Guthrie

The Client

Guthrie is a not-for-profit, integrated healthcare system designed to offer patients a full spectrum of health services incorporating primary care, complex specialty care, behavioral health services, surgical services, inpatient care, durable medical equipment services, home health, long-term care, palliative care and hospice care. The organization offers a variety of medical services, including a bariatric surgery program for weight loss. 

The Situation

Guthrie wanted to support its bariatric surgery program by effectively engaging prospective patients who showed interest in weight loss surgery. The organization had implemented a health risk assessment (HRA) tool designed to help individuals determine if they might be candidates for bariatric surgery, allowing them to self-identify as interested in weight loss procedures. But Guthrie needed a way to convert this initial interest into actual patient appointments.

The Challenge

Guthrie faced challenges in re-engaging prospects who had completed the Health Risk Assessment but did not proceed to request appointments after visiting the website. The organization needed an effective strategy to reconnect with these individuals when they returned to the website, increasing opportunities to convert them into active patients.

The Solution

Guthrie partnered with Acquia and implemented a personalization strategy to create a more engaging, targeted digital experience:

Audience segmentation: The team created specific audience segments within Acquia Personalization, focusing on prospects who had visited the weight loss center pages or completed the weight loss health risk assessment.

Personalized content delivery: For these targeted segments, Guthrie replaced certain website elements — like the homepage hero slider — with specific calls to action promoting weight loss appointments. The website displayed these tailored messages only to users in the targeted segment.

Secondary engagement campaign: The team developed an additional campaign aimed at website visitors from HRA digital campaigns who had not yet started the weight loss HRA. These individuals were placed into a separate segment and targeted with website messages encouraging them to begin the assessment.

Expert consultation: Acquia’s digital marketing consultants helped the organization develop the use case and implement the personalization strategy.

Using Acquia's tools, Guthrie implemented tailored campaigns that aligned with its objective of increasing engagement and guiding users toward actions like completing the HRA or booking weight loss consultations.

The Results

Guthrie's metrics show that the personalization campaign delivered impressive results:

• The weight loss “request an appointment” campaign has been viewed over 15,000 times and achieved a 14% clickthrough rate
• 25% of all weight loss surgery appointments have originated from this personalized campaign
• The weight loss engagement campaign successfully converted 4% of individuals who had not previously completed the HRA

From a business perspective, the personalization strategy has streamlined the patient journey, effectively guiding interested prospects through initial interest to appointment scheduling. This has enhanced Guthrie's ability to convert website visitors into actual patients for its bariatric surgery program.