When its customer relationship management vendor approached Legacy Health in late 2010 about using quick response codes marketing its direct marketing materials to consumers, the Portland, Ore.-based integrated delivery network did not know what the codes were though it had seen them in newspapers, magazines and weekly ads from retailers.
Upon investigation, Legacy, which includes six hospitals in Oregon and Washington, learned that a QR code is a square-shaped, two-dimensional bar code that points consumers to a Website or personalized URL (PURL) after its image is captured and scanned by a smartphone camera. Intrigued by the concept, the health system in February became one of the first in the country to use QR codes when it integrated them into a "new mover" campaign targeting people moving to the Portland metropolitan area.
Early pilot results from the six-month campaign have been excellent. In its first four months, the campaign has drawn a 5 percent response rate, which is significantly higher than the national average of 3 percent for CRM-based direct mailings. Legacy attributes the above average response to the following best practices:
Lessons learned
Legacy has already learned several lessons. One is that QR codes do work, helping the health system minimize lost opportunities that occur when people don't have the time to follow a call to action that requires them to use a PC or laptop to access a website; QR Codes enable immediate, on-demand access from a smartphone.
Another lesson learned is that QR codes are easy to use because newer smartphones often are preloaded with QR code readers; consumers can also download the reader for free via the app store for their smartphone.
QR codes also work better in black ink than color because some cameras in smartphones are better than others in recognizing colored patterns.
As Legacy gains more experience with QR codes, it anticipates response rates from new movers to rise in the near future. According to a report released in May by Mobio Identity Systems, QR code scanning traffic skyrocketed 4,549 percent from the first quarter of 2010 to the first quarter of 2011. Increased public awareness of QR codes and early results from the new mover campaign led Legacy to consider applying the codes to patient education. A decision is expected by year's end.
Jennifer Heitz is a marketing consultant at Legacy Heath System, an Oregon-based not-for-profit integrated delivery network that includes five full-service hospitals and a children's hospital.
Upon investigation, Legacy, which includes six hospitals in Oregon and Washington, learned that a QR code is a square-shaped, two-dimensional bar code that points consumers to a Website or personalized URL (PURL) after its image is captured and scanned by a smartphone camera. Intrigued by the concept, the health system in February became one of the first in the country to use QR codes when it integrated them into a "new mover" campaign targeting people moving to the Portland metropolitan area.
Early pilot results from the six-month campaign have been excellent. In its first four months, the campaign has drawn a 5 percent response rate, which is significantly higher than the national average of 3 percent for CRM-based direct mailings. Legacy attributes the above average response to the following best practices:
- Provide a call to action. To entice consumers to access their PURL via their smartphone, Legacy offered a free first aid kit. Prospects accessing the PURL to claim the free gift are asked to complete a questionnaire to confirm their address, indicate whether they prefer to see a physician located near their home or office, and check off areas of interest including women's health and oncology.
- Keep the questionnaire brief. Aware that a long questionnaire would discourage consumers from completing it, Legacy asked only seven questions that took less than five minutes to answer.
- Deliver information over a period of time. Legacy structured its campaign so it could build a relationship with prospects by learning and delivering information specific to a prospect's personal needs and interests over time. The advantage of this approach is that it lets the health system know for certain that the material it sends out is relevant to the individual. Legacy mailed three direct mail pieces spaced one month apart to 1,500 individuals who responded to the questionnaire. The first "touch point" introduced recipients to the organization; the second provided information about Legacy Medical Group and the primary care physician office that was closest to the recipient's home; and the third offered information about The Children's Hospital at Legacy Emanuel Medical Center in Portland. The pediatric facility will complete construction of a new tower in early 2012, and Legacy wanted to make sure new residents with children were aware of the facility.
- Ensure the size of the QR code is noticeable. If the QR code is too small, people won’t notice it. Below the QR code, Legacy wrote a caption instructing consumers to access their PURL by snapping a picture of the image with their smartphone or typing the PURL address into a Web browser.
Lessons learned
Legacy has already learned several lessons. One is that QR codes do work, helping the health system minimize lost opportunities that occur when people don't have the time to follow a call to action that requires them to use a PC or laptop to access a website; QR Codes enable immediate, on-demand access from a smartphone.
Another lesson learned is that QR codes are easy to use because newer smartphones often are preloaded with QR code readers; consumers can also download the reader for free via the app store for their smartphone.
QR codes also work better in black ink than color because some cameras in smartphones are better than others in recognizing colored patterns.
As Legacy gains more experience with QR codes, it anticipates response rates from new movers to rise in the near future. According to a report released in May by Mobio Identity Systems, QR code scanning traffic skyrocketed 4,549 percent from the first quarter of 2010 to the first quarter of 2011. Increased public awareness of QR codes and early results from the new mover campaign led Legacy to consider applying the codes to patient education. A decision is expected by year's end.
Jennifer Heitz is a marketing consultant at Legacy Heath System, an Oregon-based not-for-profit integrated delivery network that includes five full-service hospitals and a children's hospital.