Up against fierce competition from other local providers, Gaithersburg, Maryland-based Adventist HealthCare knew it needed to develop a strategy for attracting potential patients into its system and retaining them. The team there needed to drive volume into their employed physician practices – specifically Urology. In order to do so, they needed to learn more about local physician referral behaviors.
The Marketing team at Adventist HealthCare sought out the knowledge of both the strategy team at Tea Leaves Health, and the insights within the Physicianology™ application database. They were able to ask questions about their employed physicians, such as, “What physicians are sending us referrals, and which of our physicians are receiving referrals? Where are our physicians splitting their time, and how do we get more referrals?”
With the ability to mine the answers from the Tea Leaves Health database, the Adventist HealthCare Marketing team was then able to define a data-driven outreach strategy. They reached out to 286 physicians with direct mail, and created a targeted action plan for their physician liaisons. The direct mail piece promoted their services and included a phone number for referrals to be sent to. In conjunction, they also executed a digital (PPC) marketing campaign and ran promotions in targeted magazines.
As a result, Adventist HealthCare’s Urology volume grew significantly in a year-over-year comparison. As you can see in the chart below, they reached their goal of increasing volume into their Urology specialists. The chart shows new patient volume for two separate physicians within the organization, Drs. Morrison and Rhee. Between 2015 and 2016, Morrison’s volume nearly doubled, while Rhee’s volume increased by 35%.
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