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A Case Study: Penn Medicine
Creating Synergy between Consumer
and Physician Marketing
Suzanne H. SawyerChief Marketing Officer, AVP
November 14, 2014
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Objectives
Discuss the relationship between Marketing Strategists and
Referral Development teams in developing integrated and
synergistic marketing programs.
Understand the operational implications of how these teams
plan, collaborate, and execute their work plans.
Examine planning, tracking, and reporting tools to assess and
demonstrate impact, including attribution analysis.
3
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
4
Marketing Strategy
Integrated Marketing: A highly coordinated approach
• Direct-to-Consumer (and Patient) Marketing Communications
• Business-to-Business Interactions (Liaisons; other tactics)
Precision Marketing: A more impactful & accountable marketing
function by adopting more precise, modern, and measurable
marketing methods.
Strategic & Efficient Outreach plans
• 20,000 referring physicians
• 75% send us 5 patients or fewer each year
• Would take 100s of liaisons to reach them all
• Prioritization is important
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Typical Conversation… Marketers & Liaisons
We need to build
business,
quickly. Go out
there and work
your magic!
Ok. I know just who to
talk to. Do you have the
key talking points?
Also, I will need some
leave-behinds.
Sure. We’ll
get that to
you in 6
weeks.That’s a long
time. I
guess we’ll
just have to
make due.
Marketer
Liaison
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Enlightened Conversation… Marketers & Liaisons
We need to build
business, quickly.
Let’s work together on
the marketing strategy
and sales plan so you
can work your magic.
Ok. I think I know just
who to talk to, but it will
be great to see the actual
referral data. Will the
plan include key talking
points? Also, I will need
some leave-behinds.
Sure. We’ll pull the data.
Let’s plan educational
events, as well as your
targeted outreach, along
with other physician
marketing tactics. This
will take around 6 weeks.
That seems like a
long time. But it will
be nice to have a
coordinated plan.
No wasted effort.
Marketer
Liaison
7
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HEART FAILURE & VAD PROGRAM
CASE STUDY
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The Situation
Penn was the first Ventricular Assist Device (VAD)
implanting site in the region
• …and is on the forefront in the treatment of heart failure, and
heart transplantation.
VAD volume declined dramatically over several
years do to proliferation of new VAD programs
Penn has helped to establish partner sights in
rural areas; heart transplants are referred to Penn
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Marketing Objectives
Differentiate VAD program at Penn & regain patient
volume
Co-market with partner sites to refer appropriate
patients for VAD treatment and Transplantation
Engage consumers early in their Heart Failure
disease process, and build affinity for Penn
Increase the number of HF patients receiving
secondary and tertiary care at Penn
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Marketing Input Team
Steering Committee
• Service line leadership
Work Group
• Physician Leaders from multiple entities
• Strategic Decision Support
• Affiliation / Network Development
• H&V Marketing
– Marketing Strategy
– Liaison
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Marketing Planning Process; Strategy Brief
Situation Analysis
Target Audiences. Consumer; Referring Physicians
Goals and Objectives
Campaign Type
Key Messages. Consumer; Referring Physicians
Liaison & Physician Marketing
Collateral
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Marketing Approach for HF / VAD / Xplant
Consumer Physician
Branding: Targeted Outreach / Collateral
TV, Radio, Print CME Events
Program specific: Direct mail and e-mail
Print, Radio Outcomes Reporting
Digital: web and ads Clinical Briefings
Paid Search / Landing page /
Nurturing
Videos & Podcasts
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Fully Integrated Marketing Campaign
Mass Media
$$$$$$$$
Physician Marketing
$$$
Liaison Outreach
$
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Campaign Engagement
Online Assets
Website
Digital
Consumer Targeted
Social
Physician Targeted
Clinical
Brief
Conferences
Download
Patient
Guide
• Attend a
CME
• View Video
• Subscribe
to Blogs
• Access Pt
Portal
• Etc.
Consumers
Physicians
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Marketing Technology Platform
Customer & Physician Relationship Management
• 360 View of Relationship
• Highly targeted & relevant communications with
specific audiences
• CRM (Consumers, Patients), PRM (Physicians)
Integrated Database
• Patient encounters and revenue, employed
physician information, marketing activity,
engagement, online behavior, insurance claims
Tracking & Reporting
• Tracking, dashboard reporting, revenue
reconciliation across all strategies and tactics for
consumers and referring physicians
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Robust Consumer Campaign
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Landing Page & Follow Up EmailLanding Page answers common questions;
offers downloadable guide.
Emails provide ongoing information, links to
blogs, and schedule a consultation.
19
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Soften the Market for Physician Audience
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Engagement Metrics for Physician Email & Booklet
Email campaign:
• 18,984 campaign members
• 4,715 email opens
• 298 click throughs
Organic and/or pennmedicine.org
• 130 visitors
Devices Used
Time on Report
Pages Viewed
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Regional Patient Origin Analysis
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Zone 4
Zone
3
Zone
1
Zone 7
Zone 6
Zone
2Zone
8
Pocono Medical
Center
Zon
e 9Zon
e 10
Outreach Zones Identified
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Referral AnalysisNONPENN PENN EMPLOYED
Row Labels
Private -
CCH
Private -
PAH/PPMC NonPenn
Penn -
CPUP/CCA
Penn -
CCH
CANCER 13.1% 0.0% 27.4% 11.6% 47.9% 18,489
Employed - CCH 16.3% 0.0% 1.2% 15.9% 66.6% 7,466
Chester County Hem/onc 16.3% 0.0% 1.2% 15.9% 66.6% 7,466
NonPenn 10.5% 0.0% 67.9% 6.3% 15.3% 6,631
County Line Family Medicine 0.5% 0.0% 95.2% 0.3% 3.9% 1,513
Brandywine Hospital 10.7% 0.0% 72.6% 11.0% 5.8% 1,144
Gateway Int Med/ W Chester 31.3% 0.0% 28.6% 10.8% 29.4% 725
Eastbrook Family Health Cter 0.0% 0.0% 98.0% 2.0% 0.0% 548
Coatesville Va Medical Center 5.4% 0.0% 59.4% 8.4% 26.8% 500
Lanchester Medical Center 31.3% 0.0% 35.2% 0.5% 33.0% 409
Reading Health Physician Network 0.0% 0.0% 100.0% 0.0% 0.0% 363
Family Practice Of Honey Brook 14.3% 0.0% 39.3% 2.2% 44.2% 321
Planned Parenthood Southeastern Pennsylvania 0.8% 0.0% 84.2% 15.0% 0.0% 247
Gateway Medical Associates 5.6% 0.0% 4.8% 23.0% 66.7% 126
Private - CCH 11.7% 0.0% 10.5% 12.2% 65.6% 4,392
Chester County Obgyn Associates 7.3% 0.0% 2.6% 10.2% 80.0% 973
Basil S Jawad Md 20.5% 0.0% 1.7% 0.9% 76.9% 536
Brandywine Hospital 2.4% 0.0% 12.8% 31.9% 52.9% 533
Chester County Medical Associates 4.0% 0.0% 2.3% 19.3% 74.4% 301
Family Medicine Of Lionville 33.0% 0.0% 9.4% 29.2% 28.5% 288
Gateway Medical Associates 16.5% 0.0% 1.8% 2.5% 79.3% 285
Clinical Renal Associates 15.4% 0.0% 23.7% 8.7% 52.2% 253
Chester County Rheumatology 7.8% 0.0% 5.3% 22.6% 64.2% 243
Brandywine Clinical Research 4.5% 0.0% 4.0% 8.1% 83.3% 198
Penn. Medicine Chester Cny Hospital 8.5% 0.0% 6.2% 0.8% 84.5% 129
PRIVATE AFFILIATED
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PROVIDER OVERVIEWALEXANDER RUBIN, Out-of-Network SpecialistCardiovascular Disease at Einstein Cardiology Associates
Last Update: 9/3/2014 12:24:53 PM
100%% at Out-of-Network Site
$3,870KClaim Dollar Total ($)
2,942Procedure Count (#)
845Patient Count (#)
Oct, 13 Nov, 13
Patient Count (#) by Service Line (Click to
filter)
Dec, 13 Jan, 14 Feb, 14 Mar, 14 Apr, 14
Patient Count (#) by Place of Service (Click to
filter)
0
50
Va
lue
Avg Value=121
100
150
200
Patient Count (#) Over Time (Click to
filter)
Date
10/1/2013 to 9/30/2014
Measure
Patient Count (#)
Site of Service In-Network?
All
Out-of-Network Site
MEDICAREPatient Count (#): 741
COMMERCIALPatient Count (#): 103
Patient Count (#) by Payer Type (Click to
filter)
CARDIA
C
741 Inpatient
Hospital
386
PULMONARY 74 Outpatient
Hospital
319
NEUROLOGY 14 Medical
Office
118
CANCE
R
6 Emergency
Room
11
GASTROINTESTINAL 6 Home
Health
10
ORTHOPAEDICS 4 Other 1
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PROVIDER SERVICE LINESALEXANDER RUBIN, Out-of-Network SpecialistCardiovascular Disease at Einstein Cardiology Associates
845 2,942Patient Count (#) Procedure Count (#)
Patient Count (#) by Service Line (Click to filter)
Last Update: 9/3/2014 12:24:53 PM
CANCER 6
GASTROINTESTINAL 6
ORTHOPAEDICS 4
74
CANCER - OTHER 6
GENERAL GI - MEDICAL 5
GENERAL ORTHOPAEDICS 4
$3,870K 100%Claim Dollar Total ($) % at Out-of-Network Site
Patient Count (#) by Sub-Service Line (Click to filter)
CARDIAC
PULMONARY
NEUROLOGY 14
741MEDICAL CARDIOLOGY
INTERVENTIONAL CARDIOLOGY
GENERAL PULMONARY
STROKE/TIA
PULMONARY VASCULAR DISEASE 3
All by Service Line (Click to filter)
575
166
71
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Date
10/1/2013 to 9/30/2014
Measure
Patient Count (#)
Site of Service In-Network?
All
Out-of-Network Site
Service Line Sub Service Line Patient Count (#) Procedure Count (#) Claim Dollar Total ($)
CANCER CANCER - OTHER 6 73 $39K
CARDIAC INTERVENTIONAL CARDIOL.. 166 1,004 $1,762K
MEDICAL CARDIOLOGY 575 1,748 $2,007K
GASTROINTESTINAL GENERAL GI - MEDICAL 5 6 $0K
LIVER DISEASE 1 1 $1K
NEUROLOGY NEUROLOGY - OTHER 1 2 $0K
STROKE/TIA 13 14 $8K
ORTHOPAEDICS GENERAL ORTHOPAEDICS 4 5 $4K
PULMONARY GENERAL PULMONARY 71 80 $47K
PULMONARY VASCULAR DIS.. 3 9 $2K
Grand Total 845 2,942 $3,870K
PROVIDER YEAR-OVER-YEAR
ANALYSISALEXANDER RUBIN, Out-of-Network SpecialistCardiovascular Disease at Einstein Cardiology Associates
1,183 2,629Patient Count (#) Procedure Count (#)
Last Update: 9/3/2014 12:24:53 PM
100%% at Out-of-Network Site
$3,160KClaim Dollar Total ($)
May June July August September October November December
50
0
200
Site of Service In-Network?
All
150
Current
100Va
lue
0
Activitie
s (#
)
Patient Count (#) Year-Over-Year Comparison & Correlation with
Activities
Year
2013
Measure
Patient Count (#)
Patient Count (#) in
2013
1,183change from previous year
Patient Count (#) in Q3
2013
531change from previous year
Patient Count (#) in September
2013
191change from previous year
28
ReachMD
ReachMD digital radio
network:
• Reaches >400,000
health care provider
listeners via online and
mobile platforms weekly
Access ReachMD
• www.reachmd.com listen
live
• ReachMD MedicalRadio
app (iPhone)
• iHeart Radio
• TuneIn
• iTunes
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Clinical Briefings
The goal of the Clinical Briefings is to
highlight key areas of clinical focus and
advancement
Well-respected program that has been
in existence for over a decade
Distributed by mail regionally and
nationally; 20-30 mailings per year
The Clinical Briefings blog launched in
2009
• Has earned a consistent following, both
to the blog, to the Penn Medicine Stay
Connected page and, more recently, to
the @PennMD Forum Twitter handle.
• All-time page views: 351,368, # of
posts: 136, Primary source of traffic:
• Recent addition of related video content
to enhance blog
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Penn Physician VideoLink
Launched Regionally: Sept 2014
National Launch: Jan 2015
More than 50 videos on Cancer, Heart &
Vascular, Neurology & Neurosurgery,
Orthopaedics, and Women’s Health
URL: http://videolink.pennmedicine.org/
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Tracking Marketing Impact
1. “Campaign Leads” Leading Indicator
• Appointment Requests at Contact Center
• Web Forms Completed
2. Outpatient Activity (new patient visits) Actual Volume
• Change in Physician Referrals Leading Indicator
3. Inpatient Volume Actual Volume
4. Attribution of Marketing Impact Calculation
• Calculation of Marketing “leads” converted to patients
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Marketing Correlation Assessment
Performance
vs. Budget
Apparent marketing/volume correlation
Ab
ov
e b
ud
ge
tB
elo
w b
ud
ge
t
No apparent relationship Good apparent relationship
Cancer Admits
Cancer Surg
OP Chemo
Proton
CV Admissions
CV Surgery
Cardiac Surg
Neuro
Neurosurg
Ortho
OP Visits
Cardiac Afib
Pulmonary
33
Thank you!
Suzanne H. Sawyer
Chief Marketing Officer, Associate Vice President
Penn Medicine
University of Pennsylvania Health System
3600 Market Street, Suite 240
Philadelphia, PA 19104
(215) 614-1826
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