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