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 hospital to approach patient acquisition and retention in more intelligent ways.  

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

4 Ways to Optimize Healthcare Search Marketing Campaign CTRs

Today’s consumers have high expectations for their healthcare providers and vast amounts of care options to choose from.

For that reason, nearly all consumers conduct research online to learn more about health conditions and to find health systems that offer high-quality patient care. In fact, one in 20 Google searches are for health-related information.

This means that search, whether it’s paid or organic, is a key digital channel for health systems that are looking to acquire and engage new customers. Healthcare organizations need to build effective digital marketing campaigns that improve search visibility in key service areas.

One of the ways to guarantee visibility for priority keywords is to develop pay-per-click (PPC) campaigns on search engines like Google and Bing. Optimizing these paid campaigns to improve click-through-rates (CTRs) and drive measurable results takes time and effort. Here are four best practices to improve your results:
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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

Communication Strategies: Proving Marketing’s Worth to the Hospital C-Suite

Data analysis and reporting are an essential component of the hospital marketing department’s responsibility – measuring the success of marketing efforts is critical for informing future tactics and helping to secure budgets.

Marketing reporting has become much easier and more accurate with the adoption of technology, such as a CRM, that improves organizations’ capacity to collect, organize, and analyze data.

In order to get buy-in from executives and secure budgets, hospital marketers need to be able to communicate their successes effectively. The hospital C-suite, including the CEO, CFO, CIO, and CXO, is tasked with overseeing the organization’s operations and steering it towards defined business growth and financial performance goals. Since marketing is a vital contributor to hospital growth, the C-suite needs to receive regular reports that clearly communicate successes.

Forum Research found that while the majority of healthcare marketers are sharing metrics with the C-suite, they are focusing on non-financial data, which is not immediately useful to executives. To shift toward a reporting method that works best for the hospital C-suite, marketers first need to understand what metrics are most valuable.
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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