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Edward Hospital & Health Services First to Go Live with CPM Marketing Group's Instant CRM Behavioral Targeting System

"It is very difficult to develop a customer experience that fits everyone, but now with Instant CRM, Edward Hospital can create segment-of-one communication to fulfill the individual needs of its vast patient and prospect population," said John Hallick, president and CEO of CPM Marketing Group. "With this new behavioral targeting technology, Edward Hospital can present a consistent message and create up-selling and cross-selling opportunities across its various consumer touch points - this hasn't been possible in healthcare until now."

The ICRM system uses consumer and patient data stored in Edward Hospital's CRM database to interactively and incrementally customize the content presented to individuals to enhance and personalize the consumer "conversation." The system is somewhat similar to how Amazon.com makes personalized book recommendations based upon a consumer's purchasing and search habits. Whenever those targeted access Edward Hospital's website, they will receive individualized communication based on their specific health needs, which can be derived from psychographic, demographic, geographic, medical history and marketing campaign data aggregated by the CRM database. ICRM-enabled web messages are displayed in the form of dynamically created, real-time content that contains customized copy, imagery and offers for individual visitors. These relevant health messages create a unique and personalized web experience that increases customer engagement.

"CPM's state-of-the-art CRM technology has proven to be a valuable asset in helping us generate higher margins and market more effectively and efficiently to consumers and patients," stated Brian Davis, vice president of marketing at Edward Hospital & Health Services. "We are very pleased to expand the scope of our relationship with CPM to include its Instant CRM solution, which will enhance our ability to take one-to-one marketing to a whole new level through our website. We anticipate great success with this program due to its ability to deliver targeted messages to individuals instead of delivering general messages to a mass audience."

In addition to creating an individualized consumer experience, the benefits of ICRM include:

• Improving Edward Hospital's ability to track utilization and ICRM's impact on the bottom line
• Increasing the effectiveness of web
• Providing consistent, targeted messaging across all communication channels
• Increasing efficiency by auto-completing screens and forms with data
• Up-selling additional services based on any recent direct mail campaigns or promotions
• Cross-selling additional services not directly promoted, yet relevant to the individual

"CPM's hospital clients understand the value of building and maintaining relations with current and prospective patients and we want to make sure that they have the very best tools available to do this in a fashion that meets their business requirements. We are pleased to offer ICRM as a solution to help hospitals deliver better care, boost revenue and gain a competitive business advantage," Hallick said. "Being an early adopter of ICRM, Edward Hospital is truly an innovator that continues to seek ways to expand margins, consumer and patient loyalty, and market share."

Edward Hospital is launching its ICRM communication efforts in a phased approach. Initially, it is targeting a single market segment; then, it will expand the scope of the program to other targets. To enhance the effectiveness of ICRM, the system is integrated into Edward Hospital's eHealth ecoSystem which is powered by MEDSEEK.

The ICRM experience is traditionally driven by various CRM marketing campaign touch points including e-mail, kiosks, social networks and direct mail. These call-to-action campaigns help identify individuals accessing the web; however, ICRM behavioral targeting can also be implemented independently with the help of a log-in or registration platform that captures visitor data.

About Edward Hospital & Health Services

Based in Naperville, Ill., Edward Hospital & Health Services is a full-service, regional healthcare provider offering access to complex medical specialties and innovative programming. Edward Hospital has 317 private patient rooms and 4,100 employees, including 1,340 nurses and a medical staff of more than 988 physicians, representing more than 70 medical and surgical specialties and subspecialties. Ninety-eight percent of Edward's physicians are board certified. For more information about Edward Hospital & Health Services, visit www.edwardhospital.org.

About CPM Marketing Group

Headquartered in Madison, Wis., CPM Marketing Group is the market leader in the development of Customer Relationship Management (CRM) solutions for hospitals, including database development, intelligent healthcare marketing systems and predictive market segmentation. CPM's integrated solutions allow healthcare organizations to maximize their customer relationships through market analysis, strategic planning and targeted personal communications. Its solutions operate from an accessible, customer-centric database that includes comprehensive individual and household data extracted from institutional and external research sources. CPM's suite of software tools provides easy and secure access to data for individual snapshots of patients and health consumers on a segment-of-one basis. For more information, visit https://www.cpm.com, call (800) 332-2631 or e-mail marketing@cpm.com. CPM can also be found on Twitter at http://Twitter.com/CPMMarketing or on Facebook at http://www.Facebook.com/CPMMarketing.

Amendola Communications for CPM Marketing Group
Lindsey Karberg, 480-664-8412 ext. 13
lkarberg@acmarketingpr.com