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

Arming the Marketer: Partnering with the Engagement Center

This is the first post in a series that discusses ways in which healthcare marketers can drive success in today’s evolving healthcare landscape. Stay tuned for upcoming posts that cover lead nurturing, dashboards and metrics, and budget conversations.

Healthcare Engagement CenterToday’s healthcare marketers face near-constant change in an industry that brings both challenges and opportunities.

And it’s no wonder: With the rise of consumerism, patient-centric care, and personalization, the healthcare marketer must leverage all the tools in his or her arsenal to get in front of patients, drive referrals, and increase patient volumes.

Enter the engagement center.

With consumers and patients expecting exceptional experiences with healthcare systems, marketers must find ways to bring the call center and marketing together to attract, retain, and improve relationships with patients. 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

Webinar Q&A – Bridge the Gap Between Marketing + Call Center to Achieve Richer Patient Engagement

Consumers are engaging with providers and health systems in new ways, and they expect great healthcare experiences just like they expect great experiences with other brands. Health systems must take every opportunity to capitalize on every patient and consumer interaction — from the first inquiry to actively supporting proactive health, ongoing care, and recovery.

We explored this topic during a recent webinar, Bridging the Gap between Marketing + Call Center to Achieve Richer Patient Engagement. Speaker Gary Druckenmiller, Jr., Vice President, Marketing Practice Lead at Evariant, shared how bringing the call center and marketing together can attract, retain, and improve relationships with patients.

To the consumer, there should be no difference in the interactions regardless of how they originate. This requires call center agents to have the right 360° view of the caller at their fingertips to understand how they’ve previously interacted with the health system – including marketing campaigns they’ve seen. In doing so, health systems can create remarkable, memorable, and rich interactions with patients to enhance the experience and make patients feel like their systems are “walking right alongside them.”

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

Extending Your EHR Investment With CRM to Meaningfully Engage Patients

This is the final post in a series of four that discuss why hospitals and health systems must look beyond the Electronic Health Record (EHR) in order to cultivate richer patient engagement and boost patient loyalty, and how a Customer Relationship Management (CRM) system, when integrated with your EHR system, can help you interact and engage with your patients in more meaningful ways.

Read our first post that defines patient engagement and explains why it’s so important in fostering trust between a patient and his or her healthcare system. Our second post discusses why health systems need more than just an EHR to successfully engage their patients. The third post discusses how a CRM system can bridge the patient engagement gap.

Patient and Health ProviderOptimize the Monies Spent on Your EHR

Has your EHR system influenced your patients’ behavior in order to change their healthcare decisions? Can you measure the return on investment (ROI) that your EHR system has delivered? Can your EHR proactively drive patient engagement in a bi-directional conversation? Can your EHR educate and target any given patient on how he or she can proactively manage his or her health? More

Kristin Hambelton

Kristin Hambelton

Kristin is responsible for leading marketing and inside sales at Evariant. She oversees all marketing strategy and operations including product marketing, branding, demand generation, and corporate communications. She also manages the team that is responsible for identifying, qualifying, and developing opportunities for the sales organization. Prior to joining Evariant, Kristin worked for Adobe as a result of their acquisition of Neolane, where she served as vice president of marketing.
Kristin Hambelton

Promoting Patient Engagement and Loyalty Through CRM

This is the third post in a series of four that discuss why hospitals and health systems must look beyond the Electronic Health Record (EHR) in order to cultivate richer patient engagement and boost patient loyalty, and how a Customer Relationship Management (CRM) system, when integrated with your EHR system, can help you interact and engage with your patients in more meaningful ways.

Read our first post that defines patient engagement and explains why it’s so important in fostering trust between a patient and his or her healthcare system. Our second post discusses why health systems need more than just an EHR to successfully engage their patients, and the fourth post shares how a CRM, when integrated with your EHR system, can help you interact and engage with your patients in more meaningful ways.

CRM systems have been in use for at least 30 years in other industries. In fact, more than half of users adopted a CRM within their company’s first five years in business, and two-thirds of companies had at least 100 customers when they first purchased a CRM. In 2015, worldwide CRM software totaled $26.3 billion, up 12.3 percent from $23.4 billion in 2014.

Until recently, healthcare organizations have been slow to adopt CRM systems for a variety of reasons, one of which is that they have been focused on and committed to EHR implementations.

A CRM solution is used by hospitals and health systems to create richer engagement and build deeper relationships with current and prospective patients. More

Kristin Hambelton

Kristin Hambelton

Kristin is responsible for leading marketing and inside sales at Evariant. She oversees all marketing strategy and operations including product marketing, branding, demand generation, and corporate communications. She also manages the team that is responsible for identifying, qualifying, and developing opportunities for the sales organization. Prior to joining Evariant, Kristin worked for Adobe as a result of their acquisition of Neolane, where she served as vice president of marketing.
Kristin Hambelton