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

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

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