Written Questions and Answers

Written Questions and Answers UK HealthCare Digital Marketing Assessment RFP UK-1690-17 Closing Date: 07/08/16 Today s Date: 06/27/16 No. Question Answer What is the current structure of the UK The org chart is included. 1 HealthCare marketing division? A department or divisions org chart with titles or a list of Title, General Responsibility, Number of Employees in roles would be very helpful as we develop our response to the departmental transition requested from traditional to digital. 2 What current digital tools and platforms are used by the UK HealthCare marketing division to measure performance? Example: Google Analytics, X Content Management System, Mail Chimp, Hootsuite, Raven Tools, SeoMOZ, etc. Google Analytics, Ektron CMS, MailChimp, HootSuite 3 Do you use an external service to help you measure patient satisfaction such as HCAHPS or Press Ganey? Yes, we use a Press Ganey survey for patient satisfaction and Press Ganey administers the HCAHPS survey for UKHC. 4 5 What are the top 2 to 3 areas would UK HealthCare like to improve in the patient and consumer experience? Is your call or contact center integrated into your marketing plans and execution? Is consumer data shared with the marketing division? Does your contact center use your website as As a point of clarification, patient experience is housed outside of marketing. So, to answer this question, we need to approach it from the perspective of what elements of patient experience can marketing influence. Our key goal here is to create digital channels that allow patients to find the relevant information they need quickly and easily. The call center has a wealth of data; but that data currently is not easily avaiable to us due to technological and other contraints. However, we see it as a valuable resource and need to have more Written Questions and Answers Page 1 of 11

6 7 8 9 10 11 12 13 14 15 reference tool or do they encourage self-service, online options for simple, non-clinical information? What is your stage of Meaningful Use? Current EMR platform? Are the following stakeholders aligned on the most important role of digital at UK HealthCare (as it relates to patient and consumer satisfaction measurement)? Physicians, Executive Management, IT, Marketing, and HR? If not, where is the biggest gap or difference in approach or option? What has been the most challenging obstacle(s) to the division s internal transformation from traditional marketing services to an integrated digital and traditional marketing organization? When was your most recent digital portfolio audit? (Websites, social media, digital PR, digital crisis management) What are the top three areas where you would like to see performance or skill improvements in your division or department as it relates to digital? Without the need for a non-disclosure, what are the top 3 strategic goals of UK HealthCare for 2016-2017? We respect and understand the limitations of this answer without a current legal agreement in place. How important is it to have a PSC partner for this engagement? Are you currently using a CRM product? Do you have specific timeline parameters you wish to share on the length expected for this engagement? In one year, what would signify to you marked improvement or integration with them. They do not really use our website as a tool. Modified Stage 2; AllScripts Not to the level that they should or could be; the perception seems to be that a digital strategy is a website. While we strive to be more digitally oriented, the bulk of our job requests steer toward traditional production. Our team also has lacked exposure to digital marketing best practices; and there is a lack of cohesion among our digital channels. UK HealthCare has never undergone a complete and thorough audit of its digital portfolio. SEO/SEM expertise; a robust content strategy that delivers on our strategic marketing plan objectives; UK HealthCare's strategic plan is publicly available at http://ukhealthcare.uky.edu/uploadedfiles /about/leadership/strategicplan(1)/home/2015-2020-strategic-plan.pdf It is important that we have a contract to set the scope and budget guidelines for the project. Also, having a personal service contract will allow us to work directly with an agency without a facilitator, which has proven to be restrictive in the past. No Six weeks For us, success would be having a roadmap for our digital strategy--what are Written Questions and Answers Page 2 of 11

16 17 18 19 20 21 22 23 24 accomplishment in a digital team transformation? What are the most important qualities you are looking for in a partner for this engagement? Can companies from Outside USA apply for this? (like,from India or Canada) Would we need to come over there for meetings? Can we perform the tasks (related to RFP) outside USA? (like, from India or Canada) Can we submit the proposals via email? How many agencies did you invite to respond to the RFP? Are you able to share the strategic marketing plan or any high-level objectives that would influence/drive the work referenced in the proposal? Will presentations to the evaluation committee be in-person or via video/phone conference? Section 4.5, point 4, specifically refers to the offering being a recognized advertising agency. Given the nature of this work, will proposals be considered from firms that are not defined as advertising agencies, but still meet all other criteria? For example, a digital agency, or an integrated marketing communications firm. our strategy, key tactics, and understanding of best practices, our best opportunities for success and resources needed to accomplish it. Someone who has a successful track record provding this kind of roadmap/output; from whom we can learn based on their experiences working with other partners; experience in the healthcare realm--esp. academic medical centers, would be preferred. No Yes. No. No The RFP is posted to the Purchasing website so anyone can respond. We have a comprehensive strategic marketing plan; we can share the three key objectives--build an understanding of our brand both internally and externally; drive UKHC as the choice among healthcare consumers in Ky (and beyond) for complex speicalty care; and raise the esteem of UKHC nationally, locally and regionally for the breakthrough work we are doing. Our brand promise is The Power of Advanced Medicine. In-person. It is most critical that the partner have a proven track record of providing a robust digital assessment and roadmap/strategy for success. Written Questions and Answers Page 3 of 11

25 26 27 28 29. 30 Could you please explain the importance of Number 9 in section 5.4: Criteria 1. How does brand standard experience relate to the work referenced in the proposal? Are the primary criteria listed on page 19 equally weighted? If not, could you please identify the weight places on each? Could you please identify names and/or titles of those members of the evaluation committee? Is there a budget identified for this work, and if so, can you share it? Can UK Healthcare Marketing provide an inventory of existing digital touch points? For example, do these include public/physician website, portals, mobile applications, electronic health record systems, CRM/PRM, others? What is the current inventory of digital assessment technology/data used by UK Healthcare Marketing? This might include platforms for CMS, web analytics, PR analytics, social media, advertising tracking, brand monitoring, customized 800 numbers, etc. UK HealthCare is finalizing its updated brand voice and visual guidelines to support its brand promise of The Power of Advanced Medicine. Our digital presence is not explicity called out in these guidelines, so we are seeking direction on best practices for extending these guidelines across our digital touchpoints. The University does not use weighted. No, all correspondence shall go through the Purchasing office. See section 3.2 We do have a budget; we do not intend to share it in advance. If no agencies meet our budget, we will assess the scope of work. Marketing oversees the public website, multiple blogs, Google AdWords, Google Plus, corporate and service line Facebook and Twitter, YouTube and Instagram. Services like the EMR and patient portal are managed by other groups in the enterprise. Ektron CMS for public website WordPress for blogs Google Analytics Facebook Twitter YouTube Google AdWords Our Call Center handles call data which we have access to. Physician Portal NRC Data What is the current size of the UK See Question #1 Healthcare marketing team? Within 31 such, what are the general skill sets and roles of those tasked with digital marketing activities? What is the expected timeline for See Question #14 32 completion of this assignment? 33 The RFP references the fees in the The fees referenced within the PSC Written Questions and Answers Page 4 of 11

34 Personal Service Contract website. However, there does not appear to be a comparable category related to the services requested the RFP. Can you please provide more guidance as to the application of these maximum rates as they relate to the skill sets required for marketing consulting services? Content Strategy - Does the client have team members that write copy for the site? website may or may not apply, depending on the area of expertise. A Personal Service Contract will be done with the successful contractor. **Frankfort requires that all consultants be registered with the Kentucky Secretary of State before contracts will be approved and this is being strictly enforced. For an out of state consultant (considered a Foreign Corporation), Kentucky will require them to have a registered agent with an address in the state. There are companies that do this as a business. It costs approximately $100 a year. They can find some businesses by Googling registered agent services Kentucky. This is not a quick process, so I suggest that they get started quickly. Yes, a dedicated four-member Marketing content team, four service line marketing managers and numerous other contributors throughout the enterprise. 35 Content Strategy - Does the client have a preferred Analytics platform, i.e. Google Analytics, Omniture (Adobe)? See Question #2 36 37 Content Strategy - What does your current content creation and publication process look like? Content Strategy - Who at your organization is currently responsible for creating content? Content ideas surface primarily from our service line marketing managers or PR team; the Marketing content team then produces or edits the actual content. See Question #36 38 Content Strategy - Do you have a voice, tone and style guide or a digital content creation guide? Yes, we are currently finalizing voice and style guidelines for our new brand; expected rollout is July 2016. 39 Content Strategy - What do you like about your current content? What would you like to change? Our content needs to be more digital friendly (shorter, more concise, easily shared) and more reflective of our new brand voice. It must also appeal to Written Questions and Answers Page 5 of 11

40 41 Content Strategy - Where do you feel you need the most help with content? UX & Design - Do they have an internal UX team? consumers on their terms. One goal for the upcoming year is better storytelling through production of more original content. We also need to emphasize SEO and build out our messaging architecture. No. 42 UX & Design - When was the design of your app/website last updated? Summer 2015 43 UX & Design - Do you have existing personas that you can send us? No. 44 45 UX & Design - What is/are the primary goal(s) of the website? UX & Design - How far does your digital ecosystem span (website, emails, facebook, mobile apps, customer facing apps, administrator apps, etc)? Make it easy for consumers to find the relevant information they need, when they need it, in a logical and intutive manner; that it is a reflection of our brand; that it drives interaction/engagement with our consumers; that is the hub for our digital experience See Question #29 46 47 UX & Design - What are the major concerns with the current website / application? UX & Design - Can you provide any brand guidelines documentation and assets? The platform will be retired in a foreseeable future; it is not an intutive CMS, leaving relatively few people availabe to work on the backend of the system; lacks integration tools (social media, calendar functions, etc.) and lacks general interaction with the user. Yes, although not yet final and not explicity for digital properties. 48 UX & Design - Do you have an internal We have an internal graphic design team, although it is not primarily focused on Written Questions and Answers Page 6 of 11

design person or team? digital UX & Design. 49 50 UX & Design - What is your target audience/market? Do you have any Psychographics available? UX & Design - How do you envision the project supporting your organization missions and objectives? (i.e. sales conversion, brand communication, generate email list members) Our target audiences are segmented across 2 dimensions 1) Health care need (imminents vs. somedays) and 2) Engagement with the category (Engaged, Unsure, Not engaged). We do not have robust psychographics available, but do have demographics and purchase history. It should ladder back to our three defined strategic marketing objectives: drive brand understanding; drive choice; drive esteem; 51 52 53 54 55 56 57 58 UX & Design - What are the three most pressing problems you are trying to solve with this project? Search - Do you have an in-house development team? Do you have 3rd party resources? Search - Have you participated in any link building efforts with previous agencies or otherwise? Search - Do you have multiple web properties? If so, what are they? Search - Have you redesigned the site in the last year? Have you changed domain names? Local Search - Have you owner verified Google+ Local, Bing Maps, Yellowpages, Yelp, etc.?\ Local Search - If so, who verified them? Third party agency? internal team? Local Search - Do you have contracts with any local search platform (Yext, 1. We need a strategic roadmap; 2. Need exposure to best practices so we can elevate our digtial efforts; 3. Our digital efforts should reflect our brand. We work with a team of devleopers that our managed by our enterprise IT group. They are a shared resource with other departments. Yes but only on a limited basis. See Question #29 See Question #42 re: site design. Multiple domain names used for specific projects. Yes. A combination of internal staff and a 3rd party. No. Written Questions and Answers Page 7 of 11

59 SIM, Rio, Placable, Acxiom, etc.)? Local Search - If so, are you still in contract or when did the contract end? N/A 60 Local Search - Describe your review monitoring process for local listings reviews We currently have an engagement with reputation.com. 61 62 Local Search - Describe how your paid search, organic search and local search work together Analytics - What analytics platforms are currently in use to measure digital performance? Is there a trusted "source of truth" platform? We see this as a gap in our current strategy. See Question #2 63 64 65 66 67 Analytics - Do you trust that your analytics platform data is accurate? Do you feel your analytics data is relevant to your business objectives? Do performance metrics in reporting truly represent value? Analytics - Is your analytics platform reporting valuable? Does it meet expectations set during platform selection? If not, where does it fall short? Analytics - Is analytics data used to make tactical adjustments and/or strategic decisions? Who uses this data to do so? Are there other internal reporting audiences? Analytics - How accessible is analytics data to these stakeholders who do or could use it? How are requests for additional data/reporting from these stakeholders handled? Analytics - Who owns/is responsible for overarching measurement/analytics strategy/planning/architecture? Yes, we have many years of web analytics data, social media data and call data to draw. There are opportunities to build from this base and create additional value. We are working with an internal team to build out a reporting platform. Yes. We are providing regular dashboards and reports. We also deliver ad-hoc reporting for specific scenarios. Our management is the primary audience. Right now, we deliver data via email. We are working with an internal team to build out a reporting platform. Requests are either directed via email to our team or via our project management system depending on their needs. This is managed by Market Research Department and the Informatics group. Written Questions and Answers Page 8 of 11

68 69 70 71 72 73 74 75 76 77 78 79 80 Analytics - Who owns/is responsible for analytics platform deployment, implementation, configuration, maintenance? Email/Lifecycle Marketing - How is email used today within your organization? Email/Lifecycle Marketing - Where do you think you excel? Email/Lifecycle Marketing - Are there any specific pain points you d like to address? Email/Lifecycle Marketing - What platform do you use to send emails (Salesforce Marketing Cloud (ExactTarget), Responsys, Bronto, Mailchimp, etc.)? Email/Lifecycle Marketing - Do you like the platform? Why/why not? Email/Lifecycle Marketing - When does your current contract expire? Email/Lifecycle Marketing - How do you integrate email with the rest of your digital marketing strategy? Social Media - What is the target audience for the brand? Social Media - Are there separate social KPIs from general KPIs? Social Media - What platforms are they currently activating? Social Media - What competitors or other brands do they admire for their social activations? Social Media - What internal resources are dedicated to social media? The Market Research Department. Used for weekly newsletter and some periodic announcements. There are opportunities for improvement. Lack of integration with the rest of our messaging architecture. No connection to the rest of the patient lifecycle. We currently use MailChimp. We do like the platform, but feel there are other options that may be more suited to the complete marketing lifecycle. Monthly. There is little to no integration. Undefined Not currently. Facebook, twitter are primary channels. Minimal presence on Instagram, Pinterest, and Linkedin Cleveland Clinic, Vanderbilt University Medical Center, University of Utah Health Care Cororate communication is through External Communications group. Service Line Managers control channels dedicated to specific service lines. Written Questions and Answers Page 9 of 11

81 82 83 84 85 86 87 88 Social Media - What external resources are dedicated to social media? Social Media - What are the links for their current platforms? Social Media - Are they using paid media on any social platforms? Social Media - Do they do any social listening? Can you shed some light on the budget requirements for this RFP? Even if it was a previous year s figure it would still be greatly appreciated. Will the Digital Assessment extend beyond UK HealthCare's digital marketing? - Or should it include the full consumer experience? Should the Digital Assessment Analysis include any of the following? Case studies Digital marketing trends Digital marketing primers and/or educational materials on the types of digital marketing and integrating marketing across channels Suggested budgets and/or digital channel and traditional channel marketing mixes Digital marketing strategy roadmap Digital marketing platform recommendations Digital marketing organizational structure recommendations What are the flight dates for this campaign? We know it is an annual plan but when does that start? None https://www.facebook.com/ukhealthcare/ https://twitter.com/uk_healthcare http://www.youtube.com/ukhealthcare/ https://www.instagram.com/ukhealthcare/ http://ukhealthcare.net/ (Blogs) Yes, on facebook. Yes, we currently have a media monitoring tool, Mention. See Question #28 At this time, it will not extend beyond marketing; however, we should look for ways we can influence other aspects (such as patient experience) through our efforts on the channels we own. Yes This question isn't applicable as the RFP is not for an advertising campaign but for an assessment of our digital marketing strategy and capability. Written Questions and Answers Page 10 of 11

89 90 From a video and display perspective what are your main goals and KPIs? How will UK measure success? Brand awareness, new patient acquisition, traffic to landing page, etc. 91 92 What creative assets will you provide? Are display, mobile, video, etc. currently used or provided? 93 94 95 96 97 98 99 100 101 What is your ideal trade radius? From what trade radius or location are the majority of your patients from? Who is your target audience? Patients? Additional staff (per the mention of top of the line research facilities Alzheimers, Pediatrics, etc.)? Will the campaigns be segmented per the hospital? i.e. are you looking to market cardiology, breast cancer, obesity separately? If so, do you want campaign overlap or completely separate flight times? Are you looking to market recent awards? What departments of the hospital have far reaching capabilities? Meaning are you world renowned for your heart center? So we know where to market those service, is there a maximum or ideal budget? Are there any viewabililty requirements? Written Questions and Answers Page 11 of 11