{"id":9911,"date":"2025-09-19T21:55:00","date_gmt":"2025-09-19T14:55:00","guid":{"rendered":"https:\/\/www.rldatix.com\/en-nam\/?p=9911"},"modified":"2026-04-24T03:28:37","modified_gmt":"2026-04-23T20:28:37","slug":"how-ibji-created-a-multi-channel-marketing-powerhouse-with-predictive-patient-targeting-3","status":"publish","type":"post","link":"https:\/\/www.rldatix.com\/en-nam\/resources\/how-ibji-created-a-multi-channel-marketing-powerhouse-with-predictive-patient-targeting\/","title":{"rendered":"How IBJI Created a Multi-Channel Marketing Powerhouse with Predictive Patient Targeting"},"content":{"rendered":"\n

This content was originally created by SocialClimb now part of RLDatix. Explore <\/em>Predictive Patient Targeting<\/em><\/a> and <\/em>Reputation Management <\/em><\/a>to learn more about these modules.<\/em><\/p>\n\n\n\n

Breaking Through in a Crowded Market<\/h2>\n\n\n\n

Managing marketing for 170+ physicians across 100+ locations throughout Illinois, Darci Grum knew she needed something different to stand out. As Chief Marketing Officer for Illinois Bone and Joint Institute (IBJI), Darci faces fierce competition from major hospital systems and every major hospital network in the Chicago area\u2014all with significant marketing budgets backing their orthopedic programs.<\/p>\n\n\n\n

\n

\u201cWe\u2019re a privately-owned, physician-owned company competing against hospital money,\u201d explains Darci. \u201cIt takes a long time to convince, to show, to prove success. A lot of the hesitation comes from the lack of ROI and full funnel transparency.\u201d<\/p>\nDarci Grum
Director of Marketing and Foundation<\/cite><\/blockquote>\n\n\n\n

When IBJI\u2019s team wanted to test new marketing approaches, they chose one of their most challenging markets: the north side of Chicago. This business unit was struggling with appointment volume despite being in the most competitive orthopedic market in IBJI\u2019s territory. Darci knew that whatever solution they tested had to deliver measurable and undeniable results.<\/p>\n\n\n\n

<\/div>\n\n\n\n

The Multi-Channel Experiment<\/h2>\n\n\n\n

Rather than treating SocialClimb\u2019s Predictive Patient Targeting as a standalone direct mail solution, Darci and her team saw an opportunity to create something more holistic: a fully integrated, multi-touch campaign that would follow patients across multiple channels.<\/p>\n\n\n\n

\n

\u201cThe way we did everything was completely in-house and interconnected,\u201d says Darci. \u201cWe weren\u2019t just sending postcards and hoping for the best. We created a unified experience from the mailbox to social media to our website.\u201d<\/p>\n\n\n\n

The campaign targeted 12,932 individuals identified by SocialClimb\u2019s Predictive Patient Targeting tool as \u201cextremely at risk\u201d and \u201chigh-risk\u201d for needing knee services across three zip codes on Chicago\u2019s north side. But here\u2019s where IBJI got creative: they used this data to create a custom audience in Meta, then built matching creative assets across every touchpoint.<\/p>\n\n\n\n

<\/div>\n<\/blockquote>\n\n\n\n
\n
Download<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

This content was originally created by SocialClimb now part of RLDatix. Explore Predictive Patient Targeting…<\/p>\n","protected":false},"author":10,"featured_media":9264,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[178],"tags":[390],"class_list":["post-9911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-predictive-patient-targeting","primary-category-case-studies"],"acf":[],"yoast_head":"\nHow IBJI Created a Multi-Channel Marketing Powerhouse with Predictive Patient Targeting | RLDatix<\/title>\n<meta name=\"description\" content=\"Healthcare resources from RLDatix: How IBJI Created a Multi-Channel Marketing Powerhouse with Predictive Patient Targeting. 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