By creating campaigns that focus on how long-term acute care helps providers tackle healthcare reform challenges, Kindred is positioning itself as a trusted advisor to an expanding number of hospitals and health systems.
Hospitals and health systems are struggling these days with quickly changing legislation and intense pressure to improve patient care while reducing costs. Kindred Healthcare, Inc., is uniquely positioned to help providers address these challenges. Kindred’s post-acute care offerings improve patient outcomes and reduce avoidable 30-day readmissions that can result in stiff financial penalties. For Lori Riggs, Senior Director of Marketing, it was clear that Kindred had an opportunity to further educate doctors, case managers and other referral sources on the value of post-acute care. Kindred needed to reach more referral sources than the in-person clinical liaison team could do alone. Marketo allowed Kindred to expand its reach and frequency of message, providing this valuable education to key audiences across the country. Today, Kindred leverages personalised campaigns to deliver compelling content that answers the major questions healthcare providers are asking.
Revolutionising referral outreach
Kindred Healthcare is the largest diversified provider of post-acute care services in the U.S. The company relies on referrals from doctors and case managers at hospitals and health systems to bring patients into its 2,800 locations across the nation. In the past, the company obtained leads by having clinical liaisons make in-person calls to referral sources at short-term acute care hospitals and doctor groups. To increase their marketing reach, Lori and her team augmented the way they interact with referral sources. With Marketo, they now perform real-time tracking of the issues that are important to key audiences and use that insight to build segmented campaigns that strengthen relationships with referral sources.
"We started by surveying our audiences to find out what’s keeping them awake at night—topics like healthcare reform, improving patient outcomes and controlling costs. Then we developed content that synthesises the key points around those topics in a Reader’s Digest kind of way. So a busy case manager who doesn’t have time to research all the articles and CMS [Centres for Medicare and Medicaid Services] announcements on a particular subject can read our communications and, in about five minutes, gain valuable insight that helps them make better decisions.”