Drive Patient Engagement with Health & Wellness Marketing Campaigns

The prospect of starting a new year is inspiring; the new year often signifies a clean slate, and an opportunity to better oneself. This is no more apparent than in the most common resolution people make: to get healthy in the coming year.

With so many people vowing to improve their health around New Year’s, health systems can capitalize on the opportunity to engage patients and potential patients in a meaningful way. In order to drive patient engagement around New Year’s resolutions, marketing teams should strategically plan, execute, and measure digital health and wellness campaigns.

End-to-end campaign planning helps ensure the success of such “get healthy” marketing efforts— that they will reach the optimal consumers and encourage action effectively. Campaign planning involves defining audiences, selecting campaign types and deployment channels — think organic search, paid search, email, social, display, and more — and determining calls to action. More

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

3 Patient Marketing Strategies to Improve Retention

Across industries, it costs five times as much to attract a new customer than to retain an existing one. The probability of selling to an existing customer is also 60 to 70 percent, compared to 5 to 20 percent for a new customer.

In the healthcare industry specifically, customer drop-off rates can be extremely high. In fact, the MGMA 2016 Practice Operations Report found specialties experience a median of 5-8 percent no-show rate. Another report found up to 20 percent of patients do not follow up on their doctor’s referrals to specialists.

If a patient ends up losing touch with the health system at some point along their care journey, the organization wastes acquisition costs and misses out on future revenue opportunities. A focus on patient retention can help cut costs and boost revenue by improving quality and longevity of patient relationships and word-of-mouth referrals.

This post examines three patient marketing strategies that can be used to improve retention.

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Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Customer Success 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

How Effective Digital Marketing Can Enhance the Patient Journey

Utilizing Digital Marketing in Healthcare With more and more customers using online sources to obtain information about their health, traditional healthcare marketing tactics are no longer as effective as they once were.

In fact, studies have shown one in twenty Google searches are around health-related information. If marketers want to successfully reach and engage healthcare customers today, they need to leverage digital marketing.

Targeting the right patients with relevant and useful information through online communication channels is possible with dynamic healthcare digital marketing strategies like social media, search engine, and email marketing. With the help of these digital tactics, healthcare marketers can create online campaigns and optimize in real time to improve customer and patient care experiences.

Let’s review how digital marketing can enhance the customer and patient journey: More

Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Customer Success 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

3 Tips for Improving Millennial Patient Engagement

Millennials, the generation between 1984 and 2000, are making waves many industries: they’re buying houses in record low

numbers, forgoing savings plans, and expecting more convenience and quality from health providers.

In healthcare especially, millennials have a significant impact on the market because they’re the largest population of healthcare consumers, now with numbers over 80 million. Being such an enormous market share, they are at the forefront of healthcare organizations’ minds, but many struggle with how to engage and retain them over the long term.

Let’s take a look at three ways health systems can work to boost millennial patient engagement:
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Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Customer Success 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

Q&A: Proactive Engagement Centers: How Scripps Health Transformed their Traditional Call Center to Deliver Customer-Centric Experiences

Engagement Center RepToo often call center representatives lack context to why a consumer is calling and are forced into a reactive—rather than proactive—position. This creates a disjointed, impersonalized, experience. Because a strong patient-provider relationship is central to this strategic market shift from “volume/episodic” care to “value/relational” care, health systems now need to capitalize on every patient and consumer interaction—from fielding the first inquiry to actively supporting proactive health, ongoing care, and recovery —to achieve a “trusted provider” status in the eyes of the “shopper”.

To respond fully—and to optimize every consumer or patient inquiry—health systems need to speak with a unified voice and deliver consistent, positive experiences with every interaction, both in the physical world and online.

Enter the call center.

Call centers were created to handle everything from switchboard/call-routing to appointment scheduling, pre-registration, and billing questions, as well as physician referrals, nurse triage, and marketing response. In reality, though, many call centers today are falling short on optimizing every patient inquiry and delivering the exceptional, positive experience that every patient expects.

In a recent webinar hosted by Becker’s Hospital Review, Don Stanziano, Corporate Vice President, Marketing and Communications at Scripps Health and Rachel Neely, Senior Healthcare Consultant at Evariant discussed how Scripps implemented an engagement center solution to capitalize on every customer interaction to build deeper, more personalized relationships with their prospects and existing customers.

Let’s take a look at some key takeaways and questions asked during the webinar: More

Evariant

Evariant

Evariant provides a leading healthcare CRM solution suite designed to help health systems transform the healthcare experience for their consumers, patients, and physicians. Built on the Salesforce Platform, our solutions foster richer consumer/patient engagement and tighter physician alignment. Powered by cutting-edge data and analytics, Evariant enables health systems to effectively communicate care options that increase revenue and market share, while optimizing network utilization. Many of the top health systems have selected Evariant to thrive in today’s hyper-competitive and rapidly changing environment.
Evariant