A Cost & Time Effective Marketing Tool in a Blood & Marrow Transplant Program

Transcription

1 A Cost & Time Effective Marketing Tool in a Blood & Marrow Transplant Program Elizabeth Nista, BA* Statistical & Research Analyst II Medical University of South Carolina *I do not have any relevant financial relationships with any commercial

2 The only comprehensive transplant center in the state of South Carolina Referring physicians are from a tri-state region Average 115 adult and pediatric transplants annually Three adult and three pediatric physicians

3 Challenges to Communication Complaints from referring physicians of poor communication Difficult for attendings to create time for calls that aren t patient t specific (e.g. new facilities, staff, research, referral guidelines, etc) Attempted personal visits i Unable to visit more than two offices per day Inefficient use of time for the attending and for the referring physicians and their staff physicians and their staff

4 Challenges Continued We lost our BMT Program Director to cancer Face of the program was gone PR crisis Needed to reassure referrings not shutting down no interruption in service or quality of care Needed to introduce new staff Needed to be done quickly, efficiently and on a budget Our New Program Director suggested a Newsletter The eadvent tof A quicker, more efficient, and cost effective means than mass mail outs

5 The Newsletter Our goals for the newsletter content were as follows: Electronic delivery Quarterly distribution 3 key focus areas disease highlights treatment research Mid-level practitioners referral guidelines transplant complications long term outcomes and recommendations Program highlights g new or renovated clinical areas staff introductions Links to related and helpful websites

6 Creating The Newsletter The program needed to be: Intuitive Immediately functional Allow for personalization with diagrams and photos Able to link to related websites

7 Creating The Newsletter Available Programs Constant Contact* Campainger Cak Contactology t

8 SPRING 2010 Vol 1, Issue 2 The MUSC Blood & Marrow Transplant Program

9 From the Director... Contents-Click to Link Adult Program-Abstracts and Publications 2010 MUSC BMT at a Glance Christine's Corner From the Director...Pediatrics! Pediatric Program-Abstracts and Publications 2010 MUSC Transplant Center Web Links Greetings, I am very pleased to announce that next month, MUSC's Blood and Marrow Transplant Program will perform its 1,000th stem cell transplant, a significant milestone for our program. We are also on track for another milestone: we expect to perform at least 100 stem cell transplants in As a reminder, we offer every type of stem cell transplant and every donor source. We consider it a privilege to offer these important services for your patients, and we appreciate every referral. In this newsletter issue, we highlight our clinical research program. In the past year, Dr. Luciano Costa and other team members developed, validated, and published the "MUSC algorithm" for the cost-effective use of plerixafor for autologous stem cell mobilization. In the process of improving the procedure, we were able to reduce the time from mobilization to transplant from six weeks to two weeks and essentially eliminate mobilization failures. A list of publications on this and other activities from the last year is included. Hollings Cancer Center HCC Clinical Trials MUSC Pediatric Hematology/Oncology Join our Mailing List! Send your request, with the word "Newsletter" in the subject line to: nistal@musc.edu MUSC BMT at a Glance We welcome your feedback on this newsletter and on our services in general. We aim to be your BMT provider of choice based on our wide range of transplant options, our outcomes, our efficient referrals handling, and our compassionate, comprehensive care for your patients. Best wishes! Robert K. Stuart, MD Professor of Medicine, Hematology/Oncology Director, Hematological Malignancies and BMT Program Medical Director, Clinical Trials, Hollings Cancer Center A National Cancer Institute Designated Cancer Center

10 MUSC IS CELEBRATING ITS 1,000TH BLOOD & MARROW TRANSPLANT! Below is a snapshot of the transplants performed at MUSC in the last three years (Adult & Pediatric Combined)

11 The Pediatric Blood & Marrow Transplant Program From the Director... Dear Colleagues, We appreciate your continued referrals and are priviledged to care for your patients. In this newsletter we have chosen to highlight another integral aspect of our program, our recent research efforts. These abstracts and publications reflect our ongoing mission to ask meaningful questions and think outside of the box to continually improve the outcome for your patients. t We are particularly excited about pioneering the use of total lymphoid irradiation (TLI) for the treatment of bronchiolitis obliterans after blood and marrow transplantation. Bronchiolitis obliterans is a devastating post transplant complication and TLI shows significant promise in reversing the process. Browse the publications below and you will see that, from infectious monitoring during transplant to post transplant vaccination, we are committed to providing the best possible care for your patients. Sincerely, Michelle Hudspeth, MD Director, Pediatric Blood and Marrow Transplantation Division Director, Pediatric Hematology/Oncology

12 Thank you for visiting the MUSC Blood & Marrow Transplant Newsletter. Let us know how we can further serve your needs. We look forward to hearing from you! Sincerely, The MUSC Blood & Marrow Transplant Team Medical University of South Carolina Forward This was sent to by

13 Determining Your Success Rate Using an electronic program allowed us to view: The number of s sent The Open Rate: percentage of recipients to whom you sent an that actually opened it The Bounce Rate: percentage of people to whom you sent an that, in most cases, could not receive it The Click Through Rate: percentage of people that clicked on your contents page or provided web links Opt-Outs: percentage of people who have unsubscribed Forwards: percentage of people who forwarded the newsletter to others Spam Reports: percentage of people who reported us as spam

14 Results! 45.00% 40.00% 35.00% 40.30% 30.00% 25.00% 20.00% 15.00% 10.00% 16.70% 13.30% 5.00% 000% 0.00% 5.30% Industry Average 4.20% 8.90% MUSC Average to Referring Physicians OPEN RATE BOUNCE-BACK RATE CLICK-THROUGH RATE

15 Results! Total Patient Referrals A 48% Increase Compared to the Same Time Period in the Previous Year 10/19/09-07/19/10 The Year of the Newsletter /19/08-7/19/09 113

16 Results! Increased referrals are the result of multiple factors New staff New research and clinical trials Newsletter

17 Results! Significant Outcomes 5.9% of recent year referrals were from physicians who had never referred to us before 3.6% of recent year referrals were from physicians who had not referred to us in four or more years. They each referred two or more patients within six months of when the initial newsletter was sent

18 Unexpected Bonuses! communication between physicians Requested permission from referrings for our attending physicians to send patient updates by Greeting Cards Quality vs Quantity: being respectful of use

19 Happy New Year! Thank you for making MUSC your provider of choice for hematopoietic stem cell transplant in We consider it a privilege to offer stem cell services for your patients and we appreciate every referral. Enjoy the holiday and we look kforward to working with you in 2010! Sincerely, The MUSC Blood & Marrow Transplant Program

20 Conclusion Initial goals were met: Efficient physician to physician communication Efficient physician to physician communication Electronic updates Increased referrals Excellent return on investment in time and cost

21 Acknowledgements