Case Study: Centegra Health System achieves $15 Million reimbursement increase in marketing-related downstream revenue with Truven Health Analytics

Targeted Strategy Results in $15 Million Reimbursement Increase in MarketingRelated Downstream Revenue

Centegra Health System, a regional healthcare provider in McHenry County, IL, faced a challenge common to community hospitals: marketing that relied on visibility-focused tactics (health fairs, billboards, TV) without strong quantitative justification for increased spend. The marketing team needed a more strategic, data-driven approach to support volume-driving initiatives and new service launches and to build credibility with stakeholders.

They adopted Truven Health Marketing Solutions and the PULSE™ Healthcare Survey to target audiences, refine messaging and media, and track outcomes. The shift to data-informed planning produced measurable gains: marketing-related downstream households rose from 2,586 to 6,158, reimbursements increased from $8.9M (FY08) to $24.3M (FY10), conversion rates improved from 23% to 44%, and new downstream households grew—outcomes that earned Centegra a Truven Healthcare Advantage Award.

Centegra Health System

Susan Milford

Senior Vice President, Strategic Marketing, Planning, and Wellness