Evangelizing CRM Strategy Among Key Influencers Nina Day, Vice President of Marketing and Public Relations, Piedmont Healthcare Kelly Backer, Marketing Coordinator, Piedmont Medical Care Corporation Pete Runhaar, Account Development Manager, CPM Marketing Group, Inc.

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Agenda

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About Piedmont Healthcare CRM Implementation S & I Case Study Challenges Keys to success Conclusion

About Piedmont Healthcare Mission Healthcare marked by compassion and sustainable excellence in a progressive environment, guided by physicians, delivered by exceptional professionals, and inspired by the communities we serve.

Vision Within 10 years, Piedmont Healthcare will be nationally recognized as a Top 10 community healthcare system where patients want to go for a superior healthcare experience, dedicated professionals want to work, and the best physicians want to practice.

Values Compassion Commitment Service Excellence Balance 3

Operating Divisions

Piedmont Hospital • Not-for-profit • Tertiary care • IP • OP • ED • Serves Atlanta metro area • 481 beds

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Piedmont Fayette Hospital • Not-for-profit • Gen. acute care • IP • OP • ED • Serves southern metro area • 143 beds

Piedmont Mountainside Hospital

Piedmont Newnan Hospital

• Not-for-profit • Gen. acute care • IP • OP • ED • Serves primarily Pickens County • 42 beds

• Not-for-profit • Gen. acute care • IP • OP • ED • Serves Coweta County and surrounding areas • 143 beds

Piedmont Hospital

Piedmont Mountainside Hospital

Piedmont Fayette Hospital

Piedmont Newnan Hospital

The Piedmont Clinic • PHO that contracts with payors on behalf of the physicians and hospitals • 594 Physicians (including PPG) Piedmont Medical Care Corporation • Taxable not-for-profit entity • Contains Piedmont Physicians Group • Primary care network with over 30 offices in the metro area • 176 Total Physicians - 107 primary care - 26 specialists - 43 hospitalists

Piedmont Heart Institute • Cardiovascular care for both inpatient and outpatient services. • 86 physicians including cardiology, CV surgery, vascular surgery, thoracic surgery, and sleep medicine •17 affiliate physicians •32 locations

PHC Hospital Locations

Piedmont Hospital

Piedmont Mountainside Hospital

Piedmont Fayette Hospital Piedmont Newnan Hospital

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CRM Implementation Introduction SL Meetings Marketing- Recap

Planning CPM Research

SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 6

Campaign Review

SL- Review

Introductory Meetings

• Breakfast and lunch informational meetings • Invited key players: – – – –

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PHC executives Key service line directors Planning and management support Marketing and PR staff

Introductory Meetings

• Introduced CPM • Provided general background information on database and program offerings • Discussed predictive modeling and dashboards • Ran through case studies • Emphasized how CRM could help us live the Piedmont Promise • Further meetings with key partners– planning, finance, agency 8

CRM Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 9

Campaign Review

SL- Review

SL Meetings

• Met with each service line – Attendees included marketing and PR staff, CPM representative, individual service line director and clinical educators and/or physicians

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Recapped CRM Discussed goals, priorities, and obstacles Accounted for other marketing efforts Looked at calls to action and patient flow Discussed market knowledge Related CRM to Piedmont Promise to show the business fit

CRM Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 11

Campaign Review

SL- Review

Marketing Recap

• Included marketing department and CPM • Recapped SL meetings to – Determine opportunities – Review and ask questions – Prioritize

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CRM Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 13

Campaign Review

SL- Review

CPM Research

• CPM worked with planning (Database in build) • Performed research • Developed preliminary strategies for the service lines

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CRM Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL -Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 15

Campaign Review

SL- Review

SL Preliminary Strategy

• Reviewed and confirmed information from previous meeting • Presented research and data • Discussed preliminary strategy recommendation • Next Steps: Strategy buy-in and move to implementation or revise strategy 16

CRM Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 17

Campaign Review

SL- Review

SL Revised Strategy

• Marketing and CPM further developed strategy and supporting research based on feedback from previous presentation • Presented revised and developed strategy to service line leaders

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CRM Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 19

Campaign Review

SL- Review

Marketing- Finalize Strategy

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Messaging Calls to action Brand standards Budget

CRM Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 21

Campaign Review

SL- Review

Implementation

• CPM worked on creative and copy based on marketing department’s feedback • Further involvement from some service lines – Review and approvals

• Mailed!! • Issues, struggles, successes

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CRM Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 23

Campaign Review

SL- Review

Campaign Review

• Reporting, tracking (June 2010) • Revisit goals and priorities • Evaluate campaign next steps

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Case Study: S & I

Screenings and Immunizations (S & I) for Piedmont Physicians Group (PPG)

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About PPG

• Established in 1994 • Primary care network • 107 physicians in 30 locations throughout metro Atlanta

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S & I Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 27

Campaign Review

SL- Review

S & I SL Meetings

• Attendees: marketing staff, CPM representative, entity CEO and COO • Recap of CRM • Discussed goals and priorities for PPG • Reviewed current and potential strategies for new and existing physicians

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S & I Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 29

Campaign Review

SL- Review

S & I SL Preliminary Strategy

• CPM and marketing presented webinar with CEO and had separate meeting with COO • Presented research findings and recommended strategy – New movers – S&I

• Asked to present at executive committee (which includes physicians and administrative executives) 30

S & I Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 31

Campaign Review

SL- Review

S & I Marketing Finalize Strategy

• Decision to run a pilot for year 1 • Select physicians for pilot program – Based selection on location and practice volume – CEO and COO had input on physician selection

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S & I Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 33

Campaign Review

SL- Review

S & I Implementation and Rollout

• PPG Medical Director approved screenings and copy • One-on-one meetings with physicians in pilot and their managers – Discussed the program and benefits – Reviewed screenings and letter options (2) – Went from 25 to 19 physicians based on availability/flexibility of schedules 34

S & I Implementation and Rollout (con’t)

• Gathered photos, signature and letter options • Sent sample of final creative to physicians for approval before first drop • First drop: January 2010 • Results: June 2010

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Sample S & I Mailer

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Sample S & I Mailer

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S & I Implementation Introduction SL Meetings

Planning

Marketing- Recap CPM Research SL- Preliminary Strategy SL- Revised Strategy

Mktg- Finalize Strategy Implementation CPM Creative and Copy Mailed 38

Campaign Review

SL- Review

CRM Challenges

• Service lines having buy in to the product but weak calls to action- how to balance? • Managing clinical contacts to provide correct and timely data • Budget

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Keys to Success

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Partnership with planning Initial involvement of key stakeholders Open communication Building of strong case through reference calls and use of case studies

Next Steps

• Rollout to other 3 hospitals – Introductory meetings with CPM representative and hospital executives

Piedmont Fayette Hospital

• Expand rollout S&I to all of PPG – Webinars for all physicians and practice managers in PPG

• Review of additional service lines to include in CRM programming • Review results and consider any needed changes in strategy 41

Piedmont Newnan Hospital

Piedmont Mountainside Hospital

Living the Piedmont Promise

• By reminding patients to get their annual screenings • By doing everything in our power to make and keep you well • By encouraging you to take charge of your healthcare 42