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Healthcare Marketing» Service Line Strategies & Beyond
Table of ContentsCurrent State of Healthcare Marketing.3Marketing Initiatives. 4Marketing Center of Excellence .7Getting Started.9Digital Marketing Audit. 10Audience Definition and Messaging.11Program Initiation.13Enterprise Alignment.14Summary. 15Hileman Group by the Numbers. 16
Current State of Healthcare MarketingThe American health system is immersed in a period of unprecedented change. The seismic shift from volume-basedto value-based reimbursement has applied significant pressure to providers of all sizes, leading to a variety of mergers,acquisitions and partnerships. In addition, this value-based approach puts an emphasis on outcomes, population health,wellness programs and other transformative initiatives.Today’s healthcare marketer is not immune to these changes. At a time when more is needed – more budget, morestaff, more skills, more bandwidth – today’s marketer is required to manage an ever-evolving landscape with less.But, with change comes opportunity. An opportunity for today’s healthcare marketer to take a larger role in developingrelationships with patients, physicians, community leaders and other constituents that drive the strategic direction ofthe organization.86% of patients conduct a health-related search before booking a doctor’s appointment.“The Digital Patient Journey: Turning searches into conversions”, Gravitate Design, 2014.Healthcare Marketing Service Line Strategies & Beyondhilemangroup.com 3
Marketing InitiativesBy speaking to current and prospective patients, as well as referring physicians – across digital and traditional channels – today’smarketers can influence their organizations like never before. Through our own client interactions and interviews, Hileman Grouphas identified several opportunities where marketing can make meaningful contribution:PatientAcquisitionBrand Awareness& ReputationPopulationHealth InitiativesPatientReactivationProgressive healthcare systemsrecognize the opportunity to driverevenue through digital marketing,and they embrace a consumerfocused approach, emphasizingpersonalized communication,education, and acquisitionand nurturing.Brand, brand, brand. The bestmarketing in the world won’tbe effective without trust andawareness, so messaging aroundquality, access and communitybenefit is critical.Support healthcare systempopulation health goals by providingprograms and information thatdrive participation in wellnessevents, educational seminars andscreenings critical to managingmany health issues.Leverage traditional mail andcall center tactics that leveragepatient-specific data with digitalprograms that educate users ontheir condition and the importanceof regular appointments to promotemore proactive care management.Healthcare Marketing Service Line Strategies & Beyondhilemangroup.com 4
Here are a few sample scenarios to help describe each initiative in a healthcare setting:Patient AcquisitionScenario: As the CMO of a healthcare system, you are given the mandate to drive volume throughnew patient acquisition.Initiative: After performing an audit, several specialty care conditions are identified for marketingprograms based on contribution margin, capacity and the ability for marketing to influence consumerchoice. Additionally, programs involving primary care and maternity are selected due to capacity andlifetime patient value.Community Awareness & ReputationScenario: The marketing and communications department is tasked with improving community awarenessfor the health system.Initiative: After a review with the community relations team, the marketing department identifies several areasof the website for enhanced content around community benefit and quality. This information is integratedthroughout the current patient generation programs for credentialing and also shared with philanthropy anddisseminated through their monthly newsletter. Leveraging the physician channel, the outcomes informationis also distributed to internal and contracted physicians through their regular communications.Healthcare Marketing Service Line Strategies & Beyondhilemangroup.com 5
Population Health InitiativeScenario: Low participation in community screenings is preventing the health system fromrealizing its population health goals. Your CMO tasks you with improving attendance at specific events.Initiative: Based on a review of the participation in screenings across the area, a targeted marketingplan is put in place to promote each event. Social media advertising and email are utilized to engageusers, inviting them to local events and performing the associated reminders and follow-ups.Patient ReactivationScenario: You are given the mandate to communicate and reactivate patients that have become inactivein the system.Initiative: The data analytics team identified several chronic conditions where patients have lapsedin their follow-ups. As such, a reactivation campaign is initiated with an initial mailing and priorityappointment line. Additionally, users are offered a vanity URL and additional educational materialwith the ability to opt-in to a nurture program as well as relevant newsletter content.Healthcare Marketing Service Line Strategies & Beyondhilemangroup.com 6
Marketing Center of ExcellenceHileman Group has developed 6 digital marketing best-practice strategies that can be leveraged across your organization’smarketing initiatives. The Center of Excellence (CoE) approach allows for the development of programmatic solution that canbe customized for multiple marketing initiatives where one or more CoE tactic is utilized.Patient GenerationEvents & WebinarsDirect MarketingPatient acquisition programs withspecific messaging supports thepatient journey and targets relevantand/or strategic disease and conditionswhich support consumer choice.Provide effective messaging to driveparticipation in events and webinars,including event invitations, remindersand follow-ups.Enhance marketing efforts providingprint-on-demand capabilities asanother channel to drive lead captureand support ongoing nurture.Nurture CampaignsTargeted AnnouncementsMulti-Channel IntegrationEngage patients in ongoing nurturecampaigns through email newslettersand other ongoing engagementstreams, focusing on broadertopics such as community healthand wellness information.Offer special announcements totargeted audiences. Not all programsare multi-step nurtures – sometimeswe just have to send out a good oldemail blast!Improve the productivity of yourwebsite, social and advertisingefforts through a coordinated,integrated approach.As healthcare organizations embrace the new tool set that is available in the CoE, it is important to integrate these into currenttraditional channels as well. Think of this tool set not as a replacement to current tactics, but instead, an augmentation of themto help improve their effectiveness and measurement.Healthcare Marketing Service Line Strategies & Beyondhilemangroup.com 7
The CoE tactics are not intended to be one-off solutions. Rather, the best results are achieved by executing multiple tactics torealize the holistic goals of your marketing initiatives: the sample matrix provided below is an example of how multiple CoE tacticscan be leveraged in an individual marketing initiative.PatientGenerationEvent nouncementsMulti-ChannelIntegrationPatient AcquisitionCommunity Awareness& ReputationQuality ImprovementPatient ReactivationA healthcare provider in the midwest, leveraging the Hileman Group CoE tactics of Lead Generation, NurtureCampaigns and Multi-channel Integration achieved, on average, a 1300% ROI in their patient acquisition programs.Healthcare Marketing Service Line Strategies & Beyondhilemangroup.com 8
Getting StartedAt Hileman Group, we have developed a process that healthcare marketers can leverage to effectively implement the 6 identifiedCoE strategies and gain meaningful traction within the organization.Step 1:Step 2:Step 3:Step 4:DigitalMarketing AuditAudience Definitionand MessagingProgramInitiationEnterpriseAlignmentAfter seeing a paid search ad, 29% of patients began the research process and 35% of patients conductedsearches for more information, Google & Compete, Hospitals Study, 2012.Healthcare Service Line Marketing Strategies & Beyondhilemangroup.com 9
Step 1:Digital Marketing AuditThe first step includes an audit of the effectiveness of the current digital marketing programs. It will look at the competitivelandscape, enterprise business and marketing objectives, target markets and audiences, as well as best practices.The audit is focused on determining how well the current marketing ecosystem is aligned towards adding meaningfuland measurable results to the healthcare organization’s business objectives.Healthcare Service Line Marketing Strategies & Beyondhilemangroup.com 10
Step 2:Audience Definition and MessagingWith the knowledge gained from the audit, the audience and market are defined next to identify specific personas. Leveragingthe strength of marketing automation – and understanding the demographics, psychographics and technographics of the targetaudience – it’s possible to communicate directly and uniquely with people as they move through the patient dPatientIn order to better define the patient journey, we have outlined the 6 audience types above. Each of these audiences have specificneeds and require different messages. While the journey is shown linearly, in reality, it is anything but. Audiences enter and exitthe patient journey at different times, so it is important to be able to reach them accordingly.Healthcare Marketing Service Line Strategies & Beyondhilemangroup.com 11
I do not need medicaltreatment right nowbut I am of a qualifyingdemographic that shouldreceive preventativescreenings or treatmentfor my health andwellness.I have not beendiagnosed with acondition, but I amactively researching ascreening/test to help beproactive in my healthand wellness.I have been diagnosedwith a specific condition.I am searching fortreatment options,outcomes and anyinformation to help meunderstand my options.I have been diagnosedwith a specific conditionand have made thedecision to be treated.Why should I chooseyour hospital system fortreatment?I have decided tocome to your hospitalsystem for treatment.Help me contact youto get started with mytreatment plan.My treatment is inprocess or complete!Help me understandthe post-treatmentinstructions, paymentsand the scheduling of anyfollow-ups. Helpme understand how mylife choices can directlylead to improved healthand wellness.Interest/Engage StageDesire StageAction StageAdvocate StageAwareness StageReach this audience by:Reach this audience by:Reach this audience by:Reach this audience by:Reach this audience by:Reach this audience by: Push advertising Search enginemarketing Search enginemarketing Search enginemarketing Email nurturing Email nurturing Highly targeted socialmedia programs Highly targeted socialmedia programs Email nurturing Website personalization Website personalization Easy-to-convertdigital touch points 1:1 communication forpost-treatment care. Programmatic displayduring awareness months Highly targetedsocial media Website personalization Live chat Request anappointment Second opinionHealthcare Marketing Service Line Strategies & Beyondhilemangroup.com 12
Step 3:Program InitiationHow data reports ROIWith all the groundwork laid, it’s time to define and build the marketing programs.Here are the best practices:»»»»»»Set specific, measurable goals. Include ROI as a major component, but not the only one.How much more efficient will the marketing group be? Will this increase return whilelowering our overhead? How will we better leverage current investments in digital assets?Be specific and know what success looks like.Determine how you will get the data to report ROI. We need financial datain a timely manner to best measure the effectiveness of a campaign, but avoid anyspecific health information.Identify appropriate campaigns. Choose the best disease and condition topics thatwill be relevant, can provide consumer choice to your primary audience and willtypically be a profitable service.Document the specific persona(s) for this campaign and develop the campaignflowcharts to address their concerns throughout the patient journey.Develop the content strategy for this campaign. Define what contentexists and what needs to be created at every step.Implement and measure. At Hileman Group, we say, “Measure, Analyze, and Optimize”.Healthcare Marketing Service Line Strategies & BeyondFinance DatabasePatient DatabaseIntegrated Datafrom Both SystemsInternal Data Warehouse/CRMOwns Analysis of HIPPA & Finance DataLeadConversionPatientConversionMarketing Database/Mar-TechOwns All Marketing Campaign ActivitiesAs the ability to show ROI is the #1 goal, closedloop reporting is essential to any marketingcampaign. However, with regulatory hurdles,it’s hard for healthcare organizations to useout-of-the-box CRMs.hilemangroup.com 13
Step 4:Enterprise AlignmentAlways plan for success. As the programs meet business objectives, it’s critical to develop an enterprise vision.While no two organizations are alike, here are some best practices Hileman Group has developed with our clients.»»»»Be Inclusive: Anticipate cultural barriers and include those that might be less receptive up front. xecutive Sponsorship: Include your Executive Sponsor in regular, quarterly reviews where the original program goalsEare reviewed and program results are discussed. nboard IT Early: We know – but eventually, IT and security will need to be involved, so keep them in the loop onOinitial pilot programs, so they have some buy-in on the larger enterprise engagement.Learn, Learn, Learn: Take advantage of the educational opportunities provided by Hileman Group, as well as the marketingautomation vendor.62% of smartphone owners use their smartphones to search for health information.Pew Research Center American Trends Panel survey, 2014.Healthcare Marketing Service Line Strategies & Beyondhilemangroup.com 14
SummaryHealthcare organizations have made great strides in growth and innovation, expanding marketing efforts, creating impactfulcontent, and experimenting with personalization. By marrying traditional marketing tactics with digital strategies, healthcareorganizations can fully seize patient engagement, connecting with the consumer about their health and wellness in uniqueand effective ways.» Is your organization ready for marketing automation? » Have you already decided you’re ready?Take our assessment to find out atHilemanGroup.com/assessment.Healthcare Marketing Service Line Strategies & BeyondContact us for a free marketing wellness screeningat om 15
Hileman Group by the NumbersHileman Group, founded in 2002, is proudly located in the heart of downtown Cleveland, Ohio. We are a full-service digital agency,with a specialization in healthcare. Our clients include many healthcare providers, but we also have experience with associationsserving physician members, payers, medical device makers and pharma, making us a valuable asset in the healthcare industry.Our healthcare clients providedservices to approximately 20 millionpatients in the past year, with facilitiesacross 16 states.We work across 30 different servicelines, including specialty care, primarycare, pediatrics and women’s health.Our clients include twoof the top 20 from U.S. News &World Report, one in the top 2.For email deployments across allof our healthcare clients, we see a99% delivery rate, a 42% open rate anda 22% click-through rate, on average.We have deployed more than200 healthcare marketingautomation programs to date.Across all of our healthcare clientswe see on average a lead to patientconversion rate between 8-10% withsome programs as high as 35%.Healthcare Marketing Service Line Strategies & Beyondhilemangroup.com 16
Healthcare Marketing Service Line Strategies & Beyond hilemangroup.com 8 The CoE tactics are not intended to be one-off solutions. Rather, the best results are achieved by executing multiple tactics to realize the holistic goals of your marketing initiatives: the sample matrix provided below is an example of how multiple CoE tactics
