Healthcare Marketing ‘Moneyball’ Attracts the Insured
Healthcare marketers looking to improve their organizations’ ROI may think of the insured consumer as the ultimate prize. Therefore, it’s big news that data-driven marketing is pulling that type of consumer in to medical practices using predictive modeling and more.
On Jan. 26, Healthcare Finance reports:
An estimated 10,000 clicks on targeted digital, Facebook and other social media ads have converted 4,500 consumers; 60 percent of these are commercially insured, according to Dan Lavelle, the administrator of Marketing at Lehigh Valley Health Network.
"To me, that's the moneyball number," said John Marzano, [VP of] marketing and public affairs.
(For those unfamiliar with the term “moneyball,” it’s the data-driven way the Oakland Athletics created a winning team for little money.)
Susan Morse details in her article that the marketing team is using these higher-paying, commercially insured patients to counterbalance the less lucrative and growing Medicare demographic.
The secret to converting the higher-paying patients is being there at the time of need when the competition isn’t, says Marzano.
To that end, the healthcare marketer ensured when a consumer in Hazelton clicked on a Lehigh Valley banner Facebook ad about prostate exams, the program in Allentown would pop up. The organization tracks who clicks and when, and whether that consumer makes an appointment. Lehigh Valley adjusts its marketing accordingly.
As a result of its efforts, the organization’s changed its marketing mix from predominantly traditional five years ago — 75 to 80 percent — to about 50/50 digital now, Morse reports.
According to the Healthcare Finance article:
The health system has recently run an estimated 22 campaigns for mammography, orthopedics and hernia screenings, among others.
What do you think, marketers?
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