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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Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Customer Success 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

Infographic: EHR + CRM = Superior Patient Engagement

It’s no secret that health systems have historically failed to live up to patient expectations, with patient engagement falling by the wayside as hospitals have instead focused on how to reduce costs and improve their bottom line.

However, with the shift from volume- to value-based care, healthcare organizations are having to shift their priorities in order to remain competitive in the marketplace. Research shows that U.S. hospitals that provide superior patient experiences generate 50% higher financial performance than average providers.

But the million-dollar question is: How can hospitals and health systems provide superior patient experiences?

True patient engagement is about creating trust between the patient and health system, nurturing a relationship over the course of a patient’s lifetime.

This understanding is possible by integrating healthcare CRM software and EHR systems. Combined, these two systems weave together patient data from a variety of sources, including demographic, social, behavioral, and clinical data.

A comprehensive, 360-degree view of the patient helps health systems identify the best way to interact and engage with these individuals in order to build trusting relationships.

Check out our infographic below to learn how CRM and EHR can together deliver superior patient engagement:

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Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Customer Success 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

Webinar Q&A – Beyond the EHR: Cultivating Patient Engagement & Loyalty Through CRM

Patient and PhysicianDuring a recent Modern Healthcare webinar, Kristin Hambelton, Chief Marketing Officer at Evariant, discussed how patient engagement across the entire care continuum can help healthcare organizations retain and grow revenue in a competitive market.

Though there are many different definitions of patient engagement, true engagement is about creating trust between the patient and health system, nurturing a relationship that lasts over the course of a patient’s lifetime.

Engaging patients through relationships, however, requires a knowledge of patients as individuals and an understanding of their unique habits, wants, and needs – both clinical and non-clinical – throughout the care continuum.

This understanding is possible by combining healthcare CRM software and EHR systems. Combined, these two systems weave together patient data from a variety of sources, including demographic, social, behavioral, and clinical data. A comprehensive, 360-degree view of the patient helps health systems identify the best way to interact and engage with these individuals in order to build trusting relationships.

Let’s take a look at some key takeaways and questions asked during the webinar: More

Sherrie Mersdorf

Sherrie Mersdorf

Sherrie is responsible for the demand center at Evariant. Her main focus is creating integrated cross-channel marketing campaigns, testing new marketing approaches, and closing the loop through effectiveness measurement. Prior to joining Evariant, Sherrie lead marketing at NewBrand (acquired by Sprinklr) and Cvent (NYSE:CVT) where her team executed tens of thousands of campaigns a year. She has a Bachelor of Science in Marketing Management from the Pamplin School of Business at Virginia Tech.
Sherrie Mersdorf

How Does a CRM System Help with Today’s Healthcare Challenges?

Healthcare Challenges The healthcare industry is in the midst of a transformation. As health systems and hospitals struggle to drive down costs and compete in an increasingly consumer-led landscape, they must remain nimble in the face of such change.

The challenges of this new era of healthcare are many: the switch from volume- to value-based care, consumerism, and physician alignment, to name a few. Add to that complexity the fact that global healthcare costs – currently estimated at $6 to $7 trillion – are predicted to more than double over the next seven years.

The fact of the matter is that healthcare organizations must proactively address these challenges – or risk losing patients and physicians, and, ultimately, revenue, to the competition.

Enter the CRM system

A healthcare CRM system helps hospital networks aggregate and analyze data from many different sources in order to effectively drive engagement with patients and physicians.

Let’s take a look at a few of the ways a CRM system helps with today’s healthcare challenges:
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Cara Ruccolo

Cara Ruccolo

Cara Ruccolo serves as Product Marketing Director at Evariant. In this role, Cara is responsible for defining the product messaging and positioning, as well as developing go-to-market strategies, for the Marketing Solutions and Engagement Solutions product suites. Prior to joining Evariant, she led Product Marketing for the Patient Solutions product line at Vecna Technologies, an innovative provider of patient self-service solutions. Before Vecna, Cara held product marketing positions at McKesson Health Solutions, a division of McKesson Corporation, and at Health Dialog, a division of Rite Aid (formerly of Bupa, an international healthcare group based in the United Kingdom). Cara received her AB degree in Economics from Princeton University.
Cara Ruccolo

How to Choose the Right Healthcare CRM Vendor

The healthcare market is increasingly competitive as consumerism rises. Patients face more care choices coupled with high-deductible health plans. In response, health systems need to find new ways to communicate with and engage their prospects.

A healthcare CRM system collects consumer data and creates insights that allow organizations to have more meaningful conversations with their patients. For organizations looking to invest in this technology, it’s important to choose the right vendor. More

Sherrie Mersdorf

Sherrie Mersdorf

Sherrie is responsible for the demand center at Evariant. Her main focus is creating integrated cross-channel marketing campaigns, testing new marketing approaches, and closing the loop through effectiveness measurement. Prior to joining Evariant, Sherrie lead marketing at NewBrand (acquired by Sprinklr) and Cvent (NYSE:CVT) where her team executed tens of thousands of campaigns a year. She has a Bachelor of Science in Marketing Management from the Pamplin School of Business at Virginia Tech.
Sherrie Mersdorf