Hiring Company
Verve Marketing
Background
ACMC, as far as we can tell, is unique among county medical centers. It is a for-profit county medical center, with only temporary sales tax funding, that also must accept all patients regardless of ability to pay. This obviously has some tough implications, but on the other hand it also sounds like one of the debated models of universal healthcare.
With its new for-profit status it needs to do something unfamiliar: put a huge amount of energy and resources into generating as much revenue as possible given its unique constraints which include having to treat patients for whom there is no reimbursement, and typically not being able to negotiate realistic contracts with private insurers to accept patients with private health plans.
One way to increase revenue is to increase their conscious and deliberate communication with stakeholders and patients and to develop a strategy guiding all marketing.
Description of Work
Verve and Advance Analysis worked together to develop a cost-effective and informative online survey of 600 county residents, then a more focused telephone survey of 30 residents, and finally an audit of the Medical Center’s facilities and communications, discussions with managers, and brainstorming with the director of communications.
The result was a comprehensive marketing plan and five specific recommendations for increasing revenue, overcoming misleading negative views of the Medical Center, and improving partnering, all on a $50K budget.
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