Southern Non-profit Gets A Line on New Patients

THE CHALLENGE

A southern non-profit academic medical center developed a specialty program that resulted in significant positive health outcomes for eligible patients. Despite the widely accepted success, and large number of experienced physicians available to participate, the medical center was having difficulties enrolling new patients in the program. They launched an internal marketing effort that included several automated processes via digital channels but simply were not converting leads as anticipated.

THE DISCOVERY

During the initial discovery, it became apparent that the internal team was stretched too thin with the management of care for the patients already enrolled in the program to efficiently follow up on leads from the marketing campaign. The digital funnel was showing high interest, but engagement dropped off when leads reached the web form to register. Unexpectedly, patients interested in the program preferred to discuss registration and scheduling with a live person rather than participate in the established automated process for the campaign. With staff tied up in more pressing duties onsite, new patient inquiries were simply not getting addressed.

THE SOLUTION

The medical center implemented Envera Health’s Consumer Engagement Service. Through a customized strategy that utilized the medical center’s existing processes and workflows, Envera gained control of outreach efforts with a centralized campaign line and improved scripting. A team of dedicated Patient Access Coordinators (PACs) was put in place to supplement digital marketing efforts by conducting outreach and follow-up on behalf of the organization. Trained to serve as an extension of their internal team, PACs utilized the processes and values of the organization offering a seamless brand experience while connecting and scheduling leads inside the medical center’s own platform. Additionally, Envera’s campaign management methodology includes regular analysis that was used for continuous improvement, improving the efficiency of the campaign, and offering greater ROI over time.