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.

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

Looking Beyond the EHR for True Patient Engagement

This is the second 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. The third post discusses how a CRM system can bridge the patient engagement gap.

Why Is Patient Engagement Important?

Patient and DoctorEngagement of customers is not a new concept. Other industries have been focused on “consumer engagement” for years as a way to achieve long-term financial success. Banks, retailers, and other consumer-oriented organizations have long realized that customer loyalty is due, in large part, to frequent meaningful engagement.

To that end, these organizations engage their customers with relevant content, such as education, infotainment, and other forms of communication, that keeps those customers actively involved with their organization; the goal is to understand what information specific customers would want to know more about, or what advice they might need at certain stages of their buying journey, all in the hopes that these customers keep coming back.

Knowing that it costs 5x as much to acquire a new customer than to keep one, these organizations make keeping customers interested, informed, and engaged a high priority. 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

Getting on the Same Page About What Patient Engagement Really Means

This is the first 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 the second post to learn 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 CareChanging healthcare market forces, such as value-based care models, consolidation, and payer mix erosion, have propagated declining margins and fueled hyper-competition among hospitals and health systems. In this new world, determining effective patient engagement strategies has become paramount for healthcare organizations as they strive to acquire, retain, and re-activate patients, and, ultimately, drive revenue. Now, more than ever, it is critical that hospitals and health systems create and maintain positive, lasting relationships with their patients, both current and prospective, working to attract them into their network and keep them there.

Many healthcare executives initially looked to their Electronic Health Record (EHR) systems and patient portals, mandated by the Affordable Care Act, to help them engage patients, but are now realizing that these technologies are not the complete solution. But, if they’re not, then what is? Enter Customer Relationship Management (CRM) systems, relationship-based technologies designed to deepen patient relationships across the care continuum and enhance patient loyalty. 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