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Why Marketers Should Care About the Strategic Halo

Marianne Aiello, for HealthLeaders Media, June 30, 2010

The patient experience at feeder service lines must also be exceptional.

"You have to think about what your business looks like going forward and how you can manage or increase that turn rate," said Brian Walker, senior vice president of strategy and client development at SRK, during the webcast. "This presents a great opportunity for a marketer to say, 'This represents some areas where I should be focusing my cross-selling initiatives and promotions.'"

Another benefit to researching the strategic halo is that it directly ties marketing efforts to patient volume and revenue. Provena Mercy Medical Center in Aurora, IL, recently analyzed its feeder service lines and, by creating targeted communications, generated 64 inpatient and outpatient visits, leading to $68,000 in revenue. A larger mailing garnered 780 inpatient or outpatient visits for $1.3 million in revenue.

The results of a strategic halo analysis can also give marketers a solid area of focus.

"One of the greatest challenges I hear from marketers is sometimes you have to be all things for all people," Walker said. "But by having more data like the strategic halo, it gives you the ability to focus on where you can have the greatest impact for volume and revenue. When you analyze the strategic effect the strategic halo has, it really changes everything."

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