CPM Patient Retention, Acquisition Program Posts Consistent Performance In Three Markets.

Business Editors/Health/Medical Writers

MIDDLETON, Wis.--(BUSINESS WIRE)--Feb. 11, 2004

Three different health care providers in three areas of the country significantly increased their patient volume and revenue with a personalized patient acquisition and retention program developed by Customer Potential Management (CPM) Marketing Group. CPM is a pioneer in the development of relationship management solutions for health care.

Each of the health providers customized CPM's Lifetime Connections(TM) program to fit their market and organizational goals. Lifetime Connections is a series of 188 health maintenance reminders to keep individuals current with recommended health screenings and immunizations.

The first organization, a Midwestern physician's group, earned a return on investment (ROI) of more than $100,000 and a 20 percent greater response with a pilot program to improve patient retention. Using variable digital imaging techniques to customize personalized mail messages to patients with reminders for recommended screenings and checkups, it also wanted to test the validity of its Patient Relationship Management (PRM) (TM) database. As a result, the physicians' group is incorporating more PRM strategies into its patient retention efforts and has adapted the pilot program for its emergent and intermediate care programs.

In the mid-South, a three-hospital health system continued its ongoing Lifetime Connections program with a mailing designed to improve patient acquisition, retention and maintenance of market share. The organization used CPM's analytical software and predictive segmentation tools to better understand its market, more narrowly target its audience and create more effective messages. The result was an ROI of $1 million and solidified market leadership. The health system now plans to expand its Lifetime Connections and New Movers programs.

The third organization, a large six-hospital health system, adapted its ongoing Lifetime Connections program that included quarterly customized newsletters and personal letters to include only individuals who matched the profiles of previous respondents. The organization also targeted recipients who lived closer to the organization's primary service counties to improve response rate with brand recognition. The strategy paid off with a return of more than $6 million in 1 1/2 years. As a result, the health provider is doubling its percentage of PRM in its overall marketing/media mix.

"Each of these organizations used this strategy to actively build and maintain patient relationships in an era where patients are more involved in their own health care and have more choice," said John Hallick, CPM president and CEO. "They are at the forefront of relationship building that nurtures long-term relationships and revenue in an increasingly competitive market."

To read more about these organizations and their efforts, read the case study, "Lifetime Connections(TM) Build Relationships, Revenue for Three Providers," in the Press Room at www.cpm.com or contact CPM at 1-800-332-2631, ext 221 or [e-mail] for a copy.

About CPM Marketing Group, Inc.

CPM Marketing Group, Inc., in Middleton, WI, is a pioneer in the development of Patient Relationship Management (PRM)(TM) solutions, including database development, intelligent healthcare marketing systems and predictive market segmentation. CPM's PRM integrated solutions allow health care organizations to maximize their patient relationships through market analysis, strategic planning and targeted personal communications. The foundation is an accessible, customer-centric database that includes comprehensive individual and household data. CPM's suite of software tools provide easy and secure access to the data for individual snapshots of patients and health consumers on a "segment of one" basis. For more information, visit www.cpm.com, call 1-800-332-2631, ext. 221 or contact us via email at [e-mail].