Case Studies

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

by | Feb 11, 2021 | Case Studies, Service Line Growth

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

“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

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

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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