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Using geodemographics to launch a telephone referral service
1Mercy Health Services, IN.
Computers in Healthcare
|December 10, 1989
Summary
Mercy Health Services utilized a microcomputer system to assess direct mail campaign feasibility for a hospital referral service. This technology aided in evaluating marketing strategies for healthcare services.
Area of Science:
- Healthcare Marketing
- Health Services Management
- Marketing Analytics
Background:
- Mercy Health Services, a large hospital system, sought to optimize marketing efforts.
- The need for data-driven decision-making in healthcare marketing was recognized.
Purpose of the Study:
- To evaluate the feasibility of a direct mail campaign for a hospital referral service.
- To demonstrate the application of a microcomputer-based marketing support system in healthcare.
Main Methods:
- Acquisition of a microcomputer-based marketing support system in November 1988.
- Application of the system by hospital marketers to analyze campaign potential.
Main Results:
- The system provided insights into the viability of direct mail for referral services.
- Data analysis facilitated informed decisions regarding marketing strategy.
Conclusions:
- Microcomputer-based marketing systems can effectively support healthcare marketing decisions.
- Data-driven approaches enhance the planning of targeted healthcare campaigns.