HEALTHCARE

Healthcare Provider

The request. Help a healthcare provider build a marketing database that identifies women who are light, medium and heavy users of their services. Assist in the acquisition, cross-selling and retention of women patients.

The remedy. Lorton Data began by cleansing and enhancing the data of approximately 120,000 women patients, gathered from multiple databases throughout the organization. Patient information from the various databases was cleaned and merged into one comprehensive patient record. To learn more about each patient, we enhanced each record with information such as household income, education level, profession, purchasing habits, leisure activities and other lifestyle attributes. We also created a profile for each type of user and built a model that enabled the healthcare provider to select highly targeted prospects for their acquisition efforts.

Patient information from the various databases was cleaned and merged into one comprehensive patient record.

The result. With a robust database, the healthcare provider can now deepen patient relationships with tailored messages and offers. For example, those who like running might be invited to participate in a 5k marathon sponsored by the provider. Book lovers might be interested in reading health and wellness articles or attend relevant book signings. The organization can also market to prospects with more confidence by purchasing lists that best match heavy user patient profiles.

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