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Building a cardiology practice
David I Greenberg1, Ronald D Blonder, Ted E Eastburn
1Pikes Peak Cardiology, Colorado Springs, CO, USA.
The Journal of Cardiovascular Management : the Official Journal of the American College of Cardiovascular Administrators
|June 10, 2004
Summary
The Pocket EKG program boosted new cardiology patient visits by 22% annually for 6.5 years, enhancing patient loyalty and reducing hospitalizations by 54%. This clinical marketing initiative successfully engaged patients, payors, and physicians.
Area of Science:
- Cardiology
- Health Services Research
- Marketing
Background:
- The integration of clinical tools into marketing strategies is an emerging area in healthcare.
- Pikes Peak Cardiology (PPC) sought to evaluate a novel marketing program utilizing a portable electrocardiogram (EKG) device.
Purpose of the Study:
- To quantify the clinical and marketing effectiveness of the Pocket EKG Clinical Based Marketing Program.
- To assess the program's impact on key performance indicators including new patient acquisition, patient satisfaction, payor relations, and patient management.
Main Methods:
- A longitudinal analysis of new patient visit data over 6.5 years.
- Patient surveys assessing satisfaction and loyalty related to the Pocket EKG Card.
- Evaluation of the Pocket EKG Patient Satisfaction Survey against Health Plan Employer Data and Information Set (HEDIS) guidelines.
- Analysis of hospitalization rates before and after the implementation of baseline electrocardiogram access.
Main Results:
- New patient visits increased by 22% annually for 6.5 consecutive years.
- 92% of surveyed patients reported increased loyalty to the practice due to the Pocket EKG Card.
- The Pocket EKG Patient Satisfaction Survey met HEDIS guidelines for payor contracting.
- Access to baseline electrocardiograms led to a 54% reduction in unnecessary hospitalizations.
Conclusions:
- The Pocket EKG Clinical Based Marketing Program demonstrated significant success in driving practice growth and patient engagement.
- The program effectively enhanced patient loyalty and satisfaction, meeting stringent payor requirements.
- Clinical integration of the Pocket EKG device contributed to improved patient management and reduced healthcare costs through decreased hospitalizations.