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Driving Transformational Changethrough Digital Strategy
Jeff CowartVice President, Communications
Chris BoyerSr. Manager, Digital Communications
@chrisboyer
Inova Health System
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Kotter’s Transformational Change Model
1. Increase urgency
2. Build guiding teams
3. Get the vision rightCreate a climate of
change
4. Communication for buy-in
5. Enable action
6. Create short-term winsEngage & enable the
organization
7. Don’t let up
8. Make it stickImplementing & sustaining the change
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Adapting “Politics” to Health Care
PRODUCT
- The Candidate
- A Surgery
- A New daVinci
SERVICE
- Friendly
- Compassionate
- The Experience
TRUST
- I Believe
- Most Effective
- Address My Issues
Data-driven ID of Targeted Audiences & Communities of Interest
Data-driven Understanding of Constituency Issues
Permission Database Building – Continuing 2-Way Dialogue
Conversion
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OUR TRUST PROPOSITION
To be the most important convener of the community
health and wellness conversation in Northern
Virginia
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HOSPITAL.ORG• High Security Transactional Site• Essential Service Information
• Transactional Interactions - Symptoms - ED Wait Times - Registration Forms - Pay My Bill
• Find a Physician• Where To & How To
• Preferred Regional Health Information Library• Physician Portal
• Clinical Records• Patient Portal
• Personal Records
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COMMUNITY
MEDICINE CONSUMERS
PHYSICIANS
Preferred healthcare Web transaction hub for region
Preferred find-a-physician search engine & patient connect model for region
Secure online personal health management tools
Not-for-profit citizenship & safety net demonstration
Secure, Web-based physician information exchange portal
Demonstrate expertise inclinical care and research
Quality-validated care& outcomes transparency
Community & employee stakeholder engagement
Community health & wellness programs
Thought-leader programs and stakeholder engagement (philanthropy)
Destination services showcase
Local growth digital marketing
Only at (your hospital goes here) attributes
Special Program Initiatives
Integrated Digital Communications Strategy
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Community Sites Social Media Digital MarketingHOSPITAL.org
Direct Transaction Hub Online billing Online appointments Find a Physician Patient Portal Physician Portal Media Center
NewsVideoPodcasts
Health Information• Interactive Tools• Symptom checker• Quizzes• ,Calculators• Health news• Health content
Patient Information• Live ED wait times• Locations• Visiting Hours
Quality & Transparency
About Us
Targeted Web Sites• Campaign Landing
Pages
Communities of Interest• Breast Care Center• Spine Institute• Wellness/Fitness• Children’s Care
Collaboration Tools• Video• Live Webinars• Chat/Forums• Social Media access
Interactive Tools• Animations• Quizzes• Calculators
Transaction Tools• Pre-registration• Physician Profiles
Actively Engage in 2-Way Conversation
• Facebook• Twitter• YouTube• Blogs• Chats
Skilled Monitoring
Permission Marketing• Community of interest
campaigns• eNewsletters• MyHealth Portal
Ad Placement• Pay-per-click• Social Media• Affiliate Marketing• SEO
Measurement/ROI• Web Metrics• Google Analytics• Physicians• Conversions
Resources
Technology
The Digital Constellation (battle group)
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HOSPITAL.ORG• High Security Transactional Site• Essential Service Information
• Transactional Interactions - Symptoms - ED Wait Times - Registration Forms - Pay My Bill
• Find a Physician• Where To & How To
• Preferred Regional Health Information Library• Physician Portal
• Clinical Records• Patient Portal
• Personal Records
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HOSPITAL.ORG with “microsites” (communities of interest)
• Moderate Security• Narrow Focus Engagement Strategy• Highly Targeted Audiences• Convene Communities of Interest• Purpose: Capture Permissions
MICROSITES
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HOSPITAL.ORG with specialty campaign “landing pages”
• Short-term Drivers of Traffic designed to go out and find interested parties in a wide range and “feed” microsites and/or HOSPITAL.ORG
• Low Security• Highly Targeted• Capture ID & Permissions
LANDINGPAGES
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Digital Media Patient Acquisition Path
Web-basedBanner ads
Cross-marketing
TraditionalAdvertising
EventsPay-Per-Click
& SEOSocial Media
Inova SpineInstitute
Marketing& Patient
CRM Database
CONVERSION
Campaign Landing Pages(50,000 – 150,000 emails)
EngagementFunnel
Permission Email Correspondence& Communities of Interest
“Microsites”(richer ID data)
Active Engagement(Example Attend Class)
Level 1
Level 2
Level 3
Ortho/Neuro
CardiovascularServices
Sports Medicine
Oncology
Screenings & DiagnosticsEmployed
Physician Groups
• GI• Imaging• Cardio Vascular
• Joints• PT• Orthopedics
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• Birds of a feather flock together
• Conversations not marketing
• Conversions are the Holy Grail
• Focus teaching on one executive champion
Jeff’s Silver Bullets
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Digital Media Patient Acquisition Path
Web-basedBanner ads
Cross-marketing
TraditionalAdvertising
EventsPay-Per-Click
& SEOSocial Media
Inova SpineInstitute
Marketing& Patient
CRM Database
CONVERSION
Campaign Landing Pages(50,000 – 150,000 emails)
EngagementFunnel
Permission Email Correspondence& Communities of Interest
“Microsites”(richer ID data)
Active Engagement(Example Attend Class)
Level 1
Level 2
Level 3
Ortho/Neuro
CardiovascularServices
Sports Medicine
Oncology
Screenings & DiagnosticsEmployed
Physician Groups
• GI• Imaging• Cardio Vascular
• Joints• PT• Orthopedics
Hospital Interaction
Marked by some medical
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Mapping message to relevance and medium
Researching
Discovering
Opining
Little to NoEngagement
SomewhatEngaged
StronglyEngaged
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Case Studies
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28 Days of Heart Health
Goals:
– Increase transactions with targeted audience
– Provide a venue to highlight key physicians
– Create meaningful relationships with consumers and the brand
– Increase the number of real, identifiable permission contact points for future marketing opportunities
Email campaign - Feb 2010
Integrated marketing approach
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• 800 subscribers to email campaign (Feb 2010)• 93 signed up for "Personal Coach" programs• 800 physician profiles views• 143 attended physician lectures or classes• 121 forwarded daily email messages to friends• 118 watched videos on YouTube
Results:
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Stroke Heroes Awards
Goals:• Community recognition for
Stroke recipients• Gather testimonials• Permission marketing
Results:• 1200 page views (since May 1)
• Seven stroke hero nominations
• Numerous Facebook postings
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Bariatrics/Weight Loss Campaign
Goal: Drive online bariatric surgeries to enroll in seminars
Results
2737 page views (Sep 2010)
• $1,500 PPC ad spend
• 44 new seminar registrants
• ~ 11 surgeries as result of 1 month campaign
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Breast Cancer “Community of Interest”(Inova Breast Care Institute) - May 2010
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• To generate awareness of Breast Cancer Institute
• To engage community of interest around breast care
• To promote awareness of Institute’s doctors and services
InovaBreastCare.org Goals:
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• Create a mailing list for future IBCI promotion
• Drive attendance to events
• Cross promote IBCI website communities
• Highlight IBCI physicians
InovaLinkToPink.org goals:
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Results: • 300 subscribers to LinkToPink email (Oct 2010)• ~10,000 monthly page views to Microsite• 753 physician profile views per month• Average 20-30 Breast Care Navigator calls/emails per month• 150 requested ongoing monthly emails
Results:
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Uterine Fibroids Webinar
Results: • 28 people attended• 20 people watched
the live video stream• Numerous followers on
Twitter• 3 appointments made• 2000 page views/month
Goals: • Expand reach of existing seminars• Digital technology integration
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ED Wait Time app
Results: • 927 downloads• Valuable customer feedback• Article in Washington
Business Journal
Goals: • Provide access to ER
information to NoVa• Extend message of
transparency to community• Explore mobile strategy
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FourSquare mobile promotion
Results: • 4900 checkins over 15
locations• Valuable data on each location
Goals: • Promote Inova services to
mobile users • Employees, patients and
family members• Two Specials:
• Flu Shot Clinic• CarePages
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FourSquare mobile promotion
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Inova Health System & Darrell Green
Fit for 50Fitter. Stronger. Longer.
CampaignSep - Oct 2010
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• Establish Inova as the premier convener of the community around fitness and wellness
• Engage men/women ~ age 50 to become less sedentary and more active
• To promote Inova Health System’s multiple fitness & wellness programs
• To promote Inova physicians as Subject Matter Experts around fitness
FitFor50 goals:
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Campaign Homepage
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• Primary vehicle of communication is the website
• Blogs, Twitter, Facebook and email marketing
• Elements of website include…
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Set goals and track progress toward goals
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Daily video tips from Darrell & Inova Doctors
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Links to inova.org
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Make an Appointment
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Established Inova as the premier convener of the community around fitness and wellness
• 6,501 registrants (Sep - Oct 2010)
• 500 Facebook followers
• 5,289 updated records (1,748 entirely new records)
• Drove 300 participants to enroll in 8K fitness run
Fitfor50 Results:
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FitFor50.org digital analysis – user demographics
Age range
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FitFor50.org digital analysis
Virginia – top cities visited
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FitFor50.org digital analysis – offline/email promotion
WTOP Promotion
WTEM Promotion
Cox TV Spot
Cox Bill Stuffers
Metro signage
Pre-launch email #1
Pre-launch email #2
Pre-launch email #3
Launch date
Post-launch email #1
Post-launch email #2
Post-launch email #3
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• Experiment and demonstrate
• It’s OK to fail
• Align physicians to the digital channel
• Digital is absolutely measurable
• Data without action is useless
Chris’ Silver Bullets…