Dynamic Newsletter Provides Opportunity to Strengthen and Generate Customer Relationships
MADISON, Wis.--CPM Marketing Group, Inc. a leader in Customer Relationship Management (CRM) solutions for healthcare, has released a case study to share the benefits of implementing a dynamic, targeted newsletter. A Midwestern healthcare organization implemented two versions of a dynamic newsletter to strengthen and generate customer relationships. Prior to implementing a dynamic, targeted newsletter the organization distributed a mass-mailed, eight-page newsletter to both current and prospective patients of all demographics.
In 2005 the health system distributed two dynamic newsletters targeting current and prospective patients. The concept of a dynamic newsletter was initiated to narrow down the target demographics and separate direct mail efforts by patient and consumer.
Using its CRM database, the health system measured the results of the campaign against a control group. The patient acquisition newsletter, sent to individuals without the healthcare organization as their primary care provider, helped bring in 458 new individuals, resulting in an estimated $117,725 post marketing profit. The patient newsletter contributed to 14,240 patients continuing to use the organization as their primary healthcare provider, resulting in an estimated $2,462,351 post marketing profit. Although the retention newsletter targeted patients, it brought new patients to the system by creating and maintaining patient relationships. This Midwestern health system, as an organization and community partner, recognizes great value in providing dynamic newsletters to educate the community and its patients on relevant and important health issues. Executing a dynamic newsletter allowed the organization to generate and strengthen customer relationships and establish itself as a health system that cares about its community.
To learn more, read CPM’s latest case study, “Dynamic Newsletter Provides Opportunity to Strengthen and Generate Customer Relationships” in the Hospital Press Room at www.cpm.com, or e-mail firstname.lastname@example.org or call 1-800-332-2631, Ext. 237, to request a copy.
About CPM Marketing Group Inc.
Customer Potential Management (CPM) Marketing Group, headquartered in Madison, Wis., is a pioneer in the development of Customer Relationship Management (CRM) solutions, including database development, intelligent health care marketing systems and predictive market segmentation. CPM’s integrated solutions allow health care organizations to maximize their customer relationships through market analysis, strategic planning and targeted personal communications. The foundation is an accessible, customer-centric database that includes comprehensive individual and household data. CPM’s suite of software tools provides easy and secure access to the data for individual snapshots of patients and health consumers on a segment-of-one basis. For more information, visit www.cpm.com, call 1-800-332-2631, Ext. 221, or e-mail email@example.com.
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