Tea Buzz



Client Spotlight: Adventist HealthCare

At Tea Leaves Health, we focus on helping our clients with their strategies, and we love learning more about the people we serve. We frequently feature clients here in our Client Spotlight, so you can learn more about the consumer engagement initiatives happening across the country. This week we’re featuring Shanna Muschik from Adventist HealthCare.

Shanna Muschik, Adventist HealthCare

Shanna Muschik from Adventist HealthCare

Tell us your title, what organization you work for, a quick description of your role and a little bit about yourself.

I am the PR/Marketing Director of Non-Acute Services at Adventist HealthCare. My main role is to promote Adventist HealthCare’s Ambulatory and Population Health services, including our employed physician practices, urgent care centers and outpatient imaging centers. I have been with Adventist HealthCare for five years and have launched our three urgent care centers, six outpatient imaging offices and helped grow our employed physician practices to over 15 locations.

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

I believe our biggest challenge is getting and analyzing data. Getting data out of our different systems in a way that we can analyze is difficult given the many competing priorities across our system. One of the ways I am trying to overcome that is to work more closely with our Business Intelligence team to help define the type of data we need to better track and target our marketing campaigns in Tea Leaves.

When and why did your organization decide to implement the Patientology and Physicianology solutions?

Adventist HealthCare implemented both Patientology and Physicianology in the summer of 2013, just a few months after I started with Adventist HealthCare. As a department, we felt that we needed a better way to target, segment and track our customers and physicians differently than in the past. We felt the Tea Leaves system gave us greater insights into how our community would use our services and allowed us to better understand which physicians were referring to our hospitals. In addition to Patientology and Physicianology, we just adopted and were recently trained on Decisionology. We look forward to the additional reporting capabilities it will provide and are excited to do a deeper analysis of our data – especially in regards to customer segmentation and trending.

How are the solutions helping you make progress with your current initiatives?

I use both Physicianology and Patientology several times a week. I use it as part of integrated marketing campaigns, physician referral tracking and tracking the success of certain campaigns. One of our new initiatives is to start an automated email campaign to help encourage early detection in women that have taken our breast cancer health risk assessment.


Searching for Answers in the Desert: HCIC 2018

Deserts are often places where people go to be alone – to meditate, embark on a vision quest or walkabout – to search for answers to life’s toughest questions. Rarely are they places where people get together to connect and share ideas (unless you’re attending Burning Man, or in this case, the 22nd Annual Greystone.net Healthcare Internet Conference (HCIC)).

HCIC 2018 kicks off today in Scottsdale, Arizona at the Westin Kierland Resort & Spa and will run through Wednesday. A gleaming oasis in the stark landscape of Scottsdale, the Westin should prove to be the perfect backdrop for learning, collaborating and advancing the healthcare digital marketing field.

#HCIC18 promises over 165 speakers across eight tracks created to further education and foster professional development. Our own Ty Tillery, MBA, Lead Client Strategist for Tea Leaves Health will speak Tuesday morning at 11:30 a.m. in Rainmakers B/C, Lower Level, with Henry Randall, MD, Executive Director of SSM/SLUH Transplant Center and Chantal Reyna, MD, Assistant Professor from University of Cincinnati Academic Health Center.  Their topic, “The Doctor Will Hear You Now: Innovative Solutions to Increase Patient Engagement,” will cover successful physician growth strategies that can be achieved by any healthcare organization via innovative technological and human solutions.

Immediately following that session, Lori Brenner, VP of Physicianology for Tea Leaves Health, will facilitate a roundtable luncheon discussion on, “Physician Engagement and Leakage” at table 14 on Tuesday at 12:30 p.m. in the Herberger Ballroom (Lower Level).

Not only will HCIC quench your thirst for learning (even in the driest climate) – it will also fuel the need for personal connections. The exhibit hall this year will be bursting with the buzz of over 90 exhibitors and sponsors offering a plethora of services to support you and your organizations. Tea Leaves Health is sponsoring the CRM & Analytics track, and our experts will be in booth 16 helping attendees find the answers to their most difficult business questions, such as:

“Why are our service lines unsuccessful?”

“Why isn’t revenue meeting projections?”

“Why are our physician practices not driving volume?”

“Why are our strategies ineffective?”

We’ll also be giving away a $200 gift card to Southwest Airlines, so if HCIC attendees do get lost in the desert, one lucky individual will be able to find their way out. So, be sure to come visit us in booth 16. If you can’t be at HCIC, follow the hashtag #HCIC18 or follow us on Facebook, LinkedIn or Twitter at @TeaLeavesHealth. Let the conference commence!


Using CRM to Deliver Strategic and Laser-Focused Marketing

OSF HealthCare is a regional system comprised of 13 hospitals in Michigan and Illinois, with $2.1 billion in net revenue. In 2015, the system centralized its marketing efforts in order to be more strategically aligned. “For us, everything is strategic,” said Susan Milford, OSF Senior Vice President while presenting at the 2nd Annual Tea Leaves Health Client Summit. “What motivates our team is that we become innovators of marketing,” she explained. And Tea Leaves has played a major role in their marketing transformation.

“The first question is what’s the goal?” Susan said, adding that goals could be big, small or targeted. OSF marketing teams classify objectives and results by awareness (branding), growth (overall patient traffic) and value (creating a healthier population).

Recently, the organization tagged all of its campaigns — based on these three criteria — into its CRM system, and then further drilled down to get more specific information. “We do this for continuous improvement and refinement, and the Tea Leaves data processes help us accomplish this by giving us an easy way to access that data,” said Susan.

One shining example of how OSF is integrating an internally-created campaign with data warehoused and managed by Tea Leaves is its New Movers campaign, a program designed to reach out to individuals, couples and families moving into their service areas. Set up in Tea Leaves as a trigger campaign, New Movers has resulted in nearly 800 new patients to OSF clinics.

Through tagging, the organization can identify trends and to see what tactics and messaging are working, Susan said. “Tea Leaves gives us the ability to track and measure our results. Having this ability allows us continued improvement and the data to reinforce we are making a difference.” OSF is also using capabilities provided by Tea Leaves in orthopedics, neurosciences and OB/GYN. In orthopedics, the organization used Tea Selects to determine potential growth in a new market, according to Diane Schuette, Vice President, Strategic Marketing. A neurosciences email campaign employed a Touch Point file as a risk assessment for stroke. In OB/GYN, it promoted a new provider, an effort that generated significant ROI within two months, Diane said. And the list goes on for OSF, including its “Choosing the Right Level of Urgent Care” campaign, to micro-targeting prospects in rural and underserved areas and using CRM for new products like “OSF OnCall,” Diane said, all in an effort to use multiple sources of information and queries together to zero in on awareness, growth and value.

Contact us to learn how to use your data to make your marketing strategic.


The Importance of Issue Management and Resolution

Physician liaisons wear many hats, but most spend the majority of their time managing physicians’ issues. It’s important to document these issues so you have solid data to track all the way through to issue resolution. Having issue management as part of your physician relations program allows you to identify areas of improvement and solve problems for your providers. It helps you decipher whether issues are IT-related, patient-care related or something else entirely. It lets you pinpoint problems more efficiently so you can develop better solutions. If you successfully manage their issues to resolution, referring physicians will feel as though their input was heard and acted upon.

At the Tea Leaves Health 2nd Annual Client Summit in July, we learned the importance of issue management and resolution from one of our physician engagement clients. One presentation, provided by Libby Donathan, Lead Physician Relations Manager for Premier Health, touched on how important issue resolution is to margin improvement, how vital internal resources are to success, and how physician referral management (PRM) technology can help liaisons better manage issues.

Premier Health’s business development team focuses on referral tracking, issue management and volume data. And for Libby’s organization (like many others out there) getting issues addressed can pose a challenge.

Libby discussed three ways to eliminate barriers and turn issues into opportunities:

  1. Break Down Silos

While it’s important to have experts and specialists in a particular field, it’s also important to break down the silos. If at all possible, your goal should be to have all of the separate silos work together by fostering informal linkages and connecting them effectively.

  1. Get Internal Stakeholders on Board

While you’re spending time with the experts, begin to build relationships and trust. Teach providers about what you and your team can do for them. You cannot break down their barriers by yourself, so talk with them about how you can help them grow volume and make their lives easier.

  1. Build Your Network

To feel supported, it’s important to build your network within your organization. Develop a full internal understanding about what you and your team does, and build relationships internally before externally. Communication is key to garner internal champions that believe in issue resolution.

Lastly, Libby explained the various ways her organization accomplishes this task:

  • Respond to providers with an initial communication within 24 hours
  • Get necessary support via internal advocates
  • Develop a weekly report at the end of each week to send to the executive team
  • Identify trends by pulling quarterly reports
  • Hold frequent margin improvement meetings
  • Communicate
  • Recognize everyday leaders
  • Celebrate the wins.

Premier Health uses the Physicianology PRM solution to identify and document pain points or difficulties with their referring physicians. They are able to: pull weekly reports, analyze data for their margin improvement meetings with easy-to-use dashboards, and pull their quarterly reports. These actions help them identify trends so they can take the best course of action.

If your organization would like to learn more about the Issue Management capabilities within Physicianology, contact us today.


Tea Leaves Health Partners with Holzer Health System to Promote Orthopedic Services that Keep People Moving

Targeted and Effective Consumer Communications Increases Patient Volume by 10 Percent

DENVER – October 16, 2018 – Holzer Health System, a multi-discipline healthcare system with locations throughout southeastern Ohio and western West Virginia, now proudly serves 10 percent more orthopedics patients thanks to a successful multi-channel campaign with Tea Leaves Health.

Holzer, which provides services in over 30 areas of expertise, was seeking to reach more people in the community who would benefit from its advanced orthopedic and joint replacement services. Holzer’s board-certified team of orthopedic surgeons and providers are dedicated to restoring people’s mobility and strength using the most advanced surgical, medical, pain management and rehabilitative therapies available. In an effort to serve a broader population, it tapped Tea Leaves Health, a Welltok company and leading provider of a SaaS-based analytics and marketing technology platform.

Tea Leaves Health’s Patientology™ solution leveraged proprietary data and predictive analytics to conduct a targeted, multi-channel marketing campaign that raised awareness of Holzer’s orthopedics team of specialists and use of its services. Tea Leaves conducted a series of direct mail and email campaigns, such as “Keeping You Moving” that promoted “the most advanced Orthopedic and Joint Replacement services available to ensure you receive outstanding care and experience restored or improved quality of life.” By focusing on target territories and patient populations with a multi-channel approach, Holzer Orthopedics experienced an increase of 10.6 percent in visits over the previous year and generated an additional $1 million in revenue.

“Holzer is dedicated to improving the quality of life for our communities. To do so, it is essential for us to successfully communicate with members of the community and educate them about our services,” said MarJean Kennedy, director of business development and marketing for Holzer Health System. “Working with Tea Leaves exceeded our goals and expectations by pinpointing not only who would benefit most from our orthopedics services, but also the best channel to communicate.”

“Holzer is a top-notch organization, and we are honored to help them more intelligently drive strategic growth,” said Jody Spusta, vice president of client services for Tea Leaves Health. “By laser-targeting their message and connecting with a pre-qualified audience, we were able to more efficiently and effectively achieve their goals. We look forward to promoting more of Holzer’s services and continuing to help grow their patient population.”


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About Tea Leaves Health
Tea Leaves Health, a Welltok company, transforms the way healthcare executives manage their business through a platform that provides the total information awareness and business intelligence needed to achieve strategic growth, effective physician engagement strategies and increased revenue. Tea Leaves Health combines a deep understanding of healthcare business development with the technical savvy to deliver strategic success for healthcare organizations of any size. The proprietary Patientology™, Physicianology™ and Decisionology™ software tools easily transform internal and external data into immediately actionable information for multiple leadership levels. While working with clients to develop measurable and successful growth initiatives, Tea Leaves Health strives to provide the best software, strategic consultation and support in the industry. For more information, visit www.tealeaveshealth.com

Media contact:
Erica Sniad Morgenstern


Summarizing SHSMD – One Story at a Time

“We are wired through stories. When we hear stories and can relate to those stories, we begin to connect to both the people in the story, as well as the people telling the story.” This quote from Christi Zuber, the closing keynote of last Tuesday’s SHSMD Connections 2018 sessions, sums up my takeaways from my first SHSMD conference perfectly.

I’m going to tell you a story of my own, but I’m going to rewind to Sunday, October 7th – the first day of the SHSMD conference.

I’ve been in the healthcare marketing industry now for over eight years, and I’ve been trying to make my way to the annual SHSMD conference ever since I first heard about the Society for Healthcare Strategy & Market Development. Finally, I was given the opportunity to attend on behalf of the Wisconsin Healthcare Marketing and Public Relations Society (WHPRMS).

As I traveled to Seattle (it was also my first time visiting the city) very early on the morning of the 7th, I knew I would leave with many takeaways, but I never imagined I would also make so many memories.

After spending some time exploring the Pike Place Market, riding the Seattle Great Wheel at Pier 57 and getting a birds-eye view of the city from 902 feet up at the Columbia Center Sky View Observatory, I headed to the Washington State Convention Center to catch the opening keynote of #SHSMD18: “Inspiring Customer Loyalty and Innovation” with Johnny Cupcakes (@JohnnyCupcakes).

Yes, the name may fool you into believing that Johnny Cupcakes makes cupcakes. Actually, he does not. He created the world’s first T-shirt bakery, and has since made a name for himself as one of the top innovators in retail. No, his keynote presentation was not geared directly toward healthcare marketing specifically, but his themes resonated with the audience, regardless of the industry. He reminded us all how important it is to take a step back and spend time doing the things that bring you joy. No matter what it is you want – if you stay positive – you’ll find a way to make it happen.

He explained the pillars of successful business ventures are:

  1. Stories and sales
  2. Leadership and education
  3. Marketing and advertising
  4. Customer experience
  5. Product development
  6. Social media.

I found it interesting that his number one pillar was stories and sales. He shared that, “Your story is your brand’s DNA,” and if you have a good story, people will connect with it and want to interact with you, whether you’re in retail or finance or healthcare. He shared all the ways that his company has connected with its audience – from events to social media stunts all the way to storefronts that literally have people lining up around the block to buy t-shirts (NOT cupcakes).

Most importantly, he explained that, “The human connection is what matters. Forget B2B or B2C, it’s all H2H – human to human.”

If you connect with people on a human level, you’re destined to succeed.

This mantra was repeating itself over and over in my head as I networked during the welcome reception in the exhibit hall later that evening, all the way into the opening session on Monday morning: “Forget Patient Experience: The Time for Marketers to Drive the Consumer Experience has Arrived.”

This discussion was led by two of the industry’s top minds, Chris Bevolo (@ChrisBevolo) of Revive Health and Matt Gove (@gove) of Piedmont Healthcare. They continued the story theme, but through the eyes of the healthcare brand.

To set up his portion of the presentation, Chris Bevolo referenced his book, The End of Hospital Marketing: Joe Public III by saying, “100 years ago – even more recently – marketing was considered unethical in our field. But it’s a new day.” Now, great hospital marketing can just be called great marketing.

Marketers now own the entire experience and can see the entirety of an organization’s consumer touch points. Bevolo’s six new imperatives for healthcare marketing are as follows:

  1. Digital dominates
  2. Marketing as a business driver
  3. Data-driven marketing
  4. Changing the experience
  5. Building health brands
  6. Low threshold leadership.

During his section of the presentation, Matt Gove talked about brands being nothing more than the sum of the experiences you provide to consumers, and marketing is in charge of that brand. The sum of experiences could also be considered your story. You own the story; therefore, you own the experience. Make it unique to your organization! You have consumers’ trust, so reach them at all points of the healthcare journey by using data to understand them and anticipate their needs. Your touch points not only need to reach consumers within the walls of your hospital during the procedures and treatment phase, but they also need to (especially) reach them during all other phases!

The three key takeaways from this presentation were to:

  1. Lead the experience – if you’re not already, you should want to
  2. Find internal champions and resources
  3. Measure your progress.

Following that presentation, another Monday morning session took the idea of storytelling from being able to articulate your organization’s brand, to being able to articulate your need for budget dollars in front of the C-Suite.

During, “Lessons from the Shark Tank: Pitching your Strategic Marketing Growth Plans and Budget Needs to Senior Leadership,” Rob Rosenberg (@RobRosenberg) of Springboard Brand & Creative Strategy, Ltd. and Paul Szablowski (@PaulSzablowski) an independent consultant (formerly Senior Vice President of Brand Experience at Texas Health Resources) let the audience know that in order to get the budget you need, to need to speak the C-Suites’ language.

Their five lessons for healthcare marketing from the shark tank:

  1. Know your role – lead marketing, define objectives
  2. The pitch vs. the dialogue – ditch the pitch. Provide a solution and what’s in it for them
  3. Know your numbers – ROI, lifetime value of a patient
  4. Differentiation – having a defined value proposition, positioning as timeless and relevant
  5. Answering tough questions.

First, you should shift from calling these expenditures “marketing expenses”. They are marketing investments. You are an asset, not an expense. Marketers are word specialists. When pitching your marketing investments to the C-Suite, make it a dialogue, present solutions and let them know what’s in it for them.

Relevancy today is more important than differentiation. In order to know your audience, serve them up personalized content that applies directly to them. Finally, know your organizational WHY. Know why you’re doing what you’re doing when developing your value proposition and sharing that with senior leadership.

The three main takeaways from this presentation:

  1. Expectations for marketing professionals have changed
  2. A marketing pitch needs to reflect growth goals and new patient acquisition
  3. Knowing key definitions and performance metrics will improve your chances for success.

While the rest of Monday and Tuesday were filled with more informative sessions, the final session that hit home for me was Tuesday afternoon’s keynote presentation of, “Empowering Change Agents through Design.”

Christi Zuber (@czuber) told us all the inevitable – if there is one constant it’s change, and in order to succeed in the game today you have to be willing to shift with the tides. She put us through an exercise that forced us to not only network and interact with our peers at our tables, but also to take a good hard look at the current challenges we’re facing at our organizations and actually draft solutions to those through the use of storyboards. We had to explain to our table neighbors – through story – what we’re struggling with now and what we think we can do to improve it.

It was Zuber who said the quote at the top of this piece, “We are wired through stories. When we hear stories and can relate to those stories, we begin to connect to both the people in the story, as well as the people telling the story.” It was also Zuber who brought strangers together to connect with one another through stories – the whole point of the SHSMD Connections conference.

I could tell you a lot more about my SHSMD adventures in Seattle – from teambuilding at MoPOP, to a client dinner at Blueacre Seafood, to seeing the Space Needle and Chihuly Garden and Glass at night, all the way to singing karaoke at the Capitol Hill establishment Hula Hula – but that’s another story altogether 😉

To learn more about the Society for Healthcare Strategy and Market Development (SHSMD) and their Annual Conference, visit SHSMD.org.