Your successful efforts to build patient volume have a big hidden upside: Downstream Revenue. This later revenue will likely far exceed the amount of money you drove in by the initial marketing campaign.
For Example #1:
A program in a medium-sized market Academic Medical Center to increase mammograms drove in a marginal 1000+ mammograms per month for nine straight months. This was considered a fantastic success. The bottom line (minus all costs and marketing expenses) Contribution Margin from imaging, lab work, and biopsy surgeries was $2.7 million.
There was measurable Return on Investment (ROI). Everyone was thrilled.
But over the next year came more money from inpatient surgery, outpatient medical oncology, radiation oncology, and more imaging. The additional bottom line money a year after that nine month campaign was over $12 million. That is in addition to the initial $2.7 bottom line Contribution Margin in Year One.
For Example #2:
Another unexpected driver of business we have seen is Cardiovascular campaigns. We can’t fully explain it (although we have some answers and some theories), like cause and effect when a hospital runs a successful CV campaign, other procedures go up during the campaign period.
Some of this gain in business is obvious from the cross screening for other risks when a patient comes to a screening event. But like I said above, some I can’t completely explain. But as sure as summer follows spring it happens every time.
We recently saw a CV campaign that drove over $12 million additional Contribution Margin into the system. But the “unexplained” increase in business was over $40 million in net bottom line Contribution Margin.
The real interesting thing about CV campaigns is that when you find a high-risk patient, they eventually turn into a surgery patient. CV campaigns keep paying off for years to come.
You are doing great work as a health system marketer. You can drive business with measurable ROI. But what you may not have noticed is the additional downstream revenue you have been driving into the system.