Cutline: Pictured from left to right are Hailey Harrison, Marketing and Special Projects Coordinator; Tory Daughrity, Director of Marketing and Public Relations; Rhonda Crossett, Director of the Women’s Center, and Lori Stambaugh, RN, BSN, Community Educator.
Paris, TN- Henry County Medical Center’s Marketing and Public Relations Department had the honor of presenting at the recent Relevate Health Conference, “Big Camaraderie, Bigger Ideas, Biggest Results” in Dallas on July 16 -18. They qualified as one of the top six finalists for their awards program.
Tory Daughrity, Director of Marketing and Public Relations, gave a presentation on “Increasing Service Line Volumes through Digital Conversion Campaigns.” The presentation dealt with increasing the numbers of patients, decreasing outmigration with other competitors, and how social media helps HCMC build a stronger community by providing easier “on ramps” for access to key services.
Henry County Medical Center sought to strengthen the foundation of their business with a focus on market growth, patient loyalty, and partner and physician alignment. They achieved these goals by developing a comprehensive marketing approach that included both Relevate Essentials for Women and a targeted response-based campaign focusing on key service lines. By thinking big picture, and with thorough planning, HCMC used their experience and knowledge of their region and consumers to leverage the resources provided by Relevate and ultimately increase awareness in their region. The new outreach messaging and website activity increased the level of service line awareness. They deployed a response-based campaign, “Home is Where…” for each of the targeted services through:
- Digital marketing automation campaign
- Direct mail
- Publications — Magazine & eNewsletter
- Social media
- Live events and screenings
By targeting key services lines with end-to-end strategic marketing, HCMC was able to thoughtfully engage with their current patients, raise awareness for key services lines, and increase new patient acquisitions.
- HCMC Saw strong results from their outreach efforts and campaigns:
- Spirit of Women membership grew by 2,785
- High patient utilization of 60%aligned with Spirit programming and HCMC’s strategic initiatives
- New patient acquisition increased by 341% from 2016 to 2017
- Household new patients grew by 217%
- Commercial payor coverage increased from 58% to 73% in one year
- A younger demographic was attracted (51-60 age group grew in comparison to 61-70 group)
- Spirit of Women magazine distribution grew by 8%
- Improved health statistics and access to care were documented with education, chronic disease management, pharmacy assistance, and care navigation programs
Daughrity also talked about the importance of Community Health Education and, in 2017, HCMC reached 7,806 lives. HCMC accomplished this by community screenings: 1,687 reached, industrial wellness screenings: 499 reached, and community education: 5,620 lives reached. All of these things were reached by different programs offered at HCMC.
The HCMC Marketing Team consistently shows their hard work and dedication to their field of practice. They have been awarded several awards this year and were given a great opportunity to speak at the Relevate Health Conference.
“We are always honored to be recognized for the work we do in healthcare marketing,” said Tory Daughrity, Director of Marketing & PR. “HCMC is home and we are so pleased we have the opportunity to showcase the wonderful people and care we provide to our community as we continue to grow forward.”
About Henry County Medical Center
Located in Paris, TN, Henry County Medical Center is a progressive, integrated healthcare organization committed to serving the healthcare needs of Henry County and the adjoining region. Including a 142-bed hospital and other facilities, the medical center provides a variety of outpatient services, as well as inpatient care. Henry County Medical Center is a county-owned and operated nonprofit institution. For more information: www.hcmc-tn.org.