Achieving ROI with clinical propensity model targeting
A university-based health system needed to expand its personalized patient engagement strategies to drive service line growth. By incorporating HIPAA compliant, predictive consumer data from Definitive Healthcare, the multi-touch pilot campaign delivered highly targeted and personalized messaging. This approach connected patients with the right care based on their likelihood to seek services, helping them take proactive steps toward their health and well-being. As a result, the campaign not only increased contribution margins and delivered return on advertising spend but also made a meaningful impact on patients’ ability to find care—all within the system’s technology ecosystem.
Key results
- 12x revenue return on investment
- 6x margin return on investment
The challenge
Develop personalized patient engagement marketing strategies
A university-based health system wanted to personalize engagement with patients to increase hip, knee, and total joint replacements among consumers within its primary service area. The teams had to understand specific patient journeys so that their messages could engage with consumers at the right moments and through the right channels.
The solution
Data-driven, multi-touch smart campaign to empower patients to take the next step
The marketing operations and analytics team used clinical propensity models from the Definitive Healthcare Population Intelligence product to help identify consumers with a higher probability of having a specific health condition or behavior. Using multiple data sources, the campaign was highly targeted, personalized, and delivered through a variety of media channels.
A successful campaign would include revenue contribution, additional website visits, more phone calls to access centers, upticks in online appointment requests for the procedures, and increases in surgery volume.
The impact
12x revenue return on investment
Leveraging first- and third-party data, such as clinical propensity models and social determinants of health, the personalized approach showed initial results for the health system campaign of a 12.6 times revenue return on investment and a sixfold margin return on investment. The revenue and margin contributions are calculated from the cumulative results for facility encounters associated with patients from the targeted campaign. In addition, their performance metrics show that patients who received a blend of direct mail, email, and paid search touches were most responsive. Successful strategies implemented in the pilot orthopedic campaign, including utilization of consumer clinical propensity models to segment patients, can now be applied to additional service lines for continued growth.