Today, the amount of health-related data is skyrocketing. According to IBM, it doubles every three years and will double every 73 days by 2020.
In the right hands, this information represents an expanding resource that can be mined for answers to some of our most pressing health issues. It can also be used to improve and refine marketing programs that enhance patient experiences and motivate people to take an active role in their health care.
Health care organizations of all types are at the forefront of this new era. Big data is creating enormous opportunities not only to improve patient outcomes and manage costs, but also advance marketing efforts. Organizations that can combine data, analytics and strategy will be able to implement processes that change the way they operate, for the better.
The most innovative organizations are already using data to help people live healthier lives. But the incredible volume and variety of this data introduces a new challenge: making sense of it. At the same time, health care is becoming “digitalized” through the adoption of electronic medical records as well as mobile, social media and cloud computing platforms.
As a result, health care is evolving rapidly—as many other industries are. This digital transformation will help organizations deliver better health, value and consumer engagement.
Quatre enseignements sur l'attribution pour les spécialistes du marketing des soins de santé
The ability to capture, integrate and analyze this ocean of data across different audience segments is essential to deliver value. There are new tools that help practitioners, researchers, caregivers and marketers discover and apply their analyses in innovative ways.
Mais certaines organisations ne sont pas prêtes à tirer parti de cette transformation. Les spécialistes du marketing des soins de santé notent qu'il est encore tôt pour beaucoup d'entre eux qui commencent tout juste à moderniser leurs opérations et à suivre les progrès réalisés grâce à des analyses sophistiquées. D'autres utilisent la technologie pour faire évoluer le comportement des consommateurs dans le nouvel environnement des soins de santé.
In a recent webinar, premier health care services company Kindred Healthcare described how it uses analytics to make sense of its data and advance its business goals.
Kindred Healthcare, a Fortune 500 health care services company, is on the forefront of marketing analytics in the health care space. Based in Louisville, Ky., the company has 86,400 employees providing health care services in 2,475 locations in 45 states, including hospitals, sub-acute units, home health, hospice and rehabilitation units.
In the webinar, Enterprise Marketing Manager Samantha Radford shared the goals and obstacles Kindred Healthcare faces as well as its approach to analytics.
Radner a décrit les quatre objectifs de Kindred en matière de marketing et de publicité :
- Aider les patients et les familles à s'y retrouver dans les soins de santé afin qu'ils puissent prendre des décisions plus éclairées et accéder aux soins dont ils ont besoin et qu'ils méritent.
- Augmenter les renvois et les admissions dans l'ensemble du système.
- Tirer parti de l'efficacité des coûts pour accroître le retour sur investissement.
- Augmenter le nombre d'appels qualifiés au centre de contact.
Voici quatre points à retenir de la présentation de M. Radford pour les spécialistes du marketing des soins de santé en matière d'attribution.
Premier point à retenir : Se concentrer sur un seul appel à l'action
La majorité des campagnes publicitaires de Kindred conduisent les prospects à un seul appel à l'action (CTA) : "Contactez le centre de contact de Kindred". Le centre est un service gratuit assuré 24 heures sur 24 et 7 jours sur 7 par des infirmières diplômées qui sont de garde pour répondre aux questions relatives aux soins de santé. Le centre a aidé Kindred à devenir une ressource de confiance pour les consommateurs tout au long de leur parcours de santé.
While its ad campaigns have successfully increased qualified calls, driving prospects to a single CTA has had other benefits. “Having that narrow focus allows us to do a lot of tracking and measurement from analytics perspective,” said Radford.
Kindred’s agency of record, NDP, uses a multi-touch attribution platform that allows it to understand the customer journey to that CTA. “We can now understand the true contribution that display, paid social and other digital channels are making to the business. Even if they’re not the very last click that someone takes in their customer journey, we know that it was a very important first or middle step that they were taking that would ultimately end up in a call into the Kindred Contact Center,” said James Colvin, Marketing Analytics Lead at NDP.
Deuxième enseignement : connaître les défis à relever
M. Radford a reconnu que Kindred se heurtait à de multiples obstacles pour atteindre ses objectifs en matière de marketing et de publicité.
- Les soins de santé sont complexes et le secteur des soins post-aigus est largement méconnu et souvent mal compris.
- L'activité de Kindred est complexe. Elle offre des services variés qui sont différents dans chaque marché à travers le pays. Cela ajoute à la complexité des messages
- The company has many audiences: B2B, B2C, as well as patients with greatly varying needs.
- L'analyse n'est pas une solution unique.
À retenir 3 : Adopter une approche multidimensionnelle
Because Kindred’s footprint is large and complex, marketing must report into several internal stakeholders on outcomes of advertising campaigns, each of whom wants to see different KPIs.
To meet these needs, Kindred has established a multi-faceted analytics approach that allows it to look at results from many different angles so that marketing can get specific reports to the appropriate individuals.
Son approche est triple :
- Modélisation du marketing mix pour mesurer le retour sur investissement et orienter les futurs investissements publicitaires et la sélection des marchés.
- Attribution multi-touch pour suivre le parcours du consommateur en temps réel afin d'optimiser les plans numériques et de diffusion.
- Rapports mensuels sur les campagnes afin de suivre les performances et d'effectuer les optimisations nécessaires.
Cette solution permet à Kindred d'effectuer des optimisations à la fois au niveau macro et micro en croisant l'analyse des performances du marché avec celle de la publicité.
“One of the benefits of using multi-touch attribution is being able to see the full customer journey and not just being siloed into each digital media channel. We got a much better idea of how many times we needed to touch someone with digital advertising and a more global view of how we should cap the frequency,” said Colvin.
“That allowed us to go farther with every dollar spent in our display campaign because we were able to increase our reach knowing that we weren’t decreasing the efficacy of the campaign.”
Takeaway 4: Use the Right Tools
The webinar ended with a question about whether adding more tools was the right move for marketers scrambling to manage expanding martech stacks. While the speakers agreed that there are a growing number of tools available, Radford noted that partnerships allow the company to connect all the dots.
The tools that “rise to the top” in usefulness are those that act as hubs—consolidators for data—then digest and provide insights that help marketers improve performance. At Kindred, the multi-touch attribution platform has become a central point of reference because it gathers data from all touchpoints, allowing the team can see the ones that matter most to the organization.
The Future of Attribution in Health Care
Digital tactics are transforming health care, including how organizations deliver care, value and consumer engagement to their audiences. New tools and holistic attribution approaches are helping practitioners, researchers, caregivers and marketers discover and apply answers to some of our biggest questions in innovative ways.
To learn how to get an accurate view of performance and achieve shared goals, download our ebook Measurement for the Digital Era: Strategies for 5 Key Marketing Roles.
