SESSION: “One Million Email Addresses. Now What?”
How Banner Health successfully drove patient engagement and service line revenue using our HRAs.
Banner Health HRA Case Study presented by:
To show how Banner Health:
- Increased the quality and quantity of HRA completions
- Gleaned greater value from the completions that occurred
- Acted more deeply on user data to achieve business goals
Of course, marketing for acute health care services means you can expect very non-linear customer journeys. Therefore, you have to play the long game, as Sarah calls out. It often takes a bit of time to nurture patients into high value acute care service lines. Plus, ROI calculations are extremely challenging, and rarely airtight.
Rightly so, Banner Health hoped to compress the typical journey length by utilizing digital tactics that their stakeholders would support, and that aligned with their other outreach strategies. Their research showed that 80% of health care decisions are made online.
They chose to craft a precision online campaign around two Medicom Health assessments.
- Heart Age
- Lung Cancer Risk
Intelligently cultivated CRM targeting
- 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)
- Drives efficiencies with CPAs (cost per acquisition), half the plan average (see graphic below)
- 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.
- 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.