By Sheryl S. Jackson
Online appointment request forms are not a new idea. In fact, physician offices and hospitals have incorporated them into their website design as one way to increase convenience to patients. At Barnes-Jewish Hospital (BJH), however, a strategic approach to information or appointment request forms has proven to be an effective marketing tool for specific service lines.
For example, a total of 50 percent of inquiries related to atrial fibrillation (a-fib) resulted in appointments with a physician and the number of people choosing BJH for their liver transplant has increased. Hospital marketing staff worked closely with the liver transplant program and the Heart & Vascular Center to design forms and define the flow of information from the online form to the right clinical reviewer to ensure the patient was served appropriately.
“We’ve had online forms for many years, but two years ago we identified needs in two specific service lines that would benefit from strategic programs that incorporate online forms along with other advertising support,” says Cesar Paredes, Director of Marketing for BJC HealthCare. The two campaigns were designed to increase the number of people choosing BJH as the hospital for their liver transplant and to attract people diagnosed with atrial fibrillation who were not happy with their current treatment.
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