maximize revenue with high-value service lines

One of healthcare's most potent revenue growth focus is high-value service lines. When these are well maintained and growing steadily, revenue follows. The deciding factor for service line growth lies with the effort put into healthcare experience (HX). HX is a critical driver of financial performance, yet many organizations still consider it a “nice to have.” For healthcare executives, it’s time to connect the dots: a strategic approach to HX doesn’t just improve patient satisfaction—it directly impacts service line growth and revenue.

Experience marketing is pivotal in improving healthcare experience and growing high-value service lines like orthopedics, bariatrics, and cardiology. Organizations can deliver measurable results by combining hyper-targeted outreach, personalized patient journeys, and data-driven insights.

HX as a revenue driver

Healthcare executives must shift their perspective on HX from a soft metric to a hard revenue driver. High-value service lines are a prime example of how experience marketing can directly contribute to financial growth. One prime example of this is physician referral programs. These initiatives are vital for building and sustaining a patient pipeline. 

By fostering relationships with referring physicians and ensuring they have the tools and resources to connect patients with high-value services, healthcare organizations can amplify their impact. Beyond referrals, enhancing the patient experience with personalization, empathy, and seamless access makes it easier for patients to choose and stick with your organization, boosting retention and acquisition.

marketing’s role in patient experience

Marketing isn’t just about driving awareness—it’s about feeding the patient experience. Tools like propensity scoring and Consumer Data Platforms (CDPs) allow marketers to identify the patients most likely to benefit from specific services.

Our partners at HonorHealth sought to boost performance in their bariatric and orthopedic service lines. By focusing on marketing strategies and refining their hyper-targeting, they successfully generated 150 leads and 60 appointments for orthopedics and a 59% appointment conversion rate for bariatrics, leading to a measurable revenue increase.

However, identifying patients is only the first step. Once they’re in your system, optimizing their journey is essential. Every interaction should be tailored, from the initial appointment to post-procedure follow-ups. Whether through automated reminders, personalized content, or seamless coordination of care, a smooth patient journey increases satisfaction and conversion rates.

balancing inbound and outbound efforts

To grow high-value service lines, healthcare marketers need a dual approach. Inbound strategies draw patients in, while outbound tactics proactively reach those who have yet to engage.

outbound growth:

1. targeted campaigns: Leverage data to craft hyper-targeted outreach campaigns, ensuring the right message reaches the right audience.
2. physician referral: Strengthen collaborations with referring physicians through co-branded materials and streamlined communication.
3. proactive outreach: Use email, SMS, and direct mail to re-engage lapsed patients and connect with underserved populations.

inbound growth:

1. optimized digital front doors: Enhance websites, patient portals, and apps to make navigation intuitive and scheduling effortless.
2. content marketing and SEO: Publish targeted content that addresses common patient concerns while improving visibility for local searches.
3. personalized patient journeys: Use CDPs to tailor online experiences and ensure follow-ups keep patients engaged.

This balanced approach attracts new patients and maximizes the value of your existing patient base, creating sustainable growth for high-value service lines.driving sustainable growthHealthcare experience (HX) is no longer optional—it’s necessary for organizations aiming to grow high-value service lines and meet their financial goals. By prioritizing healthcare experience and utilizing marketing techniques such as hyper-targeted outreach and balanced inbound and outbound campaigns, healthcare organizations can amplify high-value service lines and significantly impact revenue outcomes.

the intelligent healthcare experience platform

‍Start the year strong with tools that simplify your strategy. The Healthcare Experience Platform (HXP) empowers healthcare marketers to create impactful, patient-centered campaigns easily. With pre-built journeys, AI-driven tools, and automated workflows, you can achieve more with less while delivering personalized experiences that make every patient feel uniquely valued.

Ready to take your service line growth to the next level?