Goals:

• Increase patient encounter activity by 20%

• Increase new patients to the health care system

• Make Parrish Healthcare a thought leader/expert in health information for the community

• Engage commercial insurance payers

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Strategy:

The newsletter was an external marketing effort to engage individuals 18 and older who had income levels of 50k and higher living in the North Brevard County area (zip codes: 32796, 32754, 32780, 32927, 32922, 32923, 32926 and 32953). Each quarterly direct mailed newsletter would have content relating back to our service line focus being either cardiology, oncology, women's services and orthopedics. I would work with health care experts throughout Parrish Healthcare to create content our audience was interested in/could be educated on. It was also important to always highlight a senior focused health topic as the North Brevard demographic area leans older in population. The newsletter was also an opportunity for Parrish Healthcare to showcase their work in the community and increase awareness for upcoming events or specials. After using our customer relationship management system to track all downstream reporting, the newsletter far exceeded our goals and expectations. 

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Results:

The encounter date range was 1/20/2020-8/31/2020 (all encounter rates impacted by COVID-19)

• The newsletter was successful in bringing in patient encounter activity. The overall utilization rate from the mail group was 33%

• 1.882 new patients were generated to Parrish Healthcare

• Downstream payments that can be attributed to this effort were over $26 million. While, Life Times newsletter was only a $31,000 investment

• The average individual value per individual was over $1,700 and the average value per encounter was over $600

• The top insurance used by individuals in these encounters were commercial 

• Over 80% of respondents from the Life Times newsletter survey said the newsletter provided useful health information

• Over 50% of respondents said the newsletter positively influenced their impression of Parrish Healthcare

• Link here for full PDF results

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