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How to Use Marketing Intelligence for Patient Acquisition

Improving Patient Acquisition
The Voice of the Healthcare Business

How to Use Marketing Intelligence for Patient Acquisition

Bringing in more patients is good for a hospital or health system’s bottom line. However, there are subtleties and nuances that can be lost in the effort to market your institution to the largest number of people possible.

Gone are the days of putting up a billboard to give passing drivers a two to three second message, hoping it sinks in. This type of mass marketing may raise awareness, but you end up not targeting the potential patients most likely to engage in a long-term relationship with your institution.

Instead, as explained in the “Marketing Intelligence: An Effective Path to Boosting Patient Acquisition and Revenue” e-book, using a ‘marketing intelligence’ approach can be smarter. Knowing which potential patients are most likely to need a specific medical service and targeting your outreach using sophisticated data insights can boost the financial health of your institution.

Health Insurance Portability and Accountability Act (HIPAA) compliant marketing options exist, but they can be limiting. The e-book outlines how to take advantage of marketing advances used outside the healthcare industry while avoiding HIPAA privacy protections violations. Also, learn why it’s important to market your strengths and services to engage people over time, rather than during an acute medical episode or at a time of dire need.

Consumer Data-Driven Decisions Can Help

Try to engage new people to your community before another hospital or health system attracts them first. The article explains how using the right data and more precise information can provide insight into new residents and their likely use of services, now and in the future. Also find out why location can be an important consideration when marketing to longer-term residents around your facility.

A premier healthcare data company can take a lot of guesswork out of your marketing campaigns. They can help you reach individuals based on their age, gender, financial indicators and other basic demographic information. Look for a firm that offers even more, including data on life events, name and address verification, residential insights, occupational records, educational characteristics, assets, court records, recreational interests and other demographic details.

Being smart about how you attract and engage more patients in your hospital or health system, a.k.a. intelligent marketing, can make a difference in your bottom line when you partner with a data firm that understands and shares your goals. If you’re moving toward precision, targeted healthcare for your patients, why shouldn’t you use the same strategy with your marketing?

Take the long view and optimize your intelligent marketing to help you bring in more patients over time, hopefully contributing to better health outcomes for them and improved financial health for your institution.


The DNA of Healthcare

At LexisNexis Risk Solutions, our goal is to provide the healthcare industry with insights and innovations to improve outcomes, grow market share, reduce fraud and increase compliance.

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