball
7(And how to be the Oakland A‘s)
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“Anecdotal-itics” –
The unscientific analysis of baseless commentary and opinion.
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Reframing the Conversationwith a New Question
For each of the programs we have prioritized for growth, who are the people with the greatest propensity to use and what service
features and message will motivate them to choose LVHN?
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New Healthcare Marketing Mindset
Consumerism is king
Nurturing customer
relationships = long-term
business strategy
Shift to integrated, multi-
channel targeting strategy
Align physician outreach with
consumer marketing
Use data analytics to target &
engage.
Measure. Optimize. Drive ROI.
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MARKETINGMARKETING
BUSINESS
DEVELOPMENT
BUSINESS
DEVELOPMENTOPERATIONSOPERATIONS
StrategyStrategy
MARKETING
BUSINESS
DEVELOPMENTOPERATIONS
Strategy
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Brand And Demand Generation
Feel Brand
DoDemand
Generation
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Goal State
Quick to market with ability to correct course
Pinpoint Marketing
Demonstrate ROI
Business Intelligence
Data connectivity allows ‘funnel view’ of ROI
Physician referral trends / alignment
Data > Insights > Strategy
=
RESULTS
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Where We Are Today
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Nomenclature
Demand Generation is the support strategy
CRM is the technology platform
Digital is a business driving channel
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Demand Generation
Campaigns
Phone
Web
MailMobile
Events
Social
Patients &Consumers Providers
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CRM/PRM
Customer Relationship Management and Physician Relationship
Management Tool
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Data Provides A 3600 View
Enterprise CRM PRM Data Integration Plan
Purchased through vendor
Data managed by LVHN
Web
402-CARE
Epic
Finance
Optum
ACOGoldmine
ConsumerData
(Experian)Claims
EnterpriseCRM PRM
Tentative
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Deployment
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Holistic Approach for Multi-Channel Engagement
Manage Inquiries Track Interactions Nurture Leads Measure ROI & Results
Class & Event
Enrollment
Inbound
Calls
Special
Program
Management
Provider
Referrals
Care
Reminders
Discharge
Follow-Up
Web Inquiries,
Campaign
Response
Service
Referrals
Market
Events
Outbound
Calls
Campaigns
Reporting
& Analytics
Centralized
Tracking
& Storage
CRM Cloud
Platform
Engagement
& Loyalty
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Demand Generation Marketing• LVHN produced 27 campaigns in FY18 that resulted in the
following volume & financial performance:
LEADS CAMPAIGNS
UNIQUE PATIENT
CONVERSIONS
(CONVERSION
RATE)
TOTAL
PAYMENTS
MEDIA
INVESTMENT
ROMI
RATIO
VCM
RATIO
FY
20
18
12,721 27
10,698
(84%)1,017 new patient
conversions
$16.68M$2.23M in payments
from new patients
$1.00M16:
18:1
FY
20
17
9,447 24
4,524
(48%)918 new patient
conversions
$9.33M$2.54M in
payments from
new patients
$1.06M 8:1 N/A
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Hernia Screenings Results
Appointments
made
122
Hernia Screenings During Campaign Period
Total
attendance
366
People
screened
320
Surgical
conversio
n rate
22%
LVH-
CC
LVH
-P
LVH-
H
LVH-
MLVH-
HLVH-
CC LVH-
P
Hernia
surgeries
27
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OB/GYN CAMPAIGN RESULTS
2,875
919 (32%)164 new
patient
conversions
$3.1M$489K in
payments
from new
patients
$0.18M 17:1 8:1
LVH-M Baby
Shower
top
performing
57.55%
leads
45% Leads
download
our Baby
Bundle
Pregnancy
App
Data reported FY17 to date
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Orthopedics Campaign Results
LEADS
UNIQUE PATIENT
CONVERSIONS
(CONVERSTION
RATE)
TOTAL
PAYMENTS
MEDIA
INVESTMENT
ROMI
RATIOVCM
RATIO
3,3621,209
(36%)341 new
patient
conversions
7:115:1$0.3M$4.7M$1.3M in
payments
from new
patientsData reported FY17 to date
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Bariatrics Campaign Results
LEADS
UNIQUE PATIENT
CONVERSIONS
(CONVERSTION
RATE)
TOTAL
PAYMENTS
MEDIA
INVESTMENT
ROMI
RATIOVCM
RATIO
2,735
1,406
(51%)220 new
patient
conversions
44:177:1$0.1M
$5M$1.1M in
payments
from new
patients
Real life
stories
Social
billboards
Data reported FY17 to date
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Campaigns with $150K or greater in cumulative return.
Lead Metrics – Q1 201848% of leads came from Digital channels in FY17
and 46% of leads came from Call Center.
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What does the future hold?
Marketing automation and real-time API connections
Industry first ‘Loyalty’ program
Advanced predictive analytics
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Kelly-Anne Suarez
Lori Yackanicz
Please remember to complete online session evaluation
Questions?
