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 is our Manager of Digital Media Execution. He leads a team of Digital Specialists who spend their day-to-day monitoring, analyzing and optimizing digital media placed on behalf of our clients. He holds an MBA from Quinnipiac University, with a focus in Management Strategy.
Neil Mammele
Neil Mammele

Latest posts by Neil Mammele (see all)

Critical Initiatives for Digital Transformation in Healthcare

The digital transformation in healthcare relies on the restructuring of internal teams, adoption of new technology, expansion of market opportunities, and a focus on the customer journey. Health systems that have successfully executed a digital transformation have focused on a crawl-walk-run approach, by delivering short-term deliverables in combination with long-term initiatives.

These big initiatives, such as implementing a healthcare CRM, will ultimately help health systems improve the patient experience and identify new market opportunities. 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

Webinar Q&A: Marketing’s Secret Weapon for Improved Patient Engagement

Healthcare Marketing DepartmentDuring a recent SHSMD U webcast, Gary Druckenmiller, Marketing Practice Leader at Evariant, discussed why healthcare marketers should use marketing automation tools to automate repetitive tasks, reduce human error, streamline marketing activity, and ultimately improve patient engagement.

How can marketing automation work for healthcare?

With lead attribution periods of 1-2 years from the first ad clicked to clinical conversion, marketing automation tools can help nurture and engage prospects and patients until they are ready to convert.

Though marketing automation has the potential to improve patient engagement in healthcare, almost 75 percent of webinar attendees surveyed do not currently have a marketing automation tool in place, or are unsure if they do. Without a tool to help nurture and engage healthcare leads, many organizations are losing both prospects and revenue.

Let’s take a look at some key takeaways and questions from the webinar about marketing automation tools: 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

Catalysts and Inhibitors to Digital Marketing Transformation in Healthcare

Health systems need to transform their marketing departments from the inside out in order to improve patient experiences. This evolution is necessary because of a shift in consumer behavior: Patients want personalized, engaging experiences with their healthcare providers.

However, the digital marketing transformation in healthcare is often affected by a series of inhibitors and catalysts. Inhibitors of transformation include siloed internal department and uninformed leadership. Catalysts of transformation include disruptive technology, such as a healthcare CRM system, and proactive digital leaders. 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