Do you want to attract new, unique patients? New movers, people who have recently moved into a healthcare system’s defined market area, are the perfect audience who will be seeking out healthcare services – when the need arises make sure they seek out yours. Increase volume to your entry points (primary care, urgent care and ER) and connect with these high-value consumers to drive brand preference. There are many components and metrics that contribute to new mover success. Below are a few to consider for your strategy and audience selection.
- Multiple Touchpoints: In this case, a touchpoint refers to marketing sent out to targeted consumers (either direct mail or digital). Although single-touch programs are successful, our years of testing and analysis shows that the more touchpoints to new movers the higher their utilization rate of healthcare services. The more your brand is in front of new movers with multi-touch direct mail, digital and nurturing campaigns the more likely they are to use your services.
- List Selection Criteria: Our targeting capabilities help you identify the new mover segments that matter. Whether including an income screen for those with a desired payer mix, presence of children in the home for pediatrics or long-distance moves for “true” new movers to your market, we’ll help you find the right segmentation plan to maximize your budget.
- Lifetime Value: Our healthcare new mover clients see a higher percentage of new patients to the health system from new mover campaigns when compared to other consumer marketing campaigns. New movers often enter the system through primary care, urgent care and the ER. Converting the new mover to a new patient creates lifetime value to your health system.
- Utilization Rates: Every marketing dollar is precious, so we determine the utilization rates per zip code and compare them to the marketing spend for each of those zips. When it doesn’t make sense to spend marketing dollars to go after a zip or area that historically doesn’t respond, we adjust our strategy and target audience.
Talk to your new mover neighbors before your competitors do. You can get started by calling 800-928-0712. Or, visit our New Movers page to learn more about these services, and complete the form at the bottom of the page to receive a free new mover count request.
Aimee Chamberlin currently serves as the Director of New Movers & New Parent Programs and has been an indispensable member of the LionShare team for 12 years. Throughout her career, Aimee has honed her management and organizational expertise through her leadership experiences, development of quality control systems and standard operating procedures, and refinement of turnkey marketing program processes. A graduate of Southwest Missouri State University in Springfield, MO, Aimee received her Bachelor of Science in Business with a Marketing & Advertising emphasis.
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