Operating Busier Operating Rooms

Attracting procedure-based treatment cases and reducing fall-out rates throughout the continuum of care

 

orthopedic knee replacement

Executive Summary

A regional hospital, within a national health system initiated a strategic effort to render more orthopedic surgical services in its city and an expansive rural area. Not only did the initiative generate ample surgeries reaching volumes that warranted a full-time operating room dedicated to orthopedic procedures, but it also created additional revenues for many related service lines needed throughout the duration of patient recovery. The success of the marketing campaigns generated enough additional revenue that purchases of surgical equipment, like robotic equipment, were made possible. That reinvestment in clinical technology improved the marketability of several high-demand surgical procedures and created an invaluable competitive advantage. The complementary balance of the business and marketing strategy substantially increased patient volumes and reduced the number of surgery candidates who had been seeking more advanced treatments in large cities.

Approach

To start, we dissected the common cognitive process that surgery candidates follow in making decisions about when, how, where and why to pursue life-changing surgical procedures. Just as a star salesman has a convincing response for just about every buyer reservation, we developed a campaign that delivered conversational content that offered informative answers to prospective patient questions and concerns. Our ability to target patients by channels, sources, demographics and psychographics, allowed us to tailor versions of the content, so that it more closely matched with each segment's interests and needs. We accomplished this by paying very close attention to user-experience analytics data that we acquired at each touch point in the campaign. Further, we applied marketing automation tactics to deliver important messages to the patients throughout their progress points of recovery. Our tactics effectively compelled patients to continue their recovery utilizing our client's services, rather than seeking care from competitors. Some of these services included physical therapy, in-home healthcare and treatment of complications. The approach was very successful in comparison to a conventional style campaign that our client ran the previous year.

Results

  • Our campaign generated just above a 300% increase in performed surgeries, compared to the client's campaign in the previous year
  • High-demand orthopedic surgery volume increased 17% (month-over-month) as we continuously improved the campaign
  • The fall out rate for post-surgery patients who continued their recovery with the client's competitors improved 124%

 

 

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Your Healthcare Marketing Leadership Team

  • Jared

    Jared has served healthcare businesses in B-2-B and B-2-C capacities. He is highly skilled in digital facets of marketing. The majority of his healthcare marketing experience entails large healthcare conglomerates, national healthcare systems and regional hospitals. Additionally, he has helped start-up practitioners and healthcare agencies grow within their local markets. Jared earned an undergraduate degree in Marketing Management and an MBA through Texas A&M University. He is currently enrolled in a Digital Marketing continuing education program through New York University.
  • Marty

    Marty is a healthcare professional specializing in marketing. He has extensive experience in marketing for a variety of healthcare companies, including hospitals, physician organizations and the healthcare supply chain. While his experience is broad-based, his strength is in brand strategy, content marketing, sales lead generation development and sales enablement. He has worked with national hospital and physician groups as well as regional and local organizations. He holds a Graduate Certificate in Marketing from Southern Methodist University, an MBA with a concentration in healthcare administration from Our Lady of the Lake University and is Board Certified in healthcare administration by the American College of Healthcare Executives.
  • Kim

    Kim specializes in B-2-B and B-2-C marketing. She has supported revenue growth for leading healthcare staffing and practice management organizations. The last 7 years of her healthcare marketing experience has been largely focused on hospital-based services. She is skilled in strategic marketing, messaging, content development, advanced sales needs, and stays abreast of the latest digital marketing tactics. Kim has earned an undergraduate degree in Marketing from the University of West Florida, and is nearing completion of an MBA in Healthcare Management from Western Governors University.

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Phone: (432) 352-3039
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1404 N Big Spring St #219
Midland, TX 79701

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