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The Agile Approach to Patient Journey Marketing
- 1. The Agile Approachto Patient Journey Marketing How UC Health leveraged agile technology and marketing principles to support Patient Journey Marketing
- 2. In This Presentation (C) 2018Healthcare Internet Conference 2 About UC Health The Patient Journey Solution Strategic Approach to Content + Services Agile Methodology + Systems The Initial Results Expanding the Program
- 3. Introducing Your Presenters SydneyHudson Maria Regan Christian Twiste 3 Digital Experience Manager UC Health Cincinnati, OH Director, Content Strategy Wainscot Health Montvale, NJ Chief Operating Officer Korcomptenz, Inc. Mount Arlington, NJ
- 4. What Is PatientJourney Marketing? 4 1 • What is bariatric surgery? 2 • Am I a candidate for bariatric surgery? 3 • Who are the best providers in my area? 4 • Do they accept my insurance? 5 • How do I schedule a consultation? Patient Journeys are personalized marketing and communication initiatives that engage customers with targeted, relevant content throughout their decision-making cycle Patient Journey Marketing strives to capture patients at the very start of their journeys, utilizing a risk assessment or survey, educational content, and automated email follow-up to build trust and advance consumers to requesting an appointment
- 5. ABOUT UC HEALTH Insidethe organization and the choice of a Patient Journey Marketing solution 5
- 6. About UC Health AcademicHealth System: • Clinical Care • Education • Research Main Campuses: • University of Cincinnati Medical Center • West Chester Hospital Serving the Greater Cincinnati Region and beyond
- 7. Competitive Landscape Local CommunityCompetition: • Mercy Health • TriHealth • St. Elizabeth Healthcare • The Christ Hospital Health Network Regional Academic Competition: • Ohio State University Hospital • Indiana University • University of Kentucky 7 Cincinnati Metropolitan region is one of the most competitive healthcare markets in the US
- 8. Organizational Structure Strategic Support Business Operations/Clinical Support ContentDevelopment Technical Support
- 9. Existing Systems Digital advertising strategylimited to: • Search Engine Marketing • Minimal Facebook Advertising Website • WordPress Email Marketing • Emma • Constant Contact • MailChimp CRM • Healthgrades 9
- 10. Pre-Patient Journey Marketing Situation Lack of aninnovative (digital) patient growth strategy Limited Website Capabilities No interactive journey tools Poor UX Manual and tedious retargeting strategy
- 11. About the Weight Loss Program Located atour West Chester Hospital campus, the UC Health Weight Loss Center empowers patients to reach and maintain a healthy weight. Because everyone’s struggle is different, the Weight Loss Center provides customized, holistic plans for achieving weight loss, which may include: • Medically supervised weight loss program • Surgical treatments • Or, a combination of both
- 12. Our Solution Microsite Pilot:Patient Journey Marketing Alternative pathways to medically assisted weight loss Personalized, consistent digital engagement with consumers Content strategies designed to build trust Marketing automation for content delivery
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- 14. STRATEGIC APPROACH A contentstrategy that forms a relationship and builds trust 14
- 15. Overall Goals 15 Reach peoplewho won’t be swayed by urgency messages Reach people who are likely to have ongoing health issues that will require future care Convince prospects to provide email addresses Make it easy to take next step for those who are ready
- 16. Focused Content Strategy BuildRelationships to Grow Pipeline Connect Establish Trust Provide Value 16
- 17. The Importance ofTrust… 17
- 18. …and of ProvidingValue “Strive not to be a success, but rather to be of value.” —Albert Einstein 18
- 19. Key Content Tactics 19 Connect with personalizedinteractions Position your organization as empathetic and caring Introduce and “humanize” care providers Establish expertise and differentiate from competition Provide timely and relevant information users need Offer encouragement through tone, messaging, and patient-success stories Explain the benefits of seeking care now
- 20. Bariatrics Example Key messagesfor UC Health Weight Loss Patient Journey 20 Obesity Is a Disease (Not a Personal Weakness) Has experienced, empathetic care providers who want to help you Has medical/surgical solutions that work and that will make you healthier Is an expert provider of bariatric medical and surgical care as an academic healthcare system UCHEALTH
- 21. Home Page 21 Positive Image; PositiveMessage Obesity is a medical issue, not a personal failing Calls to action promote engagement tools Supporting information and statistics about the service line
- 22. Reliable/useful tips and information basedon most current weight-loss research People love quizzes! This one allows us to assign users to a targeted email track BMI Calculator PDF Downloads Quiz Engagement Tools 22
- 23. Quiz + BMICalculator 23 Quick 3-question quiz Results require users to provide email address BMI calculator can be used as part of the quiz or as a stand- alone feature
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- 25. Next Step Once wehave a user’s email, they’re automatically assigned to an email track personalized for them • Information Seeker—unknown BMI • Possible Candidate—BMI 35–39.9 • Likely Candidate—BMI 40+ • Medical Weight Loss Candidate—BMI 27–34.9 25
- 26. Information Seeker Hasn’t yetcalculated BMI Goal Keep user engaged How Share useful weight-loss content and inspiring patient success stories CTAs Click to take quiz or calculate BMI
- 27. Surgical Candidate Has BMIof 35+ Goal Keep user engaged How Share useful weight-loss content and inspiring patient success stories CTAs Learn more about surgical weight loss or sign up for weight loss seminar
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- 29. Content Take-Aways Connect withprospects to grow pipeline Put yourself in user’s shoes—be empathetic Be positive—show the future Offer targeted content Move patients to seek care Build trust and a relationship Educate and inspire Be agile and utilize your data Test content, tweak, and repeat 29
- 30. AGILE METHODOLOGY + TECHNOLOGYIMPLEMENTATION The systems we used and how we approached the project
- 31. A Brief Historyof Agile 31 • Technologies and needs changed faster than projects could be completed “The Application Development Crisis” • Jeff Sutherland and Ken Schwaber publish a seminal paper in 1995 SCRUM Software Development Process • Thought leaders gathered to discuss new “lightweight” processes “Snowbird” Meeting in Utah in Early 2001 • Codified the 12 principles of agile software development The Agile Manifesto
- 32. The Traditional Approachto Customer Journeys (C) 2018 Healthcare Internet Conference 32 I want to map my patients’ various journeys and implement systems that will improve engagement with personalized content and messaging, and an integrated view of all interactions including financial metrics. A LAUDABLE GOAL How much is this going to cost and how long will it take? A BURNING QUESTION
- 33. Prospect Patient Possible Data+ Accompanying Journeys The number of possible pathways and amount of data generated is greater than the time and budget required to realize high marketing ROI “The Spaghetti Incident” is our “Application Development Crisis” 33
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- 35. Reversing Our Thinking 35 Howcan I map all my weight loss patient journeys? Can I triage patients online and link them to beneficial services? TRADITIONAL AGILE Do I have enough data to support all of this mapping? Can I collect the data based on how real people use the site? Do I need to evaluate and procure a bunch of systems? What functionality do I need and is it available in the cloud?
- 36. Refining Our Objective 36 Iwant to integrate all of my data and implement systems that will improve personalized engagement while providing a holistic view of all interactions and financial metrics with the ability to model future results I want to acquire more surgical weight loss patients and learn more about how they interact with our services TRADITIONAL AGILE (Provided I can still work toward the traditional goal)
- 37. Iterate to Innovate 37 I’veacquired more surgical weight loss patients and generated relevant data about their interactions. Now what? Launch a campaign for non- surgical weight loss patients Convert more browsers with a targeted surgical campaign Expand this campaign to new channels Consider a new service line entirely Integrate this campaign data with my EMR and other systems
- 38. Solution Architecture 38 Consumer FacingMicrosite Drupal Acquia Marketing Automation Platform Mautic Open Marketing Cloud Quiz Seminar BMI Downloads Content Segmentation Email Campaigns Activity Tracking Reporting
- 39. Why Choose Agilein the Cloud? Cost • Cloud platforms often feature subscription models without large one-time fees Flexibility • Cloud platforms can be more flexible with more upgrade options and easier integrations with third-party software Ease • Cloud software can be deployed without requiring internal or external IT resources or complex configurations 39
- 40. Mautic Open MarketingCloud 40 The Open Marketing Cloud offers a free version that can be configured entirely online, allowing us to deploy sophisticated campaigns without any software costs Full- featured platform used by 200,000 organizations including healthcare
- 41. A Closer Look Segments Usedto understand the initial interaction and subsequent campaign assignment Channels Manages the design and content of all email and other message types Campaigns Distributes all emails and other message types based on assignment and business rules Activities Tracks all interactions with known and unknown users for web and email channels 41
- 42. A Visitor inAction 42
- 43. A Foundation fora Digital Patient Lifecycle 43 Acquisition Outcomes Advocacy Demand generation Targeted website features segment prospective patients Automated email and/or omnichannel follow up Patient mobile app with fitness tracking features and online portal with additional information Automated alerts for patients and healthcare providers Patient segmentation based on engagement and outcome Continued outreach to encourage sharing success stories, cross promotions, etc.
- 44. RESULTS + FUTUREPLANS Conversions, key findings, and next steps to expand the program 44
- 45. May 14, 2018 GoLive With Facebook Campaign 45
- 46. Why Facebook Only? •Potential disruption of clinical flow • Time needed to vet new journeys/pathways • Associated risks 46
- 47. Facebook Campaign –90 Days Region Greater Cincinnati Area 47 Demographics Women over 25 SEMINAR REGISTRATION AM I CANDIDATE QUIZ Impressions 54,303 Total Reach 34,355 Clicks 821 CTR 1.51% Likes 16 Impressions 36,254 Total Reach 28,399 Clicks 606 CTR 1.67% Likes 15 Remarketing campaign was added approximately 6 weeks after launch
- 48. Web Traffic +Conversions • Conversion rate has increased over time from 17.5% at launch to 31.5% in month three • 120 users have downloaded a document and 104 have taken the quiz 48 Total Visitors Total Sign Ups Seminar Registrations 479 120 20 Percentages 25.1% 4.2% Track Number of Users Percentage Possible Candidate 28 5.6% Likely Candidate 44 9.2% Information Seeker 17 3.5% Weight Loss Center 27 5.6%
- 49. New Conversion Opportunities 49 Week1 Week 2 Week 3 Week 4 Week 5 Quiz Users Seminar Users The “Am I a Candidate” quiz captured approximately 5x as many users as the traditional seminar registration Redefining a Conversion Engage More Users With Multiple Ways to Interact Capture More “Browsers” and Convert with Follow Up
- 50. Patient Journey UpliftEffect 4% increase in seminar registrations* 145% increase in conversion rate 50 *SEM program provides approximately 3x total traffic, amortized uplift expected to be approximately 20% All users provided valuable information that can be used to retarget and educate
- 51. Planning for the Future 51 • Content •Journeys Continuous Improvement • Social Media • Search Advertising Expanded Digital Advertising • Start small, but think big Service Line Expansion
- 52. CLOSING THOUGHTS Thank youfor your time 52
- 53. Charting Your OwnPath Forward Patient Journeys Generate marketing uplift in the real world Challenges Can be solved using an agile approach and cloud technologies Results Are attainable for organizations that experiment and iterate based on their success 53
- 54. Questions + Answers Thankyou again for attending 54