CRM-Driven Content Drives $21:1 ROI for Regional Health System

by Jason Skinner, Chief Marketing Officer - 10/28/16

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KishHealth System, part of Northwestern Medicine, partners with True North Custom on a data-driven content strategy designed to engage community members, acquire new patients, and drive revenue growth from existing patients.

Overview and Objectives

To achieve these objectives, KishHealth and True North Custom collaborated to develop a community publication enabled by the TrueInsights(™) CRM. The publication, titled Empower, reaches an audience segmented by age with content versioned by demography: Empower Wellness featuring wellness topics for the younger audience and Empower Health featuring intervention topics for the older population.

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Along with a print magazine, a digital edition of Empower is posted online with links to videos, quotes, and other content that extends the conversation online and enriches the reader experience.

Outcomes

True North takes a test-and-control approach to measurement, by identifying the target audience and then withholding a percentage from the magazine’s distribution. This allows KishHealth to compare ROI from the marketing group against the control group to clearly demonstrate the publication’s downstream impact.

After measuring all inpatient and outpatient encounters during a recent 13-month period, KishHealth discovered that the publication generated $21.30 in patient revenue for every $1 invested in the program. In addition, both magazines bring in the intended payer mix according to their target demographics: Medicare for Empower Health; commercial for Empower Wellness.

Other highlights from the latest ROI report:
  • Empower Health generated...

    • 23 percent higher new patient revenues than the control group

    • 11 percent more new patient encounters than the control group

  • Empower Wellness generated...

    • 65 percent higher new patient revenues and 17 percent higher existing patient revenues than the control group.

    • 13 percent more new patient encounters and 18 percent more existing patient encounters than the control group

Peer Perspective

“We always take an integrated and data-driven approach with our content,” says Theresa Komitas, Marketing and Public Relations Director at KishHealth System and 2014 Top Hospital Marketer. “Through the data analytics platform from True North Custom, we’re continually measuring new and existing patient encounters, revenue, and other key performance indicators to optimize the program.”

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Topics: Healthcare Case Studies

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