Case Study: BJC HealthCare achieves measurable marketing ROI and drives incremental revenue with Truven Health Analytics

BJC HealthCare - Customer Case Study

BJC HealthCare, a large nonprofit system serving the St. Louis region with 13 hospitals and numerous community services, had long spent heavily on direct‑to‑consumer marketing (classes, screenings, events) but lacked a simple way to measure campaign‑level ROI. Data were siloed across systems and lists, and campaigns were not run with control groups, so marketers could not prove which tactics produced incremental clinical volume or demonstrate marketing’s value to executives.

BJC partnered with Truven Health Analytics to implement a CRM and a master customer information file (MCIF), integrating patient, call‑center, membership and prospect data, applying life‑stage segmentation, and using statistically valid control groups. The result was more efficient, targeted marketing: one campaign produced 2.5× respondents with 15% fewer mailings; a cardiology drive converted 7% of respondents versus 3% in the control, generating more than $570,000 in incremental revenue, and across 300+ campaigns BJC’s conversion rate was about 25% higher than controls.

BJC HealthCare

Tess Niehaus

Director of Corporate Marketing and Communications