CASE STUDY
Hip Preservation Program
Background
Large, Level 1 Trauma hospital in a major metropolitan market.
Market is highly competitive and largely aligned for high margin, high volume services.
Growth opportunities largely limited to ER volumes and tertiary services.
Growing elective surgeries are a necessary element of any hospital’s strategic growth.
Problem
Over the past 5 years, highmargin, high-volume surgeries, and procedures have increasingly migrated to outpatient surgery centers.
Opportunities to build and grow hospital-based elective service lines are limited and require special expertise.
Our approach
Established a fully integrated orthopedic hip preservation program that will increase elective surgical volumes, drive facilities earnings growth, optimize patient outcomes, and grow orthopedic market share.
Operational Expertise and Execution
Targeted and successfully recruited a high-volume, highly profitable surgeon from a competitive healthcare system.
Created customized patient education pre and post-surgically, established research department, implemented patient navigation, and developed concierge program for patients traveling to program from around the world.
Marketing and growth
Refocused an entire customer facing marketing strategy away from awareness to ROI-driven new patient acquisition.
Led with a digital-first strategy including an optimized website for maximizing quality on-site patient form fills, implemented a paid digital marketing strategy, developed reporting to tie digital performance to appointments and surgeries, and developed patient facing marketing materials utilizing surgical outcomes specific to the institute (these we collected, analyzed, and turned into something actionable).
Marketing and growth
Captured, analyzed, and leveraged clinical outcomes data for compelling, unique marketing messaging.
Developed a marketing KPI dashboard to inform strategic development.
Tracked new patients throughout the surgical scheduling funnel to measure ROI.
Utilized marketing data to identify strategic opportunities (referral growth, access points, payor mix).
Results
37
Orthopedic surgeries
4
in EBITDA
26
Patient-to-surgery conversion
21
new patient appointments per month solely from digital marketing campaigns
