Case Study: Tampa General Achieves $24:1 ROI with Consumer Publication

by Jacob Moore, Managing Editor - 11/29/16

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With targeted delivery and custom, patient-centered content, Tampa General Hospital grows its patient base by leaps and bounds.

Overview and Objective

Tampa General Hospital (TGH) is a leading academic medical institution, ranked nationally in six specialties by U.S. News & World Report and ranked #1 in Tampa Bay. Already a respected healthcare fixture in Tampa Bay, the hospital has set its sights on growth with numerous Tampa General Medical Group locations in Florida and new healthplexes under construction.

As part of this growth initiative, TGH set out to refresh the organization's public image and connect with patients, both new and existing, in their expanding service area. 

To drive traffic to the hospital and medical group locations, TGH embarked on a multi-platform campaign targeting potential patients in Tampa Bay and surrounding areas. An integral part of that strategy is its new, high-quality consumer publication, SHINE.

Content Strategy

SHINE magazine launched in April of 2016, with a distribution of 100,000 households in the Tampa Bay area targeted by the hospital's CRM system. The editorial and art style of the magazine targeted the right patient and payer mix, with a clear image of the target audience. This includes women making healthcare decisions for their families and other high-potential patients and prospective patients, who were identified through modeling and segmentation of their existing patient database.

TGH’s award-winning service lines anchored the content, while physician sources took on a role of health partners, rather than jargon-heavy authority figures. The magazine features relevant health & wellness information designed to inform readers and inspire them to “live fiercely,” establishing TGH as an ally on the journey toward living well.

As an integrated part of the multimedia marketing campaign, the print and digital edition of SHINE draws content from TGH’s blogs and online materials. Response from the publication is tracked through the CRM system that matches audience data with downstream patient encounters.

Outcomes

Within the first six months of the magazine's launch, two issues of SHINE hit homes in the Tampa Bay area and generated 1,056 incremental patients. 

Additionally, between the first and second issues, the digital editions saw an increase in unique visitors of 60 percent.

To date, total ROI for the campaign is $24:1.

Learn More

Find out how to combine your CRM with targeted content to drive higher ROI.

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Topics: Healthcare Case Studies, Content Strategy

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