Healthcare System Customer Acquisition Campaign

This case study outlines a customer acquisition marketing campaign implemented by a large healthcare system in collaboration with Taylor Healthcare. The healthcare system, which operates over 100 hospitals and senior living facilities across 17 states, sought a more sophisticated data analytics partner to enhance its direct mail campaigns targeting new residents in key markets. The previous data provider lacked the necessary flexibility and capabilities, prompting the need for a single-source solution. Taylor Healthcare's data analytics team utilized ZIP Code data and demographic attributes to identify potential healthcare service needs among new movers. The campaign involved sending targeted mailings to approximately 100,000 prospects each month, timed with email campaigns from the healthcare system's in-house team. This strategic approach aimed to improve brand awareness and customer acquisition by ensuring timely outreach to individuals likely in need of healthcare services.