Innovations in Marketing Automation Technology Presented by: Tanya Andreadis Director, Interactive Marketing & Web Strategy, Penn Medicine Gary Druckenmiller, Jr. Vice-President, Client Solutions, Evariant The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. 2014 Society for Healthcare Strategy & Market Development
About Penn Medicine Nation s First Medical School & Hospital $4B+ Revenue Business Strategy: Advanced Medicine Rare Diseases & Complex Conditions Marketing Strategy: Precision Marketing Efficiency in reaching target markets
About Evariant Leading Provider of CRM/PRM & Healthcare Analytics Evariant combines digital marketing solutions, big data and analytics into a unified platform. This allows healthcare organizations to identify opportunities, measure marketing campaigns against reportable ROI and improve patient, physician and employer engagement.
A Little About Marketing Automation The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. 2014 Society for Healthcare Strategy & Market Development
Words to Live By Not implementing a Marketing Automation solution may be the ultimate career limiting move for today s marketers. If you haven t gotten started you re already behind the 8 ball. IDC Group, November 2013
Do you know what marketing automation is?
How many use it to its fullest capability?
How many know what nurturing is?
How many nurture new and or existing patients for every campaign, every type of communication across every service line all year long?
You re not alone.
Lots of Vendors 11 Cloud Based Marketing Automation Systems
A Little More About Marketing Automation The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. 2014 Society for Healthcare Strategy & Market Development
Highlights of Marketing Automation Automate repetitive tasks Reduces human error Streamline sales and marketing organizations
Ultimate Goal of Marketing Automation? Live Your Life.
Hyped Definition Email Marketing on Steroids.
The MA Shift But There s Something Bigger Going On.
3 Seismic Shifts Underway Moving to Data Ecosystems Becoming User-Centric Moving to Lead-Conversion Mindset
Data Ecosystem - Moving Towards Big Data
Targeted Campaign Development Design, Content, Copywriting Strategy Development Target Audiences Identified Campaign Metrics Data Modeling Predictive Analytics Tools ROI Reporting Activity Reports & Dashboards Acquisition Phase Process E-mail/Digital Acquisition Campaign Execution E-mail/Digital Response Collection and Management Data Warehouse Multiple Integration Points Member Profiles/Preferences Traditional Print and Mail Acquisition Campaign Execution Traditional Print and Mail Response Collection and Management Traditional Print and Mail Response Data Entry Into Data Warehouse Condition/Preference Specific Member Segmentation Traditional Print and Mail Response Data Entry Into Data Warehouse Traditional Print and Mail Response Collection and Management Traditional Print and Mail Nurturing Campaign Execution E-mail/Digital Response Collection and Management E-mail/Digital Continuity Campaign Execution Nurturing Phase Process Strategy Development Target Audiences Identified Campaign Metrics Targeted Campaign Development Design, Content, Copywriting
Benefits of Data Ecosystem Give the People What They Want: Allow use of best-of-breed applications that are the best fit for end users & staff Make Data Accessible: Collect data & free it up so that it can be aggregated and analyzed
What s This Likely Mean to You? Bigger budgets needed for the right tools Stop with the it s good enough and the one day Staff that all have the basics in understanding data, applications & reporting from a user-centric viewpoint Ability to shift work to being creative
Becoming User-Centric Really understanding segmentation: Buyer Personas Niche Groups to Grow/Sunset/Nurture Processes that are created around the target segments Organizational discipline
Marketer s Patient Journey Map - Channels Acquisition GAP Nurturing Tactic Contacts 90 Days Prior 30 Days Prior 7 Days Prior 7 Days Post 30 Days Post 9 Total Brand Experience 90 Days Post 120 Days Post 1 2 3 4 5 6 7 8 10 11 12 13 14 15 16 17 18 19 20 21 22 Nurturing E-mail 6 Direct Mail 2 Search User Initiated Online Display Media Inventory Driven Contextual Relevancy Behavioral Lead Back Social Sharing Behavior Driven Social Networking Social Share
Lead Conversion Mindset Separates lead generation between new and loyalty programs Intensely data-driven Experimental in nature Strategic use of discounting Deep understanding of segmentation and campaign-driven (not mass market)
Moving to Lead-Conversion Mindset
Let s Talk About Nurturing The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. 2014 Society for Healthcare Strategy & Market Development
nur ture [nur-cher] to feed and protect: to nurture one's offspring. to support and encourage, as during the period of training or development; foster: to nurture promising musicians. to bring up; train; educate, rearing, upbringing, training, education, or the like. development: the nurture of young artists. something that nourishes; nourishment; food
nur ture [nur-cher] to feed and protect: to nurture one's offspring. to support and encourage, as during the period of training or development; foster: to nurture promising musicians. to bring up; train; educate, rearing, upbringing, training, education, or the like. development: the nurture of young artists. something that nourishes; nourishment; food
Lead Nurturing Defined Methodology for engaging and developing leads, so that they keep the health system on the list for consideration.
Plugging the Leak Source: Forrester s October 2012, Best Practices: Improving B2B Lead Management
Why Nurture? 70% of marketers believe that technology can help them develop more high-quality leads. (Forrester Research) Marketing & sales personnel dedicate 14% of their time to lead development, but only 6.3% of leads are utilized (Sirius Decisions) Source: Sirius Decisions
Automated Nurture Schedules Work! MonthMonthMonthMonthMonthMonthMonthMonthMonthMonthMonthMonth 1 2 3 4 5 6 7 8 9 10 11 12 Qualified Leads Generated 0 500 1000 1500 2000 2500 A Focused Direct Marketing Campaign Evolves Over Time To Capture Qualified Leads And Increases Close Rates
Importance of Lead Nurturing Things to think about. How much money do you spend on generating prospects? What is the cost per lead? List purchases, tradeshows, events, advertising (print + online), SEO, SEM Would you rather have admins working to create opportunities with highly qualified leads or somewhat qualified leads? Who is following up on the leads that are disqualified?
Mapping The Patient Nurture Journey The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. 2014 Society for Healthcare Strategy & Market Development
Lead Conversion Mindset Patient Journey
Nurturing Based on Conversion Cycle
Lead Nurturing Management - Planning
Automated Program Plan
Lead Nurturing Management Content Map
Defining Your Nurturing Program
Best Practices Getting Started Keep it simple to start Provide value-added content Allow leads to raise-theirhand with secondary calls-toaction Keep them interested by telling them what is coming next Track online activity to determine when a lead s interest has increased Email 1 7 days Email 2 14 days Email 3
Best Practices In Flight Nurture leads throughout the buying cycle Average of 4 touches/program Test timing between touches B2B: 10 days between touches B2C: 3-8 days between touches; more frequent in front half, then slow Email 1 7 days Email 2 14 days Email 3
Seven Rules of Engagement 1. Do not initiate contact without a clear objective. 2. Start with the patient, not the service. 3. Pick up where the last interaction left off. 4. Don t ask a patient for the same thing more than once. 5. Make the interaction personal and personalized. 6. Deliver information that reflects what you ve learned about them. 7. Learn about patients in bits.not all at once.
How Penn Medicine Sees Marketing Automation & Nurturing The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. 2014 Society for Healthcare Strategy & Market Development
Marketplace Dynamics: Two-Front Battle National Health Care Brands Non-Philadelphia hospitals are advertising in the Philadelphia market Local Health Care Systems Over 50% increase in mass media by 5 health systems Local hospitals are increasingly claiming a quality position
Marketing Technology Platform Customer & Physician Relationship Management 360 View of Relationship Highly targeted & relevant communications with specific audiences For Consumers, Patients, Physicians Integrated Database Patient encounters and revenue, employed physician information, marketing activity, email activity, web and social engagement, insurance claims Tracking & Reporting Tracking, dashboard reporting, revenue reconciliation across all strategies and tactics for consumers and referring physicians
Patient Pathway & Lead Management Most new leads contact us (via Contact Center, web forms, or social) to learn more. The Contact Center, Web, and Marketing teams manage and track interests & activity, and actively nurture or reengage to help patients ultimately request an appointment. This process is supported by infrastructure and integrated data via customer relationship management. Feedback (phone call, email, social, etc.) provides valuable marketing intelligence/insights to help continuously optimize messaging so it is in-tune with patient interests & needs.
Urgency & Complexity Dictate Pathway Case Complexity High Hard call-to-action Navigation & Apt. Meso Lung Cancer Brain Heart Valve GI Cancer Low Smoking Cessation Bariatrics IV F Joint s Lung Nodule Prostat e Cancer Brea st Canc er Urgency High Low Soft call-to-action Nurturing
Email Automation Campaign Types Straight forward nurturing one audience segment receives a series of automated email(s) Complex nurturing using automation logic, the audience is further segmented based on responses to email(s)
Fertility Campaign Overview Campaign Duration: 5 Phases from November 2011 June 2014 Preceded by a multi-channel campaign. Automation was used to send a series of emails to those interested in learning about Penn Fertility care. GOALS Increase consultations and convert consultations into new patient STRATEGY Guide individuals facing fertility issues to recognize their need to seek help Continue to communicate with patients through decision period
Fertility Acquisition & Content CTA Strategy: Soft CTA to convert leads, and provide an opportunity for ongoing engagement. Hard CTA for those ready to take action. Nurturing Content: Penn Fertility Chronicles including 8 individual chapters Strategy
Fertility Campaign Automation All email content completed ahead of time, and scheduled within Eloqua. After form completion on the landing page: Thank you email sent immediately Issue 1 of chronicles sent withy in a day Subsequent issues sent every month for 8 months to correspond with the ovulation cycle Process
Fertility Nurturing Results Total Delivered: 20,000 Total Opens: 6,000 % of Total Opens: 30% (Industry standard 15-30%) Total Appointment Requests: 45 directly from email
Primary Care Campaign Overview Campaign Duration: 2 Phases from May 2013 Now Preceded by several multi-channel campaigns. Automation was used to reach a segmented audience, gain insights and continue to engage. GOALS Follow up with individuals who requested an appointment and did not get one Increase appointment requests with new mover audience Increase readership of blog STRATEGY Continue the efforts of the digital campaign through email nurturing and automation to ensure: individuals do not drop out of the appointment funnel have continued exposure to Penn s primary care offerings
Primary Care Acquisition & Content Strategy CTA Strategy: Guide download for those interested in learning more, and the ability to schedule an appointment for those ready to take action Nurturing Content: Survey Health & Wellness Newsletter
PCP Email Nurturing - Campaign 1 Survey Engagement Distribution lists includes leads from PCP finder phase I Took no action Filled out Survey Send 2 nd version of email Request to be contacted Anonymous Send 2 nd version of email *This email went out on 12.10.13 Email CTA : Open Email Downloaded a guide Send 2 nd version of email 1. Take Survey 2. Request an appointment Scheduled an appointment Not open email Send 2 nd version of email Subject line: Find a Penn Primary Care Doctor Today Headline: Choose a healthier future with Penn Medicine.
PCP Email Nurturing - Campaign 1B Survey Engagement Distribution lists includes leads from PCP finder phase I (anyone who didn t fill out survey) Took no action Filled out Survey Email reminder to open email (different subject line and title) Request to be contacted Send email #2 Send email #2 1.21.14 Email CTA : Open Email Downloaded a guide Anonymous Send email #2 1. Take Survey 2. Request an appointment Not open email Scheduled an appointment Send email #2 Email reminder to open email (different subject line and title) Subject line: Start off the New Year Right Headline: Partner with a Penn Primary Care Doctor Today. *Body text will be the same as email 1a.
PCP, New Movers, Be Well Email Nurturing Campaign 2 Newsletter Engagement Distribution lists includes leads from PCP finder phase I New Movers Be Well No action taken Send Reminder email 2.11.13 Open Email Visit blog Go to Be Well landing page Request an appointment Email CTA 1. Visit our Health & Wellness Newsletter blog 2. Request an appointment within blog post Not open email Send Reminder email No further action taken Subject line: Headline: * v-day geared subject line and headline with blog teaser in email body. Blog will be in the v-day spirit
PCP Nurturing Results Total Delivered: 12,334 Total Opens: 6,600 % of Total Opens: 55% (Industry standard 15-30%) Email Forwards: 80 Total Appointment Requests: 9 directly from email
Lessons Learned Process Marketing automation saves time and resources on the back-end, but requires a lot of front end planning. Internal resources require more coordination. Staying on top of best practices is key. People Find good outside partners. Innovate together. Need people who learn and adapt quickly to new technology. Information architects are very helpful in campaign architecture, and developing decision trees. Technology Tools are relatively intuitive but require training and constant use.
Thank you! Tanya E. Andreadis Director, Interactive Marketing & Web Strategy Penn Medicine University of Pennsylvania Health System 3600 Market Street, Suite 240 Philadelphia, PA 19104 Tanya.Andreadis@uphs.upenn.edu (215) 823-9051 Gary W. Druckenmiller, Jr. Vice-President, Client Solutions Evariant 308 Farmington Ave. Farmington, CT 06032 gary.druckenmiller@evariant.com (860) 321-3915