Case Study

Christiana Care Reduces Healthcare Costs While Expanding Market Presence with Marketo

Highlights

• A phenomenal 3,000% ROI on the health system’s promotional and education spending
• Continuing expansion of the Christiana Care brand
• Increased revenues from expanded preventative care activities

Challenges

Headquartered in Wilmington, Delaware, Christiana Care Health System is one of the country's leading health care providers, ranking 16th in the nation for hospital admissions and is the largest private employer in Delaware. While Christiana Care received very positive patient reviews, the company did not have a high level of recognition in the marketplace and was facing threats from competitors. In order to keep their market share and remain competitive and profitable, they needed a marketing automation solution that would help them cost-effectively reach more prospective patients and promote their brand, while lowering their acquisition and operating cost per patient.

Solution

Marketo’s on-demand model, easy integration, ease-of-use, and affordability put it at the top of Christiana Care’s short list. Christiana Care was able to easily fund the purchase of Marketo’s revenue performance management solution just by cutting down on direct mail and print advertising. Beside the costs savings, three other factors set Marketo apart. First, the marketing team immediately saw how easy Marketo was to use. Secondly, they realized how the solution’s Design Studio capabilities reduced the workload burden for web designers since web landing pages and email campaigns could be created without coding skills. Finally, the team learned how Marketo could be used for A/B testing of their marketing content to determine the best campaigns to achieve their marketing objectives.

Benefits

With Marketo, Christiana Care has been able to save significant costs on advertising dollars, thus lowering the costs of patient acquisition. In fact, they report that for every $1 spent on advertising, Christiana is seeing a $30 gross margin, equating to a 3,000% ROI. Marketo has also allowed the company to expand its brand and efficiently run targeted email marketing campaigns. Further, Marketo has been instrumental in deploying preventative nurture campaigns, which have helped reduce the number of emergency visits. As a result, healthcare costs per patient have dropped while preventative care revenues have increased.