evidence- based marketing - healthcare marketing conference · marketing rethinking how we approach...
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Evidence-Based
Marketing
Rethinking how we approach measurement in marketing
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AVP, Digital Marketing StrategyNorth Shore-LIJ Health System, NY
Degree in mathematics (used tobe a math teacher)
Advice: “If you don’t want to measure, don’t worry: your successor will.” (me)
About Us
Chief Marketing Officer,North Shore-LIJ Health System, NY
Began career as a bank auditorCredo: Question Everything! Advice: "You've got to be very
careful if you don't know where you’re going because you might not get there.“ (Yogi Berra)
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People don’t get hospital marketing
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People don’t get hospital marketing
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Our colleagues...
“Those TV commercials saying ‘I got my cancer care at X hospital’ are a shame, definitely wasteful.”
- Chief Academic Officer, $3B Health System
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“Nearly every hospital has a banner out front saying they’re a ‘top hospital’ for something in some rating system…those ratings have
become more important for hospital marketing than for actually helping patients
find the best care.”
- The NY Times, Jul 27, 2013
The media...
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“Judging by the number and scope of advertising campaigns, hospitals must be in fierce competition for patients, which is interesting when you remember they are
charities..”
- Michigan Live, Feb 10, 2013
The media...
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Our associations are trying to help...
Healthcare Associationof New York State
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...as is our government.
• ACA/Healthcare reform• Implementing ACOs• Public reporting of data• Tightening reimbursements
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50% of patients believe that texts, emails or health-related apps could help them avoid a health problem
25% do not feel that their healthcare provider is accessible when they have questions or concerns
68% say their doctor has never sent them a text or email for appointment reminders, discharge information, electronic health info, etc.
"Better Health through Better Communications" survey, Wakefield Research, Aug 2012
Patients are expecting more from us...
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"Meaningful Consumer Engagement" whitepaper, Optum Institute, Nov 2012
...in ways we’re not ready.
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Being asked to do more with less
Budgets are tightening
There’s not enough time
There’s not enough training
Our bosses have higher demands…
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…particularly with new tools.
Only 27% of exec’s believe social media is strategic priority- Jive Social Business Index Survey
59% of marketers use social media 6 hours or more/week this year over last - Social Media Marketing Industry Report
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And physicians expect more...
...but can you blame them?
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It’s the nature of their work
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The evolution of care
Intuitivemedicine
The Innovator’s Prescription – Clayton Christiansen
Dependent heavily upon the skill & judgment of capable physicians (i.e. the “art”)
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“...medicine practitioner who uses their self described intuitive abilities to find the cause of a physical or emotional condition.”
- Wikipedia
Intuitivemedicine
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The evolution of care
Intuitivemedicine
Empiricalmedicine
The Innovator’s Prescription – Clayton Christiansen
Pattern recognition and correlations between actions & outcomes are consistent (i.e. the “craft”)
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“a medical treatment... derived from practical experience or observation, survey or common use.
The term is also used when treatment is started before a diagnosis is confirmed”
- Wikipedia
Empiricalmedicine
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The evolution of care
Empiricalmedicine
Intuitivemedicine
Precisionmedicine
The Innovator’s Prescription – Clayton Christiansen
Precisely diagnosed, and can be treated with rules-based therapies (i.e. the “science”)
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“the tailoring of medical treatment to the individual characteristics of each patient...
‘precision’ is being used to mean both ‘accurate’ and ‘precise’ in the scientific method.”
- NCBI (National Center for Biotechnology Information)
Precisionmedicine
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Evidence-based
medicine
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Is communications evolving?
Intuitivephase
Dependent heavily upon the intuitive skill & judgment of capable marketers
(and physicians?!?)
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Is communications evolving?
Intuitivephase
Empiricalphase
Arguably, where most of our marketing currently resides - measurement of campaigns, response
rates, etc.
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Is communications evolving?
Intuitivephase
Empiricalphase
Precisionphase
In order to move to precision marketing, we need to enhance our measurement strategies.
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Evidence-Based
Marketing
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Where is our evidence?
Key Performance Indicators (KPIs):• Performance measurements that define success • Quantitative, practical, directional and
actionable
Four Types:• Consumption/Engagement • Activity• Leads • Utilization
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Consumption/Engagement metrics
• Impressions• Page Views• Followers/Fans• Newsletter Subscribers• Social media conversations• PR stories
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Activity metrics
• Clicks• Calls• Info Requests• Downloads• Re-tweet(s)• Reposting(s)• References• Pingbacks• Citations
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Lead metrics
• Screenings• HRA’s• Appointments• Attendance
• Events• Conferences• Fairs
• Participation• Walks• Runs
• Benefactors
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Utilization metrics
• Hospital Admissions• Ambulatory Volumes• Diagnostic Volumes• Market Share• Revenue• Contribution Margin• Acquisition Costs• ROI
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Everything has a KPI
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Matching KPIs to goals
Marketing Objective Goal KPIs
BrandingTo promote a new service line institute
•Consumption/Engagement•Activity•Leads
Growth To drive people to attend a seminar
•Activity•Leads •Utilization
EngagementShare health info on Facebook & blogs
•Consumption/Engagement•Activity•Utilization
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Example 1: In-person seminar promotion
• Promoting orthopedic seminars• Response rate from various tactics• Measured registrations/conversions
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Example 2: Online Imaging appointments
• Driving Imaging registrations• PPC traffic to drive phone calls• Reviewed calls for appointment requests• Yielded CPA (cost-per-acquisition) information
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Example 2: Real-time course correction
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Still empiricalMeasuring single campaigns =
treating a single symptom
How can we move to evidence-based marketing?
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Marketing is evolving
From place
HospitalCardiacOncologyOrthopedicsBariatrics
…to procedure
Cardiac HealthLiving with CancerBack Pain
…to problem
Patient
…to theindividual
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Luckily, so are our tools
• Analytics • Demand generation• Marketing automation• CRM
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Analytics
• Measuring touch-point systems:• Web pages/social media• Call center• Emails• Events• Admissions • Registrations
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Example: web analytics
• Visitor flow identifies individual user behavior• Adding session-based identifiers (cookies)• Driving to conversions to self-identify• Personalizing web experience
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Demand generation
• Creating content designed for a specific audience at a specific phase in the patient pathway:
• Researching• Decision-making• Post-care support
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Demand generation strategy
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Marketing automation
• Capturing what we know about individuals• Capturing what behaviors they exhibit• Personalizing communication to them
(based on this knowledge)• Software enabled • Tasks and outcomes created via workflow• Does NOT replace marketing
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Marketing automation
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CRM
• Database containing patient data and prospects
• Propensity modeling and database targeting
• Should include physician solutions (PRM)
• Tracks encounter history and pathways that are
different for different pathways and segments
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CRM (it’s more than just building lists!)
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Putting it all together: Institute promotion
• TV/radio spots• Print and OOH • Heavily focused on awareness
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Website traffic provided real-time metrics:
• Organic & referred traffic• PPC performance• Yielding actionable data
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Market research shared other insightsSummary of Unaided Awareness of North Shore-LIJ Hospitals (Net)
Q: When you think of hospitals or hospital systems that provide outstanding medical care and treatment (in the greater New York area/across the US), what one hospital or hospital system first comes to mind?
Aug/Sep '09
Dec '09
Jun '10Dec '1
0Jun '11
Dec '11
Jun '12Dec '1
2Jun '13
Dec '13
7% 9% 11% 12% 11% 13% 11% 12% 12% 11%
20% 22% 24% 26%22%
26%21% 23%
26% 24%
Aug/Sep ‘09
Dec ‘09
Jun ‘10
Dec ‘10
Jun ‘11
Dec ‘11
Jun ‘12
Dec ‘12
Jun ‘13
Dec ‘13
% % % % % % % % % %
North Shore-LIJ (Net) 20 22 24 26 22 26 21 23 26 24
Competitor B 19 20 16 18 19 25 19 17 20 14
Competitor C 9 10 10 8 9 9 8 11 10 10
Source: Third-Party Research commissioned among 800 NY Metro respondents
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Surveys yielded unexpected results
Q: Have you heard of North Shore-LIJ Health System/North Shore-LIJ Cancer Institute?
• Total Awareness of the Cancer Institute fell from 48% to 41%.
• Total Awareness of the overall Health System grew from 74% to 83%
Summary of Aided Awareness of Cancer Institute and North Shore-LIJ System:
Source: Third-Party Research commissioned among 800 NY Metro respondents
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Condition-specific tactics yielded results
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Overall outcomes:
• Brand marketing campaigns can work – but not in the way we think
• Campaign accrued brand equity to health system – but not the institute
• Much harder to use mass marketing to promote treatments
• Demand generation tactics around specific conditions yielded downstream results
Therefore, we changed our approach
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Internalizing measurement
• Goals & success measures before tactics• Focus on “what you could”
not “what you can”• Involve the entire team • Assign responsibilities• Be open and honest about your results
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Building the discipline
• Take baseline measurements• Identify your gaps• Don’t be afraid of math• Use measurement to improve and change• Report frequently - quarterly, monthly,
weekly, daily...and even hourly• Spend 1 hour a week on measurement...and
then more
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Evidence-based medicine
Individual clinical
expertise
Bestexternalevidence
Patient values& expectations
Evidence-based
medicine
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Evidence-based marketing
Personalized targeted
marketing
Bestuse of
mktg data
Patient engagement
Evidence-based
marketing
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Questions?