Paul G. Matsen
It’s not every week you get to speak with the Chief Marketing and Communications Officer of Cleveland Clinic. But recently, I had the lucky opportunity to do just that. Paul Matsen recently joined CPM’s CEO and several other healthcare executives for a HealthLeaders Roundtable on using data as a competitive advantage.
(Read the full roundtable and other interviews.)
I caught up with Paul after the Roundtable and we spoke in-depth about how Cleveland Clinic uses analytics for strategic growth as well as their social media and marketing innovations. Read excerpts or listen to the podcast of the first part below. And check back later this week for the second half of the interview.
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Part one: Listening to the data
CPM: Cleveland Clinic built its own CRM system and also uses hospital association data. What are some of the ways that this data drives your strategic marketing decisions?
Matsen: We have an in-house research team at Cleveland Clinic that does qualitative and quantitative research. Within that team we have a manager dedicated to analyzing all of our market data. The goal is to get general market understanding about where and how we compete and also analyze how our marketing programs are performing.
We also have a dedicated database marketing team that manages the database, the CRM system, and works with our marketing managers to help plan mailings and programs.
We use the data to get a deep understanding of our patients, who they are and where they come from. We use it to understand where our referring physicians are and their referring patterns. We also use it to develop specific service line campaigns.
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