Tea Buzz



Client Spotlight: OSF HealthCare

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.

  1. 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.


  1. 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.


  1. 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.


  1. 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.


Contact us to find out how Tea Leaves Health can help you become more strategic in your outreach efforts.



Promoting New Providers Webinar

Offering new or expanded specialty care provides inferred value of other services available, and improves your organization’s overall brand and reputation in the market.

So when a new specialist begins practicing with your system, your outreach goals should be two-fold: first, notify consumers (including prospects) in your market who are at risk for needing the services offered by the provider. Second, make your referring providers aware of the new specialist so they can drive referral traffic in to his or her practice.

Do you have new providers but have questions about where to begin? Or does the plan you’ve been using to promote new providers need a refresh?

Attend our free webinar on Tuesday, September 19 at Noon CST to learn:

  • Strategies that drive messages to both at-risk prospects/patients and primary care providers, to make them aware of services rendered.
  •  How to craft messages that resonate with recipients.
  • Methods to get consumers to take the initiative to either request appointments and/or referrals.
  • Ways to get providers to speak intelligently to existing patients about newly offered/expanded services.

Hosted by:
Ashley Dobbs, Lead Client Strategist, Patientology™
Ty Tillery, MBA, Lead Client Strategist, Physicianology™

Start promoting these new physicians and their services with a strategy that drives messages to both at-risk prospects and patients as well as primary care providers. Brush up on proactively reaching multiple audiences with the right messaging to build your new practices.

Register Today


Mailing to Millennials

Millennials are multi-tasking, connected, tech-savvy individuals. They tend to want instant gratification and transparency. So, these digital natives will only want to receive your healthcare marketing materials via email – right? Wrong. According to Forbes, surprisingly, individuals between the ages of 18 and 34 actually prefer direct mail. In his article, Direct Mail: Alive and Kicking, Forbes’ contributing author Steve Olenski explains, “Direct mail is still alive and kicking and young adults are some of the best targets for lead conversion.”

So next time you say, “I think I’ll just email the younger people,” stop and consider the following reasons why you should absolutely hit Millennials with your direct mail campaign:

The value

In the past, mailboxes were crowded with paper advertisements. Today, the balance has shifted from junk in our mailbox to junk in our inbox. Since Millennials receive less mail in general, it’s more likely your direct mail piece will stand out versus getting lost in a cluttered email account. Seventy-seven percent of Millennials pay attention to direct mail advertising, so NOT mailing to them is a huge missed opportunity. Millennials also tend to be “scanners” – quickly skimming through their digital touch points. Direct mail is much harder to scan when you can physically pick it up and touch it.


The physical

While we’re on the subject, we can’t ignore the tangible nature of direct mail. Sorting the mail allows Millennials a welcomed break from their screens. When compared to digital ads or emails, they connect with their mail differently. Millennials enjoy receiving mail more than their non-millennial counterparts. Eighty-two percent are responsible for bringing in the mail, and 86 percent pick up their mail at their first opportunity.

And now, so many mailing options exist that go beyond the standard postcard. From scented envelopes to dimensional mailers with sound, there are a plethora of new ways for recipients to not only receive mail, but see, touch, feel, hear and smell it. The possibilities are endless if you want your marketing materials to get attention.


The personal

Millennials crave recognition, so the more your materials reflect their physical characteristics and interests, the more likely they are to respond. Direct mail and digital variable printing allow for more personalized ways to market to this age group. First name personalization and photos that are tailored directly toward the recipient go a long way. Serve up relevant content and watch your ROI soar.

One of our clients is currently executing an example of this. They are running a “Turning 30” campaign geared toward both males and females, using gender versioning for image and copy. It is an acquisition strategy for Primary Care, with messaging centered around the age of 30 being the new healthy. It includes copy that reminds recipients to think about their
long-term overall health and keep up with physical and well-women exams, cholesterol screenings and other important check ups. While it’s too soon at this point to share results, the clients will potentially add a follow-up communication to non-responders of both direct mail and email, so we’ll be able to measure which medium is most impactful.


The advantages

Not only do Millennials remember physical promotions better, they also associate direct mail with value and desirability. According to one study, they also have more of an emotional response to direct mail. It’s proven that direct mail is easier to process, easier to remember and motivates people more than digital messages. So even if it’s not your sole focus, it should definitely be in the mix.


The results

There’s no disputing that direct mail marketing gets results. On average, the DMA states that, “direct mail advertising gives [businesses] a 13-to-1 return on investment.” Direct mail is more likely to drive behavior than digital media. Put simply, it motivates people to act.

And it’s no exception when it comes to Millennials. According to an InfoTrends study, “Millennials reported that, as a group, they last responded to direct mail on average within 2.4 months, shorter than the average response time reported by all respondents. Even more significant, 63% of Millennials who responded to a direct mail piece within a three-month period made a purchase.”

Don’t underestimate the purchasing power of Millennials. They are a formidable consumer segment, and tend to be more health conscious than previous generations. Reaching them with the right channels – especially direct mail – should be an integral part of any healthcare organization’s outreach strategy.

To learn how Tea Leaves Health can help you make an impact with this particular demographic, contact us today.




Online Form Data is Marketing Gold

Is your organization directing folks to a form on your website to register for a promotion, fill out a risk assessment, or sign up for an e-newsletter? Perhaps consumers have to fill out a form in order to access an online bariatric video seminar?

As healthcare marketers, you spend your days digging into data, analyzing audiences, seeking just the right segments that will interact with your brand and ultimately utilize your services. So when a consumer comes to your website and voluntarily offers up information, the result can be marketing gold. The information provided by individuals who respond to those asks can be extremely valuable to future communications.

So what’s the next step once that information’s been collected? What do you do with that data? Are you continuing the conversation with those individuals reaching out to you?

At a minimum, hopefully you’re responding to those individuals and/or retargeting them for future campaigns. And if you are following up with web form contacts, are you finding it’s a manual, time-consuming process? It doesn’t have to be.

The Tea Leaves Health platform can help make that process seamless. We can help you set up an automated monthly trigger communication to reach out to those precious individuals. Web form data can easily be fed into Tea Leaves on a monthly basis and can be used for targeting, retargeting or measurement.

Talk with us today about all the possibilities that can be unearthed from mining web form data, and we can set you up on the path toward reaching a plethora of marketing gold.


Promoting Prenatal Care and Healthy Pregnancies


Did you know over 800 women lose their lives every day due to pregnancy or childbirth-related issues? And that those numbers include not just third-world countries, but also much of the southern United States and many rural regions? October is Pregnancy Awareness Month to raise awareness about getting proper care before and during pregnancy. Use the months of August and September to start planning and execute campaigns that highlight your OB services.

Promoting Women’s Health and OB services via the Tea Leaves Health platform is a simple, cost-effective way to reach current patients and prospects in your market that are trying to get pregnant or are already in need of care. Direct mail campaigns executed via our platform offer you the ability to not only connect with women in your service area to promote your services, but also to instruct women around how to access care.

Tea Leaves can easily target the most qualified audience through our General Obstetrics Tea Select that reaches women ages 18-40 who could be made aware of proper prenatal care options. You can edit this to reach young pregnant women, high-risk women, un- or under-insured women, etc.

The messaging in your campaigns could touch on topics ranging from steps to prepare for a healthy pregnancy, to proper care during pregnancy, to Labor and Delivery services and beyond. Digital campaigns targeting women are also a great way to prompt them into action – but be sure your creative messaging speaks to them! According to Everydayhealth.com, the topics women search about most when pregnant are depression, sleep issues, gestational diabetes and handling reflux, so be sure to incorporate those into your digital messaging. Delivering the messages most relevant to your audience will garner stronger response rates.

And when it comes to executing your campaigns, ensure your calls-to-action are easy to understand and follow. Include CTAs on your pieces that direct recipients to a website or call center to schedule appointments, or even to the patient portal to book directly. Also consider utilizing click-to-call numbers for email creative as well as your online appointment scheduler for screenings.

Capture demographic information via web forms, event attendance lists and class registration lists as ways to continue the conversation with patients and consumers in your service area.

Contact us for all the information you need to build awareness about your Women’s Health services. We can help guide you in the most effective ways to engage women in your market and generate strong ROI.



Client Spotlight: Advocate Health Care

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 Jay Keltner from Advocate Health Care.

  1. Tell us your title, organization, a quick description of your role and a little bit about yourself.

Jay Keltner, Director of Marketing, Advocate Health Care, Downers Grove, IL.

Advocate Health Care is the largest health system in Illinois and a major healthcare provider in the Midwest. Advocate operates more than 400 sites of care and 12 hospitals, provides the state’s largest integrated children’s network, and offers one of the region’s most comprehensive medical groups.

As Marketing Director for Advocate, I lead and implement strategic marketing initiatives to support key service lines and site growth for the system. Prior to joining Advocate, I led marketing strategies at another healthcare system and at a national healthcare industry association.

My wife, Lisa, and I have two sons and live in the suburbs of Chicago, IL. When not participating in my kids’ activities, I enjoy cycling, competing in triathlons, and volunteering.


  1. What is your department’s biggest challenge, and what are you doing to overcome that?

One of our department’s largest challenges is to be more efficient with our communication strategies to both consumers and the medical community within our system of care. Quite simply, we need to be able to communicate relevant content with more mediums in the marketplace than in years’ past. To overcome this challenge, we have invested a great deal of time and resources to be better our uses of new technologies, such as digital. We incorporate our communications strategies through integrated marketing tactics that better place communications in front of the community in a cost-efficient manner.


  1. When and why did your organization decide to implement the Patientology™ solution?

Advocate Health Care has been using Patientology since November, 2014. We began using the tool because it has the right mix of storing our vast number of system datasets and applicable marketing communication tools and reporting. Our marketing team can simply concentrate on developing customized communications, not technically having to know every detail of the CRM database. With Patientology, we can see the consumer migration from prospect to loyal user and automate communications to keep in touch with them.


  1. You are also a beta client for Decisionology™, our newest product. Can you speak for a moment about Decisionology and what you are using it for?

Decisionology is a tool that serves as a natural progression for those organizations who want even more powerful intelligence about their consumer audience. We use this tool primarily in our business development and planning office and it integrates large datasets that can be queried against local claims data to provide an amazing amount of information and knowledge. This allows us to get an accurate representation of our entire market, including competitors, to better understand and prepare our growth strategies.


  1. You recently presented at the Tea Leaves Health Client Summit, on leveraging CRM data analytics and customer insights to drive strategy. Can you share a little bit about that presentation with us and tell us what the main message/takeaway was?

The intent of the presentation was to show how we have been successful in turning data into insights that drive our marketing strategies and consumer experiences. The first half of the presentation was spent letting the audience know what our system consists of, including the structure of our team, competitive service area, and how we collect data. Then I presented some case studies showing the impact that CRM has had on our cardiology service line and how it helped identify successful marketing tactics. From there, I gave examples of our next steps in using that information to drive future initiatives. For instance, our successful integration of a heart health risk assessment (HRA) allowed us to expand the offering into eight additional service lines. Now we target consumers to self-identify services that are of interest to them so we can better respond and provide service offerings to match their needs.


Contact us to learn how Tea Leaves Health can help you communicate relevant content through more mediums.