The work we do at Tea Leaves Health is all for our clients, and we love learning more about the people we serve! Each month we’ll feature a new client here in our Client Spotlight so you can learn more about the initiatives currently happening in the industry. This month we’re featuring Andrea Bonk from OSF HealthCare.
- Tell us your title, what organization you work for, a quick description of your role and a little bit about yourself.
Andrea Bonk, Program Manager of Marketing Research & Operations, OSF HealthCare, Peoria IL.
OSF HealthCare is a faith-based, 11 hospital health care system serving Illinois and the Upper Peninsula of Michigan. With over 150 primary care and specialist offices and neuroscience, pediatric, cardiovascular and home care services, OSF patients have access to a variety of medical services.
As Program Manager for Market Research & Operations, I conduct and/or consult on market research projects and strategic marketing plans across our Ministry’s marketing and communications division. I am also the lead for CRM training and analytics for the strategic marketing department. All in all, I have almost 18 years in a variety of health care roles. Immediately prior to joining OSF marketing & communication, I was with the OSF Performance Improvement division facilitating a myriad of
system-wide projects using methodologies such as Six Sigma, project management, and change management.
My husband Ryan and I have twin teenagers, and we enjoy living in a great rural community outside of Peoria, giving us all the access to a metropolitan area but the benefits of small-town living. I really enjoy photography, hiking, and exploring new places to visit across the country.
- What would you say is your department’s biggest challenge, and what are you doing to overcome that?
The last two years have brought significant change to how OSF HealthCare approached marketing. Prior to October 2015, our marketing teams were embedded within each hospital or region operating, for the most part, independently of each other. We underwent a transformation of services, aligning to an operational model, centralizing existing services and developing new services for the Ministry. This period of growth and change has allowed us to have a stronger strategic and proactive marketing approach for all our markets. In order to provide the more strategic approach, we have to become health care consumer experts as well as leaders in strategic marketing tactics. To overcome the challenges of growth and change not only in our division but in the markets we serve, we utilize consumer insight technologies such as our CRM and online community panels to create a content strategy ensuring we are sharing the right message at the right time to the most appropriate audience.
- What are some of the main initiatives your organization is working on now?
We always have exciting work going on at OSF HealthCare! Population health strategies are paramount to meeting the Mission of OSF, serving our communities with the greatest care and love. We’re reaching those we serve with print and electronic health reminders, encouraging them to take be more engaged in their personal health by attending local events, accessing the patient portal, and taking health risk assessments.
OSF HealthCare is also leading the way in the innovation space with OSF Innovation – a unique collaboration of talents between experts in simulation education, engineering, analytics, telehealth, human-centered design, performance improvement and start-up partnerships to identify, invest, test and implement a wide variety of patient-centered technologies. It’s an exciting time to be in health care.
- In what ways do you feel your organization has benefited from the Patientology solution?
Having the ability to see both patient conversion and financial impact of our marketing strategies and share those internally has helped elevate our team as strategic partners across the Ministry. We now have a clear line of sight regarding which tactics resonate with our audiences, and which do not. We use Patientology to really understand our patients and prospective patients’ personas. Our insight into consumer preferences and activities has allowed us to allocate resources much more effectively than before.