Case Studies

Baptist Health Guides Patients and Drives Growth with a Content-Driven Lead Nurturing Strategy

by | Dec 10, 2020 | Case Studies

The marketing team at Baptist Health turned to True North Custom to address a common challenge: converting more qualified leads into patients.

This is a chal­lenge across all indus­tries as near­ly 8 in 10 mar­ket­ing leads nev­er con­vert into cus­tomers, and advanc­ing con­sumers from aware­ness to con­ver­sion can be even more chal­leng­ing in health­care. Find out how a con­tent-focused lead nur­tur­ing strat­e­gy helped Bap­tist Health close the gap between con­sumer engage­ment and patient acquisition.

The Organization

Head­quar­tered in Louisville, Bap­tist Health is the largest not-for-prof­it health sys­tem in Ken­tucky with more than 300 points of care and a physi­cian net­work of more than 3,000 employed and affil­i­at­ed physicians.

The Challenge

Hos­pi­tal and health sys­tem mar­keters face a long sales cycle for the high­est val­ue ser­vice lines, lack of vis­i­bil­i­ty into the cus­tomer base, and mul­ti­ple con­sumer touch­points dur­ing the patient jour­ney. These real­i­ties require health­care mar­keters to design lead gen­er­a­tion and nur­tur­ing strate­gies that per­son­al­ize the con­sumer expe­ri­ence and reduce fric­tion on the path to a patient encounter.

For many years, Bap­tist Health has exe­cut­ed cam­paign strate­gies that cen­ter around the use of health risk assess­ments (HRAs) from Medicom Health. These are evi­dence-based per­son­al health assess­ments that iden­ti­fy at-risk users through a com­bi­na­tion of ques­tions includ­ing fam­i­ly his­to­ry and lifestyle.

Since imple­ment­ing HRAs in 2013, approx­i­mate­ly 30,000 leads have been gen­er­at­ed across can­cer, bariatrics, car­di­ol­o­gy, GI and oth­er pri­or­i­ty ser­vice lines; how­ev­er, Bap­tist Health strug­gled to close the gap between HRA com­ple­tion and actu­al patient acquisition.

The Solution

“Work­ing with True North and
hav­ing your team take on our
automa­tion work­flows has been
a huge help. Hav­ing worked with
a vari­ety of oth­er ven­dors, I think
you guys are dif­fer­ent in that you
care about my ini­tia­tives, you care
about my suc­cess just as much as
I do and you guys are invested
from the very beginning.”
— Jil­lian Novak, Inbound Marketing
Spe­cial­ist at Bap­tist Health

As Bap­tist Health con­tin­ued invest­ing in their tech­nol­o­gy stack and the HRA func­tion­al­i­ty evolved, an oppor­tu­ni­ty emerged to opti­mize lead fol­low up in an auto­mat­ed way. The mar­ket­ing team at Bap­tist Health worked with True North to plan and cre­ate unique email strate­gies to engage con­sumers and con­vert prospects for pri­or­i­ty ser­vice lines.

The lead nur­tur­ing strat­e­gy start­ed with the breast can­cer ser­vice line with the goal of increased mam­mo­grams and includes a num­ber of email mes­sages deliv­ered in the weeks imme­di­ate­ly fol­low­ing HRA com­ple­tion. The email jour­neys con­sist of fol­low-up and nur­tur­ing mes­sages based on the consumer’s risk lev­el. Con­tent is specif­i­cal­ly designed to dri­ve patients to sched­ule a mam­mo­gram appoint­ment, as well as to cross-pro­mote oth­er women’s health services.

The Results

The lead nur­tur­ing strat­e­gy has been high­ly effec­tive for Bap­tist Health, as evi­denced by both engage­ment rates and down­stream patient encounters:

  • 44% aver­age email open rate
  • 70.59% aver­age con­ver­sion rate from HRA com­ple­tion to appointment
  • 63 ser­vice line encoun­ters, a 125% increase YOY
  • $233,478 total charges, a 185% increase YOY

As fur­ther evi­dence of the program’s suc­cess, Bap­tist Health and True North were select­ed to host a mas­ter class on mar­ket­ing automa­tion in health­care dur­ing the 2020 Health­care Inter­net Con­fer­ence.

Let’s Build Your Lead Nurturing Strategy Together

Dis­cov­er how we’re help­ing health­care orga­ni­za­tions like yours find, engage and con­vert patients and prospects.

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