Keeping Pace with Hyper-Competition and

Technology Enabled Marketing

Keeping Pace with Hyper-Competition and

Technology Enabled Marketing

Paul MatsenChief Marketing Officer

Key Take-AwaysKey Take-Aways

• Insight on adapting to rapidly changing market demands and patient (customer) needs

• Guide to understanding how to leverage and integrate new technologies with speed and style

• Action steps to set your own agenda to stay ahead of hyper-competition -rather than merely keeping pace

Is healthcare a competitive industry?

Is healthcare a competitive industry?

Market ForcesMarket Forces

Surgery SettingSurgery SettingSurgery Setting

INPATIENT

OUTPATIENT

00

2020

4040

6060

8080

100100

19801980 19841984 19881988 19921992 19961996 20002000 20042004 20082008

%%

Local CompetitionLocal CompetitionLocal Competition

National CompetitionNational CompetitionNational Competition

Cleveland Clinic ChallengesCleveland Clinic Challenges

Cleveland PopulationCleveland PopulationCleveland Population

300300300

500500500

700700700

900900900

195019501950 196019601960 197019701970 198019801980 199019901990 200020002000 201020102010

#Thousands

##

ThousandsThousands

20092009 2010201020082008

Unemployment Unemployment

9.3%9.3%

11.0%11.0%

44

55

66

77

88

99

1010

1111

1212

1313

%%

NationalNational

OhioOhio

City of ClevelandCity of Cleveland

9.4%9.4%

0%0%

5%5%

10%10%

15%15%

20%20%

25%25%

30%30%

35%35%

Mar '08Mar '08 Jun '08Jun '08 Sept '08Sept '08 Dec '08Dec '08 Mar '09Mar '09 Jun '09Jun '09 Sep '09Sep '09 Dec '09Dec '09

Low National AwarenessLow National AwarenessLow National Awareness

MAYO CLINICMAYO CLINIC

JOHNS HOPKINSJOHNS HOPKINS

CLEVELAND CLINICCLEVELAND CLINIC

ObjectivesObjectives

• Build national awareness

• Attract national patients

• Build national awareness

• Attract national patients

The TargetThe Target

AdviceGivers*43.7MM

AdviceGivers*43.7MM

Age 35+,HHI $75,000+

55.4 MM

Age 35+,HHI $75,000+

55.4 MM

Source: Nielsen Media Research, NetRatings @Plan. *provides frequent advice for categories aboveSource: Nielsen Media Research, NetRatings @Plan. *provides frequent advice for categories above

Affluent Advice Givers17.1MM - 8% of adults, 12% of Internet users

Affluent Advice Givers17.1MM - 8% of adults, 12% of Internet users

• Active networkers

• Detail lovers

• Opinion sharers

• Active networkers

• Detail lovers

• Opinion sharers

Health

Current events

RelationshipsPolitics

Parenting/family

Financial

Travel

Websites/services

Health

Current events

RelationshipsPolitics

Parenting/family

Financial

Travel

Websites/services

Brand Campaign TargetBrand Campaign Target

PUSH - Advertising, Events, Promos

PULL - Patients looking for healthcare

Break the Creative MoldBreak the Creative Mold

Patient StoriesPatient Stories

Physician AdsPhysician Ads

AWARENESSAWARENESS

The AD Test Scoring ApproachThe AD Test Scoring Approach

PERCEPTION

KNOWLEDGEKNOWLEDGE

BEHAVIORBEHAVIOR

PSB’S AD TEST SCORING APPROACH FACTORS IN 4 KEY PILLARS:PSB’S AD TEST SCORING APPROACH FACTORS IN 4 KEY PILLARS:

AWARENESS

• Were the ads attention-grabbing, unique and memorable?

KNOWLEDGE

• Were the ads informative?

• Do respondents know more about Cleveland Clinic after seeing the ads?

PERCEPTION

• Do the ads boost Cleveland Clinic favorability?

BEHAVIOR

• Do the ads increase respondent’s likelihood to go to the Cleveland Clinic for treatment?

AWARENESS

• Were the ads attention-grabbing, unique and memorable?

KNOWLEDGE

• Were the ads informative?

• Do respondents know more about Cleveland Clinic after seeing the ads?

PERCEPTION

• Do the ads boost Cleveland Clinic favorability?

BEHAVIOR

• Do the ads increase respondent’s likelihood to go to the Cleveland Clinic for treatment?

Advertising

AdvertisingAdvertising

AdvertisingAdvertising

AdvertisingAdvertising

AdvertisingAdvertising

Heart & Vascular InstituteHeart & Vascular Institute

US NewsUS News

Global PatientsGlobal Patients

Cancer Cancer Cancer

Children’s HospitalChildrenChildren’’s Hospitals Hospital

Media MaximizedMedia Maximized

High Impact PlacementsHigh Impact Placements

High Impact PlacementsHigh Impact Placements

New York Times Crossword PuzzleNew York Times Crossword PuzzleNew York Times Crossword Puzzle

New Use of MediaNew Use of MediaNew Use of Media

• Social media Integration

- Puzzle hints on Twitter

- Solution revealed on our Facebook page

•• Social media Social media

IntegrationIntegration

-- Puzzle hints on Puzzle hints on

TwitterTwitter

-- Solution Solution

revealed on our revealed on our

FacebookFacebook pagepage

New Yorker cartoonNew Yorker cartoonNew Yorker cartoon

New York TimesApril 18, 2010

New York TimesApril 18, 2010

1.6 Million Readers1.6 Million Readers

Digital IntegrationDigital Integration

DigitalDigitalDigital

MobileMobileMobile

Be Where the Patients AreBe Where the Patients Are

SEM ExamplesSEM ExamplesSEM Examples

Valve SurgeryValve SurgeryValve Surgery EpilepsyEpilepsyEpilepsy

PPC ConversionsPPC Conversions

$Millions

$Millions

00

200200

400400

600600

800800

10001000

12001200

14001400

Q109Q109 Q209Q209 Q309Q309 Q409Q409 Q110Q110 Q210Q210

00

22

44

66

88

1010

1212PatientsPatients

CM$CM$

Join the ConversationJoin the Conversation

Twitter @ClevelandClinicTwitter @Twitter @ClevelandClinicClevelandClinic

Digital Ecosystem Digital Ecosystem Digital Ecosystem

LetsMoveIt.org

In-ArenaScoreboard

Digital signage

Crowd engagement

OnlineSocial media

Mobile App

Community Offerings

At-HomeTV

Radio

Campaign ResultsSeptember 16 – December 8

Campaign ResultsCampaign ResultsSeptember 16 September 16 –– December 8December 8

14,607

2,290

2,524

1414,607,607

2,2902,290

2,5242,524

Site Visits

Wellness Tips Sign Up

App Downloads

Site VisitsSite Visits

Wellness Tips Sign Up Wellness Tips Sign Up

App DownloadsApp Downloads

2010 Results2010 Results2010 Results

•• Target Audience Awareness Target Audience Awareness +15%+15%

•• Web Visits Web Visits +20%+20%

•• Web ContactsWeb Contacts +35%+35%

•• Web Appointments Web Appointments +25%+25%

•• FacebookFacebook Fans Fans +188%+188%

•• Twitter FollowersTwitter Followers +205%+205%

•• You Tube ViewsYou Tube Views +440%+440%

•• SEM LeadsSEM Leads 36,00036,000

experimentation

Key Lessons LearnedKey Lessons Learned

Cross-functional approach

don’t be afraid to fail

How to stay ahead?How to stay ahead?

• Embrace new technologies

• Test and learn

• Engage innovators and leaders

• Get your leadership involved

• Have fun!

• Embrace new technologies

• Test and learn

• Engage innovators and leaders

• Get your leadership involved

• Have fun!