Marketing 2017: How To Achieve Roi With A Portfolio Approach

November 17, 2016


Heading into 2017, U.S. healthcare faces unprecedented uncertainty. Manage your organization’s destiny by following the example of Augusta University Health.

Shrinking Budget, Sharper Goals

man in gym using mobile phone

With over 4,000 employees spread across two hospitals and 80 outpatient sites, Healthgrades client Augusta University Health was founded nearly 200 years ago on the promise to care for its community. Budget cuts and increased competition made reaching its audience increasingly challenging. But without data, Augusta could not identify and reach high-priority segments of its population, including the most commercially viable ones.

By partnering with Healthgrades, Augusta was able to target at-risk patients for the first time, and actively manage its payor mix by identifying market opportunities. This strategy allowed the health system to control its profitability profile. It did so by combining several marketing solutions—customer relationship management, Healthgrades Premium, and digital marketing—to create a portfolio approach.

How Augusta Achieved Success

Augusta’s marketing team partnered with the Healthgrades implementation team to leverage the greatest possible depth and breadth of high-quality data. The health system chose to use multiple Healthgrades solutions to generate optimal results.

First, customer relationship management (CRM) empowered Augusta to understand how its services aligned with its market. The Healthgrades CRM solution used a combination of Augusta data, third-party data, behavioral data, and proprietary data to provide a three year prospective outlook of attractive market segments. Augusta’s marketing team could easily visualize the real-time analytics to quickly identify potential opportunities.

Second, Healthgrades Premium allowed Augusta’s physicians to command consumer attention on healthgrades.com, including redirecting interest from competitors’ providers. Its physician profiles allowed consumers to book appointments online or instantly reach a call center representative to make an appointment. The demographic data generated during the booking process enabled Augusta to track patient-specific encounter and revenue generation.

Third, digital marketing solutions flowed seamlessly through the Augusta patient journey. The health system could target at-risk populations and measure marketing results by capturing data from initial consumer health information searches, appointment scheduling, and beyond. Its marketing team also used traditional marketing to support its digital programming. This collaboration in targeted outreach strategies reached patients online, by email, and by direct mail.

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The Portfolio Advantage

Using multiple solutions allowed Augusta to develop a comprehensive approach to serve its community profitably. The health system was able to identify attractive service lines, efficiently find new patients, and consistently engage them wherever they were. This portfolio strategy achieved four distinct competitive advantages:

  1. Agility: to rapidly align marketing initiatives with organizational priorities
  2. Profitability: through demonstrated positive ROI
  3. Reach: by meeting consumers during real-time healthcare decision-making
  4. Executive and Clinical Support: from measurable results aligned with organizational priorities

Meet 2017 with confidence. Leverage a portfolio approach of data-centric solutions to create synergy that drives your organization’s marketing through measurable ROI.

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