In 2009, Henry Ford Health System launched the first instant online mammogram scheduling tool in the market. The tool allowed women access to the live scheduling environment to make an actual appointment at a time, date and location of their choosing. This tool is open to all women, including nonpatients, age 40 or older with no history of breast cancer.

I created and executed a multichannel, integrated advertising campaign to introduce the product to the market that included digital, radio, live product demos and the development of the first Henry Ford Facebook application, which was downloaded by more than 2,600 users. Promotions resulted in a 160 percent annual increase in appointments over previous year and a 27% conversion rate on the scheduling page.

Subsequent campaigns included the use of CRM and a 12-month, direct mail campaign featuring customized messaging and PURLs that resulted in more than $500,000 in incremental revenue.

Instant Online Mammogram Scheduling