Q&A: Go Beyond the Acquisition: Wake Forest Baptist Health Leverages Journey Mapping for Improved Patient Engagement

The patient experience isn’t confined just to the interactions your patients have while at your health system for their appointments. It starts far before they step into your hospital, and extends even after they are discharged. As marketers, we need to maximize the value of every single interaction to best facilitate engagement with patients to retain them for life. This means building out multichannel campaigns that are targeted, trackable, and result in profitable growth for your health system.

We recently started talking more about the concept of “patient journey maps,” which allow health systems to identify gaps in the patient experience that lead to loss and limited retention. By leveraging journey maps, we can better identify areas for improved communication – from providing reminders and best practices pre-clinical encounter, to guiding patients through recovery with prescribed post-care follow-ups, to ongoing preventative nurturing and cross-selling. Many of our clients have completed this exercise, which has allowed them to dive into the patient journey and identify how to address gaps through their patient experiences to keep patients excited and engaged.

During a recent webinar, Jeff House, AVP of Marketing at Wake Forest Baptist Health and Gary Druckenmiller, VP, Marketing Practice Lead at Evariant, discussed how to implement patient journey mapping to develop multichannel campaigns and best facilitate engagement with patients across the entire care continuum. The presentation was originally delivered at the Healthcare Marketing & Physician Strategies Summit (HMPS) earlier in May in Austin. It received such an overwhelming, positive response, that we asked Jeff and Gary to deliver the presentation again.

In case you missed the webinar, here’s a quick summary of the key takeaways along with the audience questions and answers: More

Courtney Smigiel

Courtney Smigiel

Courtney Smigiel manages the Evariant webinar program, tradeshows and other industry conferences and events, as well as content syndication programs. She has worked in a variety of industries including healthcare, retail, non-profit, hospitality, and utilities to create dynamic and strategic results-driven decisions. Prior to joining Evariant, Courtney served on the digital marketing team for online British retailer J.P. Boden. She holds a bachelor of science in marketing from Bentley University.
Courtney Smigiel

Congratulations to the 2017 Eva Award Winners!

Last night, we celebrated the incredible success of some of the nation’s top healthcare organizations at the 3rd annual Eva Awards Gala! The event took place in Austin, TX at the Palm Door on Sabine and featured live music by a great local country band, line dancing instructions, tequila tasting, and a real longhorn. Most importantly, we presented 10 coveted Eva Awards to talented healthcare professionals for their efforts executing outstanding, successful multichannel healthcare campaigns to consumers and/or physicians.

We had a record number of submissions this year. The awards were judged by three third-party healthcare industry consultants. And let’s just say… it wasn’t an easy process to pick a winner from so many great campaigns and results! Congratulations to all of the winning organizations!

AskEva Winners
More

Courtney Smigiel

Courtney Smigiel

Courtney Smigiel manages the Evariant webinar program, tradeshows and other industry conferences and events, as well as content syndication programs. She has worked in a variety of industries including healthcare, retail, non-profit, hospitality, and utilities to create dynamic and strategic results-driven decisions. Prior to joining Evariant, Courtney served on the digital marketing team for online British retailer J.P. Boden. She holds a bachelor of science in marketing from Bentley University.
Courtney Smigiel

Q&A: Expanding Marketing’s Charter – How Journey Mapping Supports Everything from Pre- to Post-Encounter

This is the third post in a three-part hyper-educational series that discusses mapping the perfect customer experience and the required elements. Read part one to learn how to deliver experiences that have a business impact and create lifetime customers. Part two of this series discusses best practices for integrating marketing technologies. Watch part three of the educational series here.

A shared system-wide view of the Perfect Customer Experience offers the opportunity for marketing to help fill the gaps to create deeply personalized experiences. In part three of the hyper-educational series, we discuss how customer journey maps can identify opportunities for improved operational effectiveness from providing reminders and best practices pre-clinical encounter, to guiding patients through recovery with prescribed post-care follow-ups, to ongoing preventative nurturing and cross-selling. By leveraging marketing technologies and developing patient journey maps, we can quickly address gaps through the entire customer journey.

Let’s dive into the questions asked during the presentation. More

Courtney Smigiel

Courtney Smigiel

Courtney Smigiel manages the Evariant webinar program, tradeshows and other industry conferences and events, as well as content syndication programs. She has worked in a variety of industries including healthcare, retail, non-profit, hospitality, and utilities to create dynamic and strategic results-driven decisions. Prior to joining Evariant, Courtney served on the digital marketing team for online British retailer J.P. Boden. She holds a bachelor of science in marketing from Bentley University.
Courtney Smigiel

Q&A: Perfecting the Customer Experience – MarTech is a Foundational Element

This is the second post in a three-part hyper-educational series that discusses mapping the perfect customer experience and the required elements. Read part one to learn how to deliver experiences that have a business impact and create lifetime customers. Part three discusses how customer journey maps can identify opportunities for improved operational effectiveness. Watch part two of the educational series here.

Perfect Patient ExperienceThe Perfect Customer Experience requires people, process, and technology. The marketing function in health systems continues to change and no longer is just responsible for bringing in leads. Marketing must now manage the entire customer experience and shape the overall business strategy of the health system. To do so, all technologies must be brought together to provide the foundation for personalized communication and automates engagement efforts to deliver consistent, timely, and relevant messages that acquire, retain, and engage patients. More

Courtney Smigiel

Courtney Smigiel

Courtney Smigiel manages the Evariant webinar program, tradeshows and other industry conferences and events, as well as content syndication programs. She has worked in a variety of industries including healthcare, retail, non-profit, hospitality, and utilities to create dynamic and strategic results-driven decisions. Prior to joining Evariant, Courtney served on the digital marketing team for online British retailer J.P. Boden. She holds a bachelor of science in marketing from Bentley University.
Courtney Smigiel

Q&A: Beyond Clinical Care – How to Define “Customer Experience”

This is the first post in a three-part hyper-educational series that discusses mapping the perfect customer experience and the required elements. Read part two of this series to learn best practices for integrating marketing technologies. Part three discusses how customer journey maps can identify opportunities for improved operational effectiveness. Watch part one of the educational series here.

Patient relationships don’t start at the clinical encounter. Creating lifelong customers starts with a set of interactions way before the patient even walks through the doors of a health system. These interactions should consistently exceed the needs and expectations of the customers and over deliver on every experience customers have. The goal – perfect the customer experience to turn these customers into advocates for your health system, create referrals, improve your retention and profitable growth.

During part one of the hyper-educational series entitled Beyond Clinical Care – How to Define “Customer Experience,” Gary Druckenmiller, VP, Marketing Practice Lead, discussed how to actively engage with and attract patients, to deliver experiences that have a business impact and create lifetime customers. In case you missed the first session, here’s a full recap of the audience questions and answers:

In case you missed the first session, here’s a full recap of the audience questions and answers: More

Courtney Smigiel

Courtney Smigiel

Courtney Smigiel manages the Evariant webinar program, tradeshows and other industry conferences and events, as well as content syndication programs. She has worked in a variety of industries including healthcare, retail, non-profit, hospitality, and utilities to create dynamic and strategic results-driven decisions. Prior to joining Evariant, Courtney served on the digital marketing team for online British retailer J.P. Boden. She holds a bachelor of science in marketing from Bentley University.
Courtney Smigiel