better health outcomes start with engagement marketing

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BETTER HEALTH OUTCOMES START WITH ENGAGEMENT HOW JENNY CRAIG IS TRANSFORMING HCP ENGAGEMENT

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Obesity is a top health issueaffecting 1 in 3 Americans.A lack of time, resources, and knowledge are common barriers to healthcare professionals discussing weight with their patients. Jenny Craig targeted and engaged HCPs in the Be the Health Moment campaign, building a reputation as a trusted resource in the difficult weight management conversation along the way. Learn how Jenny Craig enlisted the help of Intelligent Demand to create the Be The Health Moment program and leveraged Marketo to bring their unique value proposition to life for Healthcare Professionals.

ABSTRACT

Proprietary and Confidential | 2016 Marketo, Inc. and Intelligent Demand#

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MEET THE SPEAKERS

Natalie HoltgreweIntelligent DemandAccount Director@intelligentdem

Hally PinaudMarketoSr. Product Marketing Manager@HallypinoTricia KendallJenny CraigVP - Healthcare Business


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Have any questions? Post it in the chat box.

#mktgnation | @hallypino | @marketo | @intelligentdem |

CONNECT WITH US!


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The state of preventable chronic conditionsThe challenge of educating physicians and reaching consumersDriving change through alternative channels Measuring the programs effectivenessDesigning and implementing an integrated revenue program for a healthcare company0104020503TODAY WE WILL COVER

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#mktgnation Proprietary and Confidential | 2016 Marketo, Inc. and Intelligent Demand

THE STATE OF CHRONIC CONDITIONS

1 in 2 adults has a least one chronic condition 70%of American deaths are caused by chronic disease84%of our nations healthcare costs are spent on chronic disease Centers for Disease Control and Prevention


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THE PREVENTATIVE MINDSETTheres been a shift from addressing symptoms to pursuing preventative measuresObesity prevention is key to stopping related chronic diseasesEarly diagnosis and intervention can reverse some conditionsControlling obesity controls healthcare costs


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PREVENTATIVE HEALTHCARE HURDLESBut getting patients to engage with preventative solutions can be challengingPatients are harder to reach and engageTargeting patients alone to take control of their health isnt enough Physicians need resources to proactively engage patients about weight lossReaching healthcare professionals is also a challenge


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HOW DO WE GET TO BETTER OUTCOMES?

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Proprietary and Confidential | 2016 Marketo, Inc. and Intelligent Demand

A TRANSFORMATION IN ENGAGEMENTMass MarketingFocus on the message

Transactional MarketingFocus on the transactions

Engagement MarketingFocus on long-term relationships


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ENGAGEMENT MARKETINGMonologDialogPersonalizedResponsiveOngoingOmni-channel

Batch & blastPoint in timeStaticSingle Channel


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SUCCESS STORYHow do you get started?And, what does success look like?


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Were tenaciously focused on growing our clients revenue.

This is what drives us.

Real Revenue Transformation


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GOT IT. TODAYS HEALTHCARE CONSUMERS ARE:

Adept at ignoring irrelevant messaging

Expect personalized experiences

Online

Self-directed

Multi-channel

Multi-device

Socially connectedHow are healthcare companies catching up?

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)15What does transformation really look like?Option 2

REVENUE 1.0STRATEGYMEDIA

TECHNOLOGYAND DATAMESSAGING

CONTENTLEAD MANAGEMENT

STAKEHOLDERALIGNMENTMETRICS

ANALYTICSInterruptive, push modelReliance on one or two channels/ tacticsExpensive, hard-to-track, shotgunned outbound techniquesUnintegrated silos, gaps in tech stack, manual processes; dirty, incomplete, inaccurate dataBatch-and-blast messaging focused on active, late-stage demandSales collateral, brochures, corporate selfies, product speakUndefined processes and SLAs; leaky funnelMarketing = air war Sales = everything else Lack of trust; work in silosLittle-to-no reporting or metrics, or awash in vanity metricsGuessingCompany tries to control flow of information(sales process)


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REVENUE 1.0REVENUE 1.0STRATEGYMEDIA

TECHNOLOGYAND DATAMESSAGING

CONTENTLEAD MANAGEMENT

STAKEHOLDERALIGNMENTMETRICS

ANALYTICSInterruptive, push modelCompany tries to control flow of information(sales process)Reliance on one or two channels/ tacticsExpensive, hard-to-track, shotgunned outbound techniquesUnintegrated silos, gaps in tech stack, manual processes; dirty, incomplete, inaccurate dataBatch-and-blast messaging focused on active, late-stage demandSales collateral, brochures, corporate selfies, product speakUndefined processes and SLAs; leaky funnelMarketing = air war Sales = everything else Lack of trust; work in silosLittle-to-no reporting or metrics, or awash in vanity metricsGuessingREVENUE 2.0+Permission-based, PULL modelRecognize that the customer is in CONTROL; provide useful information throughout the entire CUSTOMER LIFECYCLEIntegrated, OMNI-CHANNEL programsTARGETED mix of INBOUND + OUTBOUND tactics that leverage PAID, EARNED, and OWNED mediaINTEGRATED marketing and sales tech stack, AUTOMATED programs; clean, complete, actionable data; predictive analyticsSEGMENTED and PERSONALIZED messaging and content that engages throughout the entire customer journeyTHOUGHT LEADERSHIP content marketing. Value-added information that educates, solves a problem, and builds brand affinityWell-defined processes, strong SLAs, NO LEAD LEFT BEHINDMarketing and Sales are ALIGNED and INTEGRATED throughout the revenue funnel; shared set of terminology, goals, processes, & expectationsMulti-dimensional REPORTS and DASHBOARDS, tailored to stakeholder personas, that spur INSIGHTS and ACTIONTesting, learning, and OPTIMIZING based on results


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SPEAK TO WHO AND WHERE YOUR AUDIENCE ISLOYALTYDECISIONAWARENESSCONSIDERATIONIDs Framework for Real Revenue TransformationTarget Segments/ PersonasWhy should we change?Are we getting value?Why your company/solution?Why change now?Should I refer a colleague?What are our options?Should we purchase again/more?Who should be on our short list?The Customer Journey


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BUILD A WORLD-CLASS PROGRAM STEP-BY-STEPIDs Framework for Real Revenue TransformationRevenue Impact/ROICRAWL

WALK

RUN


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CONNECT ALL THE DOTS THAT DRIVE RESULTSIDs Framework for Real Revenue Transformation

STAKEHOLDERALIGNMENT & PROCESS+++++

REPORTING,ANALYTICS

TECHNOLOGY& DATA

MEDIA &CHANNELS

MESSAGING& CONTENT

INTEGRATEDSTRATEGY= How to create real world results

INTEGRATEDSTRATEGY

MESSAGING& CONTENT

MEDIA &CHANNELS

TECHNOLOGY& DATA

REPORTING &ANALYTICS

STAKEHOLDERALIGNMENT & PROCESS= How to create real world results


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BUILD YOUR INTEGRATED PROGRAMWith Intelligent DemandTarget Segments/Personas

FOUNDATION & INFRASTRUCTURECONSIDERATIONLEAD MGTWEBSITEDATA & PREDICTIVEMARTECH & CRMBRANDEVOLUTIONINTEGRATED STRATEGYBUSINESS INTELLIGENCE

LOYALTYDECISIONAWARENESSCONSIDERATIONDISCOVERY

ACQUISITION, RETENTION, & GROWTHLOYALTY LOOPA strong foundation for revenue growth


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BUILD YOUR INTEGRATED PROGRAMWith Intelligent DemandTarget Segments/Personas

BRAND AWARENESSFOUNDATION & INFRASTRUCTURELEAD GENERATIONLEAD NURTURECONSIDERATIONLEAD MGTWEBSITEDATA & PREDICTIVEMARTECH & CRMBRANDEVOLUTIONINTEGRATED STRATEGYPROGRAM MANAGEMENTREPORTING TECHNICALDEVELOPMENTMEDIA &CHANNELSMESSAGING& CONTENTDISCOVERY & EXECUTION PLANPROGRAM MANAGEMENTREPORTING TECHNICALDEVELOPMENTMEDIA &CHANNELSMESSAGING& CONTENTDISCOVERY & EXECUTION PLANPROGRAM MANAGEMENTREPORTING TECHNICALDEVELOPMENTMEDIA &CHANNELSMESSAGING& CONTENTDISCOVERY & EXECUTION PLAN


ACQUISITION, RETENTION, & GROWTHLOYALTY LOOPAcquisition programs will drive new salesBUSINESS INTELLIGENCE


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Target Segments/Personas

FOUNDATION & INFRASTRUCTURESALES ENABLEMENTCONSIDERATIONPROGRAM MANAGEMENTREPORTING TECHNICALDEVELOPMENTMEDIA &CHANNELSMESSAGING& CONTENTDISCOVERY & EXECUTION PLANLEAD MGTWEBSITEDATA & PREDICTIVEMARTECH & CRMBRANDEVOLUTIONINTEGRATED STRATEGYMEDIA &CHANNELSMEDIA &CHANNELS


ACQUISITION, RETENTION, & GROWTHLOYALTY LOOPAlign marketing and salesBUSINESS INTELLIGENCEBUILD YOUR INTEGRATED PROGRAMWith Intelligent Demand


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FOUNDATION & INFRASTRUCTURECUSTOMER NURTURECONSIDERATIONLEAD MGTWEBSITEDATA & PREDICTIVEMARTECH & CRMBRANDEVOLUTIONINTEGRATED STRATEGYPROGRAM MANAGEMENTREPORTING TECHNICALDEVELOPMENTMEDIA &CHANNELSMESSAGING& CONTENTDISCOVERY & EXECUTION PLAN


ACQUISITION, RETENTION, & GROWTHLOYALTY LOOPOnboard, retain, and grow your customers BUSINESS INTELLIGENCEBUILD YOUR INTEGRATED PROGRAMWith Intelligent Demand


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BRAND AWARENESSFOUNDATION & INFRASTRUCTURELEAD GENERATIONLEAD NURTURESALES ENABLEMENTCUSTOMER NURTURECONSIDERATIONPROGRAM MANAGEMENTREPORTING TECHNICALDEVELOPMENTMEDIA &CHANNELSMESSAGING& CONTENTDISCOVERY & EXECUTION PLANLEAD MGTWEBSITEDATA & PREDICTIVEMARTECH & CRMBRANDEVOLUTIONINTEGRATED STRATEGYPROGRAM MANAGEMENTREPORTING TECHNICALDEVELOPMENTMEDIA &CHANNELSMESSAGING& CONTENTDISCOVERY & EXECUTION PLANPROGRAM MANAGEMENTREPORTING TECHNICALDEVELOPMENTMEDIA &CHANNELSMESSAGING& CONTENTDISCOVERY & EXECUTION PLANPROGRAM MANAGEMENTREPORTING TECHNICALDEVELOPMENTMEDIA &CHANNELSMESSAGING& CONTENTDISCOVERY & EXECUTION PLANPROGRAM MANAGEMENTREPORTING TECHNICALDEVELOPMENTMEDIA &CHANNELSMESSAGING& CONTENTDISCOVERY & EXECUTION PLAN


ACQUISITION, RETENTION, & GROWTHLOYALTY LOOPBUILD YOUR INTEGRATED PROGRAMWith Intelligent DemandBUSINESS INTELLIGENCE


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Jenny Craig is a long-time leader in the weight loss industry.

Their program provides nutritionally balanced menus developed by Registered Dietitians, nutritionists, and food technologists along with one-on-one personal support from a consultant.

Theyve made this kind of personal support the cornerstone of what they do for more than 30 years.

They have 600 centers in the United States, Canada, Australia, New Zealand, and Puerto Rico with over 2,500 consultants worldwide.

The efficacy of their program has been validated by multiple independent studies and has consistently been named a best diet by U.S. News & World Report as well as Consumer Reports.


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THE OBESITY CHALLENGE

67%of Americans$140 Billion5% to 7%of weight loss goes a long way


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HEALTHCARE PROFESSIONALS WANT TO HELP

Emotional Motivation

Financial Motivation


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THE CHANNEL PARTNER STRATEGY:

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Engage and Enlist HCPs Positive Patient Outcomes


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CAN WEFind them? Reach them? Engage them?Do they care? What did we do to do that?Did it work?


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THE HCP REFERRAL JOURNEYStatus quo0Why change?1What are my options?2Which option is right for me & my patients?3Refer4Evaluate5Refer more6

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CAPTURING THE HEALTH MOMENT


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A VALUABLE CONVERSATION

INBOUND/OUTBOUND LEAD GENInteractive GuideQUICK CLOSE Program Welcome

NURTURE T2 How Video

NURTURE T1 The SpectrumInteractive Guide

INBOUND LEAD GEN 3 Short Video ChaptersNURTURE T3 The Board GamePDFNURTURE T4 MythbustersInteractive Guide


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A MULTI-CHANNEL APPROACH TO HCP ENGAGEMENT

Email AcquisitionTeleprospectingDisplayPaid SocialHealthcare Newsletter AHealthcare Newsletter BHealthcare Newsletter CHealthcare Newsletter DTargeted Industry Direct WebsiteTargeted Industry Direct Newsletter Targeted Industry Direct PublicationMonth 1Month 2Month 3Month 4Month 5Month 6


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PARTNERING WITH AN OBESITY EXPERT


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AN INTERACTIVE HCP EXPERIENCE


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STARTING THE CONVERSATION


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ACTIVATING REFERRALS


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ACTIVATING REFERRALS


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TECHNOLOGY LANDSCAPECRMCMSMarketo(Walk-in patient referrals)Center workers aretrained to enter HCP Promo ID as the CMP IDCenter workers are trained to enter HCP Promo ID as the CMP IDPOSCall CenterID receives HCP Promo code as CMPReceives HCP Promo code in Marketo lead records(Jenny Craig instance)

Patient capture form validates and stores HCP Promo code

Transmits record to CMSTransmits record to CRM

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OPTIMIZATION WORKS


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77% average engagement across series of three video series 77%

424 plays across video series60% average play rate across videos70 click-throughs to referral kit across video series VIDEO SERIES ENGAGEMENT60%


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FUNNEL PERFORMANCE TO DATE

13 millionImpressions874 Opted-In Leads18% conversion158MQLs4,579Projected 12 mo total.007% conversion

HCP Channel PartnersTarget HCPsOpted-In HCPsMarketing Qualified HCPs


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DID WEFind them? Reach them? Engage them?Do they care? What did we do to do that?Did it work?


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KEY TAKEAWAYS

Set well-defined, but reasonable goals. Deeply understand your target audience. Map their journey. Engage across channels. Provide real value with your messaging and content. Agile approachGet into market and optimize with real-world data. Be courageous; take smart risks.

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Q&A

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