Tracking  and  Repor/ng  >  Dashboards  Make  the  Difference  

 Forum  for  Healthcare  Strategists  

Healthcare  Marke,ng  and  Physician  Strategies  Summit  Orlando,  FL  

 May  1,  2014    

 

   

“There  is  no  industry  more  likely  to  be  affected  by  analy,cs  in  the  next  five  to  10  years  than  health  care.  As  we  have  greater  access  to  informa,on  about  customers  and  how  companies  serve  their  customers,  we  will  develop  much  clearer  insights  into  how  to  serve  those  customers  beLer.”    Jeanne  Harris,  Compe,ng  on  Analy,cs:  The  New  Science  of  Winning  

Healthcare Strategy

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This issue of Healthcare Strategy Alert! is produced in cooperation with Coffey Communications

on big data and analytics

Data-driven marketing ... 6

Analytics 202 for healthcare marketers ... 7

Wellness and ROI ... 10

Population health, data, and experience ... 12

Viewpoint: The big deal about

big data ... 14

The power of big data 2

Factors  Driving  the  Analy,cs  Trend  

•  Economic  drivers  and  marketplace  pressures  •  Sophis,ca,on  of  Internet  and  wireless  technologies  

•  Evolu,on  of  direct  marke,ng  and  CRM  •  More  robust  informa,on  technology  •  New  data  management  tools  and  resources  •  Growing  buzz  and  media  coverage  

 A  Convergence  of  Data  and  Digital  

Source:  How  Marketers  Can  Transform  Their  Business  with  Online  Marke,ng:  Technology  is  Key  To  Overcoming  Measurement  and  Data  Management  Challenges,  Forrester  Consul,ng,  August  2009  

0%   10%   20%   30%   40%   50%   60%   70%  

Measuring  how  results  in  one  channel  influence/correlate  with  results  in  

Crea,ng  a  single  view  of  the  customer  

Leveraging  customer  insights  to  drive  decision-­‐making  

ALribu,ng  results  to  the  correct  marke,ng  channel  or  program)  

Measuring  results  and  ROI  effec,veness  (sales,  customers,  reten,on,  marke,ng  

Greatest  Measurement  Challenges  Facing  Marketers  

1st  Ranked   2nd  Ranked   3rd  Ranked  

The  Real  World  

The  Premise  

•  Increasing  need  for  beLer  marke,ng  measurement  and  repor,ng  

•  More  business  and  marcomm  analy,cs  and  “Big  Data”  available  than  ever  before  

•  Marketers  need  strategies  for  managing  data  and  making  it  more  meaningful  and  useful  

•  Dashboards  allow  us  to  be/er  communicate  marke5ng  data  to  key  stakeholders  and  influence  posi5ve  change  in  the  organiza5on  

Two  Real  World  Cases  

 Cleveland  Clinic  ScoL  Linabarger  Senior  Director,  Mul,channel  Content  Marke,ng    

BayCare  Health  System  Stewart  Schaffer  Vice  President,  Marke,ng  &  Communica,ons  

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Tracking and Reporting: Dashboards Make The Difference

Stewart Schaffer VP Marketing & Communications Jeff Thiel Manager Marketing Intelligence

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BayCare Quick Facts

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By the Numbers - 2013 1997 Founded 12 Hospitals 3,000 (300) Physicians (Employed) 3,400 Beds 12,000 Births 23,000 Team Members 48,000 Outpatient Surgeries 124,000 Discharges 452,000 Emergency Room Visits 622,000 Home Health Visits 8.5 million Lab Test $188.7 million* Total Community Benefit $2.5 billion Net Revenue

*Represents unreimbursed cost for traditional charity care, Medicaid and other means-tested programs and unbilled community services.

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BayCare Market Area – Tampa Bay (9 Counties)

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What Is Marketing Intelligence? •  Business Intelligence exclusive to Sales and Marketing •  Main driver in our Marketing campaigns •  Campaign performance and ROI dashboards •  Analytical reporting platform •  CRM – Physician Business Development and Ambulatory

Sales •  Marketing data warehouse

•  3.4 million consumers •  64,000 physicians •  8,000 advanced practice nurses

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Marketing Data Warehouse

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Data Guiding Principles •  Great interdepartmental relationships

(IS, Finance, Operations) •  Proven data hygiene processes •  Inbound and Outbound Marketing activities

MUST align with cost accounting structure •  User data education – it should never end! •  Near time data collection – stale data

discourages action •  Know thy data!

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Data Visualization

“Data, no matter how important, cannot speak for itself. To tell its story, it relies on us

to give it a clear voice.”

Stephen Few

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Data Visualization

A part of the Information Design space: •  Make complex information easier to

understand and use •  Communicates data meaning through

simple visualization •  Part art, part science to prepare

information so our brains can efficiently & effectively process it

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Data Visualization

8002292273

(800) 229-2273

800-BayCare

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Data Visualization Example: Before What does this data/information tell you?

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Data Visualization Example: After

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Principals of Visual Design •  Know your audience

•  Executives vs. Operational Managers •  Select the proper Medium

•  Bar Charts vs. Line Charts •  Pie Charts – do they say enough? •  Consistency is your friend

•  Cute is not so cute •  Remove elements that distract from the core

measures being represented (backgrounds, borders, 3-d effects etc.)

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Dashboard Guiding Principles •  Should evolve with the “BI” maturity of

the organization •  Accountability to the operational and/or

strategic direction of the organization •  Should be representative of the “true”

picture •  Easy to access and updated in a timely

fashion •  Simple yet meaningful

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Demo

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Resources & References Blogs:

•  http://www.perceptualedge.com

Thought Leaders: •  Edward Tufte – Statistician & Professor @ Yale

University •  Stephen Few – Leading innovator & practitioner in

data visualization

Book:

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Questions