June 5, 2008
8:45 - 10:15 a.m.
Session Title: The Integration Equation: Pulling It All Together to Reach and Move Your Target Audiences
Presenters: Kathy Lewton
Organization: Lewton, Seekins & Trester
As the number of communication channels multiplies almost exponentially every week, and consumers are bombarded with messages from all sides 24/7, marketing and public relations professionals are continually asked to identify the magic bullet. But which channel will deliver the message?
Fortunately, there's an easy-to-implement answer: there's no single channel, but with an integrated approach, grounded with one or two core channels, you can deliver the message in a way that delivers results. Using direct mail as a core channel, you are able to express your message precisely. This allows an organization to display brand promise and implement a strategic call to action, then surround it with other less precise but supportive channels and knit the message together.
June 5, 2008
10:30 - 11:45 a.m.
Session Title: Benefits of Integrating CRM Plans with Media Strategies
Presenters: Jenny Davidson & Mark Clark
Organization: MultiCare & CPM Marketing Group
A solid plan imposes discipline and clear thinking that will help you clarify your objectives and target audiences, sharpen your message and better understand the environment in which you will be delivering that message.
Over the past several years, MultiCare Health System's Jennifer Davidson has worked directly with CPM Marketing Group to create a comprehensive plan that incorporates customer relationship management initiatives with the system's overall media strategy. The result is a holistic and proactive approach that synchronizes all media vehicles: billboard, radio, print, direct mail and television. In addition, this approach has proven beneficial on all marketing levels: branding, service line and clinic marketing.
Session Title: The Big CRM Picture!
Presenters: Joyce Engelmann
Organization: Genesis Health System
A variety of colors are showing on the CPM Dashboard for Genesis Health System. Overall, CRM has been a very successful tool. It can also teach some surprising lessons about your marketplace and help to further define your overall strategy. Don't underestimate the knowledge gained from the reports generated by a CRM tool.
Session Title: Perceptual ProfilesTM: Taking the Guesswork Out of Healthcare Messaging
Presenters: John Boldt
Organization: CPM Marketing Group
Marketing professionals have tried for years to find the magic solution to enticing customers to purchase products and services. Doing so requires an in-depth understanding of buying habits and each individual's personality. Unfortunately, most of this information is not readily available, forcing us to rely upon demographics and patient data as determining factors. Learn how CPM's Perceptual ProfilesTM program takes the guesswork out of marketing. Perceptual Profiles is an individual-based healthcare modeling system that defines how a healthcare message should be constructed. The process is rooted in historic market research and carried forward through an innovative combination of database and survey research.
June 5, 2008
1:15 - 2:30 p.m.
Session Title: Marketing by the Dashboard Lights
Presenters: Pat Graham & Mark Clark
Organization: Community Health Network & CPM Marketing Group
CPM Marketing Group created its Internet-based Performance Monitoring Dashboard to effectively track campaigns for all marketing initiatives in one comprehensive system. Attend this seminar to hear one organization's perspective on the tool and how it enhanced their ability to track in-house and vendor-provided marketing activities including direct response, Web and call center activities.
Session Title: Using ROI Results to Revisit the Effectiveness of Multiple Newsletters
Presenters: Jim Bobalik & Melissa Sampey
Organization: Henry Ford Health System
Henry Ford Health System mailed its quarterly Medical Minute newsletter for about 13 years and was unable to measure its effectiveness before using CPM's CRM system. After using the CRM database to pull and track the list, they found the newsletter to be ineffective. Working with CPM, Henry Ford revised the content and focus of Medical Minute to better mirror other system newsletters (such as Minds of Medicine Magazine and Healthy Living) in which successful results were proven. The revised Medical Minute has since provided positive results.
Using CPM's CRM database allows Henry Ford to identify which newsletter formats work, which newsletters should be expanded and those that need to be eliminated or revamped. Accessing this information has led to an increase in utilization of 1.2 percent and a corresponding increase in contribution margin of $593,788. Jim Bobalik and Melissa Sampey will help you learn how to use standard reports to continuously monitor various newsletters and tweak parameters and content as necessary.
Session Title: Take 2 Clicks & E-mail Me in the Morning: Leveraging CRM on Your Website
Presenters: Shaun Priest
Organization: MEDSEEK
Eighty percent of Americans will search for health information online this year. This educational and strategic session will discuss targeting and acquiring high value patients interactively using your Web site. The growing industry trend is toward "The Connected Patient" and "Consumer-Directed Healthcare." This session includes an overview of what is driving these trends, where the market is today and what it will take to meet the growing expectations of your local consumers and patients. See a strategy to address the shift that is taking place in the market and leverage your investment in CPM.
June 5, 2008
2:45 - 4 p.m.
Session Title: Strategic Planning in a Non-Reporting Environment
Presenters: Brad Huerta & Ann Swanson
Organization: Portneuf Medical Center
Learn from the experience of Portneuf Medical Center (PMC) about how the Market Assessment & Database Analysis (MADA) tool can be effectively used as a predictor of potential market share in non-reporting environments. This presentation is specifically designed to address strategic planning applications of the MADA in areas that require no data reporting and to facilities that have limited or no formal planning departments.
PMC's facility data will illustrate how, when coupled with other data sources, facilities can effectively piece together past market performance, future market potential and probable market growth in their respective (and defined) areas. The presentation will use the example of PMC's own facility planning department strategy to utilize the MADA tool across all defined service lines simultaneously in order to capture a strategic snapshot of our current market, its future potential (by service line and procedure) and as way to determine operational priorities such as capital investment, recruitment and reimbursement.
Session Title: Instant CRMTM: The Path to Kick-starting Call Center ROI
Presenters: Sue Altman
Organization: 3CN
For 20 years, healthcare call centers have answered questions from their best customers… and then moved on to the next call. The vision of contact center CRM is exciting, but rarely implemented in the detail to make it actionable by front-line staff.
Instant CRMTM changes that contact center dynamic. It individualizes encounters and introduces callers to services relevant to their current and future well-being. This presentation describes the path from merely 'clearing the queue' to leveraging relationships and enhancing ROI.
June 6, 2008
8:45 - 10 a.m.
Session Title: Using CRM Methodologies to Identify and Mine High Value Diabetic Patients
Presenters: Michelle Witte, Stacy Mowery, Lynda Coufal
Organization: Banner Health & CPM Marketing Group
Banner Health uses newsletters to drive volume and build awareness of women's services. Banner Health along with CPM has created three newsletters focusing on the specific needs of each hospital. You will learn how Banner Health manages the newsletter process centrally and how it works with each of the hospital teams. We will review why Banner Health created a different newsletter for each hospital and why we target only women. Finally, we will share how to use a newsletter to promote utilization of key service lines and achieve positive ROI.
Session Title: Using CRM Newsletters to Promote Women's Services
Presenters: Guy Guarino & Mark Clark
Organization: Catawba Valley Medical Center & CPM Marketing Group
Sometimes the best cardiac strategy is a really good orthopedic one. In today's bottom-line, service line silo world, it's often difficult to see the forest for the trees...or even the trees for the forest. This may be why so few organizations embrace a CRM concept that seems to make perfect sense - identify your most valuable patients; help them manage the health challenges they are facing right now, and you will have a grateful patient who will trust you when things get more complicated. Hear how Catawba Valley Medical Center's macro view of its most valuable service line customers uncovered a micro-strategy poised to lead to significant cross-service line results.
June 6, 2008
10:15 - 11:30 a.m.
Session Title: Tracking Strategic Marketing Impact on OB Volumes
Presenters: Sue Reimbold, Kristi Mengelt & Deborah Kenemer
Organization: Community Health Network
In April 2007, Community Health Network effectively launched a huge expansion of its North Campus OB services, supported by development and execution of a strategic marketing plan focused on not only strengthening market position, but driving increased patient volume. The network's push/pull "Baby Channel" strategy was designed to attract and "push" consumers to intake channels, then "pull" them through to delivery at the network's North hospital.
Effective implementation and tracking required partnership among the hospital operations staff, call center, CPM and physician practices, which had to commit to implementing key tactics and to sharing data for tracking purposes. A newly developed results tracker tool was created, pulling reports from the CRM data warehouse, to demonstrate impact of marketing efforts. Results for 2007 indicate that nearly 200 deliveries since marketing strategy implementation can be attributed directly to the marketing efforts. Success has continued into 2008; YTD maternity volumes in February 2008 were up 67% compared to YTD February 2007, while NICU volumes were up 57%.
Session Title: Reducing Non-compliance in Your Emergency Department
Presenters: Angela Niska & Jeff Herman
Organization: Group Health Cooperative of Eau Claire & CPM Marketing Group
Group Health Cooperative of Eau Claire (GHC) recently completed a year-long campaign to reduce the volume of ER non-compliance. The campaign targeted all non-compliant patients. GHC discovered that the mailings were effective on certain segments of the target market, but not all. Upon further analysis, CPM and GHC were able to categorize segments of non-compliant patients. Using these categories, new criteria and segmentation were developed so that only those individuals who were likely to be persuaded by direct mail were contacted, and in addition, received messaging that spoke more directly to their needs and unique situations.
Session Title: Using the Performance Monitoring Dashboard To Demonstrate Return on Investment
Presenters: Michael Smit & John Boldt
Organization: CPM Marketing Group
Marketers are asked frequently to prove the success of programs. Often this becomes a lengthy and time-consuming process of gathering and counting responses and complicated calculations. Spend some time with us to learn how CPM's Performance Monitoring Dashboard makes the process of demonstrating return on investment easier. Learn how CPM measures marketing response and how we use the CPM database control group to determine a mailing's effectiveness apart from other response factors such as media and market share, as well as measuring the statistical significance of results.
