One SmartMove Leads to Big Results for University Hospital System

Client

A major metropolitan area university hospital system with over 30 locations

Challenge

The marketing executive was dissatisfied with their current new mover program provider and looking for a more robust and holistic solution. The hospital system was focused on generating requests for physicians across their business and increasing brand awareness of their capabilities.

Solution

Strata recommended a highly targeted new mover campaign to engage and interact with their predefined demographic of nearly 30,000 new movers. Understanding the driving need for omnichannel and multitouch outreach, Stata developed and executed a comprehensive campaign that included:

  • Two direct mail pieces with offline and online response vehicles integrated within
  • Serving up nearly 220,000 digital ads
  • Email communication follow-up to respondents

Results

  • 3:1 ROI
  • 2.1% response rate resulting from direct mailers in a highly competitive urban landscape
  • 67% of responses from new movers also led to referral requests (primary care, OB/GYN) – averaging 2/respondent
  • Call center volume spiked and calls regarding requests to connect with a physician rates went up after the program launched

Our client quickly saw results during their first year of engagement. Strata has been retained to provide the program for a second year.

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