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The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Reengineering Marketing for the Healthcare World
JillAustin
CMO
VanderbiltUniversityMedicalCenter
ChrisBevolo
EVP
ReviveHealth
SHSMD AgendaWhy“reengineering”?1
2
543
Thevisionforchange
Q&A
KeyLearnings
Makingitreal
Why “reengineering”?
Reengineeringvs.transformation1
2
5
4
3
Proactivevs.reactive
Itsoundslikereallyhardwork…
Full-scalerecreation
Focusonworkflowsandprocesses
�Re-engineeringisabusinessmanagementstrategy,originallypioneeredintheearly1990s,focusingontheanalysisanddesignofworkflowsandbusinessprocesseswithinanorganization.Re-engineeringemphasizedaholistic focusonbusinessobjectivesandhowprocessesrelatedtothem,encouraging full-scalerecreationofprocessesrather
thaniterativeoptimizationofsub-processes.�
What is needed to reengineer your marketing approach?
Avision1
2
3
Restructuring
Aroadmap
The VisionNowimagineaworldwhereinsteadofencounteringVUMCbasedonepisodesofneed,youasaconsumerhavearelationship withourorganizationbasedonhowyouwanttoleadahealthy
life. Thatrelationship isbasedonyourdesired levelofinteraction,yourhealthneeds–reimbursableornot– andcoveringwhateverisrelevanttoyou.Youalwayshaveaccesstosupport regardingyourwholehealth– not justphysical,butmental,emotional, social,etc.–
becauseasyourpartner,weunderstandanddeliverontheideathatwhole healthisrequiredtomaximizephysicalhealth.Depending onyourage,health,desiresandotherattributes,youmayhaveaneverydayrelationshipwithus,oryoumayrelyonusonceortwiceayear.Butyoudictatethatrelationship,andwearehereinallwaysyouneedus– asanadvocate,withan
individualyouknowwhocanhelpguideyou.Asaresource,withtools, contentandexperiencestohelpyouwithwhatyouneed.Thosetools, contentandexperiencesarecustomizedtowhatyouneed,andaredeliveredwhereyouareat– athome,atwork,whileyou’reout.We’reinyourpocket, inyourcube,inthemall– weareeverywhereyouneedtobe.Wearenolongerfocusedonepisodesofinteraction,butmomentsinarelationship,99.9%ofwhicharenot
reimbursable.Wearenolongermarketingtoyou,weareengagingwithyou.Andbecauseweknowyou,andwehaveabiggerpictureofyoursituation throughdata,wecaneffectivelyguide
you– withyourpermission andempowerment– toahealthierlife.
Restructuring
Research, Analytics &
Systems
Market Development
Interactive, Web & Design
Content & Social
CMO
Client/Customer
Fromsiloes
Research, Analytics &
Systems
Market Development
Interactive, Web & Design
Content & Social
CMO
Client/Customer
Integrator/Project
Manager
Project Driven Approach
Project
Project
Project
Project
Restructuring Toprojectteams
The Road Map
Marketing/Promotion
Disparate/No systems
Disparate voices
Access limitations
Organizational friction
Local
Engagement
Robust/Integrated systems
One, unified voice
Open access
Organizational support
Regional (7 States)
Current State Future State
Key Learnings from VUMCItfeelslikeit’sbeenalong timesincewestarted,butontheotherhand,amazedatthelevelofchangeinthattime.1
2
543
Momentum ishugefactorinsuccess.
Yourappetiteforboldness needstobematchedattheleadership level.
Challengeswillarise– resiliencyiscritical.
Don’tunderestimatethechallengesofbringing yourteamthrough change.
The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Questions?ChrisBevolo
EVP
ReviveHealth
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