In an environment where budgets and headcount are shrinking, it’s more important than ever that we validate the value and effectiveness of every marketing campaign and every marketing dollar spent. The marketing team at Lehigh Valley Health Network (LVHN), a regional health system in northeastern Pennsylvania serving over 1.9 million patients, knew they needed to modernize their multi-channel marketing measurement and efforts, where they use data to prove marketing’s effectiveness at acquiring and retaining patients.
During a recent Forum for Healthcare Strategists webinar, Dan Lavelle, Administrator, Marketing at LVHN, and Gary Druckenmiller, VP, Marketing Practice Lead at Evariant discussed how LVHN developed C-suite ready dashboards that measure marketing program success from brand awareness to revenue contribution. Dan and his team worked with Evariant to build succinct dashboards showing marketing performance in an easy-to-interpret format. These dashboards go beyond vanity metrics such as likes, shares, click-throughs, and site visits to the stuff that really matters: New Patients, Revenue, and ROMI.
Let’s dive into the answers to audience questions asked during the presentation…
How do you monitor community perception and brand awareness? How do you tie this into your advertising efforts?
LVHN does an ongoing, brand-tracking study to continuously monitor – in all markets – brand awareness, patient preference, reputation, usage, and loyalty. The goal of this is to correlate the growth of brand metrics back to cost per acquisition specifically. By tracking perception and awareness in particular communities, LVHN is able to make strategic decisions around how to invest marketing dollars and where to focus demand generation efforts.
How many iterations have you gone through to develop the types of reports shown in the webinar?
The reports shown in the webinar are version five, but as Dan explains, “We still aren’t done.” The first report that Dan’s team put forth to senior leadership was comprised of 18-19 different slides. They continuously receive feedback from the CEO and other leaders at LVHN, then work to revise the report and narrow it down so the metrics presented tell a concise story. By the time the next meeting with senior leadership comes around – in another month or so – the team will be on version six or seven.
What other departments did you work with to gather your data?
In order to develop the most concise reports, Dan and his marketing team needed to work with several departments to analyze and interpret data. These include:
- Clinical – the insights and data collected here tell Dan about the nature and impact of clinical patient communications, including discharge requirements and follow-ups. The data explains to Dan’s team what types of messages are sent to patients and how these messages resonate.
- IT – the LVHN marketing department works closely with IT to ensure the workflow of data from other technical systems to their CRM is smooth. In this short video clip, hear Dan talk about the importance of having a strong relationship with your IT department to get the most out of the CRM.
- Epic – LVHN uses Epic as their EMR vendor and works with their Epic team to make sure that the CRM digestion of Epic data occurs.
- Call Center – the marketing department works with the call center to attribute the right number of call center leads to the right campaigns.
- Finance – to show ROI, Dan and his team needed to first level set with the finance department on what metrics needed to be measured and incorporated in the ROI calculations – total charges, total payments, etc. Essentially, both teams needed to agree on how ROI would be constructed. After deciding on this, marketing then completed the calculations and gave the raw data to finance to audit. In doing this, by the time that the data was being presented in a room of senior leaders, both marketing and finance knew that the data had been vetted and was accurate.
You discussed working with a CRM to develop these reports. Is there any other software that your marketing team uses?
LVHN’s marketing team partners with Evariant (listen to Dan’s 10 tips for embarking on a CRM journey). A healthcare CRM solution helps aggregate and analyze data from many different sources in order to effectively drive engagement with patients and physicians. Additionally, LVHN has Salesforce Marketing Cloud connected to the CRM to track the performance of digital campaigns.
LVHN is seeing amazing results from their marketing efforts and is actively sharing their success with senior leadership through dashboards that highlight the business impact of marketing efforts. By leveraging a CRM solution and working with internal teams to capture and analyze data, Dan and the marketing team have transformed marketing into a strategic department that drives revenue for the health system.