How To Learn More From the Data You Are Already Collecting
Health systems and hospitals can use data they already have to help set marketing priorities and determine the best use of their budgets, according to Brandy Hill, director of marketing and public relations at Riverview Health in Noblesville, Indiana, and Mahek Thakkar, manager of integrated marketing at Healthgrades.
Hill says Riverview’s experience showed that brand awareness marketing campaigns “can make a huge impact” and that they can generate better results than service-line-specific campaigns alone.
The experience also shows that omnichannel marketing campaigns can generate the best results. “All of our different programs and channels working together will show the best results for our marketing campaigns,” Hill explains.
Riverview Health is a system made up of two hospitals, two combined emergency and urgent care facilities, and a network of physicians throughout Hamilton County, north of Indianapolis, Hill says. Hamilton County is an affluent area, with more than 55 percent of residents holding at least a bachelor’s degree and a median income of more than $90,000 per year.
Hamilton County is a desirable place to live, and because of that, it is also attractive for Riverview’s competition. “Within the past 20 to 30 years our competitors have moved mostly from the Indianapolis area into our county as well,” explains Hill. “It’s a very, very competitive market in the healthcare field.”
Riverview Health selected five service lines to focus its marketing efforts on, explains Hill. The five service lines are:
- Women’s health
- Cardiovascular (don’t employ cardiologists)
- Primary care
- Emergency/urgent care
These are typical areas that health systems target, but, says Hill, marketing decided it should look at data it had already collected to identify missed marketing opportunities, as well as “how to direct our dollars in service-line-specific campaigns versus an overall brand activation campaign.”
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