New Patient Acquisition @ Johns Hopkins

Background:

Johns Hopkins Community Physicians serves as the primary care option for patients throughout the Maryland and Washington D.C. region. With almost 50 practice locations that provide specialties from Family Medicine, Pediatrics, Adult Medicine, Obstetrics & Gynecology, and many more, Johns Hopkins Community Physicians encounters about 950,000 patients a year. As patient care needs change, the strategies for patient acquisition must change as well.  Johns Hopkins Community Physicians began to see a decrease in pediatric patient appointments, which also affected revenues. In order to address this concern, I was tasked to lead a strategic marketing plan that specifically targeted new pediatric patients.

Strategy:

To address the need for more pediatric patients, I worked closely with senior leadership to develop an effective, budget-friendly marketing strategy, that included the following tactics:

• Social Media & Content Marketing: the use of creative and engaging content for both Facebook and Instagram with demographic targeting; pediatric webinar about Vaccinations for Child Health
• Search Engine Marketing (SEM): the use of Google Adwords to meet the demands of parents searching for a pediatrician in our various healthcare practice locations, specifically targeting locations with a large demand and dense population
• Print: mailers to new parents in the communities surrounding our healthcare practice locations
• Community engagement & Strategic marketing: hosting of family-centered, outdoor health events and partners with local schools for advertising in school publications

Result:

As a result of implementing the various strategic marketing tactics to address our pediatric patient volume, we saw the following:

• 12% increase in patient appointments in our priority practice locations
• an increase of 95,000 clicks to the Johns Hopkins Community Physicians website
• an increase of 150+ followers to the Johns Hopkins Community Physicians Instagram

The following content is currently used in the marketing strategy:

Landing Page                                                                                  

Instagram Page

Content Marketing

Community Health Event