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Engage Consumers and Build Loyalty with Data-Driven Marketing

Session 252, February 14, 2019

Suzanne Hendery, VP & Chief Marketing Officer, Renown Health

Linda MacCracken, Senior Principal, Accenture

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Suzanne Hendery, MBA, Vice President &

Chief Marketing Officer, Renown Health

Linda MacCracken, MBA, Senior Principal, Accenture &

Faculty, Harvard Chan School of Public Health

Have no real or apparent conflicts of interest to report.

CONFLICT OF INTEREST

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• Senior & Digital Shift

• Renown Health’s Senior Focus

• Segment and Persona Development

• Leading Practices

• Market Mapping & Marketing Plan

• Key Results

AGENDA

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• Learning Objective 1: Create a micro-segment database of consumer prospects

• Learning Objective 2: Formulate consumer insights from sub-segment data

• Learning Objective 3: Identify leading practices for segment-specific consumer marketing and loyalty group engagement

• Optional Learning Objective 4: Analyze the demographics of a consumer population at the zip code level to identify key trends

• Optional Learning Objective 5: Develop a marketing plan to identify and reach target consumer populations

LEARNING OBJECTIVES

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• Are you currently serving or considering serving the Medicare / Senior Population?

POLLING QUESTION 1

https://live.eventbase.com/polls?event=himss19&polls=5165

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TODAY’S SENIORS ARE CHALLENGING BOOMERS & APPRECIATIVE SILENTS

81%Say tech is a part of their daily life

56%Would use a health tech platform if their doc recommended it

TECH SAVVY SENIORS

TODAY’S SENIORS ARE MOBILE

Source: Accenture Consumer Research

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TODAY’S SENIORS DON’T LOOK LIKE YOUR TYPICAL GRANDPARENTS

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Segmentation enables a more personalized approach, which consumers expect based on experiential and perceptual competitor offerings.

EXPERIENTIAL

COMPETITORSSell experiences that

replace ours

PERCEPTUAL

COMPETITORSChange expectations

our consumers have

CONSUMER EXPECTATIONS ARE SHAPED BY EXPERIENTIAL AND PERCEPTUAL COMPETITORS

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CUSTOMER ACQUISITION & LOYALTY FOLLOWS A 3 PART PATH

1WHO

IDENTIFY WHOARE HIGH VALUE PROSPECTS

• Profile high volume and

high value customer

segments

• Leverage high value

segment margin to

improve system margin

• Identify key pain points

DESIGN WHATPROSPECTS WANT

• Architect value

proposition in

experience design

• Create moments to offer

high value to prospects

• Reach out to likely

responsive prospects

DEPLOY HOWTO CAPTURE & ENGAGE

• Omni channel outreach

• Retrieve prior customers

and retain current

customers

• Personalize approach

with ongoing acquisition

engagement

• Track ROI

2WHAT 3HOW

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• How many of you are tailoring your products / services to the unique types of Medicare or Senior population?

https://live.eventbase.com/polls?event=himss19&polls=5166

• How many approach this

– Before you know them (before they use the health system or enroll)

– Once you know them (after they have an assessment and are enrolled)

– Once they are risk identified (high or rising risk)?

– Once they are in a high risk category (homebound, at risk for readmission)?

https://live.eventbase.com/polls?event=himss19&polls=5167

POLLING QUESTION 2

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RENOWN HEALTH™

RENOWN REHABILITATION HOSPITAL

RENOWN SOUTH MEADOWS MEDICAL CENTER

RENOWN CHILDREN’S HOSPITAL

RENOWN REGIONAL MEDICAL CENTER

• Northern Nevada’s healthcare leader

• Serves 17 county region that

includes northern Nevada, Lake

Tahoe and northeast California.

• 946 Beds, 176,000 Acute Days

• 128,000 lives covered by

integrated health plan

• Locally owned, non-profit

IDN and ACO

• Almost 800 doctors with privileges

• Operates hospitals, urgent care

centers, lab services, x-ray and

imaging services, primary care

doctors and dozens of medical

specialties.

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RECOGNIZING BOOMERS AS SENIORS ARE

MORE DIGITAL – THAN SOME GEN XERS

GR

OW

TH

RA

TE

ADOPTION RATE

WEARABLES: Among the

65+ population, wearables

adoption has grown by

264%, more than 5x faster

than the general population

TABLET: 35% of 65+

seniors use a tablet, up

more than 55% in 2015

among those who are

also internet users

SOCIAL MEDIA:

47% of seniors who

use the internet

also used social

media in 2015

DIGITAL VIDEO:

The population of

65+ digital video

views grew by 35%

in 2015, more than

7x faster than the

general population

SMARTPHONE: By 2020,

67% of 65+ seniors who use

the internet will also have a

smartphone

WEB: 63% of 65+ seniors

use the internet,

compared to 80% of the

general population

MOBILE PHONE:

Seniors at parity

in mobile phone

adoption (80%)

with the general

population and

may eclipse it as

early as 2016

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SHAPING THE JOURNEY TO SENIORMEDICARE MARKET CONSUMER INSIGHTS

PROJECT OBJECTIVELaunch senior customer

microtargeting insights and

analytics to support:

• Enrollment increase in

Renown Health’s Medicare

products

• An evolving Senior Loyalty

Program

CAPABILITIES • Launch a customer micro-

segment database of 65+ year

old prospects for use by both

the Marketing and IT teams for a

customer data warehouse to

enable micro targeting for

Hometown Health & Renown

Health

• Frame customer segment

insights based on data about the

senior sub-segments

• Identify leading practices for

Medicare Managed Care

marketing and senior loyalty

group engagement

KEY SUCCESS MEASURES Campaign Touchpoints:

• Hometown Health: Increased

enrollment of 16%

• Senior Affiliation Group: Lead

generation, health system

touchpoint and participation

in Renown offers

Operational Metrics:

• Enrollment and ROI

• Lead Conversion Rates

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MEDICARE MARKETING WHILE MEETING NEEDS AND WANTS

CUSTOMER ANALYTICS Patient Profile: Service patients or

attributed member

Segment Build: Demographics banded

into key segment

Psychographic & Health Risk Factors:

Assign psychographic & behavioral

insights to segments

Segment Profile: In-depth profiles for

customer segments tied to activation and

targeted engagement tactics

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ENGAGING THE SENIOR POPULATION: WHO, WHAT, HOW

Review demographics

of 65+ population at zip

code level

Identify key behaviors,

lifestyle trends and

preferences

Map senior living

communities, centers and

other event locations

Map segments to counties

and zip codes

Synthesize into custom

super segments to create

manageable target

populations

Understanding geo

concentrations and

key behaviors

Acquire target list that

aligns to marketing

priorities

Develop marketing

plan to identify and

message target

populations

ENGAGE TEAMS TO UNDERSTAND SENIOR SEGMENT & POPULATION

CREATE CUSTOMER SALES & ENGAGEMENT PLAN

DEVELOP UNIQUE SUPER SEGMENTS

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CUSTOMER PERSONAS IN RENOWN HEALTH’S MARKET

25.9% 20.6% 32.3% 9.4% 11.8%

HOMEBOUND AND STATIONERY

ACTIVE, WEALTHY TRAVELERS

65+ POPULATION

NESTING IN PLACE

ENGAGED AND LOCALLY ACTIVE

RURAL ADVENTURERS

6,635households

Focused on home or family

Many no longer drive

More likely to require care

May live in assisted or facility based living care

8,350households

Active ‘go-go’s’ with high-income careers

Travel US & Globally

Highly engaged, upscale restaurants & social events

22,854households

Focused on home life and family

Mobile though more limited to occasional dinner or short trip

Tends to be more lower-income

18,292 households

Active socializers regionally/locally

Sporadic travelers

Technology savvy

Active in community organizations and social events

14,528households

Retirees in rural or small-town communities spending time outdoors

Active and sometimes adventurous

Prefer to be in nature or at home rather than in cities

Source: Project Market Profile

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TEAM ALIGNMENT

• Cross functional team workshops – with fun and food

• Training around non-healthcare applications

• Developing the muscle to teach about multiple customer types

• Relaxing to use non-healthcare applications

• Personalizing the segments (naming, story telling)

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MEDICARE MARKETING LEADING PRACTICES

LEAD WITH SIMPLE MESSAGES

Attract new customers

with easy-to-understand

messaging that gets them

interested in the product.

IDENTIFY DIFFERENTIATORS

Communicate key

value propositions that

differentiate from your direct

competitors – especially

when targeting potential

‘switchers.’

BE RELATABLE AND TARGETED

Avoid jargon and

complicated policy

language. Instead

communicate using

terms that people

understand and that

relate to their lives.

Medicare Marketing has utilized a number of key messaging tactics to differentiate from competition and drive growth.

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LEAD WITH $0 OR LOW PRICE POINT

RENOWN APPROACH

Utilized $0 cost message in outreach efforts (mailings, billboards)

especially when targeting price-sensitive populations.

Drawing attention to low cost options creates an easy ‘hook’ for cost-conscious seniors.

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• Direct Mail

• Events / Activities with Renown Health/ Hometown Health

• Outreach to senior activity centers/ events

• Presence at community activities/events

• Promotion using lifestyle centered images

MULTI CHANNEL OUTREACH

Digitally Engaged: I do it myself (website)

Digitally Transitional: We do it together “knee-to-knee”

Digitally Traditional: We do it for you

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RESEARCH LEADS TO RESULTS

ENROLLMENT UP

4.3% Net in Senior Care Plus

16% in Hometown Health

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LESSONS LEARNED

Launching ‘senior’ centered experience design calls for:

• Engaged cross functional teams

• Understanding of customer analytics

Setting up a customer enterprise data warehouse requires manageable information:

• Prospects

• Micro segments

• Persona segments

• Preferences

• Digital channels

• Prior contacts from multiple databases

True engagement for customer acquisition calls for:

• Multi channel exploration, learning, and contact engagement

• Digital, mail, in person, call

• Testimonials about value and ease of use

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QUESTIONS

LINDA MACCRACKENSenior PrincipalCustomer EngagementAccenture Health

Email: linda.maccracken@accenture.comTwitter: @LMacCrackenLinkedIn: www.linkedin.com/in/lindamaccracken

SUZANNE HENDERYVice President and Chief Marketing OfficerRenown Health

Email: shendery@renown.orgTwitter: @healthmktrLinkedIn: https://www.linkedin.com/in/suzanne-hendery-apr-ma

PLEASE COMPLETE ONLINE SESSION EVALUATION