Session Title KAREN THOMAS-SMITH DANIEL BURSTEIN Vice President, - - PowerPoint PPT Presentation

▶

May 12, 2023 6 likes •288 views

Customer-First Marketing: How Optum generated closed contract revenue of $52 for every dollar invested (then reimagined its marketing team for even better results) Session Title KAREN THOMAS-SMITH DANIEL BURSTEIN Vice President, Provider

SLIDE 1

Session Title

KAREN THOMAS-SMITH

Vice President, Provider Marketing and Reference Management Optum

Customer-First Marketing: How Optum generated closed contract revenue of $52 for every dollar invested (then reimagined its marketing team for even better results)

DANIEL BURSTEIN

Director of Editorial Content MECLABS

SLIDE 2

Karen Thomas-Smith

Vice President, Provider Marketing and Reference Management Optum

Speaker Headshot

SLIDE 3

Quick look at the results (as of submission date)

Generated closed contract revenue of $52

$52 for

r every

ry do doll llar invested (pilot campaign)

An integrated campaign that has generated over 6,00

6,000,0 ,000 impressio ions

More than 6,50

6,500 do downloads s of gated content

More than $19

$19 mill illion in n sale sales s pip pipeli line

$6.7

$6.7 mill illio ion in cl closed business

SLIDE 4

Transformation on Our Team:

Connecting and serving the health system

SLIDE 5

Challenge

SLIDE 6

Marketing organization maturity

Sales Engagement

Periodic emails/webcasts Centralized portal Pro-active communication Honest, candid dialog Shared goals and alignment

Effective Provider Marketing

Transformative relationship with

clients with shared strategy to improve healthcare Trusted relationship with internal business partners with shared strategy to grow the business

REFERENCES

Few case studies Reference materials Create reference clients Reference relationships Champions

KNOWLEDGE

Product Line of business Market trends and competition Buying behaviors Market insights

MESSAGING

Product Solution Persona By audience type Personalized

MEASUREMENT

Ad-hoc reports Defined processes Automated systems Track results Business Outcomes

MARKETING ACTIVITIES

Events and collateral Entire marketing mix Single touch campaigns Integrated, multi-touch campaigns Client Intimacy

SLIDE 7

Why content marketing …

SLIDE 8

Why content marketing …

SLIDE 9

Why content marketing …

SLIDE 10

Step 1: Restructure the team

SLIDE 11

Flip the model and the roles

SLIDE 12

Align the talent

SLIDE 13

Step 2: Build personas

SLIDE 14

SLIDE 15

SLIDE 16

Step 3: Create high-quality content

SLIDE 17

Quality

Patient Access Medical Necessity Reimbursement Financial and Clinical Analytics Population Health Management

Aligned Incentives Providing Care

Clinical Care Coding and Documentation Care Delivery Model

Managing Health

Prepare for Change Optimize Performance Invest New Capital

Patient Satisfaction Cost

Navigating the journey from providing care to managing health

SLIDE 18

Client learning and relationships

SLIDE 19

Step 4: Reimagine content and design distribution plans

SLIDE 20

Game changer campaign

SLIDE 21

21 Landing Pages

PRIMARY CONTENT

Banner Ads Blog Series Email Templates Optum.com/PURL

Reimagining content

SUPPLEMENTAL CONTENT

SLIDE 22

Content machine

SLIDE 23

Step 5: Enable Sales

SLIDE 24

True north

LEAD GENERATION AND SALES ACCELERATION

SLIDE 25

SLIDE 26

Results to-date

An integrated campaign that has generated over 12,0

12,000,0 ,000 impressio ions

More than 10,0

10,000 do downloads s of gated content

Results that have sur

surpassed the te team's goals

als by

y 250 250%

Over $120 million in sales pipeline creation to date

SLIDE 27

Takeaways

Companies can be high-customer or high-self. You’ve got to

change your lens to be high-customer.

Be rogue – try new things, don’t be afraid to fail, buck the

norm.

You’ve got to have a true north for your team.

SLIDE 28

Thank You

Karen Thomas-Smith

@KThomasSmith