BACKGROUND: MidMichigan Health is a 365-bed, three hospital health system with a flagship medical center in Midland, Michigan, two primary care hospitals in neighboring counties and 11 other subsidiaries, including nursing homes, urgent care centers and home care agencies. The system's approximately 2,000 employees, 155 active physicians and 700 volunteers serve patients throughout the middle of Michigan and generate more than $225 million in gross annual revenues.

PLATFORMS: DSS WorkBench from Customer Potential Management Corporation (CPM) operates on PCs with 486/Pentium running Windows 95 or above and requires 16MB of RAM, 20MB hard drive space and 100MB available on the file server. DSS WorkBench attaches to any Access or Oracle Database.

PROBLEM SOLVED: MidMichigan Health wanted to track the overall success of its customer relationship management (CRM) campaigns and physician referral program to position marketing as a fiscally responsible department and a revenue producer rather than a cost center. We wanted to track campaigns for community education seminars on three levels ­ targeted mailing recipients, other household members and attendees ­ and correlate that with inpatient, outpatient or emergency room revenue following the seminar. We also needed to better analyze the results of our health risk assessment and develop a cost/benefit analysis of our system- wide physician referral efforts.

PRODUCT FUNCTIONALITY: While DSS WorkBench provides a number of standard reports, we needed customized post-campaign results based on analysis parameters we selected. We now have the flexibility to vary these for each campaign and are able to show, in some cases, a significant return on investment. Likewise, we've used WorkBench data to show that even with the most conservative formulae our referral service is generating more than a quarter of a million dollars after excluding existing market share and all direct costs and allowances.

STRENGTHS: DSS WorkBench has some wonderful presentation capabilities such as tables, cross tabs, graphs and maps that export to Microsoft Word, Excel, PowerPoint and other programs. Our data is visible, so we can see where patients come from geographically as well as the distribution across various service lines. This helps us identify gaps in our current service lines and market share.

WEAKNESSES: DSS WorkBench is a sophisticated tool that requires enterprise-wide support from IT and clinical staff for long- term usefulness. Although CPM has been helpful, it is an ongoing struggle to educate internal staff about this cutting-edge application and how it serves the organization. In addition, WorkBench reports do not yet allow the user to define the use of the word "new" when referring to patients, such as new to the service or new to the database. The addition of this capability would give users more ability to define what they want to see in their data.

SELECTION CRITERIA: CPM offers nearly 20 years of experience in integrated systems for both financial and healthcare CRM solutions. The company's vertically integrated services begin with technology and extend through creative, direct mail and Web expertise. CPM provides strategy, creative and technology components so our marketing programs work together as a unified whole.

DELIVERABLES: There are approximately 40 standard reports in the Healthcare Toolbox as well as the flexibility for customized analysis. These reports can be printed directly from DSS WorkBench or exported to Microsoft Office for reformatting. Healthcare List Generator can pull mailing lists at either the individual or household level and automatically dedupe and purge "do not solicits." CPM is at the forefront of addressing the implications of patient privacy in HIPAA regulations for healthcare marketers.

VENDOR SUPPORT: CPM provides data research for us, but
we are planning to bring more capabilities in house. CPM will provide training as well as ongoing support and vision to help us maximize our investment and discover new ways to interact with and respond to our market. On the personal side, CPM staff is friendly, very competent and exceedingly easy to work with.

DOCUMENTATION: The documentation is both thorough and easy to follow. Manuals are provided both in print and online.

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