Multi-touch New Mover Direct Marketing Strategy Increases Physician Appointment Requests
One of Southeast Pennsylvania’s most prominent and growing healthcare providers.
Marketing executives wanted to improve on existing marketing campaigns by implementing a more targeted approach, geared toward driving physician referrals, encouraging ongoing engagement and increasing campaign response rate.
Having identified that their target demographic included a subset of over 24,000 new residents, Strata recommended a highly targeted New Mover campaign to engage and interact with an audience who would be actively seeking information on physicians. Strata developed and executed a two-touch, multichannel marketing campaign focused on generating requests for physicians through BRC and personalized landing pages, increasing awareness of service lines and facilitating ongoing communication via e-newsletter registrations.
The New Mover marketing program performed well beyond initial client expectations, delivering response rates over 3% higher than the industry average. Furthermore, 54% of the respondents requested to be connected with a physician – accelerating patient acquisition efforts and helping set the stage for forming long-term relationships.