The Changing Digital Landscape: What Healthcare Marketers Need to Know

The healthcare industry is evolving. The shift toward value-based care has brought with it changing priorities for healthcare consumers and marketing professionals.

As the modern landscape evolves, it’s crucial that marketers align their efforts with these changes in order to engage their audiences, successfully acquire new customers, and retain existing patients.

One of the most notable areas of constant change is the evolving digital marketing landscape. As consumers begin taking more responsibility for their individual health, they now hold healthcare providers to a much higher standard – and digital is a big part of that.

In fact, a recent study found that 90 percent of those surveyed wouldn’t hesitate to leave a provider that isn’t offering satisfactory digital experiences. What’s more, 88 percent of respondents younger than 40 said they’ll choose their next provider based on how strong their online experience is.

Marketers must now look to their digital efforts as a core driver of value for consumers and patients. Given the frequent changes impacting the healthcare industry, it’s important marketers recognize the emerging changes impacting search, content, social media, and overall user experience.

In this post, we’ll explore four digital marketing trends that are shaping the success of modern healthcare marketing.

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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

A Guide to Executing Impactful Multi-Channel Healthcare Campaigns

multi-channel marketing campaign execution In today’s healthcare marketing landscape, customers and patients have a lot of choices in how they interact with your organization – both digital (website, social media, blogs, webinars) and traditional channels (events/seminars, direct mail, and call center).

They also get to decide which digital device they’d like to use, whether that be a smartphone, desktop computer, or tablet.

This fractured landscape could potentially lead to disjointed experiences that may frustrate customers and lead them to seek out other options. However, well-planned multi-channel marketing campaigns can minimize this possibility and instead give healthcare customers connected journeys across channels.

Multi-channel marketing campaigns mimic consumer behavior, which, according to a Forbes report, is trending toward using many platforms to research and interact with companies prior to purchase. In fact, 72 percent of consumers report that they would prefer to connect with businesses across multiple channels.

Not only do multi-channel healthcare campaigns appeal to customers, but they provide valuable benefits for your organization. Here’s why:

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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

Using Personalized, Multi-Channel Campaigns to Achieve Patients for Life

This is the second post in a three-part series that discusses the changing healthcare landscape and the need for marketing teams to engage patients across their healthcare journey, extend patient lifetime value, and increase patient acquisition and retention. Read the first post on why it’s imperative for hospitals to approach patient acquisition and retention in more intelligent ways. Read the final post to learn how healthcare organizations can extend patient lifetime value through physician loyalty.  

People like to feel special. They want to feel understood and recognized as an individual with unique needs and preferences. They look for people and organizations that make it a priority to go the extra mile to get to know them, care about them, and support them.

It’s a universal truth – and one that consumers now fully embrace. They want to engage with brands that personalize experiences, anticipate their needs, and engage with them on their terms.

Right now, many healthcare organizations are playing catch up with consumer brands as they work toward delivering engagement that is personalized across multiple channels. In order to enable smart growth in healthcare, it’s no longer about reaching everyone – it’s about identifying and interacting with the right people, at the right time, and building a relationship that lasts.

How can this be achieved?

With personalized, multi-channel integrated marketing campaigns built with the support of data and analytics. 

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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

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

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