Provider Scales Rapidly to Meet Needs During the COVID-19 Pandemic
Healthcare · 2020
Three locations, a plan for ten, and a pandemic in the way.
Our client ran a private emergency medicine practice. We first worked with them at three locations. By the time the pandemic hit they had grown to six, but their in-house team was bogged down and the target was ten. On top of the expansion, they needed to tell at-risk patients where to go and take pressure off hospital emergency rooms, all at once.
The turn
The demand was there. The coordination wasn’t.
They brought us back in because in-house couldn’t carry the expansion and the pandemic response at the same time. We started with SEO analysis of how people were actually searching for care and prevention, which pointed to something bigger than an ad opportunity: the public didn’t know which facilities could help them. So we worked with Florida municipalities on how to communicate available care to citizens. Patients per day climbed quickly.
Then we did the market development to stand up the new sites: recruiting and onboarding the sales and marketing team, building the campaigns and preventative-care materials, running phone outreach, and putting quality and sales dashboards in place. Serving a surge only holds if operations hold, so we built it alongside operations, IT, and customer experience, and satisfaction stayed high at an 89% NPS.
What compounded
Ninety patients a day, and a clean exit.
At the peak, the new facilities were running at about 90 patients per day, up from roughly 30, at around $500 per patient. We helped take the practice from six locations to ten. By the end of 2022 it was efficient enough to sell the IP and transfer management, and we handled the internal communications through the transition, which kept employee retention high when it would have been easiest to lose people.
Strategies & tactics
Sales and marketing strategy, team recruitment and onboarding, training development, web development, SEO strategy, media and municipality relations, digital marketing, email, SMS, surveys, contact management, data and reporting
Industry
Healthcare
Year
2020