Q&A: Your Promotion is Waiting – Skills Needed to Successfully Transform Your Marketing Department

To continue working toward perfecting the customer experience and contributing to the health system’s growth and acquisition goals, highly functioning healthcare marketing teams need to shift to a dynamic, digital mindset that requires new skills and resources. Traditional marketing approaches still have a place in a multichannel marketing strategy, but in an increasingly competitive world, traditional marketing alone won’t cut it. This starts with the right individuals and team structure. Health systems need individuals who understand how to optimize marketing efforts and interpret data not only to show the revenue impact of programs, but to continue to innovate on what works.

In a recent webinar, Gary Druckenmiller, VP, Marketing Practice Lead at Evariant discussed how to restructure your marketing department by identifying individuals’ strengths and weaknesses and assigning them to applicable tasks. In doing so, marketing can start proving the value of programs and create holistic, lifelong patient experiences.

In case you missed the webinar, here’s a quick summary of the key takeaways along with answers to audience questions: 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: Proactive Engagement Centers: How Scripps Health Transformed their Traditional Call Center to Deliver Customer-Centric Experiences

Engagement Center RepToo often call center representatives lack context to why a consumer is calling and are forced into a reactive—rather than proactive—position. This creates a disjointed, impersonalized, experience. Because a strong patient-provider relationship is central to this strategic market shift from “volume/episodic” care to “value/relational” care, health systems now need to capitalize on every patient and consumer interaction—from fielding the first inquiry to actively supporting proactive health, ongoing care, and recovery —to achieve a “trusted provider” status in the eyes of the “shopper”.

To respond fully—and to optimize every consumer or patient inquiry—health systems need to speak with a unified voice and deliver consistent, positive experiences with every interaction, both in the physical world and online.

Enter the call center.

Call centers were created to handle everything from switchboard/call-routing to appointment scheduling, pre-registration, and billing questions, as well as physician referrals, nurse triage, and marketing response. In reality, though, many call centers today are falling short on optimizing every patient inquiry and delivering the exceptional, positive experience that every patient expects.

In a recent webinar hosted by Becker’s Hospital Review, Don Stanziano, Corporate Vice President, Marketing and Communications at Scripps Health and Rachel Neely, Senior Healthcare Consultant at Evariant discussed how Scripps implemented an engagement center solution to capitalize on every customer interaction to build deeper, more personalized relationships with their prospects and existing customers.

Let’s take a look at some key takeaways and questions asked during the webinar: 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: The Art & Science of Understanding Physician Activity and Referral Patterns

Hospital Physician Referral Understanding which physicians are sending which business where is an art and science. In today’s competitive healthcare environment, it’s critical for hospitals and health systems to attract and retain physicians who will drive patient volumes, increase referrals, and enhance the patient experience. In order to get actionable insights on an entire market that will ultimately improve knowledge, health systems must use a data-driven approach.

However, there are some data-related challenges to understanding physician activity and referral patterns. These ultimately trace back to several deficiencies in today’s available claims data, which makes learning how to interpret and leverage it critically important.

During a recent webinar, Emilio Ruocco, VP, Physician Solutions Practice Leader at Evariant, shared his insights on claims data sourcing and the components of a high functioning claims database, demonstrated interpretation of claims data in a market intelligence platform, and discussed how to leverage these data outside of a platform.

In case you missed the webinar, here’s a quick summary of several 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

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
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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