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GIA 2003 Excellence Winner
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Jay Levine, Senior marketing Manager, Karen Richardson,
Senior Media Relations manager, and Kim Carrison, Senior Marketing
Manager.
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Electronic Communicatons - Audio, Video and Slides
Wake Forest University Baptist Medical Center
Cardiac and Vascular Servicecs CD-ROM
The nationally ranked cardiac services of Wake Forest University Baptist
Medical Center (WFUBMC) represent a significant percentage of institutional
revenue, as well as the potential for increased market share. Because
research in the service area shows referrals are still typically driven
by physicians, the marketing efforts for Cardiac & Vascular Services remain
strategically focused on physicians. Traditionally, we have used sophisticated
printed pieces to communicate new developments
in cardiac care and research to community physicians. In 2002, however,
we developed a unique
CD-ROM to highlight specific services that differentiate us from our competition,
while allowing us to
track usage of the piece.
Goals
- Develop a communication vehicle to referring physicians that offers
the capabilities of
tracking usage and potential return on investment (ROI).
- Fulfill a mission of the Medical Center by offering convenient Continuing
Medical Education,
(CME).
- Introduce WFUBMC Cardiac & Vascular Services physicians to referring
physicians.
Results
- Response rate (based on % of click-throughs): 3.0% (according to AOL)
- Number of visitor sessions: 115
- Average online visitor session length: 6.34 minutes
- Number of page views (impressions): 2,154
Average page views per visitor: 18.7
- Cost per impression: $29.16
- Cost per visitor session: $546.17
- Potential ROI per impression: 3,672%
- Potential ROI per visitor session: 101.4%
Contact: Jay Levine, Senior Marketing Manager, (336) 716-6766,
jlevine@wfubmc.edu
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