Case Study: Barton Health Grows Orthopedics with Data-Driven Marketing

by Jason Skinner, Chief Marketing Officer - 11/11/16

Community hospital generates nearly 1,000 orthopedic procedures—and $8.5:1 ROI—by leveraging CRM data to drive an integrated service line campaign.

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Overview and Objectives

Barton Memorial Hospital is an acute care hospital serving South Lake Tahoe and surrounding communities. The flagship hospital of Barton Health partnered with True North Custom to develop a service line growth campaign designed to generate profitable volume by targeting commercially insured patients who are ideal candidates for elective, high revenue procedures.

After conducting analysis of the patient data using the TrueInsights™ CRM, True North Custom recommended that the initial campaign focus on the Tahoe Center for Orthopedics, a nationally recognized, comprehensive center for orthopedic excellence.

The campaign purpose was two-fold:
    • To build awareness of Barton’s Orthopedics Program and gain conversions through appointments and assessments.

    • To build measurable, incremental downstream orthopedic volume by targeting high value prospects for direct mail.

Targeting Strategy

To identify the best candidates for the orthopedics campaign, True North Custom determined the hospital's top orthopedic diagnoses codes and created a profile of the "ideal orthopedic patient" for Barton Health. This helped True North Custom analysts create a propensity model to find prospects in the community who were most likely to need treatment for joint or spine pain.

Once the target group is defined, True North Custom takes a test-and-control approach to measurement by withholding a percentage from the campaign’s target group. This allows Barton Health to compare ROI from the marketing group against the control group to clearly demonstrate the campaign’s impact.

Integrated Content Strategy

Through a mix of online and offline content, served up in print using predictive analytic targeting and on the web using behavior-based paid media profiles, Barton Health is able to connect with individuals at the moment of truth and earlier in their decision cycle when they are beginning to consider their options. 

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Outcomes

After 10 months, the campaign generated 993 orthopedic procedures for an ROI of $8.52:1. This includes the acquisition of 141 new patients and growth from 852 existing patients.

In addition, the appointment conversion rate exceeded goal expectations, and a high percentage of social shares indicated that the users enjoyed the content they were reading.

Discover how CRM-driven content can supercharge campaigns and grow your key service lines.

 

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Topics: Healthcare Case Studies, Digital Marketing

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