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Big community outreach program successful at Memorial Hermann.

Profiles in Healthcare Marketing

|February 24, 2001

Summary

Memorial Hermann Healthcare partners with Southern Bell Co. to attract new Houston residents to its free medical benefit programs. Members receive exclusive hospital perks, like complimentary private room upgrades during stays.

Area of Science:

Healthcare Management
Community Outreach
Healthcare Marketing

Background:

Rapid population growth in Houston presents challenges for healthcare providers to reach newcomers.
Establishing connections with incoming residents is crucial for non-profit hospitals to ensure community health needs are met.
Innovative outreach strategies are necessary to engage a transient population.

Purpose of the Study:

To evaluate the effectiveness of a strategic partnership between a healthcare system and a telecommunications company in attracting new residents.
To assess the impact of free medical benefit membership programs on patient acquisition and retention.
To explore the role of exclusive perks, such as room upgrades, in enhancing patient engagement.

Main Methods:

A collaborative partnership was established between Memorial Hermann Healthcare and Southern Bell Co.

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Free medical benefit membership programs were offered to newcomers in Houston.

Program enrollment data and patient utilization of benefits were tracked.

Patient satisfaction surveys were conducted to gauge the value of perks.

Main Results:

The partnership successfully increased awareness of Memorial Hermann Healthcare among new Houston residents.
Enrollment in the free medical benefit programs exceeded initial projections.
A significant number of members utilized the offered perks, particularly private room upgrades.
Positive feedback was received regarding the value and accessibility of the program.

Conclusions:

Strategic partnerships can be highly effective for healthcare systems targeting specific demographics, such as newcomers.
Offering tangible benefits and perks significantly enhances the appeal of medical membership programs.
This model demonstrates a successful approach to community engagement and patient acquisition in a growing urban environment.