Q&A: Go Beyond the Acquisition: Wake Forest Baptist Health Leverages Journey Mapping for Improved Patient Engagement

The patient experience isn’t confined just to the interactions your patients have while at your health system for their appointments. It starts far before they step into your hospital, and extends even after they are discharged. As marketers, we need to maximize the value of every single interaction to best facilitate engagement with patients to retain them for life. This means building out multichannel campaigns that are targeted, trackable, and result in profitable growth for your health system.

We recently started talking more about the concept of “patient journey maps,” which allow health systems to identify gaps in the patient experience that lead to loss and limited retention. By leveraging journey maps, we can better identify areas for improved communication – from providing reminders and best practices pre-clinical encounter, to guiding patients through recovery with prescribed post-care follow-ups, to ongoing preventative nurturing and cross-selling. Many of our clients have completed this exercise, which has allowed them to dive into the patient journey and identify how to address gaps through their patient experiences to keep patients excited and engaged.

During a recent webinar, Jeff House, AVP of Marketing at Wake Forest Baptist Health and Gary Druckenmiller, VP, Marketing Practice Lead at Evariant, discussed how to implement patient journey mapping to develop multichannel campaigns and best facilitate engagement with patients across the entire care continuum. The presentation was originally delivered at the Healthcare Marketing & Physician Strategies Summit (HMPS) earlier in May in Austin. It received such an overwhelming, positive response, that we asked Jeff and Gary to deliver the presentation again.

In case you missed the webinar, here’s a quick summary of the key takeaways along with the audience questions and answers: 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

Prevention Is Better Than a Cure: An In-Depth Look at Proactive Health

The current state of healthcare is, unfortunately, not that different than it was 30 years ago. Despite technology evolution and government intervention, many of the challenges healthcare faced in the 1990s – cost, quality, and access – remain today.

Proactive HealthcareIn the areas of quality and access, healthcare has moved the needle forward with advancements such as EMRs, CRMs, the Affordable Care Act, and telehealth. Reducing healthcare costs, however, is a hurdle that’s only getting more difficult to overcome.

In fact, National Health Expenditure grew 5.8 percent to $3.2 trillion in 2015, or $9,990 per person. These expenditures are expected to grow at an average rate of 5.8 percent per year between 2017 – 2025.

In order to combat the growing cost of services, healthcare providers need to take an active role in promoting proactive healthcare. With targeted communication and improved engagement, physicians can put patients back in the driver’s seat and help them take control of health outcomes.

Let’s take an in-depth look at how proactive health can help healthcare combat rising costs and improve patient engagement: More

Jessica Friedeman

Jessica Friedeman

Jessica Friedeman serves Evariant as VP, Presales Engineer, providing technical and industry support in the sales process. Leveraging over a decade of experience in the healthcare industry, Jessica works closely with the sales team to mold customer requirements to Evariant’s offering and acts as a key connection between Evariant’s product development and organization’s customers.

Arming the Marketer: Creating Dashboards for the C-Suite

This is the third post in a series that discusses ways in which healthcare marketers can drive success in today’s evolving healthcare landscape. Take a look back at our first post about partnering with the engagement center and second post about understanding healthcare marketing financials.

Healthcare CSuite DashboardsMarketers of all industries have to communicate with top executives in order to secure budgets, sign off on execution tactics, and show marketing ROI as it relates to organization-wide success. In healthcare, an industry where marketers are faced with digital marketing pushback and shrinking budgets, it is absolutely critical to demonstrate the impact marketing has on overall profit.

The challenge many healthcare marketers have is: How do we gather the right campaign data and present it in a clear, succinct way that appeals to the C-suite? Executives at leading health systems rely on carefully analyzed data to guide them during key decision-making and don’t have time to dig through data sets to find the metrics that are most important to them.

The first steps in this process are sitting down with executives to understand which metrics and KPIs matter most and adopting a healthcare marketing analytics platform, such as a CRM, that is capable of aggregating, analyzing, and visualizing performance data. With this groundwork in place, marketers then need to sort through a wealth of data, create a clear and concise dashboard, and present the most valuable findings.

Of course, that’s easier said than done.

Let’s discuss how to create executive dashboards within a CRM and present marketing metrics effectively: More

Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Marketing Practice Lead 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

Highlights from the 3rd Annual Converge User Conference

We recently celebrated the incredible success of some of the nation’s top healthcare organizations at the 3rd annual Eva Awards Gala. Find out which health systems received an award for their efforts executing outstanding, successful multichannel healthcare campaigns to consumers and/or physicians.

Evariant Converge ConferenceOver the weekend, leaders in healthcare marketing and physician alignment came together for a full day of sharing best practices and success stories at our annual user conference. Overwhelmingly, the theme of the day was the Perfect Customer Experience. Regardless of the session, we heard this idea echoed again and again, and how you need the right people, process, and technology to achieve this dream.

People

Phil Meer, EVP of Delivery at Evariant, and Erinne Dyer, EVP of Growth at Envera Health, talked about culture. Culture is what really happens in an organization. If you want to change the culture, you must change what people do. To bring this point home, they shared stories from Disney, an undisputed leader in customer experience (Must read: Inside the Magic Kingdom by Tom Connellan). 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

Congratulations to the 2017 Eva Award Winners!

Last night, we celebrated the incredible success of some of the nation’s top healthcare organizations at the 3rd annual Eva Awards Gala! The event took place in Austin, TX at the Palm Door on Sabine and featured live music by a great local country band, line dancing instructions, tequila tasting, and a real longhorn. Most importantly, we presented 10 coveted Eva Awards to talented healthcare professionals for their efforts executing outstanding, successful multichannel healthcare campaigns to consumers and/or physicians.

We had a record number of submissions this year. The awards were judged by three third-party healthcare industry consultants. And let’s just say… it wasn’t an easy process to pick a winner from so many great campaigns and results! Congratulations to all of the winning organizations!

AskEva Winners
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