Case Study: Community Healthcare System achieves better-targeted marketing, improved ROI and 50% mailing cost savings with Truven Health Analytics

Deep, Localized Market Insights Lead to Better Marketing for Less

Community Healthcare System (CHS), the largest integrated healthcare system in Northwest Indiana with three hospitals in Munster, East Chicago and Hobart, struggled to segment and reach target patients across a large, economically diverse service area. Challenges included system integration, capacity constraints, patient outmigration to nearby Chicago, and unclear payer and demographic profiles, leaving CHS unsure which patients to target and how to communicate effectively.

Working with Truven Health Strategic Planning and Marketing Solutions, CHS used proprietary household segmentation and local market analysis to identify “best customer” profiles, media preferences, and gaps in their messaging (for example, a quality-focused campaign reached only 3.5% of the population). By matching varied messages to the right channels and expanding physician engagement rather than adding channels, CHS cut production and mailing costs by 50%, improved targeting to best customers and prospects, broadened campaign resonance, and earned recognition with a Truven Health Healthcare Advantage Award.

Community Healthcare System

John Gorski

Chief Operating Officer