How to Optimize Your Hospital Digital Marketing Strategy for Mobile

In today’s market, it’s vital that hospitals and healthcare organizations optimize their mobile marketing strategy to reach desired audiences effectively.

Recent studies show that 52 percent of smartphone users gather health-related information on their smartphones, ranging from information around a specific medical procedure to diet and nutrition best practices.

The question is – how do hospital marketers create a mobile strategy that drives success?

Before diving in, make sure you’ve outlined specifically what you hope to achieve with mobile marketing. Perhaps your goal is to optimize the site for mobile searches, or perhaps it’s to create a mobile app that allows customers to schedule appointments.

Define goals that fit your budget, existing technology, and employee skill sets. Once you clearly understand and communicate this goal across your organization, you can start creating and implementing a strategy that appeals to mobile customers.

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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

7 Best Practices for Email Nurturing Programs

Nurturing via email is a practice that gathers qualified leads from an already engaged pool of consumers with the expectation of moving them further down the decision-making funnel. Nurturing can also be used as a tool to educate and strengthen your brand in the community, solidifying your position as a trusted health partner.

How to Approach Building Your Nurturing Program

There are several best practices for designing and implementing a successful lead nurturing program and the decision to execute a nurturing program should be a part of your overall campaign strategy development. Nurturing programs are essential for campaigns with multiple calls-to-action.

All nurturing journeys begin with the initial interaction stemming from a soft call to action. Softer call-to-action leads that are not nurtured may stay in your funnel without getting the proper attention or follow up communication, creating an ineffective consumer experience. Having a proper strategy around nurturing will also prevent unwanted emails that your already engaged lead does not want or will unsubscribe from receiving.

Here are some best practices to consider as you develop your nurturing program. These practices will keep your already engaged consumer stay informed, educated and move them further towards conversion.

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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

Latest posts by Dian Wright-Pena (see all)

Compelling Stats to Guide Your 2018 Healthcare Marketing Budget

The marketing landscape is more fractured than ever before; traditional and digital channels compete for marketing dollars at every turn. But in reality, you should have an integrated strategy that considers the broad range of diverse tactics and channels that can be deployed as part of your marketing mix.

According to a recent survey, healthcare marketers consider themselves behind the curve in terms of digital marketing proficiency in comparison to other industries, like banking and ecommerce retailers. However, healthcare systems are increasingly diversifying their digital marketing tactics:

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Sherrie Mersdorf

Sherrie Mersdorf

Sherrie Mersdorf is the Vice President of Marketing at Evariant. As an experienced marketing leader, she brings deep knowledge and experience building marketing growth machines. This experience enables her to educate healthcare providers on how to find, guide and keep patients for life. Her main focus is creating integrated cross-channel marketing programs, testing new marketing approaches, and closing the loop and demonstrating marketing ROI through effectiveness measurement methodologies. 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

4 Ways to Optimize Healthcare Search Marketing Campaign CTRs

Today’s consumers have high expectations for their healthcare providers and vast amounts of care options to choose from.

For that reason, nearly all consumers conduct research online to learn more about health conditions and to find health systems that offer high-quality patient care. In fact, one in 20 Google searches are for health-related information.

This means that search, whether it’s paid or organic, is a key digital channel for health systems that are looking to acquire and engage new customers. Healthcare organizations need to build effective digital marketing campaigns that improve search visibility in key service areas.

One of the ways to guarantee visibility for priority keywords is to develop pay-per-click (PPC) campaigns on search engines like Google and Bing. Optimizing these paid campaigns to improve click-through-rates (CTRs) and drive measurable results takes time and effort. Here are four best practices to improve your results:
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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

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