Hallmark Health ER case study

Building awareness to influence choice

Promoting a renovated emergency departments

Influencing hospital choice through trust in the Emergency Department

A Hallmark Health System hospital relied on its emergency department admissions to draw in roughly 70% of its inpatients. Without improved service and facility, area residents could choose competing hospitals when an emergency arose - two of which were located within a 15-minute drive. Admissions data confirmed that this was occurring.

The hospital invested in a major renovation of the emergency department to improve the patient flow, expand capacity, and to have a more comfortable and modern look. A FastTrack service was added, which provided a way for patients to see the doctor faster for lesser emergencies. In addition, focus was given to improving patient satisfaction.

Awareness campaign to change preference
A campaign was created to generate awareness of the newly expanded and renovated emergency department with Fast Track service. We needed to build interest in the newness of the ER and build trust in the care delivered.

Direct mail used to reach all households
A series of four postcards were mailed to the same 30,000 households in the primary service area over five months. We used the direct-to-consumer approach to ensure we reached the key households in the area comprehensively. Bright colors were used to stand out in the mail.

Results

Visits to the emergency department increased by 12.1% (913) visits in one year and were above budget volume projections by 6.7%. [chart 1]

The campaign ran a second time a year later with results as strong: It generated $1.5 million in patient revenue against the control group, which had no visits and generated $0.

Walk-in volume data show an increased number of patients who went to LMH by choice -- through walk-ins (non-ambulance). [Chart 2 - Walk in Visits]

Post-campaign awareness research. Individuals who recalled the campaign were more than twice as likely to list emergency care as one of the key services offered by the hospital.