The 24-Month

Digital Transformation May 2, 2014

Chantal Stephens, Director of Marketing & Sales

Orlando Health

Gary Druckenmiller, Jr., VP, Client Solutions

Evariant

is a good thing.

Necessary

pause…

Experience.

=

I Rolled the Dice

Right There is a better way to manage

the patient experience.

Wrong Healthcare has yet to find a

standardized patient pathway.

I Knew The Difference

I Knew Who Was Involved

First 90 Days

Hired 7 Silos Ticker Reports

Market Share What’s Competition

Doing?

Brand Awareness Only

Expense Reduction Change to Digital Road Show Begins

I Sought For Help

Set Goals.

Design Plans.

Hit Targets.

Build a Story

Seek Approval

Get Buy-In.

Hi!

Bye!

Back!

The Push Towards CRM & PRM

Build Business Case & Story

Develop Presentations

Seek Approvals at All Levels

Secure Buy-In

Design Pilot Campaigns

Sign CRM/PRM Contract

CRM Promise

Rich patient marketing database.

Robust reporting and analytics.

PRM Promise

Streamlined management of physician activity.

Efficient system run campaigns.

Campaign Promise

Total campaign ROI and attribution.

Digital automation and comprehensive strategy.

The Promise

2013 Pilot Campaign Pilot launched to determine success factors for a single campaign and prove the value of CRM.

The Committment

2015 Reaching the top

of the mountain

Deliver digital service line campaigns.

Define the patient marketing pathway.

Marketing/sales and clinical integration.

The Execution

The Promise

The Commit

The Execution

The Promise

Low Hanging Fruit / Early Wins

Update Privacy Policy

Tie in Call Center

Mystery Shopping

Deloitte

Implement CRM/PRM

Physician Sales +

Hello Deloitte, My Name is Chantal!

Universal Source of Operational Truth Use CRM & PRM as the De-facto Hub of Technology

FROM

Disparate systems and data management infrastructure.

No patient intelligence with no central data warehouse across service lines.

Fragmented process and procedure.

Ad-hoc campaigns and content plans.

TO

A new, more powerful and scalable digital platform that supports both user and marketing needs.

A well thought out content strategy and user experience / user interface that lends credibility and authority to our system, services, and physicians.

Achieving recognizable ROI.

IMPACT

Decreasing maintenance costs.

Faster user experience.

Unified, optimized digital presence.

Team member efficiency.

ROI tracking abilities.

Enhance digital experience for team members, including coordination with Digital Marketing Team.

Mystery Shopping

Determined where the faults truly lied.

Rigorous Training

Customer training & improved stance on digital.

Scorecards & Reports

Scored results against ID’d benchmarks.

Call Center Converting

Released with campaigns.

Call Center, Call Center, Call Center

GYN Campaign

Campaign Summary

•

•

•

•

•

Bariatrics Landing Page

Campaign Summary as of 3/9/14

•

•

•

•

•

= Social Ad = Keyword Search

= Display Ad = Nurturing

= Orlando Marketing

= Evariant

EFFORT

% MEDIA$ = ~50K

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

PHASE 1 DIGITA

L OTHER

1

Bariatrics

$$ $$

2

Cardiology

$$$ $$$

3

Neurology

$$$$ $$$

4

Oncology

$$$$$ $$

5

Orthopedics

$$ $$

6

Pediatrics $$$$$

$

$$$$$

$$$$$

7

Primary Care

$$ $$

8

Gynecology

$$

Status 100%

Status 70%

Status 80%

Status 70%

Status 70%

Status 30%

Status 40%

Status 70%

FY2014 Multichannel Campaigns

The Commit

One year ago,

Orlando Health was

ready to do this.

Orlando Health Patient

Then they

found this.

Which means now

they can do this.

And that makes

Orlando Health

feel like this.

Orlando Health

was now

committed.

Welcome to healthcare!

Committed to the Market At Hand

Yes…50%!!!!

Asked to reduce marketing costs by 50%.

In 2008, that growth just stopped.

Florida saw 5% growth for 20 years.

2014 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

…to the Notion of Going Digital

…to Dealing with Imperfection

1000 Things to Fix

Up to 17 Logos Shown

One Phone Number Used

Zero Emails Collected Digitally

Zero Patient Data Stored

…to Righting the Course

Internal Culture Upgrades

Give patients options, but not free reign.

Customize to point of diminishing returns.

Orient a culture of pragmatism.

Eliminate barriers to fast reactions.

Fail fast & quietly.

Don’t respond to everything.

Enabling wisdom of crowds.

Identify and Empower Influencers.

…to Maturity & Adoption

Winter

Total PRM/CRM Campaign Ownership

Independence to run all campaigns within OH walls.

Fall Digital Center of Excellence

Best of breed sales & marketing group utilizing the latest tech and process.

Summer Established Pilots

First campaign launched.

Winter Technology Implementation

All CRM/PRM systems and technologies implemented. All SL campaigns launched.

Winter

Business Intelligence Achievement

Launch of a premier BI system that all future sales & marketing efforts are based on.

2013 2014 2015 2016

…to Seeing it Through

Deliver a Service Only When it’s Needed

Plan off Vision, but Serve on Reality

Promise to Constantly Reinvent Orlando Health

…3 Directives of Commitment

The Execution

Two Primary 2015 Objectives

PRM is Ubiquitous

with Physician

Sales Success

CRM Becomes

Entrenched in the

Day-to-Day

Just the Right Meds

Enterprise Class

Functionality

Analytics Becomes King

Attribute Phase 1

Campaigns

Socialize 24-Month

Roadmap

Execute Phase 2

Campaigns

Enable Propensities

Checking Project Temperatures

Implementation

Phase 1

Campaigns

Building

New Staff Selling Phase

2 Vision

100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

26% 52% 84% 60%

Campaign Quantity Life Cycle - Acquisition

Introduction

Sys

tem

Sa

les

an

d P

rofi

t #

of D

igita

l C

am

pa

ign

s R

unn

ing

At O

nce

Development Growth Maturity Saturation Degeneration Elimination

20 Campaigns 1 Super Campaign

Sub-specialties, DRG level

40 Campaigns 2 Super Campaigns

5-6 Micro-Campaigns per Core SL

40 Campaigns 5 Super Campaigns

80% Digital/20% Traditional

1 Campaign GYN

10 Campaigns

Cardio, Neuro, Bariatrics, etc.

45 Campaigns 3 Super Campaigns

1 Brand Infusion 70% Digital/30% Traditional

25 Campaigns

6 Super Campaigns 4 Brand Infusions

70% Digital/30% Traditional.

Campaign SL Placement Techniques

Time

Placement

Immersion Strategy (high price) – Cardiac Surgery Campaign

Premium Placement Strategy (high price) – Proton Therapy Campaign

Low Placement Strategy (Promotion, Sweeps, Contests) – Mammogram Awareness Campaign

“Follow- the- Free“- Strategy (consumerism) – Joint Replacement Campaign

Penetration Strategy (high volume) – Bariatrics Campaign

Introduction

Checkpoint #1

Placement Secure? Working?

Checkpoint #2

Patient Response?

Checkpoint #3

Early Attribution?

SL Activity

Launch

Co

mp

lex

ity

hig

h

low

Multi-Channel Tactic Shift – 8 Months Ago

High priority Low priority Medium priority

Re

ac

h

Re

ac

h

Above The Line

(ATL)

Classical marketing –

recognizable for

everybody

Below The Line

(BTL)

Alternative marketing –

mainly visible only for

targeted groups

PR

Print Public Record

TV Radio

Cinema

Size defines

the budget

Sponsorships

Community Events

Social Media

Promotion

Direct Marketing

SEO

Digital Media

High

frequency

Medium

frequency

Low

frequency

Mobile Marketing

Online Marketing

Multi-Channel Tactic Shift – Today

High priority Low priority Medium priority

Re

ac

h

Re

ac

h

Above The Line

(ATL)

Alternative marketing –

mainly visible only for

targeted groups

Below The Line

(BTL)

Classical marketing –

recognizable for

everybody

Online Marketing

Print

Public Record

PR

Radio

Cinema Size defines

the budget

High frequency Medium

frequency Low frequency

Sponsorships

Mobile Marketing

Webinars & Video

Community Events

Promotion

Direct Marketing

Digital Media

SEO

Social Media Marketing

Viral / Guerilla

Event Marketing

Orlando Health’s 2014 CRM Success Plan

o

o

o

o

MARZANO

VICE - PRESIDENT

MGR

DIRECTOR

MEDIA RELATIONS

DIRECTOR

INTERNAL COMM COO MARKETING

DIRECTOR

MARKET

DEV/OHPG

DIRECTOR

MKTG/PR

DIRECTOR

BRAND/DIG/CREATI

VE

STEPHENS

DIRECTOR

WPH/ WOMEN’S

INITIATIVE

MANAGER

CALL CENTER

MGR

MGR

VIDEO

GR

MGR

MGR

ADM ASST

MGR

SALES LIAISON

SALES LIAISON

SALES LIAISON

SALES LIAISON

SALES LIAISON ADM ASST

OHPG MGR

MGR

SPECIALIST

MGR COORD

COORD

CORP MGR

SR CREATIVE

DESIGN

MGR

WRITER (PT)

CONTENT MGR

EX ASST

Marketing Org – 1 Year Ago

Marketing Org - Today

Manager Adult/Heart

Manager Digital

Specialist

Marketing/Sales

VACANT Digital Content

Specialist

Campaign Specialist APMC

VACANT Website Developer

VACANT Digital Analyst

Adm. Assistant

Physician Liaison

CENTRAL Territory

Physician Liaison WEST Territory/HC

Physician Liaison SOUTH Territory

Physician Liaison PEDS

Physician Liaison NEURO

Physician Liaison NORTH Territory

Physician Liaison ONCOLOGY

Service Line Liaison Oncology/ Neuro

Service Line Liaison Heart / Ortho/

Primary Care / Bariatric

Chantal Stephens Director of Marketing & Sales

Manager Physician Sales

Director of Brand Integration, APMC

Physician Liaison HEART

Campaign Specialist VACANT

Campaign Specialist

John Marzano Vice - President

Director of Brand Director of Media

PR Manager PR Manager PR Manager Mgr Content

Brand Manager

Writer

Graphic Design

Adm. Assistant

Exe. Assistant

Physician Liaison ORTHO

CCH Marketing Social Media

Thank You!

Chantal Stephens, Director of Sales & Marketing

Orlando Health

Gary Druckenmiller, Jr., VP, Client Solutions

Evariant