Driving ER Volumes
How do you acquire 134K patients in a competitive market?
To reverse declining ER volumes and drive growth in a highly competitive healthcare market, AdventHealth partnered with BPD on a patient acquisition campaign that combined audience intelligence, personalized marketing and targeted activation.
THE IMPACT
14.4%
Increase in ER visits
23:1
Return on investment
300+
Unique ad executions
11
Targeted audience segments
THE CHALLENGE
Winning in a crowded market.
Following COVID-19, healthcare providers across the country experienced significant declines in emergency room visits. For AdventHealth, a leading healthcare provider, the challenge was compounded by growing competition from new healthcare locations, hospital-based emergency departments and employer-directed care pathways. Traditional mass-market approaches were no longer sufficient. AdventHealth needed a smarter, more targeted way to identify, engage and convert high-value patients while strengthening its position in an increasingly crowded marketplace.
OUR APPROACH
A smarter approach to patient acquisition.
As a strategic growth partner, BPD combined advanced analytics, audience intelligence and personalized marketing strategies to help AdventHealth identify, engage and convert high-value patient audiences. Powered by more than 800 data points, 240 million consumer records and over 100 machine learning models, the approach fueled more relevant messaging, smarter targeting and sustained patient acquisition.
Data-driven insights.
Using a combination of consumer, engagement, clinical, disease and claims data, BPD developed a comprehensive understanding of patient behaviors, healthcare needs and market dynamics. These insights created the foundation for a more targeted and effective acquisition strategy.
Audience identification & segmentation.
BPD identified key patient populations by therapeutic area and media activation strategy, ultimately developing 11 distinct ER audience segments. These ranged from young adults without primary care physicians and parents of young children to patients managing chronic pain, cardiac risk factors and complex health conditions.
Hyper-personalized activation.
With audience segments established, BPD deployed more than 300 unique creative executions across 11 cohorts in just six months. Messaging, imagery and media placements were tailored to the needs and motivations of each segment, ensuring patients received highly relevant communications that drove engagement and action.
“We could no longer approach our marketing strategy like we did in the past. We had to find a way to break through the clutter.”
Sharon Line Clary, Senior Vice President, AdventHealth
