Patient Loyalty in Healthcare: An Innovative New ... 1 Patient Loyalty in Healthcare: An Innovative

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  • 1

    Patient Loyalty in Healthcare: An Innovative New Approach

    Session #283, February 14, 2019

    Kelly-Anne Suarez, Acting Administrator, Marketing, Lehigh Valley Health Network Lori Yackanicz, Administrator, Business Intelligence

  • 2

    Kelly-Anne Suarez, Acting Administrator, Marketing, Lehigh Valley Health Network

    Lori Yackanicz, Administrator, Business Intelligence Applications Lehigh Valley Health Network

    Has no real or apparent conflicts of interest to report

    Conflict of Interest

  • 3

     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

  • 5

  • 6

    “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)

  • 8

  • 9

    “Anecdotal-itics” –

    The unscientific analysis of baseless commentary and opinion.

  • 10

    Reframing the Conversation with 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?

  • 11

    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.

  • 12

    MARKETINGMARKETING

    BUSINESS

    DEVELOPMENT

    BUSINESS

    DEVELOPMENTOPERATIONSOPERATIONS

    StrategyStrategy

    MARKETING

    BUSINESS

    DEVELOPMENTOPERATIONS

    Strategy

  • 13

    Brand And Demand Generation

    Feel Brand

    Do Demand

    Generation

  • 14

    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

  • 16

    Nomenclature

     Demand Generation is the support strategy

    CRM is the technology platform

    Digital is a business driving channel

  • 17

    Demand Generation

    Campaigns

    Phone

    Web

    Email

    MailMobile

    Events

    Social

    Patients & Consumers Providers

  • 18

    CRM/PRM

    Customer Relationship Management and Physician Relationship

    Management Tool

  • 19

    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

    Consumer Data

    (Experian) Claims

    Enterprise CRM PRM

    Tentative

  • 20

    Deployment

  • 21

    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

    F Y

    2 0

    1 8

    12,721 27

    10,698

    (84%) 1,017 new patient

    conversions

    $16.68M $2.23M in payments

    from new patients

    $1.00M 16:

    1 8:1

    F Y

    2 0

    1 7

    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

  • 23

    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-

    M LVH-

    H LVH-

    CC LVH-

    P

    Hernia

    surgeries

    27

  • 24

    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

    Facebook

    top

    performing

    57.55%

    leads

    45% Leads

    download

    our Baby

    Bundle

    Pregnancy

    App

    Data reported FY17 to date

  • 25

    Orthopedics Campaign Results

    LEADS

    UNIQUE PATIENT

    CONVERSIONS

    (CONVERSTION

    RATE)

    TOTAL

    PAYMENTS

    MEDIA

    INVESTMENT

    ROMI

    RATIO VCM

    RATIO

    3,362 1,209

    (36%) 341 new

    patient

    conversions

    7:115:1$0.3M $4.7M $1.3M in

    payments

    from new

    patients Data reported FY17 to date

  • 26

    Bariatrics Campaign Results

    LEADS

    UNIQUE PATIENT

    CONVERSIONS

    (CONVERSTION

    RATE)

    TOTAL

    PAYMENTS

    MEDIA

    INVESTMENT

    ROMI

    RATIO VCM

    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

  • 27

    Campaigns with $150K or greater in cumulative return.

    Lead Metrics – Q1 2018 48% of leads came from Digital channels in FY17

    and 46% of leads came from Call Center.

  • 28

    What does the future hold?

     Marketing automation and real-time API connections

     Industry first ‘Loyalty’ program

     Advanced predictive analytics

  • 29

    Kelly-Anne Suarez

    kelly-anne.Suarez@lvhn.org

    Lori Yackanicz

    Lori.Yackanicz@lvhn.org

    Please remember to complete online session evaluation

    Questions?

    mailto:kelly-anne.Suarez@lvhn.org mailto:Lori.Yackanicz@lvhn.org