CASE STUDY

Generate Word-of-Mouth Referrals With Video

Organization

St. Luke's University Health Network

ABOUT ST. LUKE'S

14,000+ employees

10 hospitals

315 outpatient sites

Serves 10 counties
in Pennsylvania and New Jersey

Industry

Healthcare

Use Cases

Referral Generation

Employee Engagement

Internal Communications

75% of all employees
are enrolled in the program

60% of enrolled employees
watch each video

66% of employees
watched the most recent video within the first 48 hours

4 months
to complete ROI

The Problem:

St. Luke’s doctors and nurses do a top-notch job of caring for patients. But they didn’t seem to know about the network’s accomplishments- no matter how many tweets the marketing department sent out.  66% of patients find their care provider through the recommendation of friends and family. When potential patients seek a care provider in eastern Pennsylvania and New Jersey, they consult the medical professionals they know personally. St. Luke’s missed out on word-of-mouth referrals, simply because its employees didn’t know just how the network could help their friends and families.

The Goals:
  1. Greater employee engagement with St. Luke’s social media accounts
  2. Greater employee awareness of St. Luke’s success stories, specialties, and accomplishments
  3. More word-of-mouth referrals
Our Solution:

Viddler developed a word-of-mouth referral generation program for St. Luke’s. Our program used interactive video to raise employee engagement, boost St. Luke’s social media numbers, and bring in new patients.

Engaging Followers:

St. Luke’s needed a platform that was expressly professional, and easy to access during work hours. That way, employees wouldn’t feel that their work cut into their personal time. With Viddler’s video platform, St. Luke’s could raise awareness among employees, and employees could still keep work at work. We also built a custom integration so that if, after watching a video on our platform, employees wanted to share it on their personal social media, they could.

We found that with our platform, more employees watched awareness-building content than ever before. Because more employees were watching, more employees also began sharing videos on social media. St. Luke’s follower numbers skyrocketed.

Generating Referrals:

We knew that if St. Luke’s employees were to generate referrals, they would have to be able to remember the details of their network’s success stories and accomplishments. So, when building our video platform, we included the in-player question feature from our training software. These in-player questions helped us track video completion. But they also doubled as practice questions.

Each time an employee encountered an in-player question, they also encountered the same type of question a family member or friend might ask about their network. These videos didn’t just raise employees’ awareness of St. Luke’s accomplishments. They also helped employees remember and articulate why their network was awesome. That way, when an employee had an opportunity to share the best things about their workplace, they were already equipped with facts, details, and stories.

Finally, we sat down with Taylor Communications, who produces the St. Luke’s branded merchandise. We built a custom API and hooked up our software to Taylor’s online store. Every time a network employee watched a video on our platform, a certain number of credits were deposited in their account on Taylor’s online store. If they shared a video on social media, they’d automatically receive even more credits. Network employees could cash in their credits whenever they wanted, for whatever item they wanted. Employees had now more than one reason to participate in our program.

The Results:

St. Luke’s marketing department had hoped 20 percent of network employees would participate in the program. We achieved over 50 percent participation in the first month. That figure has risen to 76 percent participation seven months later. Not only that, St. Luke’s reported a complete ROI after only four patient referrals attributed directly to our program.