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Call Center Turned Strategic Patient Engagement Engine
Session 80, February 12, 2019
Tanya Andreadis, Associate Chief Marketing Officer, Penn Medicine
Amy Zylstra, Executive Director, Contact Center, Penn Medicine
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Tanya Andreadis, Associate Chief Marketing Officer, Penn Medicine
Amy Zylstra, Executive Director, Contact Center, Penn Medicine
Has no real or apparent conflicts of interest to report.
Conflict of Interest
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• Precision Marketing At Penn
• Personalized Experiences
• Reporting On Marketing Impact
• Greater Call Efficiency
• Partnership with Operations
• What We All Need to do More of…
• Questions
Agenda
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• Differentiate healthcare providers from the competition (including
non-traditional providers) based on world-class patient
experiences
• Explain how “whisper campaigns” provide call center agents
insights on why the patient is calling
• Identify criteria for assessing and selecting call center technology
that meets strategic patient engagement requirements
• Design a CRM-enabled contact center for personalized patient
experiences and improved engagement
• Analyze marketing and call center data in a single view to
understand the full impact and ROI of marketing’s patient
acquisition strategy
Learning Objectives
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Precision Marketing at Penn MedicineIntegrated Strategic Marketing
StrategyBrand
Business Growth
Engagement
Integrated
DataProvider
Demographics
Insurance Claims
Behavioral, Clinical
& Financial
Campaign
Response
TechnologyCRM/PRM
Marketing
Automation
Content
Managementt
InsightDashboards
Impact Assessment
Patient Preference
Revenue
Reconciliation
Results!
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INSIGHT: Better Customer Insights
– More data to understand customer segments
– Better understanding of the customer journey
– Ability to anticipate customer needs and develop relevant offerings
INTELLIGENCE: Understanding Marketing Effectiveness
– Tracking customer behavior
– Tracking of online and call center interactions and subsequent heath care transactions
– Understanding tactics that work best alone, or in combination with other tactics
EFFICIENCY – Cost and Resource Efficiency
– Trigger based communications
– Automated dashboards
– More qualified leads at a lower cost
– ROI forecast accuracy
Why Penn Invested in CRM & Analytics Platforms
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The Stages of Evolution
2010 2011 2013 2014 2015 2016
Functional
Redesign
Strategic and
analytical skill
set
CRM
PRMEvariant
PlatformDigital
Campaign13 campaigns Marketing
AutomationEmail nurturing
capability
Data
AttributionData integration
Sitecore
CMSLanding page
templates,
Speed to
market, Mobile
responsive
Contact
Center
IntegrationIntegrated
engagement
tracking
Infrastructure Process Redesign Integration Optimization Scale Optimization
2017
Enterprise
ExpansionCorporate
structure to
support users
across the
health system
2012
Data MartAdvanced
Analytics,
Dashboards,
Rigorous data
management
2018
CRM &
CMS
Upgrade
Scale,
Update
Systems
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CRM Enables PERSONALIZED EXPERIENCES
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When crafting a vision, start with a video
We Started with a Vision
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Contact Center Screen Shot
Customer Service Reps can see the individual is interested in a Second Opinion and is ready to offer relevant information.
Online Activity Connected to Call
Landing Page Forms
A drop down menu with several options allows for individuals to chose a topic for the discussion.
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Reduce Anxiety and Provide Better Service
“The whisper campaigns make is so much easier for me to help people. I
like when I know why a caller is calling before we get connected. I can start the conversation with information instead of
from scratch. It makes a big difference!”
Anike, Call Center Representative,
Penn Medicine
Campaign Specific Phone LinesCampaign Specific Phone Lines
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Campaign Specific Phone Lines
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Don’t Let People Slip Through The Cracks!
We now send follow-up emails to individuals who request an appointment, but who do not actually come in
Neurosurgery, Cancer…For neurosurgery follow-up within 1 week.
Primary Care, Orthopedics…For primary care follow-up within 2 weeks.
Neurology, Rheumatology…For non-emergent or low access areas follow up within 30-60 days.
Calls Trigger Personal Follow-Up EmailsFOLLOWING UP RESULTS IN APPOINTMENT REQUESTS THAT COULD HAVE BEEN
LOST
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CRM ENABLES REPORTING ON MARKETING IMPACT
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18,355PATIENTS
30%NEW TO PENN
MEDICINE
8%Outside Regional
Market
6:1ANNUAL MROI
$200PER PATIENT
up 24%
16:1 MROIHighest Service
Line: Bariatrics
P A T I E N T S F R O M D I G I T A L C A M P A I G N S
18,000
50,498DIGITAL LEADS
46%REQUESTED TO
BE CONTACTED
48%Converted via a
Google PPC ad
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• All web forms mapped to CRM
• Contact Center Representatives work inquiry queue
• Email nurturing when there is no connection reporting
• Comprehensive reporting
Digital Lead Management
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All web forms mapped to CRM
Contact Center Representatives work inquiry queue
Email nurturing when there is no connection reporting
Comprehensive reporting
Digital Lead Management
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Urinary Incontinence Social Video
FIRST 2 WEEKS
12,000 Views
90% Completed Video
5 Guide Downloads
600 Calls (this was just the beginning!)
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Urinary Incontinence Facebook Posts
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CAMPAIGN HIGHLIGHTS
• Overall call volume increased 10% when the campaign was in market
• Big jumps in volume were attributed to social media activity
THE RESULTS
– 366 Digital Inquires
– 2,296 Call Inquires
– 29% Requested Appointment
– 65% New
– 73 Unique Patient Encounters
Direct Attribution to Campaign Tactics
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CRM ENABLES GREATER CALL EFFICIENCY
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Caller Information Populated
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Patient Demographics Immediately Visible
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Provider Search – Comprehensive Search Criteria
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Physician Profile
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Ease in Scripting Offers
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Custom Dashboards
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Dashboards on Agent Activity
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CRM OPTIMIZES PARTNERSHIP WITH OPERATIONS
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Contact Center Access Center DepartmentsCommunity Locations
Multiple Entry Points, No Data Sharing
Current State Penn Medicine Call Centers
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Work in Progress
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Process Flow for Digital Inquiries
Web Form Submitted
Email sent to patient
New Lead Info populates in CRM
Care Coordinator Logs into CRM and
views Lead Info
Coordinator Calls Lead
Does Lead Answer?
Does Lead Schedule Apt?
YES
Record Outcome in CRM
NO
YES
Record Outcome in CRM
ENDSet Reminder for Follow-up
Leave Message for Patient
Is Apt Scheduled in EPIC?
NO
Make 2nd Call END
NO
YES
Record Outcome in CRM
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Physician Issue Management
This new initiative is current in-development to manage and distribute issue reports to departments and other leadership
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Case Management: Penn Global Medicine
1,300+ cases annually; 64% originate from a call or web form to the Contact Center
Contact Center nurse receives initial call and creates an “Inquiry” tagged as “global medicine”
Tag triggers a notification to a PGM case manager (using CRM for case management)
PGM creates a “case” and manages various steps to nurture lead
Case manager and Contact Center can share leads, make calls, add notes, assign tasks
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WHAT WE ALL NEED TO DO MORE OF…
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Offer More Than They ExpectOffer More Than They Expect
While you work toward your ultimate vision, start by helping your customer on every call:
• Registration for the patient portal
• Registration for text based appointment reminders
• Location based amenity information
• Health & Wellness newsletter
• Email summaries of call activities
• Emails with supportive health information, patient education, etc.
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Please remember to complete online session evaluation
Questions
Tanya Andreadis
Amy Zylstra
Executive Director, Contact [email protected]
