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

10 (More) Campaign Best Practices for Healthcare Marketers

Healthcare Digital MarketingThe healthcare landscape is changing. In a value-based marketplace, consumers and patients are doing extensive research to find health systems that offer high-quality patient care and relevant information.

In fact, one study has shown that social media affects 41 percent of consumers’ choice of a specific doctor, hospital, or medical facility. On top of that, 62 percent of smartphone owners have used their phone to search for health information in the past year.

As a result of this change in patient decision-making, digital marketing in healthcare has become critical. Digital helps to successfully communicate with, acquire, engage, and retain patients and physicians.

Let’s take a look at 10 (more) campaign best practices for healthcare marketers to improve their organizations’ bottom line and create better outcomes for patients: 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

7 Best Practices for A/B Testing Digital Marketing in Healthcare

abtestingTo keep pace with the rise in consumer digital media consumption, health systems are leveraging modern digital marketing tactics to supplement traditional outreach activities – with the end goal of increasing revenues through optimized relationships with prospects, patients, and physicians.

But, with healthcare marketers using so many digital tactics to connect with patients and consumers, the big question is:

How can they tell what’s actually working?

Take website optimization, for example. There are a variety of ways to evaluate the success of a health system’s website, but A/B testing is one of the most effective.

By definition, A/B testing is “a method of comparing two versions of a webpage or app against each other to determine which one performs better.”

The end goal is, of course, to take the guesswork out of website optimization and enable healthcare marketers to make data-informed decisions about the type of patient communication and messaging that will have the biggest impact on their audience.

Let’s take a look at 7 best practices for A/B testing website landing pages in healthcare:

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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