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Paris, TN- Henry County Medical Center’s Marketing and Public Relations Department had the honor of presenting at the recent Relevate Health Conference, “Big Camaraderie, Bigger Ideas, Biggest Results” in Dallas on July 16 -18, 2018. They qualified as one of the top six finalists for their awards program.
Tory Daughrity, Director of Marketing and Public Relations, gave a presentation on “Increasing Service Line Volumes through Digital Conversion Campaigns.” The presentation dealt with increasing the numbers of patients, decreasing outmigration with other competitors, and how social media helps HCMC build a stronger community by providing easier “on ramps” for access to key services.
Henry County Medical Center sought to strengthen the foundation of their business with a focus on market growth, patient loyalty, and partner and physician alignment. They achieved these goals by developing a comprehensive marketing approach that included both Relevate Essentials for Women and a targeted response-based campaign focusing on key service lines. By thinking big picture, and with thorough planning, HCMC used their experience and knowledge of their region and consumers to leverage the resources provided by Relevate and ultimately increase awareness in their region. The new outreach messaging and website activity increased the level of service line awareness. They deployed a response-based campaign, “Home is Where...” for each of the targeted services through:
By targeting key services lines with end-to-end strategic marketing, HCMC was able to thoughtfully engage with their current patients, raise awareness for key services lines, and increase new patient acquisitions.
Daughrity also talked about the importance of Community Health Education and, in 2017, HCMC reached 7,806 lives. HCMC accomplished this by community screenings: 1,687 reached, industrial wellness screenings: 499 reached, and community education: 5,620 lives reached. All of these things were reached by different programs offered at HCMC.