Hospital laboratory gains a 16% increase in revenue through targeted marketing

As one of very few revenue generating departments within the hospital, the Department of Pathology and Laboratory Medicine at London Health Sciences Centre faces a unique marketing challenge. In addition to serving the needs of its own clinicians and patients, it competes with other private and public sector labs across the country and North America for market share.

To set themselves apart, Pathology and Laboratory Medicine wanted to re-evaluate their marketing efforts with the help of an experienced health care marketing firm. Through an integrated approach, Lashbrook Marketing and Public Relations used in-depth research and focus groups to inform a strategy that included direct marketing, a user-friendly website and targeted print materials. Within months, the department witnessed a significant increase in general inquiries, test requisitions and revenue.

Work is underway to leverage the new website with a content marketing strategy, improve the labs’ presence at industry conferences and continue to build direct relationships with potential clients.

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