Case Study: Orlando Health
Founded in 1918, Orlando Health is a $2.1B not-for-profit health care organization based in central Florida. The healthcare system is comprised of seven adult hospitals and two specialty hospitals, employing more than 15,000 employees and nearly 3,000 affiliated physicians.
Need to Transform
“We needed to transform our marketing strategy to adapt to changing consumer behaviors,” explains Chantal Stephens, Director of Marketing and Sales at Orlando Health. “We know that we must ‘be’ where consumers are digitally searching so that when they are ready to make a decision, they choose Orlando Health.”
A Four-Phase Transformation to Digital Marketing
Orlando Health’s approach and transformation took place over a two-year period in four phases.
“One of the best things we did was just get started. It was important for the whole team to begin to feel success and start learning ASAP,” stated John Marzano, Vice President and Chief Marketing and Communications Officer.
At the end of Phase Two, the team manually estimated ROI at $17M in gross charges in FY14 and $4M in net charges.
“It was a WOW moment for us when we saw the initial results. We knew we were making good progress and learning how to improve future campaigns,” explained Stephens.
In the final stage of transformation, Orlando Health is integrating the data from their two largest encounter feeds, developing a robust and refined matching algorithm, expanding reporting, and verifying and validating reporting with finance and the service line leaders.
For FY15, Orlando Health realized $39M+ in gross charges and worked with their finance team to determine a valid net ROI just from web form interactions. They also saw increases across the board for all key performance indicators including:
Digital advertising click-thru rates increased 170%
Digital landing page unique visitors increased 207%
Web conversions increased 93%
Web-based appointment requests increased 102%
Marketing campaign call center volumes increased 317%
“It’s been a very rewarding journey, and we can’t wait to see what’s next,”