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

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 Marketing and Director of Editorial Content MECLABS Reference Management Optum

Karen Thomas-Smith Speaker Headshot Vice President, Provider Marketing and Reference Management Optum

Quick look at the results (as of submission date) • Generated closed contract revenue of $52 $52 for or 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

Transformation on Our Team: Connecting and serving the health system 4

Challenge

Marketing organization maturity KNOWLEDGE MARKETING ACTIVITIES Product Events and collateral Line of business Entire marketing mix Market trends and competition Single touch campaigns Buying behaviors Integrated, multi-touch campaigns Market insights Trusted Client Intimacy Transformative relationship relationship with REFERENCES MEASUREMENT Effective with internal our Few case studies Ad-hoc reports business partners Provider clients with shared Reference materials Defined processes with shared Create reference clients strategy to Automated systems Marketing Reference relationships strategy to grow Track results improve Champions Business Outcomes the business healthcare MESSAGING Sales Engagement Periodic emails/webcasts Product Centralized portal Solution Pro-active communication Persona Honest, candid dialog By audience type Shared goals and alignment Personalized 6

Why content marketing … 7

Why c ontent marketing … 8

Why content marketing … 9

Step 1: Restructure the team

Flip the model and the roles 11

Align the talent 12

Step 2: Build personas

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Step 3: Create high-quality content

Navigating the journey from providing care to managing health Invest New Capital Population Health Optimize Management Quality Performance Financial and Patient Clinical Analytics Satisfaction Patient Medical Reimbursement Access Necessity Providing Managing Aligned Care Health Incentives Clinical Coding and Care Documentation Care Delivery Cost Model Prepare for Change 17

Client learning and relationships 18

Step 4: Reimagine content and design distribution plans

Game changer campaign 20

Reimagining content PRIMARY CONTENT Email Templates Landing Pages Banner Ads Blog Series Optum.com/PURL 21 SUPPLEMENTAL CONTENT

Content machine 22

Step 5: Enable Sales

True north LEAD GENERATION AND SALES ACCELERATION 24

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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 oals by y 250 250% • Over $120 million in sales pipeline creation to date

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. 27

Thank You Karen Thomas-Smith @KThomasSmith