Provider Organization Increases Primary Care Volumes with Enterprise Growth Solution
By Welltok Marketing
A large Michigan-based healthcare system had a desire to build their PCP practice and improve patient care. The organization understands that patients who establish a relationship with a PCP are more likely to use the appropriate venue or level of care (i.e. more likely to go to the clinic for an earache, instead of the ER). To build their PCP volume, the system wanted to target lapsed patients — those individuals who hadn’t had a wellness visit in the last 12 months.
To reach this goal, the organization launched a series of five trigger campaigns using Welltok’s Enterprise Growth Solution. They targeted those who haven’t had their wellness visit in the last 12 months, including households with children. The creative promoted the benefits of having a PCP and directed the recipients to call the organization to schedule an appointment with a doctor. They utilized both email and direct mail to communicate with the target audience.
For this integrated campaign, we used the Tag* Campaign feature to group these campaigns together, allowing the hospital to see the total success of the campaigns as a whole. By tagging and setting the Success Criteria** for each campaign, the hospital can see if they are performing positively as a group. Several different Success Criteria were used for these campaigns. The trigger campaigns were measured based on the Primary Care NPI numbers, and the pediatric campaigns were measured based on the pediatric physician NPIs as well as the age of the patient who had the encounter. In this case study we are measuring encounters at the individual level, since we are reaching lapsed patients. The aggregate results are impressive, as shown below:
Results (total for the Tag, which includes all five trigger campaigns):
The results speak for themselves. Welltok's Enterprise Growth Solution continues to help PCPs and providers alike to target lapsed patients and increase patient volumes. If you'd like to learn more, let's talk.
*The Tag Campaign feature enables clients to create a Tag and apply it to all of the campaigns run to increase that service line revenue. Then you can see an individual report for the Tag that adds up the total impact for all of those campaigns. This feature de-dupes prospects ensuring that no single respondent counts more than once in reporting, allowing for accurate measurement.
**Success Criteria extends the power and flexibility of service line matching. Where service line matching was based on a relatively broad set of underlying clinical codes, Success Criteria are defined at a much more granular level. Success Criteria can be defined including any combination of service lines, clinical codes, facilities, patient types and physician/providers.
*** These are total charges from over a period of six months of triggers.