Desert Orthopaedic Center Patient Targeting Campaign

This document is a case study detailing the patient targeting campaign conducted by Desert Orthopaedic Center (DOC) to enhance its revenue through increased high-value procedures, specifically total knee replacements. The case study outlines the challenges faced by DOC, including the hesitance to use procedure-specific marketing due to concerns over HIPAA violations and the lack of targeted marketing strategies. To address these challenges, DOC implemented a solution involving customized postcards sent to households identified as needing knee care. The campaign utilized the SocialClimb Marketing Platform to select the procedure, identify the target location, and design the postcards. The results of the campaign were significant, yielding a 3,191% return on investment, resulting in 190 surgical interventions and over $2 million in charges. The case study highlights the effectiveness of targeted marketing in healthcare and the importance of adhering to HIPAA regulations while reaching potential patients.