Joslin Diabetes Center
Doctors’ Day Campaign
- Luminate Online
Campaign Strategy Services
Campaign Development Services
Digital Grateful Patient
Luminate Online Services
Doing Good Digital worked with Joslin Diabetes to develop a campaign for Doctors’ Day as part of their overarching donor and patient journey project. Doctors’ Day is a nationwide celebration honoring and celebrating caregivers and is a milestone campaign in many healthcare organizations.
We decided to take this idea one step further as part of our patient journey and ask for a patient to enter a note of gratitude instead of making a gift in their honor. This methodology kept the patient’s established journey as the primary focus and was proven to be successful.
Define the Journey
In the months preceding this campaign, we worked with the team at Joslin to develop a full donor and patient digital journey that follows a constituent across a 13-month span. This included a mini welcome series, personalized surveys that prompted engagement in the monthly eNews, and targeted messaging and creative assets across the annual calendar.
Part of the patient journey was to focus on communication with patients and make it more personalized and sensitive to living with diabetes. Based on this concept, we created a completely separate track of communication for the patient segment in this campaign. The messaging focused on patient stories and the call to action was much softer. Instead of asking for a gift in honor of a clinician, we directed this group to a survey that allowed them to select one of three “ecards” and submit a note of gratitude. Upon submission, the thank you page had a donation form below the confirmation message.
Even without being asked for a donation in any of the email communication, the patient segment brought in one-third of the donations from the entire campaign. This highly successful approach proved that treating patients as a separate entity from the rest of the email solicitation list works. Additionally, we had a 25% increase in revenue year over year.
Thinking of creating a patient journey?
Thinking of creating a patient journey or implementing a segmented campaign? Doing Good Digital is here to help with strategy, copywriting, implementation, and more. Contact us to learn more.