Your job as a hospital marketer is to drive high-incidence high-contribution patient volume into the health system. The “high-contribution” (or high profit) part of that is much easier if you make your call to action online.
Online actions – like filling out risk assessments, researching wellness information, RSVP to seminars and events, appointment scheduling, asking direct questions to physicians, and hundreds of other possible things – are a great way of sorting who is likely to have a great payer. Having a great payer is the key to high-contribution.
Hospital call centers are flooded with calls from those poor souls that just have a telephone. They aren’t all people with bad payers, but there are a higher percentage of those with lousy payers who respond by phone than those that respond online.
People who respond online are more likely to work on a computer at their job (which means more likely to have a great payer), and/or more likely to be highly educated (which means more likely to have a great payer), and/or more likely to be wealthy compared to the general population (don’t make me say it again).
Not trying to be cold, just realistic. Those people in need will find you anyway. Your job is to find those with a great payer. Start sorting by asking people who respond to your messages to do it online.