Patient journeys are one of the hottest topics in health care marketing and with good reason. They can achieve excellent results by directing engagement tactics to where an individual consumer is on the decision-making continuum for elective health care services. By segmenting consumers along the journey, health systems The Agile Approach to Patient Journey Marketing can attain increased utilization, enhanced patient satisfaction and heightened loyalty. Within the first three months, 479 visitors responded to the one ad UC Health ran on Facebook. Twenty-five percent of visitors signed up for a seminar, took the quiz or downloaded documents from the microsite; and those 120 prospects provided a name, email address and other information that could be used in future consumer engagement initiatives. Seminar registrations increased 4 percent, and the conversion rate for surgery nearly doubled by month three.

1. The Agile Approach to
Patient Journey Marketing
How UC Health leveraged agile
technology and marketing principles to
support Patient Journey Marketing

2. In This
Presentation
(C) 2018 Healthcare Internet Conference
2
About UC Health
The Patient Journey Solution
Strategic Approach to Content + Services
Agile Methodology + Systems
The Initial Results
Expanding the Program

3. Introducing Your Presenters
Sydney Hudson
Maria Regan
Christian Twiste
3
Digital Experience Manager
UC Health
Cincinnati, OH
Director, Content Strategy
Wainscot Health
Montvale, NJ
Chief Operating Officer
Korcomptenz, Inc.
Mount Arlington, NJ

4. What Is Patient Journey Marketing?
4
1
• What is bariatric surgery?
2
• Am I a candidate for bariatric surgery?
3
• Who are the best providers in my area?
4
• Do they accept my insurance?
5
• How do I schedule a consultation?
 Patient Journeys are personalized marketing
and communication initiatives that engage
customers with targeted, relevant content
throughout their decision-making cycle
 Patient Journey Marketing strives to capture
patients at the very start of their journeys,
utilizing a risk assessment or survey,
educational content, and automated email
follow-up to build trust and advance
consumers to requesting an appointment

5. ABOUT UC HEALTH
Inside the organization
and the choice of a Patient Journey Marketing solution
5

6. About UC Health
Academic Health System:
• Clinical Care
• Education
• Research
Main Campuses:
• University of Cincinnati
Medical Center
• West Chester Hospital
Serving the Greater Cincinnati Region and beyond

7. Competitive Landscape
Local Community Competition:
• Mercy Health
• TriHealth
• St. Elizabeth Healthcare
• The Christ Hospital Health
Network
Regional Academic Competition:
• Ohio State University Hospital
• Indiana University
• University of Kentucky
7
Cincinnati Metropolitan region is one of the
most competitive healthcare markets in the US

8. Organizational
Structure
Strategic Support
Business Operations/Clinical
Support
Content Development
Technical Support

9. Existing Systems
Digital advertising
strategy limited to:
• Search Engine
Marketing
• Minimal Facebook
Advertising
Website
• WordPress
Email Marketing
• Emma
• Constant Contact
• MailChimp
CRM
• Healthgrades
9

10. Pre-Patient
Journey
Marketing
Situation
Lack of an innovative
(digital) patient growth
strategy
Limited Website
Capabilities
No interactive
journey tools
Poor UX
Manual and tedious
retargeting strategy

11. About the
Weight
Loss
Program
Located at our West Chester Hospital campus, the
UC Health Weight Loss Center empowers patients
to reach and maintain a healthy weight.
Because everyone’s struggle is different, the
Weight Loss Center provides customized, holistic
plans for achieving weight loss, which may include:
• Medically supervised weight loss program
• Surgical treatments
• Or, a combination of both

12. Our Solution
Microsite Pilot: Patient Journey Marketing
Alternative
pathways to
medically assisted
weight loss
Personalized,
consistent digital
engagement with
consumers
Content strategies
designed to build
trust
Marketing
automation for
content delivery

13. 13

14. STRATEGIC APPROACH
A content strategy that forms a relationship and builds trust
14

15. Overall Goals
15
Reach people who
won’t be swayed by
urgency messages
Reach people who
are likely to have
ongoing health
issues that will
require future care
Convince prospects
to provide email
addresses
Make it easy to take
next step for those
who are ready

16. Focused Content Strategy
Build Relationships to Grow Pipeline
Connect
Establish
Trust
Provide
Value
16

17. The Importance of Trust…
17

18. …and of Providing Value
“Strive not to be a success, but rather to
be of value.”
—Albert Einstein
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19. Key
Content
Tactics
19
Connect with personalized interactions
Position your organization as empathetic and caring
Introduce and “humanize” care providers
Establish expertise and differentiate from competition
Provide timely and relevant information users need
Offer encouragement through tone, messaging, and
patient-success stories
Explain the benefits of seeking care now

20. Bariatrics Example
Key messages for UC Health Weight Loss Patient Journey
20
Obesity Is a Disease
(Not a Personal Weakness)
Has experienced, empathetic
care providers who want to
help you
Has medical/surgical
solutions that work and
that will make you healthier
Is an expert provider of
bariatric medical and
surgical care as an academic
healthcare system
UCHEALTH

21. Home Page
21
Positive Image;
Positive Message
Obesity is a medical issue, not a personal failing
Calls to action promote
engagement tools
Supporting information and
statistics about the service line

22. Reliable/useful tips
and information
based on most current
weight-loss research
People love quizzes!
This one allows us to
assign users to a
targeted email track
BMI Calculator PDF Downloads Quiz
Engagement Tools
22

23. Quiz + BMI Calculator
23
Quick
3-question quiz
Results require
users to provide
email address
BMI calculator
can be used as
part of the quiz
or as a stand-
alone feature

24. Downloadable Articles
24

25. Next Step
Once we have a user’s email, they’re automatically
assigned to an email track personalized for them
• Information Seeker—unknown BMI
• Possible Candidate—BMI 35–39.9
• Likely Candidate—BMI 40+
• Medical Weight Loss Candidate—BMI 27–34.9
25

26. Information Seeker
Hasn’t yet calculated BMI
Goal Keep user engaged
How Share useful weight-loss content
and inspiring patient success
stories
CTAs Click to take quiz or calculate BMI

27. Surgical Candidate
Has BMI of 35+
Goal Keep user engaged
How Share useful weight-loss content
and inspiring patient success
stories
CTAs Learn more about surgical weight
loss or sign up for weight loss
seminar

28. Inform.
Impress.
Inspire.
28

29. Content Take-Aways
Connect with prospects
to grow pipeline
Put yourself in user’s
shoes—be empathetic
Be positive—show the
future
Offer targeted content
Move patients to seek
care
Build trust and a
relationship
Educate and inspire
Be agile and utilize your
data
Test content, tweak,
and repeat
29

30. AGILE METHODOLOGY +
TECHNOLOGY IMPLEMENTATION
The systems we used and how we approached the project

31. A Brief History of Agile
31
• Technologies and
needs changed
faster than projects
could be completed
“The Application
Development Crisis”
• Jeff Sutherland and
Ken Schwaber
publish a seminal
paper in 1995
SCRUM Software
Development Process • Thought leaders
gathered to discuss
new “lightweight”
processes
“Snowbird” Meeting
in Utah in Early 2001
• Codified the 12
principles of agile
software
development
The Agile Manifesto

32. The Traditional Approach to Customer Journeys
(C) 2018 Healthcare Internet Conference 32
I want to map my patients’
various journeys and implement
systems that will improve
engagement with personalized
content and messaging, and an
integrated view of all interactions
including financial metrics.
A LAUDABLE GOAL
How much is this
going to cost and
how long will it
take?
A BURNING QUESTION

33. Prospect Patient
Possible Data +
Accompanying Journeys
The number of possible pathways and amount of data generated is greater than
the time and budget required to realize high marketing ROI
“The Spaghetti Incident” is our
“Application Development Crisis”
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34. Three Agile
Marketing
Principles
34
Refine
Your
Objective
Iterate To
Innovate
Reverse
Your
Thinking

35. Reversing Our Thinking
35
How can I map all my weight
loss patient journeys?
Can I triage patients online and
link them to beneficial services?
TRADITIONAL AGILE
Do I have enough data to
support all of this mapping?
Can I collect the data based on
how real people use the site?
Do I need to evaluate and
procure a bunch of systems?
What functionality do I need and
is it available in the cloud?

36. Refining Our Objective
36
I want to integrate all of my data
and implement systems that will
improve personalized engagement
while providing a holistic view of all
interactions and financial metrics
with the ability to model future
results
I want to acquire more surgical
weight loss patients and learn
more about how they interact
with our services
TRADITIONAL AGILE
(Provided I can still work
toward the traditional goal)

37. Iterate to Innovate
37
I’ve acquired more surgical weight
loss patients and generated relevant
data about their interactions.
Now what? Launch a campaign for non-
surgical weight loss patients
Convert more browsers with a
targeted surgical campaign
Expand this campaign to new
channels
Consider a new service line
entirely
Integrate this campaign data
with my EMR and other systems

38. Solution Architecture
38
Consumer Facing Microsite Drupal Acquia
Marketing Automation Platform Mautic Open Marketing Cloud
Quiz Seminar BMI Downloads Content
Segmentation Email Campaigns Activity Tracking Reporting

39. Why Choose Agile in the Cloud?
Cost
• Cloud platforms often feature subscription
models without large one-time fees
Flexibility
• Cloud platforms can be more flexible with more
upgrade options and easier integrations with
third-party software
Ease
• Cloud software can be deployed without
requiring internal or external IT resources or
complex configurations
39

40. Mautic Open Marketing Cloud
40
The Open Marketing Cloud
offers a free version that can be
configured entirely online,
allowing us to deploy
sophisticated campaigns
without any software costs
Full- featured platform used by 200,000
organizations including healthcare

41. A Closer Look
Segments
Used to
understand the
initial
interaction and
subsequent
campaign
assignment
Channels
Manages the
design and
content of all
email and
other message
types
Campaigns
Distributes all
emails and
other message
types based on
assignment and
business rules
Activities
Tracks all
interactions
with known
and unknown
users for web
and email
channels
41

42. A Visitor in Action
42

43. A Foundation for a Digital Patient Lifecycle
43
Acquisition Outcomes Advocacy
 Demand generation
 Targeted website features
segment prospective patients
 Automated email and/or
omnichannel follow up
 Patient mobile app with
fitness tracking features and
online portal with additional
information
 Automated alerts for patients
and healthcare providers
 Patient segmentation based
on engagement and outcome
 Continued outreach to
encourage sharing success
stories, cross promotions, etc.

44. RESULTS + FUTURE PLANS
Conversions, key findings,
and next steps to expand the program
44

45. May 14, 2018
Go Live With
Facebook Campaign
45

46. Why Facebook Only?
• Potential disruption of clinical flow
• Time needed to vet new journeys/pathways
• Associated risks
46

47. Facebook Campaign – 90 Days
Region Greater Cincinnati Area
47
Demographics Women over 25
SEMINAR REGISTRATION AM I CANDIDATE QUIZ
Impressions 54,303
Total Reach 34,355
Clicks 821
CTR 1.51%
Likes 16
Impressions 36,254
Total Reach 28,399
Clicks 606
CTR 1.67%
Likes 15
Remarketing campaign was added approximately 6 weeks after launch

48. Web Traffic + Conversions
• Conversion rate
has increased
over time from
17.5% at launch
to 31.5% in
month three
• 120 users have
downloaded a
document and
104 have taken
the quiz
48
Total Visitors Total Sign Ups Seminar Registrations
479 120 20
Percentages 25.1% 4.2%
Track Number of Users Percentage
Possible Candidate 28 5.6%
Likely Candidate 44 9.2%
Information Seeker 17 3.5%
Weight Loss Center 27 5.6%

49. New Conversion Opportunities
49
Week 1 Week 2 Week 3 Week 4 Week 5
Quiz Users Seminar Users
The “Am I a Candidate” quiz captured
approximately 5x as many users as the
traditional seminar registration
Redefining a
Conversion
Engage More
Users With
Multiple Ways
to Interact
Capture More
“Browsers”
and Convert
with Follow
Up

50. Patient Journey Uplift Effect
4% increase in
seminar
registrations*
145% increase
in conversion
rate
50
*SEM program provides approximately 3x total traffic,
amortized uplift expected to be approximately 20%
All users provided valuable information that
can be used to retarget and educate

51. Planning
for the
Future
51
• Content
• Journeys
Continuous Improvement
• Social Media
• Search Advertising
Expanded Digital Advertising
• Start small, but think big
Service Line Expansion

52. CLOSING THOUGHTS
Thank you for your time
52

53. Charting Your Own Path Forward
Patient Journeys
Generate
marketing uplift
in the real world
Challenges
Can be solved
using an agile
approach and
cloud
technologies
Results
Are attainable
for organizations
that experiment
and iterate
based on their
success
53

54. Questions + Answers
Thank you again for attending
54