Cardiovascular Business Week
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CPM Marketing Group
Hospital educates women on heart disease risks, increases use of services
April 26th, 2005
With more women having and dying of heart disease in its market area than the statewide average, a midwestern U.S. hospital used its database marketing program to identify those with the greatest likelihood to use or need cardiology services, coupling direct mail and an online Health Risk Assessment (HRA) to produce a 5.5% response rate of cardiology service utilization. Both the Customer Relationship Management (CRM) program and the cardiology campaign were developed by CPM Marketing Group. Prior to adopting CRM, the hospital had primarily focused on less targeted marketing communications. CRM's analysis of data on a segment-of-one basis, or individual level, enabled...
Source: Cardiovascular Business Week (2005-04-26)
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