Case Study
Patient Self-Referral Program
162 Patient Self-Referrals Generated Across Four Cancer Centers
Created an entirely new patient acquisition channel that did not previously exist.
Situation
Cancer center growth relied almost entirely on physician referrals. While those referral relationships were critical, there was no direct path for patients to learn about treatment options, express interest, or enter the pipeline independently.
Challenge
The organization needed to diversify patient acquisition while maintaining alignment with clinical operations and existing referral relationships. No direct-to-patient acquisition framework existed.
Actions Taken
Developed and launched a patient-facing acquisition strategy across four cancer centers.
Built educational content, awareness campaigns, community outreach initiatives, lead capture processes, and Salesforce workflows that allowed patient inquiries to be tracked, routed, and measured.
Created a repeatable framework that could be deployed across multiple locations while maintaining local relevance.
Business Impact
- Generated 162 patient self-referrals across four cancer centers
- Created a new acquisition channel that did not previously exist
- Increased visibility into patient acquisition performance
- Established repeatable marketing and CRM processes
- Built infrastructure that could scale across future locations
Skills Demonstrated
- Patient Acquisition
- Demand Generation
- CRM Strategy
- Salesforce Administration
- Cross-Functional Leadership
- Multi-Location Marketing
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