Claxton-Hepburn Medical Center’s ongoing campaign for its weight-loss surgery program is generating outstanding results.
In late summer 2019, Claxton-Hepburn Medical Center approached True North Custom with a challenge: The Ogdensburg, New York, medical center had partnered with bariatric surgeons to launch a weight-loss surgery program, and the first patient seminar was already scheduled for Sept. 17. The hospital’s marketing department had no materials to support the program.
Claxton-Hepburn, a True North client for 17 years, needed a campaign that would inform potential patients about the existence of the program, encourage those interested to attend an information session and then provide potential patients with additional materials to help them make a decision about the surgery.
“Our team was up to the challenge,” says Debra Branson, account manager at True North. “Within days, our team had developed a strategic approach for a multi-pronged campaign that met the client’s needs.”
Nurturing Patients Along the Way
The center of Claxton-Hepburn’s campaign was a weight-loss surgery landing page that provided seminar information, introduced the surgeons and served as a seminar registration portal. A direct mail campaign, along with digital advertising through Facebook and paid search, directed potential patients to the landing page to learn more about the program and register to attend an information session. Once registered, patients began receiving the components of a five-part email drip campaign that guided them along the decision-making process.
“Before they attended the information session, the potential patients received an email thanking them for registering, and two emails were deployed a few days before the information session reminding them of the date and time of the program,” Branson says. “After they attended the seminar, they received supplementary information to help them learn more, including a four-page downloadable guide, an infographic and a video—all custom content created by the True North team.”
Generating Outstanding Results
In the first 60 days, campaigns promoting the September and October weight-loss seminars delivered outstanding results:
- 118 leads generated (candidates interested in attending the seminars)
- 95 registrants confirmed
- 23 people attended the seminars, with 20 attendees signing up to be formally evaluated for the program
The email nurturing campaign has proven to be a valuable asset for the campaign, with an average open rate of 48%.
“Within two days of launching this campaign, we saw potential patients register for the information session, and continued to have multiple people register every week,” Branson says. “This is an example of how a well-designed campaign can attract the right patients, encourage them to take action and then nurture them along the decision-making process.”
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