Communication Strategies: Proving Marketing’s Worth to the Hospital C-Suite

Data analysis and reporting are an essential component of the hospital marketing department’s responsibility – measuring the success of marketing efforts is critical for informing future tactics and helping to secure budgets.

Marketing reporting has become much easier and more accurate with the adoption of technology, such as a CRM, that improves organizations’ capacity to collect, organize, and analyze data.

In order to get buy-in from executives and secure budgets, hospital marketers need to be able to communicate their successes effectively. The hospital C-suite, including the CEO, CFO, CIO, and CXO, is tasked with overseeing the organization’s operations and steering it towards defined business growth and financial performance goals. Since marketing is a vital contributor to hospital growth, the C-suite needs to receive regular reports that clearly communicate successes.

Forum Research found that while the majority of healthcare marketers are sharing metrics with the C-suite, they are focusing on non-financial data, which is not immediately useful to executives. To shift toward a reporting method that works best for the hospital C-suite, marketers first need to understand what metrics are most valuable.
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Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi

The Changing Healthcare Marketing Landscape: How to Keep Up with Digital Tactics

Many external factors affect the healthcare industry, including changing government regulations, evolving consumer needs and preferences, technological innovation, economic fluctuations, and more. These ever-changing elements could be catastrophic, or could be the motivators that push healthcare organizations to innovate and evolve. In order to remain competitive and successful, healthcare organizations need to be flexible and adapt alongside these influences.

For that reason, healthcare marketing strategies are evolving just as rapidly as the industry as a whole. It’s critical that healthcare marketers find new, cost-effective ways to acquire customers, engage them, and promote loyalty in the face of industry shifts.

In this post, we will look at factors that are changing the healthcare marketing industry, as well as how healthcare marketers can leverage digital strategies to gracefully adapt and drive success. More

Rachel Neely

Rachel Neely

Senior Healthcare Consultant at Evariant
Rachel Neely is the Senior Healthcare Consultant at Evariant. In this role, she serves as a healthcare marketing expert, guiding clients through collaborative workshops, identifying and reconciling points of marketing/physician ROI, overseeing the usability of Evariant products and solutions to ensure they meet client-specific needs, and collaborating with Physician and Marketing Practice Leaders to build new assets and points of view. Rachel holds a BA in Communication from Purdue University with specializations in Advertising and PR.
Rachel Neely

The Benefits of Creating and Leveraging Customer Journey Maps

Understanding why customers behave the way they do can be extremely valuable for organizations. In fact, companies that focus on how and why customers make decisions and interact with businesses, also known as the customer’s journey, reap over 50 percent greater return on marketing investment than those who do not.

Any industry can benefit from mapping the customer’s journey, and healthcare is no exception. The truth of the matter is, many healthcare organizations provide excellent clinical care but fall short when it comes to administrative experiences. A lot of potential customers never become patients, and a lot of current patients lose contact with the healthcare organization simply because administrative departments do not know how to engage or communicate with them.

Using journey maps as a guide, healthcare marketers can implement programs and processes that deliver timely and relevant information and fill gaps that cause leakage in the customer’s experience. This practice can help to improve pre- and post-clinical engagement, as well as further population health initiatives.

Let’s look at the benefits of customer and patient journey mapping and how this exercise can help improve engagement and population health initiatives: More

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 Patient Marketing Strategies to Improve Retention

Across industries, it costs five times as much to attract a new customer than to retain an existing one. The probability of selling to an existing customer is also 60 to 70 percent, compared to 5 to 20 percent for a new customer.

In the healthcare industry specifically, customer drop-off rates can be extremely high. In fact, the MGMA 2016 Practice Operations Report found specialties experience a median of 5-8 percent no-show rate. Another report found up to 20 percent of patients do not follow up on their doctor’s referrals to specialists.

If a patient ends up losing touch with the health system at some point along their care journey, the organization wastes acquisition costs and misses out on future revenue opportunities. A focus on patient retention can help cut costs and boost revenue by improving quality and longevity of patient relationships and word-of-mouth referrals.

This post examines three patient marketing strategies that can be used to improve retention.

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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

How Effective Digital Marketing Can Enhance the Patient Journey

Utilizing Digital Marketing in Healthcare With more and more customers using online sources to obtain information about their health, traditional healthcare marketing tactics are no longer as effective as they once were.

In fact, studies have shown one in twenty Google searches are around health-related information. If marketers want to successfully reach and engage healthcare customers today, they need to leverage digital marketing.

Targeting the right patients with relevant and useful information through online communication channels is possible with dynamic healthcare digital marketing strategies like social media, search engine, and email marketing. With the help of these digital tactics, healthcare marketers can create online campaigns and optimize in real time to improve customer and patient care experiences.

Let’s review how digital marketing can enhance the customer and patient journey: More

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