empired convergence 2017 - data as your most strategic asset
TRANSCRIPT
In this session you will learn how Empired has helped
organisations to get to know their customers and members
better by analysing data. This solution helps you use data in an
intelligent way to better understand your customers and
members and how you should be communicating with them to
help drive growth.
Use it to drive customer intimacy, improve retention and
promote advocacy.
All marketers want to be
DATA-DRIVEN…
…but many are NOT COLLECTING the
data they need.
Marketing ROI in the Era of Big Data: 2012 BRITE-NYAMA Marketing Measurement in Transition Study
David Rogers and Prof. Don Sexton, Columbia Business School
believe successful brands
use data to drive marketing
decisions
91%say their own company’s
data are collected too
infrequently
39%
Transforming while performing
✓ Retention
✓ Loyalty
✓ Advocacy
✓ Cross/Upsell
✓ Customer Intimacy
DIGITAL
Dynamics DATA
Customer
Experience
Customer
JourneyPersonas
User
Experience
Marketing
Automation
Integration
Modern Apps
Security
Cloud Platforms
Manage Services
Productivity
Content Mgt
Mobility
BIMODAL TRANSFORMATION
ABOUT PACIFIC SMILES
OPEN 7 DAYS
A WEEK WITH
EXTENDED
HOURS
RANGE OF
SERVICES
FROM
CHECKUPS TO
ORTHODONTICS
PRIVATE
HEALTH
INSURER
PREFERRED
PROVIDER
NET PROMOTER
SCORE
>70
CONVENIENT
LOCATIONS
ACROSS
NSW, QLD, VIC &
ACT
70DENTAL
CENTRES
DENTIST
CLINICAL
INDEPENDENCE
ONLINE
BOOKINGS
Procurement
• Inventory management
• Negotiations with suppliers, logistics, accounts payable
Training and Development
• Graduate Development Programme
• Inspire Dentist Conference
• Mentoring
Private Health Insurer Relationships
• Co-ordinate and administer Preferred Provider Agreements
• Special marketing collaborations with selected insurers
Administration and Compliance
• Corporate and centre based administrative services
• Policies and procedures for compliance
Staffing
• Over 800 staff including nurses, receptionists, centre managers, administration and
senior management
Clinical Oversight
• Dental Advisory Committee
• Incident reporting, monitoring, benchmarking, feedback
Pacific Smiles
Dentists
Patients
~ 343 dentists
• No term contracts or upfront payments
• Dentist pays Pacific Smiles a service fee
• Dentist retains clinical decision making
• Range of dentist age profiles, experience and backgrounds
• Patient satisfaction evaluated through post visit surveys (Net
Promoter Score)
Services &
Facilities
Marketing and Retention
• Local and regional brand marketing
• Patient communication and engagement between appointments
~ 594,000 patient visits per annum
• 76% general dentistry, 24% “high value”
• Demographic is “middle Australia”
• 75% of patients privately insured
Service Fee
Quality
assurance
Serv
ice
Fe
es
Private Health
Insurers
Facilities
• Fit-out and operate modern, high quality dental centres
• Ongoing facility maintenance
IT and Systems
• Practice management software and reporting
• IT systems and support
KEY ELEMENTS OF THE BUSINESS MODEL
DENTAL CENTRE NETWORK
Currently 70 dental centres in total, of which 62 are branded Pacific
Smiles Dental and 8 are branded nib Dental Care Centre
Queensland
New South Wales
Australian Capital Territory
Victoria
Bribie Island
Brisbane CBD
Browns Plains
Burleigh Heads
Capalaba
Deception Bay
Helensvale
Morayfield
Mt Ommaney
Mt Gravatt
North Lakes
Redbank Plains
Strathpine
Belmont
Belrose
Bateau Bay
Blacktown
Brookvale
Campbelltown
Charlestown
nib Chatswood
Erina
nib Erina
Forster
Gladesville
Greenhills
nib Glendale
Jesmond
Kotara
Lake Haven
Marrickville
Morisset
Narellan
nib North Parramatta
Parramatta
Penrith
Queanbeyan
Nowra
nib Newcastle
Rutherford
Salamander Bay
Singleton
nib Sydney
Toronto
Town Hall
Tuggerah
Wagga Wagga
Warilla
nib Wollongong
Belconnen
ManukaTuggeranong
Woden
Point Cook
Ringwood
Sale
Torquay
Traralgon
Warragul
Waurn Ponds
Werribee
Bairnsdale
Bendigo
Cranbourne Park
Drysdale
Melbourne
nib Melbourne
Melton
Mill Park
Mulgrave
• Improved accuracy
• Timely information
• Resource shift to interpretation and value add
• Adhoc analysis
• Responsive to market and customer changes
• Reduction in time maintaining integration points
• Increased opportunities to reduce costs and improve productivity
• Common view of data
• High-quality data to support enhanced business performance
Recurring headaches
about reporting
Integration hassles
Manual processes that drain time and
resources
Rigid systems that
limit flexibility
CONSTRAINTS OF INADEQUATE SYSTEMS
Benefits Benefits
• What processes are scalable?
• What processes are be under pressure?
• Can we ‘understand’ the business the same way?
• Do we have the right systems / infrastructure?
THINK LIKE 100
• 70+ dental centres, growing 10/year
• Quantum of data: 1.2m patient records, 20.5m appts
• 490 hours/month spent on standard reporting
• Massive potential of untapped information: Is an ad-hoc
report worth pulling someone off their job for a day?
NEEDED A DATA WAREHOUSE SOLUTION
Found press release where similar work performed for a competitor
In their case, aggregated practice management system financial
data only
Spoke with this vendor, solution costly, proprietary
COMMENCED SEARCH FOR PARTNER
Found Empired
Positive references
Microsoft accolades
Microsoft supplier as well as partner
BACK TO THE SEARCH
Empired team gave confidence each step:
They understood what we wanted
They knew how to do it
They’d done it before, it was like riding a bike for them
EMPIRE ENGAGEMENT
Have a single data warehouse
All our practice data in our repository
Can query this in milliseconds, not hours
WHERE ARE WE AT?
Ongoing work on transformed data model, and
operational and financial dashboards
To be delivered within November
WHERE ARE WE AT?
More!
More dashboards and visualisations
More employee self-service to information
More future opportunities – machine learning, algorithmic decision
making, etc.
NEXT STEPS
• Scalable systems and processes to take us to 250
centres, maintaining staffing levels within best practice.
• Agility and responsiveness to our customers.
• Greater insights to build customer loyalty and create
raving fans.
• High-quality information and reporting to support
enhanced business performance.
WHAT DOES THIS MEAN FOR PEOPLE?
Transforming while performing
✓ Retention
✓ Loyalty
✓ Advocacy
✓ Cross/Upsell
✓ Customer Intimacy
DIGITAL
Dynamics DATA
Customer
Experience
Customer
JourneyPersonas
User
Experience
Marketing
Automation
Integration
Modern Apps
Security
Cloud Platforms
Manage Services
Productivity
Content Mgt
Mobility
BIMODAL TRANSFORMATION
Transforming while performing
✓ Retention
✓ Loyalty
✓ Advocacy
✓ Cross/Upsell
✓ Customer Intimacy
DIGITAL
Dynamics DATA
Customer
Experience
Customer
JourneyPersonas
User
Experience
Marketing
Automation
Mode 2 – Agile, innovative customer enlightenment
Mode 1 – Reliable, incremental modernization
1. Driving consideration to purchase to increase sales
Awareness Consideration Intent Support Loyalty Advocacy
2. Driving repurchase to increase lifetime value of a consumer
Awareness Consideration Intent Support Loyalty Advocacy