Boston’s Brigham and Women’s Hospital (BWH) is an international leader in virtually every area of medicine and has been the site of pioneering breakthroughs that have improved lives around the world. A major teaching hospital of Harvard Media School, BWH has a legacy of excellence that continues to grow year after year. BWH includes 150 outpatient practices with over 1,200 physicians. We serve patients from New England, throughout the United States, and from 120 countries around the world.
RKD implemented a geo-targeted strategy that led to:
1.15%
response rate
$26.42
average gift size
25%
lift in year-over-year growth
1.15%
response rate
$26.42
average gift size
25%
lift in year-over-year growth
The Challenge
Regional Growth
Brigham and Women’s Hospital found it difficult to grow outside of their immediate Boston footprint and wanted to spread their Grateful Patient program donor base across their region.
The Solution
Direct Mail Segmentation
RKD developed a regional acquisition strategy and a 5-year growth plan, using the following direct mail segmentation:
- New, recurring and cold patient modeling that included patient experience, patient experience, payment status, age and other criteria.
- Rental lists (including multiple co-ops) in the New England Area
- 25+ lapsed donors
Breakthrough
25% Lift in YOY Growth
Through testing, the strategy resulted in a 25% year-over-year growth for 3 years in a row. Additionally, the direct mail program produced a 1.15% response rate and $26.42 average gift size.
Then we added in digital channels where patients received a series of engagement messages online prior to an appeal. The strategic use of both channels increased response up to 1.47% of the targeted patient audience across channels.
