Prospect, See Thyself
When Inova Health Systems wanted to reach out to its community and create awareness of its services, it turned to direct mail. And when the Fairfax, Va.-based nonprofit wanted to make that direct mail effective and measure its response accurately, it turned to its CRM database.
The goals of Inova Health Systems' two-part mailing were three-fold, according to Erin Styles, manager of CRM operations for Inova. First, it wanted to deliver a general cardiac wellness message to at-risk members of the community. In addition, it wanted to introduce recipients to its Chest Pain Observation Unit and garner support for its new cardiac institute at its Inova Fairfax Hospital.
The first wave of the campaign was designed to accomplish these goals. The 6" x 9" four-color envelope package
includes a personalized letter that introduces readers to Inova's systems and invites them to take a free health risk assessment, an eight-page educational brochure, and a magnet freemium that outlines the warning signs of a heart attack (Archive Code #585-605582-0409).
To get this message into the right hands, Inova turned to its CRM database, which was developed with the help of Middleton, Wisc.-based CPM Marketing Group. "The database has our entire market, which we purchased then overlaid with all of our internal databases, from our patient database to our call center to all of the other touchpoints that we have," says Styles. "The result is one very integrated picture of an individual or household."
This complete picture was then combined with data from Consumer Healthcare Utilization Index (CHUI), a predictive segmentation system that measures a person's likelihood for needing healthcare services. This allowed Inova to target the exact audience it was looking for: men age 30 to 65 and women age 40 to 65, who have hypertension, a household income of more than $50,000, and high CHUI scores. It then used that demographic information to version a follow-up postcard.
This follow-up was a 5" x 8" postcard versioned to 16 different prospect groups, such as ethnic females age 45 to 54 and caucasian males age 55 to 64. The variables on this postcard, which was a second push for the free health risk assessment, include a photograph on the front side of the postcard and a
statistic that speaks to the recipient's heart disease risks, such as:
More than one in every four women age 45-54 is living with heart disease in America; and
Over 50 percent of all American men age 55-64 are living with heart disease.
Once these two pieces were in the mail, Inova turned to its database again, this time to track response. In addition to measuring effectiveness based on how many recipients took the free health risk assessment, Inova needed to know how many recipients actually became patients. "Response in terms of return on investment [for us] is having an encounter or some sort of touchpoint with Inova," says Styles. "And that all comes out of our CRM database. When we mail to John Smith, our patient data will show us when John Smith actually touched one of our facilities."
So far, this personalized message is pulling its weight for Inova, bringing in a 10-percent response rate and a more than $800,000 ROI.
And that's good news for Styles and her CRM team, who have spent the last four years creating this database and learning how to take full advantage of all it has to offer. "The build took up the first year, and the second year was educating everyone and changing our traditional way of mass marketing into a more targeted approach," says Styles. "In the past year we have really started to use all of the rich, specific demographic information that we have, creating CRM campaigns that [prospects] can immediately identify with and see themselves in."
Tracy A. Gill