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Illinois hospital using Web to build database for relationship marketing
Profiles in Healthcare Marketing
|February 24, 2001
Summary
Silver Cross Hospital uses its website and a Healthy Living Quiz to gather patient data for a customer relationship management (CRM) database. This strategy helps identify community health needs and market gaps.
Area of Science:
- Healthcare Marketing
- Health Informatics
Background:
- Healthcare organizations are increasingly using digital platforms for patient engagement.
- Customer Relationship Management (CRM) is emerging as a key strategy in healthcare planning.
- Identifying consumer health needs and market gaps is crucial for service development.
Purpose of the Study:
- To promote a hospital website as a tool for building a patient relationship marketing database.
- To identify the healthcare needs of consumers in specific geographic areas.
- To leverage CRM strategies for discovering market opportunities in healthcare.
Main Methods:
- Utilizing a hospital website to collect health information from patients and prospective patients.
- Implementing a multimedia advertising campaign to promote the website and a 'Healthy Living Quiz'.
- Offering free health screenings as incentives for quiz participation.
Main Results:
- The initiative aims to build a database for understanding consumer health requirements.
- The strategy is designed to uncover potential unmet needs within the local healthcare market.
- The approach supports a broader CRM strategy for healthcare organizations.
Conclusions:
- Website promotion and data gathering can support targeted healthcare service delivery.
- CRM strategies enable healthcare providers to better align services with consumer needs.
- Identifying market gaps through data analysis is essential for strategic healthcare planning.