the affordable care act challenge: marketing strategies for success - bdi 7/24/13 the future of...
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Keynote Presentation: The Affordable Care Act Challenge: Marketing Strategies For Success Presented by: Paul Matsen, Chief Marketing & Communications Officer, Cleveland Clinic www.bdionline.comTRANSCRIPT
The ACA ChallengeMarketing Strategies for Success
Paul G. MatsenJuly 2013
Introductory Video
The ACA Challenge: Environment
• Slowing revenue growth
• Shift to outpatient care
• Purchasers demanding greater value
• Cost shifting to consumers
• Financial pressure and transparency
The ACA Challenge: Environment
• Shift to value-based care and ACOs
• Coverage expansion
• Physician alignment
• Constrained resources
• Rising competitive intensity
Uncertainty
Cleveland Clinic Imperatives
• Patients First
• Caregiver engagement
• Innovate the care and business model
• Financial
Readiness in Challenging Times
Strategic Direction
Striving to be the world’s leader in patient experience, clinical outcomes, research and education
• Referral center
• Regional provider
• Academic center
• New models of value-based care
Marketing Strategies for the ACA Future
• Access
• Alliances
• Targeting: know your patients
• Engagement
• Brand/Patient Experience
Access
“We believe that every life deserves world class care today, not a month from now.”2010 Patient Experience Summit
Delos M. Cosgrove, MDCleveland Clinic CEO and President
Value Proposition
• Cleveland Clinic delivers superior total patient experience in the form of outstanding clinical outcomes, innovative treatments and access (including same-day appointments), all in an integrated delivery system.
Cleveland Clinic provides world class care that is accessible to everyone in Northeast Ohio.
Situation: Early 2011
• Cleveland Clinic has universal brand awareness and strong preference versus key competitors
• Experiencing slight erosion in market share• Known for Clinical Excellence, but not considered
approachable or accessible
+30%Unaided AdAwareness
ResultsResults
+60%Same-Day Access
Awareness
0
250
500
750
1000
1250
2008 2009 2010 2011 20120
250
500
750
1000
1250
2008 2009 2010 2011 2012
Same Day Visits
4%
#Thousands
#Thousands
988988
Alliances
Alliances
• Leverage our core capabilities
- Clinical care
- Intellectual property – innovation
- Consulting and management
• National reach
• First heart surgery affiliation in 1994• 15* affiliations across the U.S. past 18 years• Designed to improve quality of care, provide
access to advanced research and technologies • Foster communication among caregivers• Provide unique market differentiator
HVI Affiliate Program Overview
1994: EMH Regional Medical Center 1997: LakeWest Hospital 1998: Hillcrest Hospital
MetroHealth Medical Center 2001: Cleveland Clinic Florida2004: Fairview Hospital
Rochester General Hospital2006: Chester County Hospital2007: Cape Fear Valley Medical 2010: Cadence (2 hospitals)2011: Novant (2 hospitals)2012: MedStar (5 hospitals)
Saint Vincent2013: Fisher Titus Medical Center
Bellevue Hospital
Cleveland Clinic Affiliation Growth
Cleveland Clinic National Network
Direct contract between large, self-funded employer and Cleveland Clinic
Program for Advanced Medical Care - Overview
Cleveland Clinic
Contracting directly with Cleveland Clinic allows you to:Realize Efficiencies and Savings
Avoid Variability in Outcomes
ANDOffer #1 Heart Care* to Employees
*Additional services available
Employer
Current Relationships
Current Innovation Alliance Partners
Targeting: Know Your Patients
AdviceGivers*43.7MM
Age 45+,HHI $100,000+
55.4 MM
Source: Nielsen Media Research, Net Ratings @Plan.
Affluent Advice Givers17.1MM - 8% of adults, 12% of Internet users
• Active networkers• Detail lovers• Opinion sharers
The Alpha Influencer
Why is Al ImportantPatients and Contribution Margin from Outside Ohio
6%
21%
0%
5%
10%
15%
20%
25%
N of Patients Contribution Margin
Why is Al ImportantPercent of Patients Admitted to Hospital
Where Does Al LiveCM per Patient by Region Indexed to Ohio
Engagement
Brand is Important to Prospective Patients
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choose from 5 (extremely important) to 1 (not important at All). Percentage represents top two box responses.
“we need to make our brand experience – its message, actions and services-
TRUSTED, REMARKABLE, UNMISTAKABLE, AND ESSENTIAL”
Patient Experience
Brand Promise
Clinical Excellence
Innovation Wellness
How to Engage AlOwned | Earned| Paid
Digital Ecosystem
Social Media Ecosystem
Updated mobile site scheduled for April
Cleveland Clinic Today iPad AppLaunched in March
Daily interactive iPad source for the latest health and wellness tips to read, save, and share from the experts at Cleveland Clinic.
• Updated Daily with new Health & Wellness Content• Access to Health Hub• Interactive 3D Human Body• Interactive Timeline• Request Appointments• Find a Doctor• Find Locations• Access MyChart
Reaching Al ThroughEarned Media
• State of the Clinic –Media Highlights
Reach Al ThroughPaid Media
Content Strategy | PaidSea of Sameness
Paid MediaDigital
• Leveraging owned assets (clevelandclinic.org + landing pages) in display advertising
• “Reframed” concept focuses on three content areas: Innovation, Outcomes and Patient Experience with new calls-to-action
Service LineIn-Banner Search
Brand/Patient Experience
“Providing the highest quality patient experience is a primary goal of the Cleveland Clinic Organization.”
-Delos “Toby” Cosgrove, MD
• Safe Care• High Quality Care• Patient Satisfaction• High-Value Care
Patients First ...
Role of Leadership
Institutes
HospitalsOperations / Administration
Executive Team
Caregivers
Caregivers
Caregivers
CaregiversPatient
Experience
Home
Wellness / FitnessCenter
Retail Pharmacy
PhysicianClinics
Diagnostic /Imaging Center
Urgent Care
Family Health & Surgery Center
Community-Based Care
Continuum of CareAcute Care
Hospital
Recovery andRehab Care
Inpatient Rehab
Skilled NursingFacility
Outpatient Rehab
Home Care
Patients Choose Experience
“What factors are the influence on your choice of hospitals?”
Creating Caregivers
• Firing of all Our Employees
Pat
ient
Exp
erie
nce
Car
egiv
er E
xper
ienc
e
Cleveland Clinic Experience
Cleveland Clinic Experience Training
0
10
20
30
40
50
60
70
2008 2009 2010 2011
Percentile
01,0002,0003,0004,0005,0006,0007,0008,0009,00010,000
Complaints
Gallup Engagement HCAHPS RatingHCAHPS Recommend Complaints
CCHS
More Engaged Caregivers…More Satisfied Patients
Closing Thoughts
• Decisive Strategies
• Responsiveness to Change
• Trusted Brand