Trident Health System, located in North Charleston, South Carolina, is a 296-bed facility that services a county of roughly 350,000 people. The hospital provides a comprehensive range of services and specialties including cardiac and vascular, women’s and children’s health, and emergency services.
Trident Medical Center had used traditional marketing to promote heart health within its community. The marketing team was successful but knew that the Internet could provide a means to reach a large and diverse audience. The organization needed a unique, interactive, and fun way to promote heart health and engage consumers with a tool that people would “WANT” to try. It was important for Trident to provide an online platform that was both convenient for consumers and have an intuitive interface that provided accurate, understandable health risk information. The tool also needed to be evidence-based and approved by its physicians.
Trident chose the Medicom Health Heart Health Profiler to accomplish its goals.
Trident Medical Center built a “man on the street” campaign around the profiler that showcased the light-hearted reactions of real people taking the assessment. The 30-second television spot was developed to increase awareness and drive consumers to the online profiler. The call to action emphasized that consumers could learn their heart age in just minutes. In addition to the television spot, direct mail, television, radio, print, outdoor advertising, and community events were employed to promote the heart health profiler.
In 15 months of using the online heart assessment, Trident captured:
- 2,870 email contacts.
- 329 of those received treatment at Trident.
- More than $700,000 in revenue generated from the heart health profiler promotion.
In addition, the contact information was uploaded into Trident’s CRM program, which allowed for consistent email outreach and provided a basis for measuring marketing impact.
The profiler offered a convenient online platform that was educational, private, and provided actionable next-steps. In addition, Trident was able to capture the data needed to follow-up with at-risk consumers, promote their cardiac services, and to connect with their community in a meaningful way.
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
About Trident Health System
Trident Health System (www.tridenthealthsystem.com) is located in North Charleston, South Carolina,and provides a comprehensive range of services and specialties including cardiac and vascular, women’s and children’s health, and emergency services.