Goals:

• Educate new movers about the Parrish Healthcare System and establish a relationship

• Motivate “lead” response (with FREE offers) to continue nurturing towards attachment

• Build Parrish Healthcare brand affinity 

• Engage women – the primary household decision makers for their families

• Gain new patients/families to the Parrish Healthcare System

• Increase PCP appointments/clients

• Increase revenue

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Strategy:

The “New Mover” is one of the most attractive audiences for a hospital system. As newcomers to the market, they are seeking new provider relationships for themselves or their families. Branded campaigns targeted at individuals that have recently moved into the market area help to educate them about the healthcare system and physician group services. By communicating at this most opportune time, this program helps establish lasting relationships with these “new” individuals and families. 

With the influx of new residents coming to Titusville and the space coast based on the economic development in North Brevard County, a monthly mailing to new movers will help capitalize on this specific market area. 

The program targets “new movers” within a specific set of zip codes (32780, 32927, 32754, 32796, 32926), and provides them with valuable information about Parrish Healthcare to motivate them to test out our health care system and call it their medical home. This audience will receive a multi-touch direct mail, designed to communicate the depth of services Parrish Healthcare offers, how to access care along with physician location, and contact information and the opportunity to stay connected and receive more information related to their specific area of health interest.

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Results:

• After 9 months, 18% of individuals had downstream encounters with Parrish Healthcare

• 341 of those downstream individuals were new patients to the health care system

• Over $1.4 million payments were generated from these encounters

• The program yielded over 131% of the total campaign cost

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