Using Research for C-Level Engagement

A company whose solutions help hospitals and physicians with financial and operations performance and optimization. They needed CFO and Director of Finance participation in establishing a new “physician alignment benchmark” for hospitals and physicians.

Getting busy finance executives to engage with — and participate in — a brand-new industry benchmark.

We worked with the client to create the survey, then used HFMA's vast membership of healthcare finance executives to gather responses. Together with the client and HFMA, we compiled the findings into a research report promoted to key hospital and group-practice decision makers. Then we built a turn-key integrated program promoting the research results across a wide range of communications tactics.

The program beat the expected 4–8% response rate with 8.7%, created multiple closed deals and pipeline opportunities, and drove “standing room only” attendance at a client-sponsored luncheon at the annual HFMA ANI event. It was recognized in the 30th Annual Healthcare AD Awards.