HealthCare
case studies
Case Study#1
Baylor Health Care System: Advanced Hospitals … Superior Marketing Performance
Background
Baylor Health Care System provides care to metropolitan Dallas/Fort Worth and surrounding areas through eight major hospital campuses, four specialty hospitals and other specialized care locations.
Challenge
Certain Baylor hospitals are in highly competitive markets with many other health care facilities in its Texas service areas. They sought a marketing piece that would set these campuses apart from competitors, position them as leaders in innovative technology, and humanize the Baylor brand by focusing on actual patients and their stories. The new marketing vehicle was also required to align with the system’s goals by increasing market share via new patient acquisition, while driving patient traffic to specific tertiary services.
Solution
Wax publishes Baylor Innovations for Baylor University Medical Center at Dallas, and a second version for Baylor All Saints Medical Center at Fort Worth and Baylor Medical Center at Southwest Fort Worth. Baylor Innovations is an upscale newsstand-quality magazine featuring blended content, in-depth stories about highly advanced treatments and services, as well as health & wellness articles that stand out from the prevalence of this kind of content. Each 64-page magazine is mailed quarterly to targeted high-income households in the Dallas/Fort Worth market, reinforcing Baylor’s brand recognition and while positioning the two campuses as the premier ‘destination’ hospitals in their respective service areas. While both editions chose to ‘share’ certain content regarding the latest medical advances on a national level, Wax creates completely unique for and about each campus in its own edition.
Results
Baylor Health Care System has reported an astonishing 8:1 return on investment as a direct result of Baylor Innovations, resulting in several million dollars in additional revenues generated per issue, per quarter starting with the very first issue produced by Wax (February 2008). Laser-focused metrics gathered on this publication’s performance by a third-party measurement firm working for Baylor also found that Baylor’s brand recognition has risen impressively in the Dallas/Fort Worth area since Wax began publishing Baylor Innovations. This is a remarkable metric in itself, considering how illustrious the Baylor brand already was in the Dallas/Ft. Worth area. Wax also sells and otherwise places display advertising in both editions of Baylor Innovations. Wax is credited with having increased advertising sales by 100 percent over our predecessor, with advertising revenues used to offset production costs for the client, and to add value to the overall content package and publication feel.
Case Study #2
AvMed Health Plans and Revitalized Health Plan Marketing
Background
AvMed is a Florida-based regional health plan. The company has a 15-year history with Wax, who publishes its quarterly, award-winning AvMed Magazine. This publication stands out in the mailbox and offers AvMed members information on plan benefits and timely content relating to current healthcare trends – a powerful health plan marketing tool that encourages retention.
Health Plan Marketing Challenge
AvMed was at risk of losing many members when its biggest client, the State of Florida, decided to offer a number of additional health plan choices to its employees. The company required a complete health plan marketing makeover and rebranding within the employer-group community as it emerged from a one-product health plan sold directly to employers into many choices. AvMed also needed a special outreach to the agent and physician communities to gain their support.
Solution
Using an integrated brand communications approach, Wax skillfully crafted for AvMed a bold new look, a sophisticated portfolio of branded collateral materials, and a comprehensive health plan marketing campaign delivering the message: The new AvMed offers more choices, easier access and better service. This major re-branding journey, directed to members, prospective members, physicians, agents and various other stakeholders, turned the company toward growth and expansion with its consumer products. That’s AvMed health plan marketing in action.
Results: Health Plan Marketing and ROI
AvMed enjoyed a 54 percent increase in quote requests over the previous year. Commercial sales were up 115 percent and Medicare 115 percent. As a result of Wax’s health plan marketing strategy and developing campaigns focusing on loyalty and retention among its members, AvMed’s numbers with State of Florida employees actually increased, despite the broader choices offered to employees. AvMed was also successful in renewing 99% of their largest clients in.
