女性健康及其他领域的参与策略

in collaboration withIQVIA Ashley BoggsMarketing DirectorRoper St. Francis Healthcare Elise HorstAssociate Director, AI Solutions IQVIA Today’s conversation Unpacking the goal THE GOAL Increase deliveryvolume at our hospitals Rapid population growth isdriving increased competitionin Charleston Women’s health is a key entrypoint for lifelong patients Understanding the challenges underneath The Charleston market is growing,but birth rates are shrinking nationally Competitors old and neware already live in market •Nearby, large academic medical centerwith nationally-ranked OBGYN care •National health system opening a newwomen’s health center in Charleston •Longstanding local competitors still inthe mix How we used marketing as a catalyst for growth Women’s delivery decisions startlong before pregnancy5 Of the top factorswomen consider whenchoosing a gynecologistare related to delivery Advisory Board study Using gynecology as an entry point BUILD LIFELONG RELATIONSHIPS WITHOUT OVERWHELMING CAPACITY ENGAGE WOMEN MAKING PREGNANCY DECISIONS RIGHT NOW •Targeted women ages 20-45 •Focused investment on specific zipcodes surrounding clinics with GYNaccess•Budgeted strategically to supportgrowth without creatingoperationalfriction •Targeted women ages 24-40 withpregnancy-related interests andbehaviors •Invested in paid media across the3-county area to be competitive •Allocated more investment tomid-funnel channels to buildconnection Reaching women where they are online •Women ages 20-45spend an average of37 hours/week online •92% use social media•85% use Google search•82% watch videos ontheir mobile devices Strategy and activation GYN messagingemphasizedlifelong wellnessand exceptionalwomen’shealth care OB messaging emphasizedpersonalized, compassionatecare throughout pregnancy Prioritizing a seamlesspatient experience Navigating operational nuanceswith the Engagement Center •Coordinated with three affiliatedpractices that deliver at RSFH hospitals 17 affiliatedOB/GYNs acrossthree practices •Directed patients to care based on theirspecific needs and locations •Expanded RSFH’s network of OB/GYNpatients to support delivery goals 20 employedOB/GYNs Engagement Centerfacilitates scheduling Outcomes Outcomes Supporting immediate and long-term growth 570+27%+3% in OB/GYN newpatient visits overall OB/GYN appointmentsgenerated by themarketing campaign in deliveries acrossBerkeley Hospital andSt. Francis Hospital Now, we’re expanding on this foundation Continuing tosupport OB/GYN Applying pipeline strategyto other service lines •Focusing heavily on social where theaudience is engaged and competitorsare actively advertising•Closely managing GYN media spend inalignment with access•Expanding into TikTok as another way toreach expecting mothers where they’replanning for pregnancy •Promoting primary care to stand outamong strong competition and build aconnection with new patients•Testing pain management as an entrypoint for spine surgery Key takeaways How you can apply these concepts Lean intoaudience trendsand system datato refineapproach Embracemarketing’s roleas a bridgebetween patientsand operations Always put thepatient first Questions? Disclaimer The analyses, their interpretation, and related information contained herein are made and providedsubject to the assumptions, methodologies, caveats, and variables described in this report and arebased on third party sources and data reasonably believed to be reliable. No warranty is made as tothe completeness or accuracy of such third party sources or data.This presentation may include thepersonal views and experiences of the speaker. It is not intended to represent, and should not beinterpreted as, an official position or statement of IQVIA. As with any attempt to estimate future events, the forecasts, projections, conclusions, and otherinformation included herein are subject to certain risks and uncertainties, and are not to beconsidered guarantees of any particular outcome. All reproduction rights, quotations, broadcasting, publications reserved. The contents of thispresentation are confidential, and no part of this presentation may be reproduced or transmitted inany form or by any means, electronic or mechanical, including photocopy, recording, or anyinformation storage and retrieval system, without express written consent of IQVIA. Copyright © 2026 IQVIA. All rights reserved. IQVIA®is a registered trademark of IQVIA Inc. in the UnitedStates and various other countries.