St. David’s HealthCare uses online Health Risk Assessments (HRAs) to identify prospective patients who have a high risk for developing various medical conditions (breast cancer, prostate cancer, stroke and more). Early identification can lead to preventative care, which greatly benefits the patient and also reduces healthcare costs to the provider and payor. They previously used traditional methods, including direct mail and organic SEO, to raise awareness for HRAs, which made ROI hard to determine.
The end of the year was rapidly approaching, and time and budget were limited. Could the campaigns be launched rapidly? Would there be sufficient results in such a short period of time to justify campaign expansion? Social media also added two new complexities to the mix:
1. Would patients engage with an HRA in a social setting?
2. How would mobile affect HRA completion rates?