Marisa Deline, Oncology Roundtable
While private and public payer reimbursements tighten, hospitals and health systems are turning to a new approach to drive increased profits: targeted marketing to the highest paying patients.
A recent report from Kaiser Health News and USA Today examines this phenomenon.
Targeted marketing involves mining patients’ health and financial records, as well as buying detailed information about local residents compiled by consumer marketing firms. This information might include age, income, marital status, family composition, and shopping habits.
For health systems, advertising health screenings and other services through targeted marketing helps to sell the most lucrative services, including cancer, heart, and orthopedic care.
An estimated 20% of health care organizations, including academic medical centers and large chains, have adopted some form of targeted marketing to high-paying patients.
Targeted marketing to drive profitable repeat customers