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

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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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

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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Dian Wright-Pena

Dian Wright-Pena

Dian Wright-Pena is Manager, Campaign Center Operations, has been a part of the Evariant family for over 6 years. Dian works with Evariant Campaign Center clients to understand existing marketing processes that are used to drive goals and objectives, offers best practices and high-level consultative services to drive renewals. She is also responsible for Campaign Center forecasting for revenue goals and bookings. She leads a team of campaign managers and associates who are responsible for managing and successfully launching all client digital campaigns.
Dian Wright-Pena

Latest posts by Dian Wright-Pena (see all)

Q&A: Redefining Awareness Month Success – Strategies for More Effective Breast Cancer Awareness Campaigns

Health awareness campaigns continue to grow in popularity and visibility each year. From highly branded, targeted digital media and print campaigns to multi-day walks with thousands of attendees, support for cause sponsorship alone is predicted to reach $2.06 billion in 2017, a projected increase of 3.6 percent over 2016 (according to Sponsorship.com).

Health systems can still keep their services relevant and continue to drive new patient volume without spending an entire year’s budget on one awareness campaign. Rather than competing with awareness month advertisers for new customer acquisition and sinking thousands of precious marketing dollars during the awareness month itself, we advise taking a more strategic approach.

During a recent webinar, Chris Girardi, VP, Campaign Center at Evariant shared strategies for running effective multichannel health awareness campaigns that keep your health system’s brand primed to new and existing patients.

In case you missed the live session, here’s the full Q&A from the presentation: More

Courtney Smigiel

Courtney Smigiel

Courtney Smigiel manages the Evariant webinar program, tradeshows and other industry conferences and events, as well as content syndication programs. She has worked in a variety of industries including healthcare, retail, non-profit, hospitality, and utilities to create dynamic and strategic results-driven decisions. Prior to joining Evariant, Courtney served on the digital marketing team for online British retailer J.P. Boden. She holds a bachelor of science in marketing from Bentley University.
Courtney Smigiel

Q&A: Marketing’s Revenue Contribution – How Lehigh Valley Health Network Proved the Value of Marketing Efforts to the C-Suite

In an environment where budgets and headcount are shrinking, it’s more important than ever that we validate the value and effectiveness of every marketing campaign and every marketing dollar spent. The marketing team at Lehigh Valley Health Network (LVHN), a regional health system in northeastern Pennsylvania serving over 1.9 million patients, knew they needed to modernize their multi-channel marketing measurement and efforts, where they use data to prove marketing’s effectiveness at acquiring and retaining patients.

During a recent Forum for Healthcare Strategists webinar, Dan Lavelle, Administrator, Marketing at LVHN, and Gary Druckenmiller, VP, Marketing Practice Lead at Evariant discussed how LVHN developed C-suite ready dashboards that measure marketing program success from brand awareness to revenue contribution. Dan and his team worked with Evariant to build succinct dashboards showing marketing performance in an easy-to-interpret format. These dashboards go beyond vanity metrics such as likes, shares, click-throughs, and site visits to the stuff that really matters: New Patients, Revenue, and ROMI.

Let’s dive into the answers to audience questions asked during the presentation… More

Courtney Smigiel

Courtney Smigiel

Courtney Smigiel manages the Evariant webinar program, tradeshows and other industry conferences and events, as well as content syndication programs. She has worked in a variety of industries including healthcare, retail, non-profit, hospitality, and utilities to create dynamic and strategic results-driven decisions. Prior to joining Evariant, Courtney served on the digital marketing team for online British retailer J.P. Boden. She holds a bachelor of science in marketing from Bentley University.
Courtney Smigiel