CASE STUDYMEDICAL DIRECTORY SERVICE SEEKS TO GROW NETWORK OF REFERRING PHYSICIANS

Challenge The subsidiary of a medical directory service was eager to build its network of referring physicians by providing an efficient physician-to-physician marketing vehicle. When on the receiving end of marketing communications, however, physicians are often unresponsive to electronic communication. They are often so bombarded by faxes and emails that they rarely engage via these channels.

SolutionBy implementing Balihoo’s platform, the subsidiary launched a campaign using direct mail–not telephone lines and not electronic communication–to inform doctors of the available physician-to-physician marketing software.

Upon signup, a poll is taken of their practice management system to get an understanding of their referral base. Then, a report is compiled on their penetration by specialty and by geography. At that point, a practice can personalize and customize a marketing campaign based on these parameters.

A contact list is then pulled, which can be reviewed and contacts hand-selected or deleted. Finally, once the recipients are selected, the marketing piece and its corresponding list of recipients are sent to a print production and mail fulfillment center for send-out. The entire process can be completed in five minutes or less, and typically at 25 percent of what it would cost a practice if they retained an agency.

Key ObjectivesThis subsidiary sought to reach these busy physicians via a channel that would generate the most responses, and, in turn, encourage them to increase marketing activity between their own network of doctors.

MEDICAL DIRECTORY SERVICE SEEKS TO GROW NETWORK OF REFERRING PHYSICIANS

BALIHOO CASE STUDY

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Results» Due to the platform’s ease of use, physicians looking to market their practices saw

tremendous success, and the subsidiary’s base of doctors has grown substantially. One orthopedic surgery practice saw the following results within one test year: a total of 191 new referring physicians, 108 of which were directly attributable to the mailing (a 10‑to‑1 ROI in this case). This amounted to an additional annual revenue of $130,000–for this practice alone.

» Ten hospitals have signed up, a dozen are currently in the pipeline, and 25‑75 are expected to sign contracts by the end of the year. That count doesn’t include hospital‑owned or hospital‑ affiliated practices—which are expected to be hundreds in the next couple years.

» The hospitals offering products and services to physicians have found the software to be a loyalty‑building tool amongst affiliated practices within the health system.