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.
The 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