Woman Up: Marketing Campaign with Population …€¦ · Woman Up: Marketing Campaign with...
Transcript of Woman Up: Marketing Campaign with Population …€¦ · Woman Up: Marketing Campaign with...
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The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. 2016 Society for Healthcare Strategy & Market Development
Woman Up: Marketing Campaign with Population Health Benefits
Phyllis B. Marino, University Hospitals, ClevelandKathleen Stroh, Philips Healthcare
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Three Key Take-Aways
1. Be able to conduct secondary research to develop meaningful messages.
2. Gain insight into why women dont seek mammograms and how to influence their decisions.
3. Understand how to optimize the intersection of marketing in the volume-based world and the future population health-based world.
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Organizational Background
University Hospitals
18-hospital system in Cleveland $4B in revenues
UH Seidman Cancer Center: Ohios first freestanding cancer hospital
120 beds; multiple hospital locations - some within system and some non-system
More than 100 cancer specialists
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Began with an Integrated Strategy
System-wide marketing/operations group agreed to unified marketing plan for Seidman and all radiology satellites Breast cancer common diagnosis: Affects 1 in 8 women.
75% of women who are diagnosed with breast cancer do not have a family history of breast cancer
Important step for the organization
Overall goal: Increase perception of Seidman Cancer Center as the leader in
cancer care Increase number of screening mammograms in northeast
Ohio
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Immediate Challenges
Needed to address October breast cancer awareness campaign
Analyze target audience to gain deep understanding of their behaviors
Understand why past campaigns could not be measured for success
Develop appealing messaging
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Target Audience Analysis Alters Plan
Reviewed our patients who had mammograms within past 12 months 295,732 UH female patients eligible for a mammogram
had an encounter within 36 months 40+ age
Only 35,708* were compliant with guidelines 88% non-compliance
ACS national 2-year average non-compliance rate is 33%
We had a big screening problem and needed a deep dive analysis
Top priority was activating current 40+ patient base to schedule
* We are unable to ascertain whether or not these patients had a mammogram with a competitor.
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Cause of Low Compliance: Bridging the Gap to Population Health
UH physicians were referring patients to mammography but women were not following up
Orders in the system were not being called to schedule mammogram
Lifestyle of women caregivers
What began as a simple volume-building marketing concept became an issue of population health (volume to value)
Barriers foundnow what?
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How We Did It
Consulted our Department of Market Research and Decision Support:
Requested them to conduct primary research into reasons for non-compliance
Redirected us to secondary research
Research conducted:
Reviewed secondary research in Pub Med, Applied Science, and any other source we could access related to breast screening/breast awareness topics
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Value of Secondary Research
In many cases this information is free and readily available Most academic medical centers have a clinical subscription that
any employee can access (check with your strategy teams)
Easy search of terms
Other people have already spent time and money covering topics of interest
Saved thousands of dollars in primary research expense
Many issues in healthcare are not new or unusual and hundreds of studies have been conducted on patients, behaviors and results
We became advocates on secondary research before all marketing initiatives
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Research Outcomes
Found 60 articles on breast cancer screening and mammography
Reviewed the articles
Compiled list of 14 barriers
Categorized barriers into 3 groups
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Barriers Against Mammography
Women neglect mammography screening due to:
Lack of knowledge cancer risk factors or benefits of screening Fear fear of finding cancer as well as fear of pain Loss of control the extent to which individuals believe that they
can control their health
We focused the primary drivers relating to fear and locus of control Women fear knowing, as it can bring potentially worrisome
implications The solution was to provide messages that overcome mental
barriers to action
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Communication Goals
Motivate: Low to moderate levels of worry facilitate mammography
attendance, but high levels inhibit it
Overcome fear: Women must be concerned enough to want a screening but not
paralyzed by fear
Empower: Having a mammogram allows ability to gain greater control over
future health
Overall objective: help women overcome their mental barriers to action - Women fear knowing
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Marketing Concepts Tested Through Intercepts
Excuses campaign: Inspired women to learn more about their own breast health Sharable with friends Communicated control over health Thats me Negative: not attention grabbing
Woman Up campaign: Empowering Sharable with friends Concise message Negative: potentially sexist
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Woman Up Concept Selected
Tested 2 concepts with approximately 200 intercept interviews
Slightly edgy for a conservative organization but backed up by the research
Extensive internal socialization of concept occurred
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Target Audiences
Key target audiences:
Women
Physicians Important to understand new guidelines and the UH POV
Employees Also needed to support POV and get mammograms
themselves
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Campaign elements Multi-channel comprehensive campaign:
TV Print Radio Billboards Heavy digital banner, web site, virtual tours, videos Extensive use of social media Elevator wraps Practice kits/office luncheons
High Impact Events Cleveland Browns Game Komen Race for the Cure Making Strides Against Breast Cancer Playhouse Square Broadway Series FOX 8 broadcast
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Multi-Channel Campaign
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Outdoor
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Digital
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Print
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TV
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https://www.youtube.com/watch?v=aAcNVV58HQU&feature=youtu.behttps://www.youtube.com/watch?v=aAcNVV58HQU&feature=youtu.be
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Radio
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https://www.youtube.com/watch?v=aAcNVV58HQU&feature=youtu.behttps://www.youtube.com/watch?v=aAcNVV58HQU&feature=youtu.be
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Excludes: Avon, Elyria, Fairlawn, Parma, Portage, Southwest and St. John
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0
1,050
2,100
3,150
4,200
5,250
September October November December
Absolute Volumes Increased
Year 2012 Year 2013
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Chart1
258829473260
350738004196
334134333399
317836183887
Year 2012
Year 2013
Year 2014
Absolute Volumes Increased
Sheet1
SeptemberOctoberNovemberDecember
Year 20122588350733413178
Year 20132947380034333618
Year 20143260419633993887
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Results Increased Across All LocationsLocation October Average
905 747
713 556
482 296
363 298
332 239
330 269
309 238
243 180
218 180
197 128
156 79
155 108
100 75
94 68
86 63
4,683
Location Jan Dec 2014
8,968
6,667
3,581
3,547
3,229
2,871
2,312
2,156
2,156
1,532
1,295
943
902
814
757
Total patients 41,730
Top three locations conduct 46% of the business.
In Oct 2014, Case increased 38% from their monthly average.
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Unique Visitors to Website
2,963 3,127 2,715 3,0712,084
16,616
3,582 3,278
0
4,500
9,000
13,500
18,000
September October November December
Year 2013* Year 2014**
*UHSeidman.org
** UHSeidman.org/WomanUp
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Results
3.3% increase of UH Seidman Cancer Center consumer awareness.
4.4% East side
2.0% West side
Source: 2015 UH Consumer Study
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Population Health
We stumbled upon it; you can plan for it
Value-based care demands reported outcomes, lower costs and prevention
A retrospective lesson: using recommended screenings as a focal point has positive revenue implications across volume and value Mammography Colonoscopy Lung cancer screening Calcium scoring
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Three Key Take-Aways
1. Secondary research is a low-cost, practical methodology to understand behaviors and develop appropriate messages
2. Screening procedures provide a good crossover between volume-based marketing and population health-based marketing
3. Many women dont seek mammograms because the fear the results; helping them feel empowered about their health is beneficial
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The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. 2016 Society for Healthcare Strategy & Market Development
Questions?
Phyllis B. Marino [email protected]
Kathleen Stroh [email protected]
mailto:[email protected]?subject=mailto:[email protected]?subject=
Woman Up: Marketing Campaign with Population Health BenefitsThree Key Take-AwaysOrganizational BackgroundBegan with an Integrated StrategyImmediate Challenges Target Audience Analysis Alters PlanCause of Low Compliance: Bridging the Gap to Population HealthHow We Did ItValue of Secondary ResearchResearch Outcomes Barriers Against MammographyCommunication Goals Marketing Concepts Tested Through InterceptsWoman Up Concept SelectedTarget AudiencesCampaign elementsMulti-Channel Campaign Outdoor Digital Print TV Radio Slide Number 23Slide Number 24Results Increased Across All LocationsSlide Number 26Results Population HealthThree Key Take-AwaysQuestions?