In an effort to address the high lung cancer mortality rates in Martin and St. Lucie counties, Martin Health established the Center for Lung Health in 2014. Located in the Robert and Carol Weissman Cancer Center in Stuart, the Center for Lung Health featured a dedicated, board-certified thoracic surgeon, Dennis Tishko, M.D., and a lung cancer navigator.
The program also featured a newly created low-dose CT screening component for individuals who met specific criteria. The screening identified lung cancer early, when it is more successfully treated.
The challenge for the Martin Health Marketing Communications department was to design and orchestrate a lead acquisition campaign that would create awareness about this new service line, help identify potential patients and drive business to the Center for Lung Health.
To accomplish this, Martin Health launched a campaign across multiple media channels, aimed at individuals who might meet screening criteria, but also at influencers. Among the tools that were utilized was an online lung cancer risk assessment. This tool had two objectives: outline the risk factors associated with smoking and help potential patients determine if they meet the criteria for a low-dose CT screening for lung cancer.
In the first year of this campaign, the lung cancer screening was offered for $99. Eventually, Medicare and private insurers began to cover the cost for those patients who met certain criteria. This change in coverage also required some additional patient education.
The criteria for the low-dose CT scan became the primary call-to-action. An automated process followed the potential patient if they met the CT screening criteria using the online pre-screening tool. The lung cancer navigator at the Center for Lung Health was prompted to contact the patient directly to discuss their individual risk factors and next steps.
This online campaign was supported by Facebook ads, digital display and mobile/tablet advertising, print and billboard advertising, news releases, social media, direct mail, and educational sessions in the community featuring Dr. Tishko. Each of these supported the overall goal to get in front of as many potential leads as possible and drive them to the service line.
Overall, this lead acquisition campaign has been very successful. From July 2014 through August 2016, 2,088 patients were referred and screened; 1,071 patients received the CT scan. Twenty-four malignances were diagnosed, surpassing national benchmarks. In addition, smoking cessation referrals from the Center for Lung Health have doubled.
As time went on, the ongoing campaign was enhanced with video interviews with Dr. Dennis Tishko and patients who were successfully treated for lung cancer at Martin Health. These profiles were shared online through the Martin Health website and social media, and in the quarterly Martin Health magazine, For Your Health. They have played a key role in maintaining the campaign’s momentum.
