How Engagement Center and HCRM Support Outbound Calling

“Cold calling” is a marketing tactic that’s been around for a long time and tends to get a bad rap – for a good reason; it’s not very effective. A Baylor University study found only about 1 percent of cold calls ultimately convert.

With today’s technology, outbound initiatives look much different – they are data-enabled, targeted, and personalized, all of which increases effectiveness and drives results.

This type of outbound calling doesn’t simply cast a wide net; it’s about engaging with the right person at the right time with the right information.

It’s made possible with a combination of healthcare CRM and a proactive call center. With these technologies, healthcare marketers are able to view relevant information and have more effective customer interactions across multiple channels, including outbound calls.

Let’s take a look at some examples of how engagement center and healthcare CRM tools can work together to support three key marketing objectives: patient acquisition, engagement, and retention.

How Comprehensive Caller Profiles Benefit Patient Engagement Centers

Calling a healthcare organization can be a bit of a gamble; perhaps the call center agent who picks up knows how to help you, or perhaps you’re transferred repeatedly until someone maybe gives you the great service you were looking for.

This is because the call center tends to be siloed, reactionary, and blind to any information about the caller. Additionally, if any valuable information is gathered during a call center interaction, once the call is over, that data is lost. Clearly, call centers can do better. Enter the engagement center.

An engagement center integrates with healthcare CRM data to centralize all call center activities and consolidate patient and provider information.

Unlike traditional call centers, engagement centers can handle cross-channel inquiries and deliver personalized interactions to callers. Additionally, since engagement center agents are connected to the greater health system’s data, they are prepared to handle many different inquiries.

Some of the most valuable aspects of an engagement center system are comprehensive caller profiles. Let’s look at caller profiles and how they produce beneficial outcomes for healthcare organizations.

How to Extract Smarter Data from Physician Relationship Campaigns

Consider this statistic: Referral leakage for a health system can average anywhere from 55 to 65 percent. To put this in perspective, for a hospital with 100 affiliated providers, total referral leakage costs the health system between $78 million to $97 million per year.

That’s a big number, and one that illustrates the importance of building strong physician relationships within the provider community: Successful physician relationship campaigns can bring significant revenue back into the organization. As competition for referrals increases, incorporating a data-driven approach to physician alignment and engagement can reap dividends for an organization.

Integration of a Physician Relationship Management (PRM) solution is a start. It gives physician liaison teams a centralized system for tracking engagement activities. More than that, it provides liaisons with the ability to approach their outreach and campaigns strategically – and align them with organization-wide initiatives.


How to Optimize Your Hospital Digital Marketing Strategy for Mobile

In today’s market, it’s vital that hospitals and healthcare organizations optimize their mobile marketing strategy to reach desired audiences effectively.

Recent studies show that 52 percent of smartphone users gather health-related information on their smartphones, ranging from information around a specific medical procedure to diet and nutrition best practices.

The question is – how do hospital marketers create a mobile strategy that drives success?

Before diving in, make sure you’ve outlined specifically what you hope to achieve with mobile marketing. Perhaps your goal is to optimize the site for mobile searches, or perhaps it’s to create a mobile app that allows customers to schedule appointments.

Define goals that fit your budget, existing technology, and employee skill sets. Once you clearly understand and communicate this goal across your organization, you can start creating and implementing a strategy that appeals to mobile customers.


7 Best Practices for Email Nurturing Programs

Nurturing via email is a practice that gathers qualified leads from an already engaged pool of consumers with the expectation of moving them further down the decision-making funnel. Nurturing can also be used as a tool to educate and strengthen your brand in the community, solidifying your position as a trusted health partner.

How to Approach Building Your Nurturing Program

There are several best practices for designing and implementing a successful lead nurturing program and the decision to execute a nurturing program should be a part of your overall campaign strategy development. Nurturing programs are essential for campaigns with multiple calls-to-action.

All nurturing journeys begin with the initial interaction stemming from a soft call to action. Softer call-to-action leads that are not nurtured may stay in your funnel without getting the proper attention or follow up communication, creating an ineffective consumer experience. Having a proper strategy around nurturing will also prevent unwanted emails that your already engaged lead does not want or will unsubscribe from receiving.

Here are some best practices to consider as you develop your nurturing program. These practices will keep your already engaged consumer stay informed, educated and move them further towards conversion.