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You can conservatively expect 7:1 ROI
83K
Potential patients targeted from among total addressible market.
1655
New cardiology patients acquired over a 12-18 mo. period.
$500K
Total entry-level investment required, including media placement and campaign development fees.
$3.3M
Contribution margin expected from new patients acquired from marketing investment shown.
BPD’s precision marketing approach is a new paradigm for patient acquisition, offering a transformative way to achieve measurable financial ROI and predictable outcomes. While it requires a higher investment than typical volume-driving strategies, it yields higher, provable results.
Our solution prioritizes quality over quantity, using advanced data modeling and AI-driven optimization to engage the right audiences with highly relevant and motivating content. And it all is founded on our proprietary data platform, which contains more than 800 points of data on 240 million adults in the U.S. While our approach demands a more focused investment in the upfront approach, the payoff is clear: strong contribution margins that clearly shows marketing as an investment in growth, resulting in concentrating resources where they matter most, rather than spreading them thin.
The pro forma provided here is based on an analysis of your market and brand, and reflects an entry-level precision marketing option. We also offer more customizable patient-acquisition solutions, as well as offering that leverage our data capabilities to help health systems with enhanced segmentation, patient loyalty programs and more.
Precision Marketing FAQs
What is the approach for patient acquisition shown here?
BPD’s patient acquisition solution, what we call Precision Marketing, leverages our proprietary data platform to identify a list of individual consumers with a given propensity to segment and engage with targeted paid media. While it demands a more focused investment in the upfront approach, the payoff is clear: strong contribution margins that clearly show marketing as an investment in growth. Further, this approach focuses on reducing risk and delivering high-impact results by concentrating resources where they matter most, rather than spreading them thin. The pro forma shown here is based on an actual estimation of potential cardiology patients we could drive to your system using our entry-level precision solution. This offers a lower investment to prove this strategy, with more customizable solutions available to drive even higher patient acquisition and ROI.
How do you determine the number of potential patients in the market?
Using our proprietary data platform, which contains more than 800 data points on more than 240 million adults in the U.S., we can accurately estimate a potential addressable potential market specific to your service area. In this case, we’ve used cardiology services for our targeting, but we can apply precision marketing to estimate the number of potential patients in more than three dozen clinical propensities.
How do you know how many patients will be acquired?
Starting with a potential addressable market noted above, there are two steps we take to estimate the number of patients we expect to attract. First, we narrow the target audience to only the top 10-20% of the total audience using a ranking based on criteria like proximity, insurance, claims data and more. The goal here is to only target those potential patients who are most likely to leverage your system for care. Second, we apply an acquisition rate based on historical campaign results. For example, for cardiology marketing, we typically achieve somewhere between a 2-3% conversion rate from targeting to utilization. The entry-level solution shown here reflects with a more conservative range, but actual acquisition rates can be greater when leveraging our customized solutions, leading to a higher ROI.
How did you determine which service line to use for this assessment?
BPD has propensity modeling for more than three dozen clinical needs/service offerings. Those most commonly leveraged by health systems include cardiology, oncology, orthopedics and emergency room services. We typically land on a targeted service line in one of two ways: clients have already identified their high priority service lines that need increased volumes; or, we use our market assessment tool to help identify where the most opportunity lies in a client’s market. For this estimate, we used cardiology knowing that is typically a high priority service line for most systems. We are happy to run another potential addressable market upon request.
Where are you obtaining contribution margins used in your calculations?
This is based upon industry benchmarks for average contribution margin across the whole of cardiology services. When working with a client, we will use their actual contribution margins for the services targeted, which are typically higher than the industry benchmarks. We focus on contribution margin because it is best practice to use this data when calculating marketing ROI.
How is the level of marketing investment established, and what does it include?
The marketing investment is established through a mix of investment for media planning, management and in-market media spend, strategy, dynamic creative, reporting & ROI analysis, and account management. The amount shown, when combined with the technology fees, represents the investment required to drive the patient acquisition conversion need to drive meaningful ROI. For the pro forma shown above, we’re using our entry-level precision offering, with an investment of $500,000. Our more customizable precision solutions, which drive more patient volumes and a higher ROI, have higher investment levels.
Why is this level of investment required?
BPD’s precision marketing represents a bold departure from traditional, mass-media-inspired paid media and requires a real shift in mindset. For example, traditional ratios of media spend to campaign development and management can be flipped with our more customized precision solutions, with the majority of the budget going to the latter, rather than the classic 80/20 or 70/30 media/development ratios of traditional mass efforts. That’s because precision marketing requires far more effort to launch and manage over time. Yet even with less media spend in the market, the results are far better, and again, known down to a contribution-margin level.
What about HIPAA or pixel concerns?
While our proprietary data platform contains more than 800 data points on every person, including claims data, the data is de-identified, so none of it is Protected Health Information (PHI). That allows us to track potential patients and avoid HIPAA issues. That said, while our data sources are anonymized, the power of our database is such that we can apply unique identifiers to every file. Meaning when we target 500,000 people in a market, we know exactly who those people are. The use of tracking pixels on system websites are not required for our precision marketing efforts, though we can leverage that data where needed.
How do you close the loop on utilization to show true ROI?
Because BPD’s proprietary data platform allows us to uniquely identify and track every audience member targeted, we can tie marketing activity back to utilization. We can do that in any number of ways depending on client security and compliance protocols, comfort with data, the level of precision marketing solution leveraged, and other considerations.
