Having partnered with True North to implement a CRM system in 2012, Inspira Health Network AVP of Marketing/PR Gregory Potter offers his expert perspective on areas where data analytics can transform the way you plan, execute, and measure your marketing strategies.
Marketing Transformation #1: Know and Keep Your Best Patients
How Potter did it: “As the model for reimbursement changes, we saw a need to better understand our patient population and educate them on the benefits of staying within our system. They live in our service area and don’t need to travel outside, but there’s often a general lack of knowledge about the services we provide.”
Using the IRM system from True North to analyze patient data, Potter is able to drive highly targeted messaging that builds awareness and preference for Inspira services.
Marketing Transformation #2: Connect the Dots between Departments
How Potter did it: “One of the most valuable aspects of our analytics system is it connects to our marketing efforts in a way that’s easy for us to quickly digest and utilize. Sometimes when working with our finance and business development teams, the tools are similar but data is tailored to different perspectives within the organization. The analytics dashboard reinforces the findings we’ve heard from business development, and helps us see the data in a way that’s easier to pair with our marketing objectives.”
Marketing Transformation #3: Understand What Marketing Works and What Doesn’t
How Potter did it: “We’ve been producing a print community newsletter called Family & Friends for several years, and until now we haven’t had a strong measurement tool in place other than a business reply card. With the analytics tool from True North, we can take a much deeper dive into the magazine’s performance by matching its target audience to patient data following delivery of the publication. This allows us to determine how many readers became patients after receiving the magazine and the types of services they consumed. When compared to a control group that’s demographically similar to the Family & Friends readership, this analysis provides a clear picture of the publication’s downstream ROI.”
Marketing Transformation #4: Identify Your Best Prospects in New Markets
How Potter did it: “One of the first strategic initiatives when our hospitals merged and service area expanded significantly was to look at the target audience for Family & Friends and determine how to expand the list as efficiently as possible. We’ve used analytics to hone our focus on the most relevant demographic segments, and reach the maximum number of households in the new service area without a significant budget increase.”
Marketing Transformation #5: Gain a Seat at the Executive Table
How Potter did it: “I’m now able to provide our leadership team with more regular updates on ROI that we achieve through marketing programs. By updating the data and running reports on a regular basis, we’re able to identify trends and build a presentation that demonstrates how we’re adding value to the organization.”
Read the full article from the January/February 2014 issue of Spectrum magazine, a bi-monthly publication from the Society for Healthcare Strategy and Market Development. Click here to read our cover story "Data Analytics: The New Disruption in Healthcare Marketing" from the January/February 2013 issue.