Tea Buzz



ED Redirect Campaign Drives Patients to Appropriate Services

Posted March 21, 2017

A medical center in the southern U.S. was experiencing an increase in misuse of emergency services. Even though the amount of individuals using the ED for non-emergent cases was already high, the organization realized the numbers were beginning to steadily increase. They needed a way to educate the public on alternative locations for appropriate levels of care and inform them on when to seek emergency vs. urgent vs. primary care.

To reverse the trend, the organization partnered with Tea Leaves Health on a redirect strategy. They decided to execute a monthly trigger campaign to those individuals who were using the ED for non-emergent conditions like ear infections, warts, headaches, bronchitis, dermatitis, sinus infections, strep throat, stomach flu, etc. The team used the Emergency – Redirect Tea Select in the Patientology™ application to select their target audience. Each month the trigger was sent to ED patients within a 10-mile radius of the hospital, educating them on care “right up the road” for less serious conditions.

The campaign was sent to 1,400 people, and had an incredible response rate of 37.3%. The Campaign Service Line chart shows the high number of encounters for Physicals/Preventive Visits and Primary Care Routine Office Visits, showing the effectiveness of the campaign. Instead of going to the ED, these patients sought out more appropriate service locations.

If you’re a current Tea Leaves Health client, contact marketing@tealeaveshealth.com to attend one of our Educational Sessions on ED Redirect Campaigns, taking place on Wednesday, March 29th at Noon CST or 3:00 p.m. CST.