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| Emory Healthcare System |
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| Delivering Revenue - Emory tracked
$28,985 in revenue from a single
SoundCare program. |
| Generating Referrals - 42 physician
and service line referrals, 199 referrals
for classes and events, and 18 referrals
for clinical trials generated in one
month from SoundCare. |
| Promoting Services - SoundCare
is successful in promoting Emory’s
heart program, spine center, vascular
department, dermatology physicians,
cardiac rehabilitation and prevention
events, OB/GYN related seminars and
events, and recruitment for broad
clinical trials. |
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| “Through tracking we have been able to
show that SoundCare not only pays for
itself, but generates additional business
for our healthcare system” |
Lori McLelland
Assistant Director of Marketing and
Director of Emory’s HealthConnection |
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| “Like radio, print ads,
and direct mail,
SoundCare is an
integral part of our
marketing strategy.
It provides a
significant return on
investment for
Emory Healthcare.” |
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Una Hutton-Newman
Sr. Director of Emory Healthcare Marketing | |
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| EMORY HEALTHCARE |
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| Emory Healthcare Gives Marketing Programs
A Shot In The Arm With Vericom |
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Needs Assessment
With revenues in excess of $1.1 billion, and approximately
10,000 employees, Emory Healthcare, the clinical arm of
the Woodruff Health Science Center of Emory University, is
one of the nation’s leading health systems. As the largest,
most comprehensive health care system in Georgia,
Emory Healthcare includes The Emory Clinic, Emory
Children’s Center, Emory University Hospital, Emory
Crawford Long Hospital, Wesley Woods Center of Emory
University, the jointly owned Emory-Adventist Hospital and
EHCA, LLC, a limited liability company created in
collaboration with HCA – The Healthcare Company.
Since 1915, Emory University has been at the forefront
of medical knowledge and research, pioneering many
of the procedures that have changed the face of
medical history. As part of that heritage, Emory
Healthcare was established to provide improved
access to the physicians, resources, and facilities that
have grown with Emory through the years.
In order to support the needs of this large system,
Emory Healthcare’s marketing team must take advantage
of every opportunity to communicate with consumers. For
instance, they realized that callers placed on hold or in
queue within the system represented an incredible
marketing opportunity. |
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Developing The Right Treatment Plan
To take advantage of this opportunity, marketing turned
to Vericom Corporation’s SoundCare®. SoundCare
communicates with the millions of callers a year who are
placed on hold or in queue at Emory facilities. When on
hold, callers hear custom SoundCare audio programs
that promote service lines, events, clinical trials, general
health information, and more.“SoundCare greatly
enhances our marketing programs,” says Una Hutton-
Newman, Sr. Director of Emory Healthcare Marketing.
“Like radio, print ads and direct mail, SoundCare is an
integral part of our marketing strategy. It provides a
significant return on investment for Emory Healthcare.”
SoundCare not only provides a
service to callers on hold, but
it also serves as an added
resource to marketing’s
internal customers. Marketing
gives guidance to departments
as to which programs will do
well when promoted via
SoundCare. “We pay the fees
for the SoundCare service in
marketing and we offer it to
all of our entities for free,
versus having them pay for
other types of advertising,”
added Hutton-Newman.
“We use SoundCare to
promote services at Emory
that are profitable and that
have excellent patient
satisfaction,” adds Lori
McLelland, Assistant Director of Marketing and Director of
Emory’s HealthConnection call center. “We have run
messages about our heart program, our spine center, our
vascular department for varicose veins, and our dermatology
physicians for hair transplants.” Emory also finds a high
success rate for cardiac rehabilitation and prevention events,
OB/GYN related seminars and events, and recruitment for
broad clinical trials, such as those for lung cancer.
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Monitoring Outcomes
In addition to developing leading-edge programs,
Emory Healthcare’s marketing team has become quite
adept at tracking and quantifying the value of the
programs they deliver.
Emory’s HealthConnection call center is one of the initial
access points for callers to the many branches of Emory
Healthcare. It was established to provide health consumers
and physicians with information about Emory’s extensive
network of facilities and physicians. HealthConnection
provides a wide array of services for these callers, including
information on Emory’s services and health centers,
consumer to physician matching, physician to physician
referral, event screening and registration, clinical trial
information, health and wellness education, and more.
Emory HealthConnection also
serves as the point where
marketing tracks the success
of its programs. When callers
contact the center inquiring
about a service, seminar or
clinical trial, they are always
questioned as to how they
found out about the service or
event. The callers are then
tracked through the IDX
scheduling system to see if
they ended up as a patient, or
as a participant at a particular
event.
In recent studies, the
marketing team tracked
returns generated by
SoundCare through callers to
the HealthConnection call
center. These studies found that SoundCare is responsible for a
large number of referrals and subsequent revenue. For example,
in a typical month, marketing tracked 42 physician and service
line referrals, 199 referrals for classes and events, and 18
referrals for clinical trials – all due to SoundCare.
Within two months of initial contact, these callers
generated $28,985 in new business from services and
events promoted through SoundCare. When you compare
this figure to what Emory Healthcare spends on
SoundCare, the return is tremendous.
“Through tracking we have been able to show that SoundCare
not only pays for itself, but generates additional business for
our healthcare system,” says McLelland. “We enjoy the
relationship we have with the employees at Vericom. They are
very responsive, and that has allowed us to develop a
partnership in determining how best to use SoundCare to
benefit Emory Healthcare.”
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