40%

improvement in website engagement

34%

increase in volume for the organization’s patient portal

36%

increase in MyAurora appointments

Overview

Aurora Health Care—an integrated, not-for-profit, health care provider with 15 hospitals, 70 pharmacies and more than 150 clinics throughout eastern Wisconsin and northern Illinois—taps into patient insight to deliver consumer-centric services and experiences to its market.

Fast facts

Industry
Health care
Category
Marketing
Use cases
Millennial engagement
Market testing
User experience (UX) testing
Concept testing
Key benefits
Agility
Stakeholder collaboration

Business challenge

Until recently, focusing on consumers was not a priority in the health care industry. But with changes in U.S. legislation, and to continue to deliver on its vision to help people live well, Aurora Health Care wanted a way to incorporate the voice of the patient into new communications and patient experience initiatives. The goal was to use ongoing patient insight to exceed consumer expectations.

Solution

Aurora Health Share represents Aurora’s primary care population and informs traditional and digital marketing, branding, paid social media programs and mobile apps. For example, the community shapes the company’s email marketing program and segmentation strategy. Feedback also helps Aurora target high growth areas of the business and inform their approach to segments like sports medicine care. Perhaps most importantly, the insight community helps improve the patient experience. For instance, community members provided feedback on myAurora, the organization’s patient portal, which helps the team prioritize enhancements and make decisions that truly represent the voice of the patient.

Results

40%

improvement in website engagement

34%

increase in volume for the organization’s patient portal

36%

increase in MyAurora appointments

Learn how other companies are using Vision Critical's customer intelligence platform

Ongoing patient engagement pays off. Watch this short webinar featuring Darrell Beneker, director of consumer insights at Aurora Health Care, to learn their story.