Case Studies

Integrated Digital Marketing Campaigns Drive Volume and Revenue Growth for Beaufort Memorial Hospital

by | Feb 11, 2021 | Case Studies

When the pandemic upended their plans, the marketing team at Beaufort Memorial turned to True North for expertise in both engaging the community and driving revenue.

For Beau­fort Memo­r­i­al, an inte­grat­ed dig­i­tal mar­ket­ing strat­e­gy guid­ed by True North has deliv­ered clar­i­ty for con­sumers and con­sis­tent vol­ume even as the sit­u­a­tion on the ground evolves.

Dis­cov­er how this growth-focused approach has been instru­men­tal in both guid­ing the com­mu­ni­ty and gen­er­at­ing leads for key ser­vice lines.

The Organization

Serv­ing a tri-coun­ty area in the Low­coun­try region of South Car­oli­na, Beau­fort Memo­r­i­al includes a 197-bed, acute care hos­pi­tal, a free­stand­ing out­pa­tient surgery cen­ter locat­ed on the hos­pi­tal cam­pus, a full-ser­vice can­cer cen­ter, three urgent care loca­tions and mul­ti­ple out­pa­tient med­ical office buildings.

The Challenge

Beau­fort Memo­r­i­al went into 2020 focused on using dig­i­tal mar­ket­ing to dri­ve growth across key ser­vice lines like ortho­pe­dics, vas­cu­lar, OB/GYN, oncol­o­gy and access care. COVID-19 cer­tain­ly had oth­er plans in mind.

The Solution

Togeth­er with True North, Beau­fort Memo­r­i­al devel­oped an inte­grat­ed dig­i­tal mar­ket­ing strat­e­gy that includes paid search, dis­play and social media adver­tis­ing, email mar­ket­ing, and retar­get­ing strate­gies. These tac­tics were designed to tar­get the right con­sumers and encour­age them to engage with Beau­fort Memo­r­i­al for var­i­ous health­care concerns.
Start­ing in May, we began to pro­mote spe­cial­ty ser­vices and access care again in an effort to dri­ve growth and pro­vide con­sumers access to the care they need.

The Results

From May 1 through August 30 — dur­ing the height of the pan­demic’s first wave — the cam­paigns gen­er­at­ed 4,500+ leads for high pri­or­i­ty ser­vice lines. This includes:

  • Access Care (includes pri­ma­ry care, express/urgent care and tele­health): 3,600 leads
  • Ortho­pe­dics (specif­i­cal­ly tar­get­ing joint replace­ment leads): 110 leads
  • Women’s Health: 586 leads
  • Vas­cu­lar: 90 leads
  • Oncol­o­gy: 166 leads

Telehealth Campaign and COVID Content

Through­out 2020 and mov­ing into this year, we’ve adapt­ed to evolv­ing needs and have gen­er­at­ed a num­ber of key wins across ser­vice line and com­mu­ni­ty engage­ment priorities.

Here’s a snap­shot of the sys­tem’s high­ly effec­tive COVID-relat­ed con­tent initiatives.

Tele­health Campaign

“True North is a true partner
in every sense of the word.
We com­mu­ni­cate open­ly and
fre­quent­ly, and there is no
prob­lem we can’t tack­le together.
They are extreme­ly cre­ative and
respon­sive and they think about
our needs proac­tive­ly and responsibly.”

— Court­ney McDer­mott, Director
of Mar­ket­ing and Communications
at Beau­fort Memo­r­i­al Hospital

Beau­fort Memo­r­i­al offers tele­health via their BMH Care Any­where plat­form. Like oth­er tele­health solu­tions, this ser­vice allows peo­ple in the com­mu­ni­ty to see a board-cer­ti­fied physi­cian from the com­fort of their own home. Even in 2019, expand­ing BMH Care Any­where was a pri­or­i­ty for Beau­fort Memo­r­i­al. As COVID-19 began to unfold, the Beau­fort Memo­r­i­al and True North teams sig­nif­i­cant­ly grew app uti­liza­tion in an effort to sup­port the community’s health and well-being.

In the ear­ly weeks of the pan­dem­ic, we ramped up our efforts to pro­mote BMH Care Any­where as a pri­ma­ry care access point for many ser­vice lines. Much of the cam­paign bud­get pre­vi­ous­ly allo­cat­ed to dri­ving ser­vices such as pri­ma­ry care, urgent care and oth­er in-per­son care became focused on increas­ing tele­health utilization.

The Results

In just March and April, BMH Care Any­where reg­is­trants increased by 1,500%. More than ever before, con­sumers began to adopt tele­health as a pri­ma­ry source when seek­ing care. As search vol­ume for tele­health increased—particularly in the ear­ly weeks of the pan­dem­ic as brand search­es increased—cost per lead in paid search went from $12 to just $3.

In social media adver­tis­ing efforts, the cost per lead decrease was even more significant—falling from about $100 to just $3 for the months of March and April.

From May 1 through August 30, we’ve con­tin­ued to see strong performance—evidence that a shift to tele­health for day-to-day health con­cerns might be here to stay. Our cost per lead con­tin­ues to stay under $10, and app reg­is­trants are grow­ing sig­nif­i­cant­ly year over year.

Over­all, the total num­ber of new reg­is­trants increased 17 times in March and April com­pared to Jan­u­ary and Feb­ru­ary. This is in line with indus­try trends that we’ve seen emerge with the COVID-19 pan­dem­ic, but cer­tain­ly indica­tive of the val­ue of tar­get­ed dig­i­tal cam­paigns, effec­tive mes­sag­ing and clear calls to action to inspire con­sumer engagement.

COVID-19 Com­mu­ni­ca­tions

A crit­i­cal com­po­nent to Beau­fort Memorial’s mis­sion through­out the pan­dem­ic has been com­mu­ni­ty engage­ment and thought lead­er­ship. Con­sumers look to local health­care providers as a trust­ed source for infor­ma­tion relat­ed to the coro­n­avirus, so we saw an oppor­tu­ni­ty to pro­vide ongo­ing updates and advice to the community.

True North and Beau­fort Memo­r­i­al quick­ly gen­er­at­ed a cam­paign land­ing page high­light­ing Beau­fort Memo­ri­al’s response to the pan­dem­ic. The main con­ver­sion point invit­ed con­sumers to sign up for a week­ly update email to stay apprised of evolv­ing poli­cies and news.The Results

The cam­paign gen­er­at­ed 1,000 leads in just the first 2 weeks at a $0.72 cost per lead. As of August 30, 2,050 leads total have been gen­er­at­ed at a $1.61 cost per lead.

The week­ly emails stem­ming from the cam­paign have out­per­formed expec­ta­tions, too. The aver­age open rate is over 30% and the aver­age click rate near­ly 4%, with indi­vid­ual emails see­ing open rates over 50% and click rates near­ing 10%. Fur­ther, the emails have dri­ven over 1,000 goal actions rang­ing from pri­ma­ry care appoint­ments to dona­tions and much more.

Beaufort’s blog and social media strat­e­gy also evolved to address COVID-19. Engage­ment rates sky­rock­et­ed in the ear­ly days of the pan­dem­ic, in par­tic­u­lar. Top per­form­ing con­tent included:

  • How COVID-19 affects hav­ing a baby
  • Think you have COVID-19? Here’s what to do
  • Joint replace­ment in the era of COVID-19
  • Mam­mo­gram safe­ty dur­ing COVID-19

Let’s Build Your Patient Acquisition Strategy Together

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

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