Drive Patient Engagement with Health & Wellness Marketing Campaigns

The prospect of starting a new year is inspiring; the new year often signifies a clean slate, and an opportunity to better oneself. This is no more apparent than in the most common resolution people make: to get healthy in the coming year.

With so many people vowing to improve their health around New Year’s, health systems can capitalize on the opportunity to engage patients and potential patients in a meaningful way. In order to drive patient engagement around New Year’s resolutions, marketing teams should strategically plan, execute, and measure digital health and wellness campaigns.

End-to-end campaign planning helps ensure the success of such “get healthy” marketing efforts— that they will reach the optimal consumers and encourage action effectively. Campaign planning involves defining audiences, selecting campaign types and deployment channels — think organic search, paid search, email, social, display, and more — and determining calls to action. More

Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi

4 Ways to Optimize Healthcare Search Marketing Campaign CTRs

Today’s consumers have high expectations for their healthcare providers and vast amounts of care options to choose from.

For that reason, nearly all consumers conduct research online to learn more about health conditions and to find health systems that offer high-quality patient care. In fact, one in 20 Google searches are for health-related information.

This means that search, whether it’s paid or organic, is a key digital channel for health systems that are looking to acquire and engage new customers. Healthcare organizations need to build effective digital marketing campaigns that improve search visibility in key service areas.

One of the ways to guarantee visibility for priority keywords is to develop pay-per-click (PPC) campaigns on search engines like Google and Bing. Optimizing these paid campaigns to improve click-through-rates (CTRs) and drive measurable results takes time and effort. Here are four best practices to improve your results:
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Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi

Communication Strategies: Proving Marketing’s Worth to the Hospital C-Suite

Data analysis and reporting are an essential component of the hospital marketing department’s responsibility – measuring the success of marketing efforts is critical for informing future tactics and helping to secure budgets.

Marketing reporting has become much easier and more accurate with the adoption of technology, such as a CRM, that improves organizations’ capacity to collect, organize, and analyze data.

In order to get buy-in from executives and secure budgets, hospital marketers need to be able to communicate their successes effectively. The hospital C-suite, including the CEO, CFO, CIO, and CXO, is tasked with overseeing the organization’s operations and steering it towards defined business growth and financial performance goals. Since marketing is a vital contributor to hospital growth, the C-suite needs to receive regular reports that clearly communicate successes.

Forum Research found that while the majority of healthcare marketers are sharing metrics with the C-suite, they are focusing on non-financial data, which is not immediately useful to executives. To shift toward a reporting method that works best for the hospital C-suite, marketers first need to understand what metrics are most valuable.
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Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi

The Evolving Role of Digital Marketing in Healthcare

Digital Marketing in HealthcareThe healthcare industry is progressive in many ways, but marketing strategy tends to lag behind other consumer-centric industries. Why? With closely monitored HIPPA regulations, including how patient data is used, and the FDA constraining marketing efforts, it’s often tough for healthcare to keep up with other industries’ marketing innovations. Additionally, marketing strategy is not the priority in healthcare – patient care outcomes is (and rightfully so).

That being said, a Deloitte study found that 52 percent of consumers search online for information about treatment options or more generally to learn about health concerns or care providers. According to the same study, consumers’ use of social media for health purposes also rose from 18 percent to 21 percent between 2013 and 2015.

It has become clear that consumers and patients are taking advantage of online resources both during initial research and ongoing care – thus, it is increasingly important that organizations take advantage of digital compliance marketing to boost patient engagement and, ultimately, care outcomes.

Let’s review how healthcare marketing has evolved and how digital marketing can benefit the industry: More

Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi

10 (More) Campaign Best Practices for Healthcare Marketers

Healthcare Digital MarketingThe healthcare landscape is changing. In a value-based marketplace, consumers and patients are doing extensive research to find health systems that offer high-quality patient care and relevant information.

In fact, one study has shown that social media affects 41 percent of consumers’ choice of a specific doctor, hospital, or medical facility. On top of that, 62 percent of smartphone owners have used their phone to search for health information in the past year.

As a result of this change in patient decision-making, digital marketing in healthcare has become critical. Digital helps to successfully communicate with, acquire, engage, and retain patients and physicians.

Let’s take a look at 10 (more) campaign best practices for healthcare marketers to improve their organizations’ bottom line and create better outcomes for patients: More

Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi