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Washington Hospital Center defends its position. Changing situation calls for a new approach
Profiles in Healthcare Marketing
|January 6, 2001
Insights
Washington Hospital Center faced competition in cardiac care, its main revenue source. They initiated a patient-focused campaign to promote diagnostic testing services.
Area of Science:
- Healthcare Management
- Cardiac Services
- Patient Engagement
Background:
- Cardiac care is a primary revenue stream for many hospitals.
- Increased competition can impact hospital revenue and market share.
- Patient acquisition and retention are critical for financial stability.
Purpose of the Study:
- To analyze the impact of competitive pressures on a hospital's leading service line.
- To evaluate the effectiveness of direct-to-patient marketing campaigns for diagnostic services.
Main Methods:
- The study examines Washington Hospital Center's response to market challenges in cardiac care.
- It analyzes the implementation of a marketing campaign targeting patients for diagnostic testing.
Main Results:
- The hospital identified cardiac care, its leading revenue source, as being challenged.
- An aggressive, patient-directed campaign was launched to promote diagnostic testing services.
Conclusions:
- Hospitals facing competition may need innovative strategies to maintain revenue.
- Direct patient engagement can be a viable approach to drive utilization of key services.
Abstract:
Washington Hospital Center, in the nation's capital, found cardiac care, its leading source of revenue, challenged by new contenders. This launched an aggressive campaign directly at patients, encouraging them to use WHC's diagnostic testing services.