In this case study, we delve into a successful partnership between a healthcare provider and MTI Connect, a leading marketing agency. The goal was to generate patient appointments and revenue through a strategic and data-driven campaign. By understanding the preferences of the healthcare audience and adopting an omni-channel approach, the team achieved exceptional results.

Understanding Audience Preferences and Creating
an Effective Media Mix

A crucial aspect of the campaign was gaining a deep understanding of the preferred channels and devices of the healthcare audience. Through meticulous research and analysis, the team identified the most effective media mix to reach the target audience. This ensured that the campaign could engage with receptive audiences across various platforms, maximizing its impact.

Executing a Metrics-Driven Campaign

The campaign spanned several months, during which key metrics such as open rates, impressions, and clicks were closely monitored. This data provided valuable insights into the most effective strategies and messaging for engaging with the healthcare audience. Additionally, a matchback analysis was conducted to identify the creative formats that drove the highest number of new patient appointments and first appointment revenue for the healthcare provider.

Impressive Results and Business Impact

Through the collaborative efforts of the healthcare provider and MTI Connect, the campaign achieved outstanding results. The campaign generated an impressive 25,000 unique conversations, directly leading to 3,991 first appointments and $1.2MM in first appointment revenue. These tangible outcomes highlight the efficacy of the team’s data-driven approach, their ability to identify the most effective channels and formats, and their commitment to continuous improvement throughout the campaign.

Conclusion

This case study showcases the power of a data-driven approach and an omni-channel marketing strategy in driving patient appointments and revenue growth for healthcare providers. By understanding audience preferences, leveraging multiple channels, and continuously analyzing key metrics, the campaign yielded exceptional results. The collaboration between the healthcare provider and MTI Connect exemplifies the significance of data-driven decision-making and the continuous pursuit of improvement in healthcare marketing initiatives.

An insurance company headquartered in New York, is one of the top 50 leaders in providing medical, dental, vision, and home insurance to consumers. The policy and membership divisions were seeking a print and data partner with insurance expertise in digital variable printing, kit fulfillment, and deployment. With the need to welcome new policy holders, the onboarding process rapidly became intricate at a national level with multiple, customized variables needing to arrive to homeowners in a timely and accurate fashion.

Challenges and Strategies

Q: What capabilities exist to ensure policies are delivered daily and arrive in home on specific dates?
A: The client’s systems were designed to output standard assets and documentation, yet those items were not conducive for bulk mailing. A majority of the client software and CRM databases had constraints in delivering efficiently or were simple designed improperly. The team at MTI had the capability to ingest large volumes of data, transform it, and append the correct assets and barcodes to help National General receive significant postal discounts.

Q: What is the process and commitment for handling returned mail (e.g. undeliverable mail)?
A: MTI created QR codes for each policy mailing, which allowed data and information to be easily scanned and updated on a daily basis. This information was used by a customer service representative to support follow-up calls, and more to mitigate customer issues and servicing matters.

Q: What solutions to be implemented to give customer service representatives the proper insight into the status of a policy (e.g. mailing status)?
A: MTI created a custom portal for the customer service team to enter policy details (e.g. customer name, policy number, etc.). Our custom portal offered full visibility of where the policy was in the tracking process (e.g. mailing status, delivery date, address verification, policy holder change requests, and customized reports). All this supported the team operationally, and helped to mitigate reorders of policy documentation, which resulted in a 20% savings.

Results

REPORTING: Designed a CRM Portal, named Corby, which granted visibility into all documentation items, schedules, fulfillment, and creative assets.

SAVINGS: Utilized mail tracking, which saved the client 20% re-fulfillment of policy requests associated with policy printing, delivery, and shipping.

CUSTOMIZATION: Given the challenges of creating this program entirely from scratch, all components were purely variable and highly customized down to the policy holder. 2 cohesive packages with welcome letters, insurance cards, policy details.

SCALABILITY: The success of the program became extremely scalable with the ability to onboard new policy holders seamlessly given the automated processes.

METRICS: 500 to 2,000 policies delivered each day. 312,000 policies delivered annually.

A specialty furniture retailer was seeking to expand its Texas market share by targeting a new audience, New Movers. The goal was to drive more store sales and general new business, while expanding their acquisition efforts that were declining, stale, and at a competitive disadvantage.

Challenges

• The Texas market, as for many sectors, is often saturated.
• Historically, the client was at a competitive disadvantage with poor market share performance and was not in the right position strategically to reach new audiences in a timely and cost-effective manner.
• Gaining visibility into new prospect markets was a new perspective that required a different approach that blended digital and traditional marketing efforts.

Solution

The new mover campaign commenced with refining their current trading areas by using store purchase data from the past 24 months to better define each market. Secondly, from the Consumer Profile, the target audience was narrowed down to household incomes of $95,000+, with a mix of renters and homeowners. The digital ads and direct mail pieces were designed to be hyperlocal, highly targeted with specifics of the store creative including the store manager’s name and a “Welcome to the Neighborhood” incentive of a free in-home design consultation. Each New Mover household received 1 digital ad per day and 2 custom variable postcards over the course of 60-days The retailer was ecstatic about the fact that we identified key IP addresses and targeted new movers into their store areas on daily basis, bypassing all other intermediary steps that often cause needless delays.

Results

The campaign resulted in a return on Ad Spend of over 1600%. Over the four-month test, the households targeted resulted in 482 sales during this period returning more than $374,700, with an average sale of more than $777. More than half of the targets who viewed an online Ad Display also went to the physical store location, as opposed to just ordering products online.