• Instead of broadly promoting the HRAs, Banner Health took a targeted approach in mining their CRM for email addresses.
• They also chose to include their self-insured employees in the campaign. Early diagnosis for these chronic conditions saves money and improves care.
• Note: because of COVID, messaging was adjusted. For example, a “safety seal” was added to campaigns to build patient trust.

Best leveraged digital advertising & SEM

• They built in time and attention into the campaign to optimize their paid efforts, not set and forget.
• They even tried Google Discovery, still in beta, and learned some valuable lessons.
• In the end, paid social was the key. See the results below for more details.

Made participation easy for consumers

• The HRAs allowed Banner Health to truly engage the customer “where they were.”
  • Customers are online, and on social media. Banner met them there.
• Customers are in different places in their needs and motivations to seek treatment.
  • The HRAs quantified that by risk level, and communicated that to Banner to personalize next steps.

Mapped patient journeys to nurture leads

• Multi-prong approach, integrated with marketing automation, CRM etc.
• Built a capture/nurture journey with the broader team
  • Journey map content was based on participant’s risk result and PCP status
• Incorporated the Monthly Newsletter to build brand affinity and cross-sell services

Results & Takeaways

• ROI was estimated by tracking appointments to HRA completion for a smaller defined time period and extrapolating.
• In the end, paid social was the key. High success and relatively low cost.
  • Delivers three-quarters of all completed assessments
  • Results in more completed assessments (32% for Heart and 29% for Lung Cancer)
• Importantly, Banner found it important to look further down the funnel.
  • Heart – Cultivated engaged consumers through targeted emails to nurture, share other services, promote new HRAs
  • Lung – Checked HRA completion list against lung screenings to establish conversion rates
  • All – Tracked online appointment booking including in-person or telehealth
• The campaign allowed the Heart Age assessment to perform very well, especially during Heart Month.
  • Beat the customer average of 43% for the same time frame.

Conclusion

• If you want help achieving this kind of success with your HRAs, let us know. We are always happy to help.
• If you want help submitting your success stories like this Banner Health HRA Case Study to upcoming conferences, let us know that, too.
• If you are not signed up yet for this year’s Healthcare Internet Conference, what are you waiting for? There will be tons of great content for healthcare marketers from current thought-leaders.

Banner Health is one of the largest non-profit systems in the US. They operate in 6 western states. Their headquarters are in Phoenix, AZ. They are a full service IDN with diverse partners including Medicom Health.