Banahan.Communications, Experts in Medical Marketing
Medical Marketing | Case Study: Fom Unawareness to Increased Volume
The following is an analysis of a business development and marketing project conducted for The Christ Hospital during 2007 and 2008.
In a Nutshell: The Christ Hospital came to Banahan.Communications to establish a greater presence for and utilization of vascular services within The Christ Hospital’s Heart and Vascular Center. The hospital had strength in volume on the heart side of the program but the vascular portion was weak. People in the community, referring physicians and even internal employees were not always aware of the services provided. Things had to change if The Christ Hospital was to grow volume in its vascular services.
Medical Marketing Strategy: For this project, Banahan.Communications approached the medical marketing strategy from the inside out. While typical marketing starts from the outside in, in this case, the program needed to be established and organized from within before it could be publicized externally.
Banahan.Communications first identified a group of internal people from nurses to physicians and public relations to medical staff services that had an invested interest in professionally and clinically in the success of vascular services at The Christ Hospital. Then Banahan.Communications worked tirelessly to get everybody on the same page and speaking the same language. This group identified the mission, priorities, procedures, policies and procedures, benchmarks, and just about everything that defined the vascular services at The Christ Hospital. This gave the “investors” a feeling of ownership over what they were collectively creating.
Medical Marketing Research: Once the foundation was established Banahan.Communications began the medical marketing research, looking outside and asking: Where were the patients coming from? Who is referring? Who is not referring? What was the competition doing? Which procedures are the physicians most proficient in? How can we increase the number of patients coming into those physicians?
Medical Marketing Materials: Then the medical marketing materials began. Banahan.Communications implemented:
- A direct mail campaign to referring medical professionals;
- A radio and TV campaign targeted towards patients that complimented the direct mail campaign;
- An in-house prevention campaign with vascular screenings for employees;
- An internet presence on The Christ Hospital’s Web site;
- A public relations campaign to get coverage in the hospital’s publications and external publications; and
- An education campaign to help referring physicians educate their patients about vascular disease (see samples to the right).
Medical Marketing Results: In a two year time period, Banahan.Communications helped The Christ Hospital achieve the following medical marketing results.
- Increased patient volume by 13 percent.
- Improved communication between departments.
- Established a podiatry residency program that communicates strongly with the vascular department.
- Developed consistency in chart documentation and coding for maximum reimbursement.
- Created an agreed upon list of procedures that fit within the vascular program.
- Created a foundation to be able to track, monitor and identify growth.
What You Should Know: Banahan.Communications implements medical marketing programs for hospitals of all sizes. From this case study you can see that Banahan experts go beyond marketing. They dig deeper to identify operational structures that provide maximum benefit to the hospital in the long run. What are you waiting for? Get started today.
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