Operating Busier Operating Rooms
Attracting procedure-based treatment cases and reducing fall-out rates throughout the continuum of care
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.
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.
- 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%
Like it? Share it!