Health System Patient Acquisition Case Study

This case study outlines the efforts of a non-profit Catholic health system to enhance patient acquisition through the implementation of a customer data platform (CDP). The health system aimed to improve its marketing strategy by capturing new residents, obtaining profitable specialty procedures, and ensuring patients received essential preventive care. Key requirements for the CDP included connecting internal data to create a Customer 360 view, developing personalized omnichannel campaigns, establishing clear return on marketing investment (ROMI), and tracking revenue attributed to various marketing channels. After evaluating several vendors, the health system selected the Redpoint CDP for its superior data quality and identity resolution capabilities. The integration of the CDP streamlined campaign management, leading to improved patient activation and a significant increase in patient acquisition. The results included a transition from multichannel to omnichannel marketing, enhanced reporting accuracy, and a notable boost to the organization's financial performance attributed to marketing initiatives.