Arming the Marketer: Getting Started with Nurturing in Healthcare

This is the last post in a series that discusses ways in which healthcare marketers can drive success in today’s evolving healthcare landscape. Take a look back at the first post about partnering with the engagement center, the second post about understanding healthcare marketing financials, and the third post about creating dashboards for the C-suite.

No matter what industry, marketers can reap the benefits of nurturing prospects, leads, and customers. This strategy helps to maximize customer engagement, cultivate relationships, and drive loyalty, according to Salesforce Marketing Cloud.

Improve Patient Loyalty With Lead NurturingNurturing can also have an astounding effect on the number of qualified leads and cost per lead. Forrester Research found organizations that excel at lead nurturing generate 50 percent more sales leads at 33 percent lower cost per lead.

For healthcare, nurturing consumers is critical because care decisions often take time. The bariatric and orthopedic service lines, in particular, may see lead attribution periods of 1-2 years between initial point of contact and clinical conversion. Nurturing during this yearlong process ensures qualified consumers don’t slip through the cracks.

Whether the goal is to acquire new patients, lead them to conversion, or promote retention, nurturing fills potential gaps in the customer journey with communication and content to help maintain a high level of interest and ensure the health system stays top of mind. In order to successfully nurture consumers throughout the different stages of the patient journey, the health system must have the right strategy and technology in place.

Let’s look at three phases of nurturing in healthcare and tips for getting started: More

Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Marketing Practice Lead at Evariant. He functions as lead strategist, digital marketing thought leader and C-level executive sponsor for all of Evariant’s enterprise clients, primarily focused on advising health system leadership of opportunistic methods to improve their digital presence and interactive growth potential. Prior to Evariant, Gary served as Vice-President for Harte-Hanks, responsible for healthcare digital strategy and deliverables including multi-channel campaigns, paid digital media, social media, CRM and analytics. Gary has been with Evariant for 8 years and can be heard often on the hospital marketing speaking circuit. Gary has a bachelor’s degree in marketing from Bentley University.
Gary Druckenmiller

Arming the Marketer: Creating Dashboards for the C-Suite

This is the third post in a series that discusses ways in which healthcare marketers can drive success in today’s evolving healthcare landscape. Take a look back at our first post about partnering with the engagement center and second post about understanding healthcare marketing financials. The fourth post shares how to get started with nurturing in healthcare.

Healthcare CSuite DashboardsMarketers of all industries have to communicate with top executives in order to secure budgets, sign off on execution tactics, and show marketing ROI as it relates to organization-wide success. In healthcare, an industry where marketers are faced with digital marketing pushback and shrinking budgets, it is absolutely critical to demonstrate the impact marketing has on overall profit.

The challenge many healthcare marketers have is: How do we gather the right campaign data and present it in a clear, succinct way that appeals to the C-suite? Executives at leading health systems rely on carefully analyzed data to guide them during key decision-making and don’t have time to dig through data sets to find the metrics that are most important to them.

The first steps in this process are sitting down with executives to understand which metrics and KPIs matter most and adopting a healthcare marketing analytics platform, such as a CRM, that is capable of aggregating, analyzing, and visualizing performance data. With this groundwork in place, marketers then need to sort through a wealth of data, create a clear and concise dashboard, and present the most valuable findings.

Of course, that’s easier said than done.

Let’s discuss how to create executive dashboards within a CRM and present marketing metrics effectively: More

Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Marketing Practice Lead at Evariant. He functions as lead strategist, digital marketing thought leader and C-level executive sponsor for all of Evariant’s enterprise clients, primarily focused on advising health system leadership of opportunistic methods to improve their digital presence and interactive growth potential. Prior to Evariant, Gary served as Vice-President for Harte-Hanks, responsible for healthcare digital strategy and deliverables including multi-channel campaigns, paid digital media, social media, CRM and analytics. Gary has been with Evariant for 8 years and can be heard often on the hospital marketing speaking circuit. Gary has a bachelor’s degree in marketing from Bentley University.
Gary Druckenmiller

Arming the Marketer: Understanding Healthcare Marketing Financials

This is the second post in a series that discusses ways in which healthcare marketers can drive success in today’s evolving healthcare landscape. Take a look back at our first post about partnering with the engagement center. The third post in the series discusses creating dashboards for the C-suite and the fourth post shares how to get started with nurturing in healthcare.

Despite the fact that healthcare marketing departments play a valuable role in patient acquisition, engagement, and organizational profit, budgets and resources are shrinking. Marketers are faced with the challenge of getting budget approval from executive leadership and effectively attributing campaign ROI.

To do so, marketers first need to understand how leadership defines ROI and measures profit margin. With this knowledge, marketers can then begin the process of determining goals and organizational readiness, formulating a budget that will allow them to achieve these goals, and presenting metrics and analytics that prove marketing ROI.

Let’s take a look at a breakdown of what healthcare marketers should consider in the marketing financials process: More

Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Marketing Practice Lead at Evariant. He functions as lead strategist, digital marketing thought leader and C-level executive sponsor for all of Evariant’s enterprise clients, primarily focused on advising health system leadership of opportunistic methods to improve their digital presence and interactive growth potential. Prior to Evariant, Gary served as Vice-President for Harte-Hanks, responsible for healthcare digital strategy and deliverables including multi-channel campaigns, paid digital media, social media, CRM and analytics. Gary has been with Evariant for 8 years and can be heard often on the hospital marketing speaking circuit. Gary has a bachelor’s degree in marketing from Bentley University.
Gary Druckenmiller

Arming the Marketer: Partnering with the Engagement Center

This is the first post in a series that discusses ways in which healthcare marketers can drive success in today’s evolving healthcare landscape. The second post in the series discusses healthcare marketing financials and the third post shares how to create dashboards for the C-suite. The fourth and final post discusses how to get started with nurturing in healthcare.

Healthcare Engagement CenterToday’s healthcare marketers face near-constant change in an industry that brings both challenges and opportunities.

And it’s no wonder: With the rise of consumerism, patient-centric care, and personalization, the healthcare marketer must leverage all the tools in his or her arsenal to get in front of patients, drive referrals, and increase patient volumes.

Enter the engagement center.

With consumers and patients expecting exceptional experiences with healthcare systems, marketers must find ways to bring the call center and marketing together to attract, retain, and improve relationships with patients. More

Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Marketing Practice Lead at Evariant. He functions as lead strategist, digital marketing thought leader and C-level executive sponsor for all of Evariant’s enterprise clients, primarily focused on advising health system leadership of opportunistic methods to improve their digital presence and interactive growth potential. Prior to Evariant, Gary served as Vice-President for Harte-Hanks, responsible for healthcare digital strategy and deliverables including multi-channel campaigns, paid digital media, social media, CRM and analytics. Gary has been with Evariant for 8 years and can be heard often on the hospital marketing speaking circuit. Gary has a bachelor’s degree in marketing from Bentley University.
Gary Druckenmiller

How Does Marketing Automation Lead to a Proactive Healthcare Marketing Department?

Fact:Healthcare IT is at least 10 years behind other industries in terms of philosophy, sophistication, and deployment of advanced technologies.”

This includes marketing automation software, a tool that can help healthcare marketers automate repetitive tasks, reduce human error, streamline marketing activity, and ultimately improve patient engagement.

Healthcare marketers should take advantage of marketing automation for personalizing patient communication and automating engagement efforts. This technology ensures healthcare messaging is consistent, timely, and relevant to the receiver. It can help health systems retain and engage existing patients over time to drive revenue.

Once implemented, marketing automation helps hospital marketing departments transform from a reactive body to a proactive one that’s committed to actively working with patients in managing their health.

Let’s take a look at a few ways marketing automation leads to a proactive healthcare marketing department:
More

Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Marketing Practice Lead at Evariant. He functions as lead strategist, digital marketing thought leader and C-level executive sponsor for all of Evariant’s enterprise clients, primarily focused on advising health system leadership of opportunistic methods to improve their digital presence and interactive growth potential. Prior to Evariant, Gary served as Vice-President for Harte-Hanks, responsible for healthcare digital strategy and deliverables including multi-channel campaigns, paid digital media, social media, CRM and analytics. Gary has been with Evariant for 8 years and can be heard often on the hospital marketing speaking circuit. Gary has a bachelor’s degree in marketing from Bentley University.
Gary Druckenmiller