Joslin Diabetes Center
Doctors’ Day Campaign
Digital Grateful Patient
- Luminate Online
We 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.
As part of the patient journey, we asked patients to submit a note of gratitude instead of asking for a gift in honor of a caregiver like the rest of the file. This methodology kept the patient’s established journey as the primary focus and was proven to be successful.
"The Doctors' Day Campaign that Doing Good Digital partnered with us on has been our most successful patient and physician engagement campaign. Not only did it increase revenue that helped our clinical programs, but also brought so many new grateful patients into our community of supporters."
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.
We personalized patient communication by making it more personalized and sensitive to living with diabetes. We created a completely separate track of communication for the patient segment in this campaign.
Our messaging focused on patient stories and our 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 saw a 25% increase in revenue year over year.