Piedmont Healthcare partnered with BrightWhistle for its mammogram campaign, using BrightWhistle’s HIPAA-compliant marketing platform to deliver more targeted and relevant healthcare solutions.“`
more effective at reaching high-risk patients than the control group
increase in identification of high-risk patients
increase in click-through rate versus the control group
Putting clinical data to work for at-risk patients
A proactive approach to healthcare
Since completing risk assessments can assist with early detection of breast cancer, Piedmont wanted to increase engagement and ultimately drive volume to its imaging centers.
“Patient engagement and patient population management are important factors in reducing the cost of healthcare in America and improving patient outcomes. Using BrightWhistle’s tool to educate, engage and help influence an organization’s known patient population to stay healthy has huge implications for healthcare providers, patients and their families.”
Matt Gove, Chief Marketing Officer, Piedmont Healthcare
Enlisting data to prevent disease
BrightWhistle’s HIPAA-compliant tool, Patient Marketing Intelligence (PMI), allows healthcare providers to more effectively engage existing patients and identify prospective healthcare consumers.
Using BrightWhistle’s PMI tool, Piedmont Healthcare developed a campaign to identify high-risk patients who should pursue preventative care—in this case, patients who should undergo mammograms.
Ad creative for this campaign included branded imagery and helpful facts about breast cancer risk factors. Placed in both mobile and desktop News Feed, the ads were well positioned to reach their target audience whether at their computer or on the go, and drive them to Piedmont Healthcare’s Breast Cancer Risk Profile Assessment.
BrightWhistle’s PMI tool created a highly targeted Custom Audience of existing patients living in Atlanta. Piedmont Healthcare targeted its ads to both this Custom Audience and to a control group for testing purposes.
- 2.5X more effective at reaching high-risk patients (versus the control group)
- 98% of risk assessments completed via mobile
- 40% increase in identification of high-risk patients
- 83% increase in click-through-rate (versus the control group)
- 22% increase in conversion rate (completed risk assessments)
- 11% lower cost per completed risk assessment