Franciscan Missionaries of Our Lady Health System Drives Patients Back to Primary Care
// By Althea Fung //
Sometimes patients need a nudge to get back to care. A CRM platform and a winning strategy drove positive results for this Louisiana-based health system.
Primary care plays a central role in the healthcare delivery system. But the COVID-19 pandemic upended primary care services. As a result, many primary care physicians closed their offices, offered reduced services, or used virtual care services to connect with patients. But when offices began to reopen, patients remained reticent to return.
Janice Lamy, chief marketing officer at Franciscan Missionaries of Our Lady Health System (FMOLHS) in Baton Rouge, noticed that many existing patients were not returning to the health system’s primary care practices across Louisiana and Mississippi.
“After COVID, everybody took a pause and their healthcare, unfortunately in a lot of cases, went to the back burner,” Lamy says. “So we implemented a campaign to reactivate patients who hadn’t been in to see their primary care provider for 18 months, reminding them it’s time for a checkup and not to delay their healthcare any longer.”
The FMOLHS marketing team partnered with CRM solutions provider LionShare to execute the campaign, which resulted in a $12.10 return for every $1 invested.
Is a primary care reactivation campaign something your health system should consider? Read on to find out how FMOLHS achieved success.
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