Using Proactive Call Centers to Build Relationships in Healthcare

Today’s healthcare customers have the ability and the tools to shop around for the best possible value, care, and experience.

According to Gallup, in order to thrive in this type of environment, health systems need to build and maintain patient trust, loyalty, and engagement over time. An excellent tool for this is a proactive and strategic call center. An excellent tool for this is a proactive and strategic call center.

A proactive and strategic call center – also referred to as an engagement center – integrates with data from a healthcare CRM to provide call center representatives with additional information about the caller, such as health history and previous engagement.

Healthcare CRMs weave together many different sources of data – including demographics, psychographics, social, behavioral, clinical, financial, website, call center, and provider credentialing – to provide a 360-degree view into consumer and patient preferences, habits and activities. With this information available, call center representatives can create comprehensive caller profiles, giving them the knowledge necessary to assist customers throughout their journeys within the health system.

Engagement centers fulfill many functions, including answering caller questions, registering people for classes and events, logging complaints and compliments, handling physician referrals, scheduling clinical appointments, and providing additional educational resources. Ideally, a proactive call center can handle several of these use cases in a single call. In order for this type of call center to be functional and successful, call center agents are required to have a more extensive skill set than traditional call center representatives.

Through these types of interactions, proactive call centers play an integral role in health systems’ acquisition and retention of customers and patients. Let’s take a look at how:

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Achieving the Perfect Healthcare Customer Experience with Technology

Healthcare Customer ExperienceThe traditional role of the healthcare marketing department was to attract new customers through broad outreach. However, the healthcare industry is changing with shifting consumer expectations.

Health systems’ marketing departments are no longer responsible for just bringing in “leads” – these teams are now tasked with managing the entire customer experience, starting at the first interaction and continuing until a loyal relationship is formed.

To do so successfully, healthcare marketers need technology that facilitates the creation of personalized messaging and automated engagement efforts. Marketing technology can help teams create integrated, omnichannel campaigns by incorporating analytics, strategy, and creativity. It also provides insights into customer data, giving healthcare marketers the tools to keep up with their evolving customer base. With these solutions, healthcare marketers can deliver consistent, timely, and relevant messages that acquire, retain, and engage patients.

In this post, we will explore what makes a great healthcare customer experience and look at the marketing technologies that can help bring this to life.

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3 Tips for Improving Millennial Patient Engagement

Millennials, the generation between 1984 and 2000, are making waves many industries: they’re buying houses in record low

numbers, forgoing savings plans, and expecting more convenience and quality from health providers.

In healthcare especially, millennials have a significant impact on the market because they’re the largest population of healthcare consumers, now with numbers over 80 million. Being such an enormous market share, they are at the forefront of healthcare organizations’ minds, but many struggle with how to engage and retain them over the long term.

Let’s take a look at three ways health systems can work to boost millennial patient engagement:
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How to Boost Physician Engagement with Claims Data Insight

Physicians are the lifeblood of healthcare organizations; by providing excellent patient care, they foster patient loyalty and bring revenue into the organization. Since they are so vital to healthcare operations, health systems need to keep their physicians productive and engaged. The best way to accomplish this is through a focused physician engagement strategy.

The first step in creating this strategy is collecting and analyzing data about physicians and the patients they treat. Specialized physician liaison teams use this data to inform their outreach strategies and ensure their efforts are communicated properly. This outreach is intended to help physicians improve the care they are giving their patients, handle issues physicians may be facing in their work, increase the number of in-network referrals physicians are providing, and boost financial performance.

Let’s look at how healthcare organizations can use claims data insights to create successful physician outreach efforts:
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The Importance of Digital Campaign Audits

What is a Digital Campaign Audit?

A digital campaign audit can best be described as a process of examining the features, functionalities, activities, and processes involved in the overall performance of your digital campaign. Auditing your campaigns allows you to take a deeper look under the hood, so to speak. Conducting an audit on your campaigns is an easy way to ensure that your campaigns are performing to optimal potential.

Traditional campaign audits tend to focus on the front end of a campaign – mainly assets, creatives, landing pages, and traffic behavior. With a Digital Campaign Audit, the analysis is taken one step further to ensure all necessary creatives, user flow, and data gathered from web forms are collected, securely stored, and utilized within the healthcare CRM platform. The underlying goal is to improve the return on marketing investment (ROMI) by ensuring proper utilization and interpretation of the data.

When Should You Perform a Campaign Audit?

A campaign audit is recommended after you’ve completed phase 1 (or any current phase) of a campaign.  Using the data from your initial phase will help you to analyze insights on your actual audience, top performing asset, as well as evaluate the performance of your web property through analytics data.  Utilizing “starting data” will give you a baseline and a benchmark to work against in future phases.  You’ll also decide if “testing” of certain features or functionalities will enhance campaign performance, helping to create a plan of action in the process. At the end of the day, an audit should provide insights on how to optimize a campaign to improve your return on your marketing investment in the most efficient and effective way possible.

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