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Customer

UnityPoint Health

Tailored-Solutions-Healthcare

De-risked an estimated $7 million in decisions

Improved patient satisfaction

Improved marketing effectiveness

Overview UnityPoint Health

UnityPoint Health is a network of hospitals, clinics, and home care services in Iowa, Illinois, and Wisconsin. Their mission is to improve the health of the people and communities they service. Operationally, the organization is investing in innovation while maintaining absolute focus on the best outcome for every patient, every time. The system boasts an annual revenue of $4.4 billion and a family of more than 30,000 team members, who are dedicated to making health care easier and more personalized for the people they serve.

Goals

Improve customer satisfaction

Drive revenue growth

De-risk decisions

Business Challenge

A system-wide mandate to provide more personalized health care at scale meant that UnityPoint Health had to expand its consumer insights capabilities to augment long-standing patient experience work and focus on brand building and acquisition. This initiative was especially complex because UnityPoint Health operates in nine distinct regions in three states, including hospitals, clinics, and home health. This diversity creates unique challenges for the marketing team. UnityPoint needed a way to understand the different perspectives from across the market to make the best decisions possible for the brand and acquisition strategy.

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At UnityPoint Health, consumer insights is powered by its Insiders insight community in conjunction with additional primary and secondary research. The team uses the Insiders community to understand the complexity of customer preferences by region in a way that gives them confidence needed to de-risk decisions and enhance the overall patient journey and experience. With 1,400 members, a promising 45%+ response rate, and roughly two activities every month, the insight team can keep a close pulse on needs and perceptions at the local market level and across the system as a whole.

"Our Insiders keep it real for us. We get unique, color commentary we couldn’t get from other places. This is a goldmine for a marketer and helps us to make more patient centric strategic decisions. We feel confident using our Insiders to weigh in on major decisions that represent millions of dollars, we feel confident and have positive early feedback that we made the right decisions."

Dani Slifka, Consumer Insights Manager, UnityPoint Health

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