using marketing automation to increase brand awareness and … · • email marketing utilizing crm...

STRATEGY• Launched the monthly “Livewell Health

e-newsletter” with three articles, a mix of

wellness and clinical features

• Targeted patients and prospects within hospital

service area when email address was available in

CRM database (66,000 recipients)

RESULTS

TAKEAWAYS• Email marketing utilizing CRM data is an inexpensive,

trackable channel for promoting hospital services to targeted audience

• Tracking open rates by story topic allows for developing editorial calendar aimed at engaging highest population of recipients

• Automated email follow-ups allow further communication customization on individual basis and additional opportunities to engage patients in potential areas of interest

• E-news format facilitates linking to tracked web pages, including online registration forms or campaign landing pages

BUSINESS CHALLENGE• Develop a regular, ongoing digital communication channel to current and potential patients to

highlight the hospital’s unique wellness off erings and outstanding clinical care services

• Drive enrollment in non-clinical services (wellness programs, cooking classes, spa therapy services)

• Facilitate online appointment requests for key clinical services

Henry Ford West Bloomfi eld Hospital

191-bed hospital with all private rooms located on 80 acres

of protected woodlands in the suburbs of Detroit. Unique,

award-winning design and wellness amenities, such as on-site

greenhouse and demonstration kitchen, mesh with leading-edge

clinical services.

Using Marketing Automation to Increase Brand Awareness and Engagement

Jennifer Day & Karen WismerDIRECTOR, SYSTEM MARKETING; SENIOR MARKETING SPECIALIST, HENRY FORD HEALTH SYSTEM

HENRY FORD WEST BLOOMFIELD HOSPITAL

• Brief articles link readers to corresponding

web content pages and/or customized CTAs

• Follow-up emails related to article content

for those who viewed article and clicked

through to content link

EMAILS SENT 600,328

OPENS 121,365

ENGAGEMENT 9,214ENGAGEMENT RATE 7.6%

OPEN RATE 20.2%

21,603 PATIENTS 1,100 INCREMENTAL

CAMPAIGNMATURITY

Activity data through 12/22/2016

Encounter data through 11/30/2016

Anticipated Availability of Encounter Data

Clicks

Channels Included Email

9

8

7

6

5

4

3

2

1

E-Newsletter EngagementUnique individuals – number of newsletters

Num

ber o

f iss

ues

ope

ned

Unique individuals

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

• 24,745 total unique individuals have opened at least one issue

• 24% have opened only one issue (5,939)

• 59% have opened three or more (14,599)

• 36% have opened fi ve or more (8,908)

1 2 3 4 5 6 7 8 9

6,020 4,115 3,149 2,558 2,126 1,929 1,817 1,747 1,282

Unique individuals