Key Resources Mentioned in Today's Episode

• Modern Healthcare article: California hospitals ask governor for $1 billion in immediate aid
• Bain article: The U.S. is not fully prepared to resume elective medical care
• Modern Healthcare article: U.S. faces 'truly daunting' challenges on needed COVID tests:
• ‘Plandemic’ article

Key TakeAways

Observations About Patient Acquisition

• Consumers are trusting their local health experts to provide guidance during this time, and are thinking about their health more than ever.
• 6/10 people are willing to switch providers, according to our latest research, even if they already had a planned surgery before the COVID-19 shutdown.

3 Primary Levers to Pull for Patient Acquisition

1. Direct response
   • Before proactively marketing a service line, the organization must be ready for those seeking care by maximizing reactive tactics.
   • Example tactics include:
     • Always-on search
     • Website content (particularly on service line pages)
     • Call center capabilities
     • ORM
     • Find-a-Physician tool
2. Physician referrals
   • The quickest and most powerful way to impact volumes is by understanding and improving physician referral patterns.
   • What does your outreach program look like?
   • What can you do to make your referral process as easy as possible?
   • Provide educational messages so referring doctors know they’re sending patients to a safe place.
   • Don't forget physician-to-physician communication.
3. Demand generation – How can you be top of mind?
   • Once direct response and physician referral tactics are in place, systems can generate demand for service line volume through targeted personalized marketing, promotional campaigns, and content marketing programs.
   • Example demand generation tactics include:
     • Personalized marketing campaigns
     • Promotional campaigns
     • Content marketing
   • The luxury of building relationships isn’t available during this time. We’re advocating that health systems think about unifying their service line campaigns for efficiency.