Case Study: Heartland Health exceeds patient targets and generates more than $2M in downstream revenue with Truven Health Analytics

Data-Driven Marketing Strategy Brings New Clients to Innovative Retail Clinic

Heartland Health launched The Clinic at Walmart in June 2010 — a walk‑in, cash‑only retail clinic staffed by nurse practitioners offering convenient, low‑cost care with no appointments. The organization needed to drive steady patient volume to this new model without harming its community reputation, target prospects who would favor a retail clinic, and avoid marketing to Medicaid beneficiaries; its initial goal was 15–18 new patients per day.

Using Truven Health Marketing Solutions’ data‑driven segmentation, Heartland identified more than 5,000 households that fit the target profile and tailored cost‑effective outreach. The clinic exceeded expectations: by July 2011 it had treated over 4,000 patients (averaging 23/day), generated more than $2 million in downstream revenue from 800+ household encounters, produced 7% new business, reached a younger patient mix, identified that ~25% lacked a primary care provider, and earned recognition with a Truven Healthcare Advantage Award.

Heartland Health

Becky Davison

Senior Marketing Consultant