Patient Loyalty Programs Show Their True Value

At Botsford Hospital in Farmington Hills, MI, the acronym "VIP" has taken on a whole new meaning: Very Important Patient. The 330-bed hospital runs a rewards card program, offering perks to hopefully build patient loyalty. Botsford is one of many hospitals around the country instituting loyalty programs in an effort to outpace their competitors. But do these programs work, and are they worth it?

Botsford launched its VIP program in 2010, initially as a referral service to link potential patients with doctors, according to The Washington Post. Any community member can register for a card. VIP members get access to free valet parking, a concierge to help connect them with a physician or specialist, access to a physician within 24 hours, and a 10% discount at the gift shop and on nonprescription drugs at the outpatient pharmacy.

"The Botsford Very Important Patient (VIP) program is our way of extending premier services and valuable discounts to you, our patients, because you deserve special treatment," the hospital website states.


Marketing perks to seniors

The VIP program targets the senior population, featuring images of happy elderly patients on its microsite. More than 900 community members signed up for VIP access, most of them recruited through traditional direct mailing.

The program also offers regular health education seminars aimed at older people and a free one-year membership to the hospital's Generations Senior Program, which organizes events and outings for those over 50 years old.

"This is a way to get a mailing list and send them information," Lynn Anderson, Botsford's marketing and public relations manager, told the Post. "In this day and age, with so much competition, you need to make a connection with patients."

And Botsford has plenty of competition—there are seven other hospitals in its primary target market in the northern and western Detroit suburbs.


Relationship-building for improved outcomes

Programs like Botsford's VIP card create a channel for open dialogue between the hospital and patients, which holds the promise of improved patient outcomes.

Now that hospitals can be fined for having higher-than-usual 30-day readmission rates for certain conditions, the pressure is on to improve preventive strategies and increase patient communication whenever possible.

By luring senior patients into the hospital for free health screenings and seminars, Botsford is able to bring high-risk patients in the door before they need to see a physician. The VIP card's guarantee of physician access within 24 hours makes it easy for patients to get in touch with their doctors—and perhaps cut down on some unnecessary ED visits.


Creating a sense of community

Patient reward programs can change a hospital's image from a place to go only in time of crisis to a community center.

If a local resident becomes used to dropping by your organization for health fairs and special events, he or she will be more comfortable receiving care there when the time comes.

Botsford does this with its Generations program. For just $15 a year, seniors can go on hospital-sponsored trips to the symphony, the theater, and even a casino. Sure, none of these outings are remotely health-related, but they build strong relationships with the community members who attend.

Be careful with your messaging

If your organization decides to offer a perks program, be wary of focusing solely on amenities. While patients are apt to choose services that are immediately useful, such as valet parking and gift store discounts, they also need to be assured of your organization's quality of care.

Botsford follows a dual-messaging strategy on its webpage. While its homepage features the VIP program front-and-center, it also stresses quality by promoting its new imaging center, its trauma center, and its results-oriented approach to care.

So yes, providing patient perks is worth the effort—if hospitals do so strategically. Perks programs can create more loyal and better informed patients, and may even help pave the way to improved outcomes.

And who knows—if a patient wins big at a hospital-sponsored casino outing, you may just have found a new benefactor.