
Virtua Health has tapped into a key differentiator for its system – providing patients with highly relevant messaging, driving them to needed care, and generating substantial revenue. Going forward, the health system plans to expand on this strategy to:
ActiumHealth works with other health systems across the country, like Virtua Health, to:
"Working with ActiumHealth has reshaped how we connect people to services. Our approach reaches the right patients at the right point in their journeys to make a difference. With this type of activation, we are helping people find the expert clinicians and services that can provide the best outcomes. As a by-product, we also create new revenue channels through these targeted journeys and provide resources that empower people as consumers of healthcare."
Ryan Younger, Vice President of Marketing, Virtua Health
Virtua Health is a large health system based in southern New Jersey. With over 400 locations, 5 hospitals, and 14,000 staff, it’s one of the top 50 healthcare brands in the country. It’s also part of a crowded healthcare market in the region. As their competitors launched expensive marketing campaigns to attract new patients, Virtua Health aimed to rise above the marketing noise.
The health system had 3 key goals with its strategic patient outreach:
In order to take a more strategic approach to patient outreach, Virtua Health decided to work with ActiumHealth to identify high-risk patients in 11 priority service lines including cardiovascular, women’s health and orthopedics. The health system leveraged ActiumHealth’s predictive AI models to unlock insights in its EHR data and generate highly targeted audiences for its campaigns.
ActiumHealth Outbound powered Virtua Health’s campaigns through a four-step approach:
By leveraging the power of its patient data along with ActiumHealth’s sophisticated AI models, Virtua Health was able to yield millions in revenue and impact the lives of tens of thousands of its patients.
High scheduled to completed rate
By targeting the highest risk patients – the patients most in need of care and willing to engage – 66 percent of new patient appointments led to necessary procedures.
Outreach based on capacity
Virtua Health was able to drive growth in priority service lines without hitting capacity constraints by throttling audience outreach communications accordingly.
Engagement through education
Patients who received educational information through targeted nurture campaigns were more than three percentage points more likely to book an appointment.
Effective communication, not over-communication
Despite some overlap in the audiences of various campaigns, engagement and conversions remained high. Average open rates were over 46 percent and even higher for patients with additional touch points, leading to more appointments scheduled.