Case Study: From Unknown Digital Prospect to Patient EncounterPopulation Health & Diabetes
The increasing prevalence of diabetes and prediabetes inspired leaders throughout Monterey County in north-central California to form a collaborative to combat this pervasive condition.
As part of this initiative, local organizations and Community Hospital of the Monterey Peninsula (CHOMP), part of Montage Health, educated at-risk community members and encouraged lifestyle changes before type 2 diabetes developed. The goal of the campaign was not to drive revenue, but rather reduce healthcare costs and demand on resources. Reversing the trend and improving population health was at the core of the initiative.
CHOMP added Medicom Health’s Diabetes Health Risk Assessment (HRA) as an engaging call-to-action (CTA) in their digital campaign to further serve their community’s needs. As a longtime Medicom Health client, CHOMP was already familiar with the value HRAs create for service line initiatives. Adding the Diabetes HRA proved ideal for the population health program CHOMP was implementing. It assesses individuals not currently diagnosed with diabetes and provides them with their risk for developing the disease over the next 8 years.
Using targeted Facebook ads and Google AdWords campaigns, the team at CHOMP drove digital traffic to the dedicated section of their website where the HRAs reside. Anytime a Diabetes HRA was completed, a notification was emailed in real-time to the Diabetes Program staff. CHOMP’s population health strategy for respondents with a high-risk result included personalized outreach calls which offered education, resources, and consultation.
“We know these HRAs work, and it’s why we have put a good portion of the campaign budget toward promoting them. It’s also why we are making plans to add even more service line HRAs in the coming year,” says the system’s vice president of support services.
Using the Diabetes Health Risk Assessment as the CTA for their digital campaigns CHOMP saw 600 user completions in 6 months, 45% provided contact information, and over half of the respondents are at an elevated risk for developing diabetes in coming years.