As you know, hospital growth relies on a number of factors. On the physician side, strong healthcare staffing practices, solid physician retention, and minimal referral leakage all contribute to a successful health system. But, physicians and other support staff are only one side of the coin. In this case, the literal coin.
Patient base is also a key factor for consistent growth; it’s just a consumer-based one. Universities can’t function without students, law firms can’t survive without clients, and hospitals won’t subsist if patients don’t come through those doors.
People get sick and hurt. If your health system is the closest in proximity, they may choose your facility. Or, they may not. You can’t sit idly by and assume patients will opt for your services or deploy generic campaigns and hope for the best.
You can’t sit idly by and assume patients will opt for your services.
To achieve the gains that ensure continued success, it’s important to follow our long-standing mantra: Reach the right patients, at the right time, with the right message.
Data Segmentation + Patient Targeting = Hospital Gains
Just as DMD holds itself to a standard of quality regarding physician email lists, the same applies to our consumer data. For example, all email addresses in our consumer database are HIPAA and CAN-SPAM compliant. We currently have more than 260 million email addresses that have been double opted-in, a process that guarantees individuals have proactively asked to receive information. Each email record has also been matched to a name and postal record on file, yet one more assurance of accuracy.
Additionally, the email data identifies unique disease profiles, as well as:
- demographic information--marital status, children in the household, age range, income ranges, and other financial details
- lifestyle markers--newlyweds, new or expecting parents, new college students, college graduates, empty nesters, Baby Boomers, new movers, new homeowners
- historical and future consumer spending behavior
All of these data points allow for highly targeted campaigns.
Reach the right patients, at the right time, with the right message.
So, consider the difference between a mass campaign to every email address your list provider could gather within a 60-mile radius of your hospital—with no guarantee of where that data came from—and the capability to identify specific households comprised of Baby Boomers who are running enthusiasts and who suffer from hip, knee, and foot pain. Clearly, the latter is not only more desirable, but decidedly more profitable.
Consumer Data’s Potential
There’s much more to be revealed about consumer email opportunities. In the meantime, my colleagues and I will be attending the fifth annual Hospital Marketing National (HMN) Conference, where we’ll be discussing both the processes and potential behind consumer data. If you’ll also be in Atlanta for the conference (June 5-6), make sure to stop by our booth for more information.