Courtney Lauer – Marketing Manager, University of Utah Health Erin Heath – Network Development Operations Manager, University of Utah Health Christina Choate – Physician Relations Consultant, Department of Surgery

2. © U N I V E R S I T Y O F U T A H H E A L T H
WHO WE ARE AS AN INSTITUTION
5
HOSPITALS
748
BEDS
20k+
FACULTY & STAFF

3. © U N I V E R S I T Y O F U T A H H E A L T H
WHO WE SERVE

4. © U N I V E R S I T Y O F U T A H H E A L T H
WHO WE ARE AS THE DEPARTMENT OF SURGERY

5. © U N I V E R S I T Y O F U T A H H E A L T H
WHO WE ARE AS A TEAM
Marketing &
Communications
Department of
Surgery
Office of
Network
Development &
Telehealth
Marketing Manager
Network Development
Operations Manager
Physician Relations
Consultant

6. © U N I V E R S I T Y O F U T A H H E A L T H
How it started…

7. © U N I V E R S I T Y O F U T A H H E A L T H
“What do you want to
focus on this year?”
“Um…how about these
20 priorities and I expect
each one to grow 100%.
But don’t do what you
did last year. I don’t think
it worked. We also need
billboards.”

8. © U N I V E R S I T Y O F U T A H H E A L T H
Hospital
Department
Divisions
Physicians
Brand
Outreach
Community
Clinics
Affiliates
Program
Directors
Marketing

9. © U N I V E R S I T Y O F U T A H H E A L T H
OVERCOMING BARRIERS
Opinions =
Decisions
Data
Silos
Fear of
Failure
Territorialism

10. © U N I V E R S I T Y O F U T A H H E A L T H
HOW DO WE GET EVERYONE ON THE SAME MOUNTAIN?

11. © U N I V E R S I T Y O F U T A H H E A L T H
CREATING A CULTURE OF COLLABORATION
Culture
Listening
is key
Identify
common
goals
Equality in
accountability
Communicate
& Engage
Failure is an
opportunity
to learn
Celebrate
the wins

12. © U N I V E R S I T Y O F U T A H H E A L T H
SEEK TO
UNDERSTAND
COLLECT &
ANALYZE THE
DATA
MEASURE
& OPTIMIZE
DEVELOP &
IMPLEMENT THE
PLAN
Culture of
Collaboration

13. © U N I V E R S I T Y O F U T A H H E A L T H
SEEK TO UNDERSTAND
• Ask questions
– What is the best way to communicate
with you?
– What data do you currently have?
What data do we need?
– Where do you want to grow?
• Listening builds trust

14. © U N I V E R S I T Y O F U T A H H E A L T H
COLLECT THE DATA
FINANCIALS
patient demographics
claims data
procedure volumes
REFERRING PROVIDER LOCATION
referral volumes
Marketing Data
click rate
open rate
patient access
Outreach Data
MARKETSHARE DATA
RVU

15. © U N I V E R S I T Y O F U T A H H E A L T H
HIGHER
OPPORTUNITY
LOWER COST
HIGHER
COST
LOWER
OPPORTUNITY
Priority A
Priority C
Priority B
Priority G
Priority H
Priority D
Priority E
Priority F
Priority I
Priority J
• Financial impact
• Potential volume
• New market opportunities
• Downstream revenue
• Feasibility
• Competition
• Resources needed
• Capacity
ANALYZE THE DATA

16. © U N I V E R S I T Y O F U T A H H E A L T H
• Having a culture of collaboration
means knowledge is not owned by
one group
• Sharing = everyone benefits
• Common goals and metrics create
a clear pathway to shared success
COMMUNICATE THE DATA

17. © U N I V E R S I T Y O F U T A H H E A L T H
CONSULT THE EXPERTS
Department leaders: Chair of
Surgery, Operations Director, &
Network Development Medical
Director
Division leaders: Chief &
Operations Managers & Directors
Research Team
Advancement Team
Community Clinics Marketing &
Communications
Department of
Surgery
Clinical Marketing: Marketing
Directors and Managers
Interactive Marketing & Web
Public Relations
Design Team
Internal Communications
Strategic Communications
Voice of the Patient
Department leaders: Executive
Director, Medical Director, Senior
Directors
Network Development Team
Education Team
Operations Team
Finance Team
Telehealth Team
Referring Providers
Office of
Network
Development &
Telehealth

18. © U N I V E R S I T Y O F U T A H H E A L T H
DEVELOP THE PLAN –
BRING THE EXPERTS TOGETHER
• Identify the “gaps”
– Access
– Communication pathways
– Success metrics
– Marketing collateral
• Find solutions to achieve common goals
• Commit resources
• Create timelines
• Set expectations

19. © U N I V E R S I T Y O F U T A H H E A L T H
“What do you want
to focus on this
year?”
“Um…how about these
20 priorities and I expect
each one to grow 100%.
But don’t do what you
did last year. I don’t
think it worked. We also
need billboards.”
“We actually have
data that shows
these are the most
important priorities
for your practice.”
“Sounds great!”
“We’ve hired a new
surgeon to increase
capacity.”
“We can use digital
advertising to reach
our target
audience.”
“We can talk to this
referring provider
to increase
volumes.”

20. © U N I V E R S I T Y O F U T A H H E A L T H
IMPLEMENT THE PLAN
Virtual
Meetings
Email
Marketing
Campaign
In person
meetings
Telephone
Education
Clinical
operations

21. © U N I V E R S I T Y O F U T A H H E A L T H
MEASURE & OPTIMIZE
MEASURE
Evaluate if the plan worked
OPTIMIZE
What to start doing, keep doing, stop doing

22. © U N I V E R S I T Y O F U T A H H E A L T H
Quarterly
Reports
Monthly
Reports
Weekly
Emails
Bi-Annual
Meetings
Year-End
Review
COMMUNICATE THE RESULTS

23. © U N I V E R S I T Y O F U T A H H E A L T H
AND MOST IMPORTANTLY…
CELEBRATE THE WINS!!!!
• Give credit where credit is due
• It takes everyone working together, it’s all about
teamwork – this breaks down trust barriers

24. © U N I V E R S I T Y O F U T A H H E A L T H
“We want to focus on these 3
priorities and we expect
around 10% of growth. Can
we also incorporate
educational and philanthropy
opportunities? We can’t wait
to see what tactics you
recommend!”

25. © U N I V E R S I T Y O F U T A H H E A L T H
How it’s going…

26. © U N I V E R S I T Y O F U T A H H E A L T H
SEEK TO
UNDERSTAND
COLLECT &
ANALYZE THE
DATA
MEASURE
& OPTIMIZE
DEVELOP &
IMPLEMENT THE
PLAN
Culture of
Collaboration

27. © U N I V E R S I T Y O F U T A H H E A L T H
“What do you want to
focus on this year?”
“Comprehensive Weight
Management and growing
our Bariatric Surgery
volumes by 10%.”
SEEK TO UNDERSTAND

28. © U N I V E R S I T Y O F U T A H H E A L T H
COLLECT & ANALYZE DATA
BARIATRIC SURGERY
HIGHER
OPPORTUNITY
LOWER COST
HIGHER
COST
LOWER
OPPORTUNITY
Priority A
Priority B
Priority G
Priority H
Priority D
Priority E
Priority F
Priority I
Priority J

29. © U N I V E R S I T Y O F U T A H H E A L T H
DEVELOP & IMPLEMENT THE PLAN
Marketing &
Communications
Department of
Surgery
Office of
Network
Development &
Telehealth

30. © U N I V E R S I T Y O F U T A H H E A L T H
MEASURE
500+
patients
to
contact

31. © U N I V E R S I T Y O F U T A H H E A L T H
It takes 2+ weeks to
hear back from
someone
3 wait month wait for
appointments
Never heard from
the team
Influx in patient calls
& online form
submissions

32. © U N I V E R S I T Y O F U T A H H E A L T H
BETTER TOGETHER

33. © U N I V E R S I T Y O F U T A H H E A L T H
OPTIMIZE
Referring Provider
Feedback
Lack of
Communication
COVID
Poor Website
Navigation

34. © U N I V E R S I T Y O F U T A H H E A L T H
Cleaned up
web forms
Streamlined
patient requests
Staff training
and education
Communication
back to referring
providers

35. © U N I V E R S I T Y O F U T A H H E A L T H
RESULTS
40% Growth!

36. © U N I V E R S I T Y O F U T A H H E A L T H
How you can get started…

37. © U N I V E R S I T Y O F U T A H H E A L T H
CREATING A CULTURE OF COLLABORATION
Culture
Listening
is key
Identify
common
goals
Equality in
accountability
Communicate
& Engage
Failure is an
opportunity
to learn
Celebrate
the wins

38. © U N I V E R S I T Y O F U T A H H E A L T H
WHO’S TRYING TO GET TO THE SAME MOUNTAIN?
BETTER TOGETHER

39. © U N I V E R S I T Y O F U T A H H E A L T H
The story of Arches begins
roughly 65 million years ago…

40. © U N I V E R S I T Y O F U T A H H E A L T H
THANK YOU!
Christina Choate
Surgery Physician
Relations Consultant
Christina.Choate@hsc.Utah.edu
Courtney Lauer
Marketing Manager
Courtney.Lauer@hsc.utah.edu
Erin Heath
Network Development
Operations Manager
erin.heath@hsc.utah.edu