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Client: American College of Emergency Physician

Circulation: 1,500,000

Frequency: Quarterly

Target:

Middle-aged women who have proven to be responsible for making 80% of all healthcare decisions for their family members, and their aging parents

Client Objective/s:

To improve the company's bottom line

To retain customers and attract new ones

To capitalize on acquisitions that had changed the small regional player into the nation's largest hospital chain

To present a national image, but not at the expense of local decision making and marketing autonomy at its 342 hospitals

Execution:

One Source was introduced to Columbia's 342 hospitals as an optional program in November 1995. The hospitals had a choice. They could produce their own publications internally, purchase other syndicated publications, not publish at all, or, use One Source.

Ninety-six percent of all Columbia hospitals used One Source and rated its quality in the upper 90th percentile. Hospitals found irresistible the lower prices resulting from pooled volume, coupled with higher quality and greater local customization options than they could have purchased elsewhere.

By satisfying local market needs and creating a product the market's could customize to fit their financial and communications parameters, Columbia gained a unified publishing effort and nationwide image-building tool circulated to nearly 4.8 million households each quarter.

When Columbia Healthcare went through a corporate restructuring in 1998, McMurry renamed and retooled the magazine into About Health, a McMurry-owned title that is still used by many Columbia (now HCA Healthcare) hospitals, as well as hospitals throughout the country outside the Columbia system.

Results:

Results generated by One Source and About Health have been tracked on many fronts. For instance, a total of 950,000 consumer inquiries were generated by the first twelve issues. The single issue high was a 4.77% response or 140,000 inquiries.

Individual issue results were used to learn about readers, and as a result, continually increase the inquiries per issue. The average number of inquiries for the last three issues was 95,000 against a per-issue average of 48,000 for the first three issues.

More importantly, a substantial amount of revenue resulted from the inquiries. In fact, gross revenues for hospitals using this product outpaced dollars invested by a 7:1 margin. Over 32% of the total revenues have come from new customers who hadn't used client hospitals previously.

Bron:http://www.custompublishingcouncil.com/resources-case-studies_info.asp?CS_ID=73