So Chestnut and his team, in conjunction with Richmond-based agency Neathawk Dubuque and Packett (ND&P), decided to roll out a campaign not only to encourage employees to schedule regular mammograms, but to schedule them at VCU.
"There are several compelling reasons for focusing on your own employees," says Susan Dubuque, president of ND&P.
Converting employees into patients is an easy way to grow volume (Dubuque uses the term "low-hanging fruit"), take care of your own, and create an internal sales force that will use first-hand patient experience to promote your organization to family and friends.
You can also generate revenue. If your hospital is self-insured, you can curtail loss of revenue if your employees are going elsewhere for healthcare services.
Before they created a campaign initiative, VCU and ND&P marketers looked into why more female employees were not receiving mammograms at their place of employment. The main problems they identified occur at many organizations: a concern for privacy and a lack of awareness.