Healthcare networks

1. Healthcare networks market analysis and 2018-2019 marketing plan

2. Purpose and goals

3. Purpose To increase health care network adoption. In order to do this we will work on developing customer speakers and examples, sharing these broadly, and developing and sharing bepress expertise on health care-specific topics.

4. Goals • 120 leads driven over the year. Leads will come from webinar registrants, conference session attendees, conference conversations, and breadcrumb responses. • 5 leads in Q1 2018 • XX leads in Q2 2018 • Develop a packet of health care network marketing resources

5. HCN marketing resources • HCN market brief by the end of Q2, to be iterated upon throughout the year (this!) • general information about the market, • contact information (titles, distribution lists) • overall needs • individual stakeholders and their needs • stakeholder/market vocabulary • information about conferences and individual conference value • marketing plans • Updated collateral, poster for regional events, contacts & references list by the end of Q3 • Updated general HCN collateral now available • Increase conference presence. Discover additional conferences and evaluate level of participation in each. • We are currently working on a plan for presentations for all fall MLA chapter events

6. the market

7. What is a healthcare network • A network of clinics staffed by a group of general practitioners and nurses providing healthcare services to people in a certain regional area. These networks are often very large and increasingly merging • Distinct from a health science center, which are academic medical centers devoted to educating health professionals and researchers (attached to health science libraries) • Distinct from medical schools. However, a health care or medical center can have multiple teaching hospitals (a hospital associated with a medical school) within it

8. Current customers • Aurora Health Care • Baptist Health South Florida • BayState Health • Beaumont • CentraCare Health • Children's Mercy Kansas City • Inova Health System • Lehigh Valley Health Network • MaineHealth • Parkview Health • Providence St. Joseph Health • NEW! Henry Ford Health System

9. Stakeholder grid

10. Key concerns from the field • Need to adapt based on current legislature; at many institutions this results in initiatives to increase efficiency • One example: current fines for return patients means that many organizations are focusing on patient education materials. • Strong competition for providers, patients, and talent/doctors • Budget cuts throughout the industry • Ability to easily scale with bepress services is key

11. Primary goals • Increase local and global visibility of research • For larger organizations this means competing for students and practitioners • For smaller organizations this may even mean competing for patients • Organize materials that currently distributed throughout the organization • Most importantly this is necessary to assist with various accreditation requirements • In many organizations work is distributed throughout the organization (lives with the departments, for example) • Facilitate reporting & accreditation processes

12. Secondary goals • Increase visibility of the library throughout the organization • Provide space to preserve other organizational materials • Historical materials and photos • Annual reports • Patient education materials • Creating/managing new journals • Conference/event management • Serving mission (public engagement, government partnership)

13. Key ways DC/EGS meet needs Central, library-managed location to showcase any work produced throughout the publishing lifecycle • Meets accreditation requirements around showcasing student and practitioner scholarship • EGS provides opportunity to showcase individual expertise, link to find-a-doctor profiles • Meets funder requirements around data accessibility • Individual and departmental data can feed accreditation requirements and demonstrate value of the organization’s research on particular communities • Content is in one location, highly discoverable, and branded for the organization • Space to organize conferences and disseminate conference research • Space to found, edit, manage, and distribute new journals • Helps library build relationships throughout the organization and demonstrate value

14. Key bepress tools & messages • Tools: • Harvesting • Dashboard/reporting tools • Presentation/SEO tools-- making content visible, better presentation options than existing tools • Plum integration • Messages: • Scalability & support • bepress as a research showcase in this market • Connect reporting tools with accreditation and other medical needs • Leverage IR population services (e.g. Harvesting)

15. Key concerns from repository admins • Time and staffing: they are incredibly busy and many stall simply because they do not have the resources to find and upload content. This is the key concern to this subset of our community. • Funding & engagement: continual need to prove value beyond the library • Metadata and taxonomy: Their needs are generally very similar to our core market, but they do have concerns about being able to represent specialized metadata, taxonomy, language (for example, MESH headings)

16. Terms • Healthcare network • Organization (more accurate than institution) • ACGME • ACCME • Magnet

17. 2018 quarterly marketing plan

18. Audience The audience for the majority of our targeted marketing plan is the library • This is where we have the most reliable contacts, and the library needs to be involved in this process • Webinars and conferences will have individual attendance goals set prior to the event • We will market individual messages to specific markets as we learn more. • Example: we have learned that GME managers understand the value of a repository and are working on messaging specifically for this group

19. How we count leads • Webinars: new or newly engaged people, <30% • Breadcrumbs: people who reach out after receiving • Conferences: substantial conversations with actionable next steps • Conferences: session attendees

20. 2018 Marketing plans • Increase campaign and conference presence in this market, developing resources and messages to meet particular HCN needs • Resource packet • Develop comprehensive list of existing resources for packet (webinars, case studies, customer-written work) • Create bepress listserv just for this community • 1-2 breadcrumbs per quarter • 1-2 webinars per quarter • 1-2 case studies per quarter • Leverage Elsevier CS channels, HCN contacts • Regular calls with HCN contacts • gain deeper understanding of the unique needs of the community, showcase bepress expertise

21. Marketing venues • Conferences: Communicate in person with prospects and customers. Conference participation includes booth attendance and session presentations where possible • Presentations likely to include partnership with customers • Webinars: Reach a large group of remote prospects and customers at one time. Webinars are either bepress-led, typically an overview of a specific aspect or use of the platform, or customer-led case studies about the work they’re doing • Case studies: Short (~250 word) customer case-studies available to all • Also available in slide format to be used in decks • Collateral: Physical marketing materials to be used as handouts at on-sites and conferences • Breadcrumbs: Very brief (~2-3 sentence) customer examples sent to the broad prospect audience • Emails: currently just to our Salesforce contacts • We experimented with the list from Elsevier, it was not helpful • We are unable to share marketing messages with the MLA listserv • We can spend time mapping contacts as specific institutions

22. Prioritized plans for the rest of 2018 • Currently evaluating attendance & presentations for fall MLA chapter events • At least one breadcrumb per quarter • Possible Q3 breadcrumb: GWU med accreditation • At least 2 case studies per quarter the rest of the year • Parkview funding from Dr. Mirro • New nursing journal at Baptist Health • Scheduled webinars • Aurora to talk about implementation, 7/26/18 • In talks with Providence to talk about decision & day-to-day, Q3

23. Desired plans for the rest of 2018 • Nursing-specific newsletter • One-pager for… • Collateral outlining separate funding and/or staffing stories (like our current staffing flier) • Brief video overview • Other webinar ideas • Data for HCN • Nursing-specific • ACGME reporting • For MLA chapter events we’ve decided to prioritize sessions over posters • Looking into pay-to-play options • Also exploring customer co-presenters and have a few on board

24. Q2 plans • MLA annual: Attendance, session, customer & high-level prospect breakfast • Session space reserved, proposal approved • Ellen Bassil of BSH and Dina McKelvy of Maine Med to present • Message due to MLA by 4/27 • Message via our channels, 1st week of May • Message via MLA reg list, week before event • Monday breakfast with Jean Shipman to get market information • Other conferences: • Health Datapalooza, 4/26-4/27/18 – no attendance • MSU/FAME, 5/2/18: Dave to attend and table • AHME Institute, 5/16-5/18/18: Dave & Morgan attending • STELLA Unconference, 5/18-5/19/18 – no attendance (STEM librarians, @ UCB)

25. Q2 plans, continued! • Webinars: • Plum webinar on 5/3/18 will be relevant to this group. • Segmented message out 5/1/18 • No additional leads here • Ellen and Dina to recap MLA session – 6/26/18 • Collateral: • Updated collateral by MLA • Creating listserv for HCN/Medical School customers to build community • Look into contacts • We’ve now received a list of around 30 CME & GME contactsfrom Elsevier • We’ve exhausted all options with the Elsevier contact list, unless we can provide them other titles to reference • Dave and Morgan to check in about additional titles to look for • Irene to check in with Tammy about other avenues • Evan has offered to help build contacts in any other way possible. For example, since Dave is working hard on Sutter Evan can pull individual contacts related to this account

26. Q2 plans, continued again! • Breadcrumbs: • First annual HCN customer virtual conference, 6/21/18 • Dave & Morgan attended, Dave presented • Customers each shared background, things that are going well, and challenges they’re facing • Challenges confirmed what we already understood from this group • Other • Monthly Morgan & Dave check-ins scheduled

27. Q2 results – conferences • MSU/FAME, 5/21/18 • Dave attended. 0 leads • AHME, 5/18/18 • Morgan and Dave attended. 8 HCN leads • MLA • Morgan, Dave, Tish, & Ann attended. • Dave presented with Ellen Brassil • 5 HCN leads from conversations • 17 HCN leads from session (56 total leads at MLA)

28. Q2 results – everything else • Q2 breadcrumb • Link: • Results • Q1 webinar • Link: • Results • Case Studies • Children’s Mercy Hospital History: https://bit.ly/2tFoCTC • GWU Med supporting Magnet accreditation: https://bit.ly/2KmUve9 • New collateral! • Will be on the website ASAP

29. Q1 plans • Case studies: early February, early March. Blogs, possibly to coincide with/direct people to webinar. • Breadcrumbs: early Mar.1 breadcrumb- date/topic potentially to coincide with webinar. • Webinar: mid-March. Bepress-led showcase of HCN examples • Conferences: • MLGSCA and NCNMLG Joint meeting: January 22-24 • ACGME, 3/1-3/4/18: No attendance • Health Care Network calling campaign: Throughout Q1. Making initial contact with as many of our current customer administrators as possible. This is an opportunity to introduce myself as an additional contact for them, assess who might be good presenters on our behalf, and to learn about new examples. I hope to follow up with people quarterly to check in about, and encourage, progress. Call notes: https://drive.google.com/drive/folders/1WdjaQ5MZ3qRcUq0uo4ak1yeJBUrg-KGb?usp=sharing • Collaboration with CS: Throughout Q1. Stay abreast of new examples, use cases, work flows, and general issues. Work with them regarding Diigo tagging. • Collateral: Throughout Q1. Assessing existing collateral and determining new collateral needs. Moving forward with developing collateral where possible (i.e. it will take a while to have enough examples for a newsletter, but we may be able to develop 1-page documents earlier in the quarter).

30. Q1 results • 7 total leads (2 from conferences, 5 webinar attendees) • MLGSCA and NCNMLG Joint meeting: January 22-24 • 2 HCN leads generated (+6 med school leads from this conference) • Morgan and Dave attended • Email blast to HCN contacts in the region, week of 1/15 • Dave presented “Organizational Rx: Library-led Approaches to Showcasing Health Sciences Research” • Notes (and other materials from this conference) • Q1 breadcrumb • Children’s Mercy launch: https://docs.google.com/document/d/1q55Ck-oHFcQBGE5bER5qju1IB6woLMqFxOD2PpQqfkM/edit?usp=sharing • Results- 28 clicks, 0 leads https://pi.pardot.com/email/prospects/email_id/134282548/view/clicked • Q1 webinar • https://www.bepress.com/webinar/expanding-reach-health-care-networks-expertise/ • Results- 19 attendees, 5 HCN leadsfrom attendance; Dave: 2 conversations • Case Studies • Aurora’s creative SW usage: https://bit.ly/2KvxZzw

31. Resources & examples

32. Marketing resources • Marketing plan for all markets: https://docs.google.com/a/bepress.com/spreadsheets/d/1adlYbAH355bJoMFD5dfRHeQMEoTQzbi4yxS81mHnRsE/edit?usp=drive_web • Customer call log: https://docs.google.com/spreadsheets/d/1WTtENba6ssVYKbprx9QqUJzrXRKMrHx_kQ5Kl2Q5xl8/edit#gid=0 • Customer call notes: https://drive.google.com/drive/folders/1WdjaQ5MZ3qRcUq0uo4ak1yeJBUrg-KGb

33. Examples • HCN page in Confluence: https://bepress.atlassian.net/wiki/spaces/cs/pages/121602265/Health+Care+Systems+and+Networks • Current customers: https://www.bepress.com/categories_wdc/health-care-centers/ • Diigo HCN tag: https://www.diigo.com/user/bepress?query=healthcare+network • Diigo Medical/Medical School tags: https://www.diigo.com/user/bepress?query=medical

34. Webinars • Ellen & Dina webinar: coming soon! • Expanding the reach of the health care network’s expertise (bepress) • Tools and Workflows to Support Health Science Research Reporting (bepress) • Library-led Approaches to Showcase Health Sciences Research (bepress) • Meeting Critical Institutional Goals: Repository Initiatives at Health Science (GWU Med) • New Services to Enhance a Health Care Network's Reputation: (LVHN)

35. Case studies & blogs

36. Customer references

37. Etc to include • -listservs • -titles • -conferences - summarizing into a slide  • -where is Elsevier involved in conferences • -updating confluence documentation • -who cares about what as far as stakeholders • -what do we ask when we have customer calls (summary of Q1 calls?) • -understanding of what matters most to them • -why do they buy, who do they involve when they do