Case Study: Penn Medicine Enhances Physician Outreach and Increases Referrals with the Help of MD-ID™ Technology


The University of Pennsylvania Health System leveraged the power of MD-ID™ Technology to enhance their physician outreach by utilizing the data provided in their Monthly MD-ID™ Prospect Funnels, while also executing their nurture style campaign called the MD-ID™ Smart Add-on. The Smart Add-on campaign allowed Penn Medicine to retarget all identified physicians who engaged with their content, both via email campaigns and organically on their site, with a content strategy geared towards the specific goal of increasing referrals.


Total number of physicians engaged via email: 6,092
Geography: 100-mile radius of Philadelphia, PA
Avg. Time on Site: 6 min 27 sec *
Brand Lift*: 64%

*Limited to BroadcastMed promotional time period of 9/18-10/19

Cardiology Targeted Primary Specialties:

Adv Heart Failure & Transplant Cardiology, Cardiovascular Disease, Interventional Cardiology, Nuclear Cardiology, Pediatric Cardiology, Pulmonary Critical Care Medicine, Pulmonary Disease, Vascular Medicine

Oncology Targeted Primary Specialties:

Gynecological Oncology, Hematology/Oncology, Medical Oncology, Musculoskeletal Oncology, Pediatric Hematology/Oncology, Radiation Oncology, Surgical Oncology

Women’s Health/PCP Targeted Primary Specialties:

Family Medicine, Family Practice, Internal Medicine, General Practice, Reproductive Endocrinology & Infertility, Maternal & Fetal Medicine, Female Pelvic Med & Reconstruct Surgery, Obstetrics & Gynecology, Obstetrics, Gynecology, Gynecological Oncology


Company Profile

Name: The University of Pennsylvania Health System
Headquarters: Philadelphia, PA
Industry: Multi-Hospital Health System/Academic Medical Center

“Penn Medicine’s history of patient care began more than two centuries ago with the founding of the nation’s first hospital, Pennsylvania Hospital, in 1751 and the nation’s first medical school at the University of Pennsylvania in 1765. Penn Medicine has pioneered medical frontiers with a staff comprised of innovators who have dedicated their lives to advancing medicine through excellence in education, research and patient care.

When you choose Penn Medicine, you benefit from more than two centuries of the highest standards in patient care, education and research. The caliber of comfort and individual attention you receive is unmatched by any other hospital in the Mid-Atlantic region.”

The Challenges

  • Increase referrals to Penn Medicine
  • Raise awareness surrounding the latest innovations at Penn Medicine

The Solutions

  • Penn Medicine used the data provided from both the monthly MD-ID™ Prospect Funnels and MD-ID™ Smart Add-on Funnels to cross-reference against their own target physician lists to gauge interest and better inform their communication tactics when developing relationships with referring physicians.
  • Penn Medicine deployed 6 emails via their MD-ID™ Plug-in and 12 emails via their MD-ID™ Smart Add-on to a geo-targeted list of Cardiologists, Oncologists, and Women’s Health/Primary Care physicians featuring their most recent and relevant content.

The Results

MD-ID™ Smart Add-on Metrics

  • Cycle 1
    • Avg. Deployment Open Rate: 22.01%
    • Avg. Deployment Click to Open Rate: 25.12%
    • Audience Size: 3,396
  • Cycle 2
    • Avg. Deployment Open Rate: 26.14%
    • Avg. Deployment Click to Open Rate: 31.2%
    • Audience Size: 6,092*
    • *79.4% increase in engaged member audience from Cycle 1 to Cycle 2 due to using MD-ID™ Plug-in in tandem with Smart Add-on
  • Cycle 3
    • Avg. Deployment Open Rate: 29.29%
    • Avg. Deployment Click to Open Rate: 31.02%
    • Audience Size: 5,426