Five Takeaways from the Healthcare Internet Conference

Seven hundred healthcare marketing professionals along with sponsors and vendors gathered last week in Orlando, FL, the city that represents imagination and shared successes. During the Healthcare Internet Conference, attendees learned best practices and sought a path forward into the world of digital marketing, patient experience, and effective, measurable programs.

A recurring theme throughout the conference was the imperative to change marketing’s perception, and the active role from that of a cost center to that of a revenue generating operation.

Here are five key takeaways from the conference: More

Harry Merkin

Harry Merkin

Harry Merkin has worked with both providers and payers through many dynamic changes in healthcare for a number of years. He is currently responsible for Product Marketing at Evariant and previously had similar responsibilities at NaviNet. Merkin has collaborated with many transformative entities across the healthcare landscape. He has helped introduce enterprise software solutions that enable payers to communicate successfully with providers, and allow providers to effectively communicate with patients and consumers as well as with each other. Evariant helps leading hospital networks make sense of big data, giving marketers and physician relationship teams actionable insights to drive volume and engagement. The Evariant platform brings together robust Business Intelligence tools, the most comprehensive and current data and advanced analytics to produce attributable outcomes.
Harry Merkin

6 Steps Hospital Marketers Follow to Calculate Marketing ROI — Part 2

In the first post in this blog series, we discussed the first 4 steps hospital marketers should follow to calculate Marketing ROI: the need for a CRM system, forecasting campaign results, service line attribution, and direct vs. indirect revenue. Direct versus indirect revenue attribution is an important topic so let’s spend a few more minutes discussing some examples.

Step 4 (Continued): More on Direct vs. Indirect Revenue Attribution

The table below provides real case examples around the thinking on direct and indirect revenue. Important to note is while Evariant has market norms as defaults within their platform, you can choose to configure based on your practices, experiences, and policies. More

Harry Merkin

Harry Merkin

Harry Merkin has worked with both providers and payers through many dynamic changes in healthcare for a number of years. He is currently responsible for Product Marketing at Evariant and previously had similar responsibilities at NaviNet. Merkin has collaborated with many transformative entities across the healthcare landscape. He has helped introduce enterprise software solutions that enable payers to communicate successfully with providers, and allow providers to effectively communicate with patients and consumers as well as with each other. Evariant helps leading hospital networks make sense of big data, giving marketers and physician relationship teams actionable insights to drive volume and engagement. The Evariant platform brings together robust Business Intelligence tools, the most comprehensive and current data and advanced analytics to produce attributable outcomes.
Harry Merkin

6 Steps Hospital Marketers Follow to Calculate Marketing ROI — Part 1

This post is the first in a series of 2 posts that discuss how hospital marketers can calculate campaign return on investment (ROI) and revenue attributions. This post discusses the first 4 repeatable steps used to calculate marketing return on investment. The second post in this series explores the final 3 steps hospital marketers follow to calculate marketing ROI.

Today’s Marketing Challenge

When it comes to running digital marketing campaigns, hospital Chief Marketing Officers face a unique challenge:

How to identify and target consumers who are most likely to want and need your services when you have limited information on which tactics will have optimum impac, or what budget allocation will provide the best return on your marketing investment

What makes this challenge unique is that there is a myriad set of local, regional, and national options for consumers, there are service line variations in each hospital, as well as disparate demographics in healthcare marketing. Combine these challenges with the fact that hospitals only have an emerging understanding of: More

Harry Merkin

Harry Merkin

Harry Merkin has worked with both providers and payers through many dynamic changes in healthcare for a number of years. He is currently responsible for Product Marketing at Evariant and previously had similar responsibilities at NaviNet. Merkin has collaborated with many transformative entities across the healthcare landscape. He has helped introduce enterprise software solutions that enable payers to communicate successfully with providers, and allow providers to effectively communicate with patients and consumers as well as with each other. Evariant helps leading hospital networks make sense of big data, giving marketers and physician relationship teams actionable insights to drive volume and engagement. The Evariant platform brings together robust Business Intelligence tools, the most comprehensive and current data and advanced analytics to produce attributable outcomes.
Harry Merkin