Fully 22% of people with third-party health insurance in the Covenant Health primary service area do not have a primary care physician. Since PCP referral alone controls approximately one-third of hospital admissions, and PCPs are consulted in an additional third, this group without PCPs represents a significant potential market.
Covenant Health developed a web site and Harrison O'Neal created a site referral campaign to connect area residents to PCPs who refer to Covenant Health hospitals. The TV and newspaper campaign took unique visitors to over 100,000 per month.