Intermountain Health
Digital Grateful Patient
Services
- Digital Grateful Patient
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Campaign Strategy
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Campaign Development
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Luminate Online
Platforms
- Luminate Online
Client Objective
Intermountain Health wanted an acquisition effort aimed to warm up discharged patients, build a relationship with them, and eventually convert them into a warm lead. Together we established a baseline grateful patient journey, created emails that would test content, and automated the experience to screen thousands of people each month.
Our Solution
1
Data Process
The process began by clearly establishing the process of using data from the patient data warehouse to Luminate Online. Once the pathway was defined, we entered multiple discovery sessions to learn what criteria would serve as our baseline to begin introducing patients to the three-part email series each month. We laid the foundation, created the content, and curated tests that would inform future email communications.
2
Testing Calls-to-Action
Testing non-donor patient interests was critical in the first few months of emails. Calls-to-action (CTA’s) were highlighted and included throughout each email to increase possible opportunities to engage. These CTA’s included: honor a caregiver/employee, volunteer, donate, create a lasting legacy, hospital blog posts and community events.
3
Testing Email Formats
Formatting played a huge role in testing engagement. One email was formatted as a newsletter, the second as a plain-text email, and the third was a combination of both. The header with a donate button remained a constant variable throughout all pieces.
Project Highlights
Part Email Series
Million Patients
New Engaged Patients
The Results
The results from soliciting previous patients who had never donated and establishing a grateful patient program made an incredible impact. Each month Intermountain screened between 20k patients to 30k patients, totaling 1.2 million emails delivered in over a year. We learned the importance of a CTA in the donation header for readers and which signer/representative led to the most engagement. Most importantly, we learned what format will perform the best for their audience, and what content resonates with them. This will prove to be a critical outcome as we pivot content this year to support their upcoming capital campaign.
