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Increasing appointments with targeted service line marketing campaigns

A multi-state integrated delivery system (IDN) with dozens of hospitals and more than 100 outpatient, imaging, and surgical centers was looking into ways to increase appointment bookings for its orthopedic service offerings. Working with Definitive Healthcare to plan partnered marketing campaigns and programmatic programs, the health system was able to drive an increase in orthopedic appointments using targeted consumer data and expanding its use of media channels.

Key result

40%+

of appointments were patients new to the orthopedic service line

The challenge

Recruiting patients into the orthopedic service line and tracking campaign performance

A multi-state healthcare system wanted to expand its marketing campaigns to drive additional patients to its orthopedic service line offerings. Having previously run its own campaigns with a mix of either search engine marketing (SEM), direct mail, or social media channels utilized, it needed to increase appointment bookings to meet service line targets. Determining a campaign strategy would inform its media mix and provide success metrics to track the performance of the programs.

The solution

Partnered campaign with Definitive Healthcare to improve consumer segmentation

Their marketing and orthopedic service line teams partnered with the marketing campaign services team at Definitive Healthcare to strategize and help expand the health system’s marketing campaign. They reviewed the existing media channels and advised how to incorporate additional data elements to better segment consumers.

The impact

More than 900 additional orthopedic appointments scheduled

By adding or re-introducing media channels such as programmatic display, direct mail, and email journey, as well as connecting with more relevant consumers through use of demographic and clinical propensity model data, the health system surpassed its goal of 650 new orthopedic appointments by more than 35% for a total of more than 900 orthopedic appointments scheduled or completed. In addition, more than 40% of the patients that made one of these orthopedic appointments were new to the service line. Such results show the impact of improved patient segmentation and selection of media channels.