A leading healthcare system located in the central United States uses Medicom Health Assessments to identify prospective patients who have a high–risk of developing various medical conditions (breast cancer, prostate cancer, stroke, and more). Early identification can lead to preventive care, which greatly benefits the patient and reduces health care costs to the provider and payor. This healthcare system was using traditional methods, including direct mail and organic SEO, for raising awareness of the online personal health profilers–which made the ROI hard to determine. BrightWhistle was chosen to implement a targeted Facebook marketing campaign designed to identify high-risk prospective patients through social media.
The end of the year was rapidly approaching and a decision needed to be made to justify campaign expansion in 2014. Social media added a level of complexity to the mix:
- Would patients engage with a personal health assessment in a social setting?
- How would mobile effect personal health assessment completion rates?
Hidden News Feed-only posts were used as part of several targeted Facebook campaigns to drive quality traffic to the online health profilers. Success could be measured based on three criteria:
- Rapid results: Time to launch, time to results.
- Cost-per-completion: Which personal health profiler would be most cost-effective?
- Quality of the personal health profiler: Would completion percentage be high?
The initial launch of five personal health profiler campaigns took less than five business days from concept to creative to post to live results. Previous direct mail and SEO solutions took several months to design, implement, and measure.
In addition to this rapid impact, Facebook showed impressively fast and high quality results. BrightWhistle’s digital healthcare marketing platform was used to create, manage, and measure the targeted Facebook campaigns. Targeting and budgets were automatically adjusted based on the profilers’ level of success.
Currently, the personal health profilers are being completed at a rate in excess of 100 per week and the success produced a multi-service line campaign expansion within the healthcare system.
With the first deployment of the Heart Health Profiler, I knew proving ROI was going to be important. Calculating ROI in the healthcare industry has its challenges, especially when working with multi-channel campaigns. Regardless, I was able to prove significant ROI for our Medicom Health Heart Health Risk Assessment in just 2 months.
Health System Marketing Director
Established in 2010, BrightWhistle’s is the world’s only end-to-end healthcare marketing solution built exclusively for healthcare providers, payors, pharmaceutical companies, CROs and ACOs. The Company’s proprietary and patent-pending solution applies advanced technology designed to enhance a provider’s online profile while identifying and acquiring high value patients and procedures through search and social media. The company also provides a full service outsourced solution and supplies its platform to select marketing agencies to power their marketing campaigns for healthcare clients.