7 Reasons Your Health System Needs Digital Marketing

For those who are still wary about digital marketing in healthcare, this article is for you. And for the healthcare thought leaders, you may learn a thing or two!

“We don’t know what we don’t know.” I heard this last month when on the phone with a friend who works in advertising. He was talking about a recent campaign that was deemed a failure by their client.

They did all the right things: met, brainstormed, storyboarded, take one, take two, published. It was a swing and a miss with no increase to the bottom line and their audience didn’t find the content resonated with them. He said that they did all they could…

Or did they?

In this day and age, where data is at our fingertips, is “not knowing” an excuse?

It’s not. More

Neil Mammele

Neil Mammele

Neil Mammele is a Healthcare Marketing Consultant and part of our Premium Consulting team. Neil works with hospital systems across the nation to build robust communication, marketing and operation programs. The Premium Consulting team is a value add for clients and prospects and allows them to better utilize the tools available to them in the Evariant catalog.
Neil Mammele
Neil Mammele

Latest posts by Neil Mammele (see all)

3 Ways Social Media Can Improve Healthcare Marketing Efforts

healthcare marketing effortsWithin the next three to five years, the use of social media to connect with individuals is expected to increase by 256 percent.

For the healthcare industry in particular, social media can help engage patients, providers, and the public with relevant and timely information, as well as communicate the value and credibility of the health system.

Why is this tactic becoming a critical component of healthcare marketing strategy?

A recent study found 57 percent of consumers’ decisions to receive treatment at a healthcare facility are strongly influenced by that provider’s social media connections, showing that patients trust health organizations with a social presence.

According to another report, 60 percent of doctors say social media improves the quality of care delivered to patients, which means that doctors also value the transparency and open communication that social media can provide.

With the opportunity to increase patient referrals and improve the quality of care, it’s no surprise that many health systems are jumping on the social media bandwagon. More

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

How Does Marketing Automation Lead to a Proactive Healthcare Marketing Department?

Fact:Healthcare IT is at least 10 years behind other industries in terms of philosophy, sophistication, and deployment of advanced technologies.”

This includes marketing automation software, a tool that can help healthcare marketers automate repetitive tasks, reduce human error, streamline marketing activity, and ultimately improve patient engagement.

Healthcare marketers should take advantage of marketing automation for personalizing patient communication and automating engagement efforts. This technology ensures healthcare messaging is consistent, timely, and relevant to the receiver. It can help health systems retain and engage existing patients over time to drive revenue.

Once implemented, marketing automation helps hospital marketing departments transform from a reactive body to a proactive one that’s committed to actively working with patients in managing their health.

Let’s take a look at a few ways marketing automation leads to a proactive healthcare marketing department:
More

Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is VP, Client Solutions 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 5 years and can be heard often on the hospital marketing speaking circuit.
Gary Druckenmiller

Webinar Q&A – Top Healthcare Marketing Initiatives for 2017: Be Better, Faster, Smarter

During a recent eHealthcare Strategy webinar, Gary Druckenmiller, Marketing Practice Lead at Evariant, discussed the top five marketing initiatives health systems should focus on in 2017 to drive revenue and improve patient retention. In a competitive market, health systems need the right patient experience and the right talent to foster patient loyalty and appease the C-suite looking for digital-savvy talent.

Some critical initiatives for healthcare organizations to focus on in 2017 include data analysis, proactive call centers, patient journey mapping, CRM and CMS integration, and patient retention.

healthcare-crm-dataThe backbone of many of these initiatives is data. Health systems need a comprehensive data hub, such as a healthcare CRM, to aggregate claims, clinical, and pharmaceutical R&D data, as well as patient behavior, clickstream, and sentiment data.

These insights allow for more proactive call centers because they provide representatives with access to the rich data available in the CRM system.

Marketers also need to develop patient journey maps, which help identify gaps in the patient experience that lead to loss and limited retention.

With integrated CRM and CMS systems, marketers can deploy targeted, tracked content strategies that engage the patients experiencing these gaps. This is critical because of plateauing or even shrinking marketing budgets – marketing strategy has to shift away from patient acquisition and focus instead on high engagement and retention to maintain revenue.

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

Top 4 Takeaways from #HCIC16

hcic-logo-2016They say that “what happens in Vegas stays in Vegas.” But that’s not the case for the 20th Annual Healthcare Internet Conference (#HCIC16) that happened last week at the Cosmopolitan of Las Vegas. HCIC brings together leaders from some of the nation’s top health systems to collaborate and learn about advancing healthcare’s digital transformation.

The vibe of the conference overall was engaging and exciting – sessions were packed, questions asked, and lines formed to speak with the presenters. I attended HCIC last year, and since then digital IQ has only continued to increase. With more than 50 sessions attendees had to pick and choose what to attend. We’ve pulled together the top takeaways from all the terrific best practices and case studies presented.

Let’s dive in… More

Neil Mammele

Neil Mammele

Neil Mammele is a Healthcare Marketing Consultant and part of our Premium Consulting team. Neil works with hospital systems across the nation to build robust communication, marketing and operation programs. The Premium Consulting team is a value add for clients and prospects and allows them to better utilize the tools available to them in the Evariant catalog.
Neil Mammele
Neil Mammele

Latest posts by Neil Mammele (see all)