Compelling Statistics to Guide Your Hospital Marketing Budget in 2020

By | August 05, 2019

The hospital marketing landscape is now more fractured than ever before. While healthcare costs are skyrocketing, reimbursements have dropped in recent years. With tighter marketing budgets overall, traditional and digital channels compete for hospital marketing dollars at every turn. Yet in reality, marketing is a central driver of hospital revenue – therefore, hospital marketing teams must modernize their strategy to integrate a broad range of tactics and channels to more effectively reach today’s busy, distracted consumers.  

According to a recent survey, healthcare marketers consider themselves behind the curve in terms of digital marketing proficiency in comparison to other industries such as banking and e-commerce retailers. Nonetheless, healthcare systems have begun diversifying their digital marketing tactics:

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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

6 Steps to Create an Effective Display Ad Strategy

By | July 31, 2019

While a well-rounded healthcare marketing strategy includes multiple tactics and channels, paid advertising is one of the most direct pathways to your desired consumer. Display advertising, one of the two main subsets within the domain of paid advertising (the other being paid search advertising), is often considered the more “passive” of the two.  

Paid search ads appear at the top or bottom of search engine results pages; display ads, on the other hand, may appear either at the top of the page (known as a banner) or off to one side. Consumers may encounter these ads on any number of websites – and not just healthcare-specific sites. Someone could be idly browsing the news on nytimes.com and come across your organization’s advertisement. Even if they don’t consciously notice it, display ads provide a subtle message that gradually makes its way into the consumer’s mind. 

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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

Understanding and Improving Quality of Care in Healthcare

By | July 30, 2019

Patient Engagement in HealthcareQuality of care in healthcare is important: It’s something just about anyone in the United States – and around the globe – can safely agree on. Poor quality healthcare has dire consequences on a patient’s life; much more so than, for instance, a poor quality retail experience. A shoddy pair of sneakers isn’t a matter of life or death. 

As such, there is a strong collective interest in making sure that health systems function as effectively as possible. 

In recent years, the healthcare landscape has begun to shift toward a value-based care model, placing greater emphasis on holistic approaches to care and improving patient outcomes at a lower cost. In order to accomplish this, healthcare organizations must ensure they are both regularly measuring quality of care as well as maintaining efforts to proactively engage patients and physicians within the healthcare network.

Organizations that provide optimal quality of care see similarly strong rates of patient engagement: The link between these two factors is significant, implying that quality of care does not begin or end with the in-person physician interaction. Instead, providing a high quality of care means maintaining engagement with patients, physicians, and communities throughout the entire care continuum. 

In this post, we explore what quality of care really means within the healthcare context, why it’s so important, and a few ways in which hospitals and health systems can optimize quality of care for improved patient outcomes.

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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

Five Critical Predictive Modeling Questions to Ask a Prospective HCRM Partner

By | June 21, 2019

This is the second post in a two-part series that discusses healthcare predictive and propensity modeling and selecting the optimal analytics partner to support your growth and engagement efforts. The first post in this series shares five best practices in healthcare propensity modeling.

Big Data for HealthcareIn our last post, we talked about big data, healthcare, and predictive modeling: How can you leverage your health data, analytics, and modeling to get the “biggest bang” for your marketing dollars?

However, as we mentioned, the million-dollar question is: With so many variables (and so much data) at play, how can healthcare marketers ensure they are effectively leveraging propensity and other predictive modeling?

We provided five guidelines for consideration when you commence predictive modeling: 

  • Define target/goal
  • Use best data
  • Use multiple data sources and most appropriate analytics
  • Ensure data are vetted/validated
  • Deploy validated analytics and employ follow-up testing

If you decide to use predictive modeling, you must ensure you are engaging with a HCRM partner that can support best-in-class analytics. There are several components to consider when doing your due diligence on a potential partner. For example, some provide in-house modeling and analytics; sometimes as a menu of options, other times as custom services for a fee. Others outsource their modeling and analytics to (usually) industry agnostic companies; however, there are also many smaller, boutique/niche analytics companies that provide some specialization. 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

Five Best Practices in Healthcare Propensity Modeling

By | June 19, 2019

This is the first post in a two-part series that discusses healthcare predictive and propensity modeling and selecting the optimal analytics partner to support your growth and engagement efforts. The second post in this series shares five critical predictive modeling questions to ask a prospective HCRM vendor.

When we talk about big data, the numbers can get overwhelming – and fast. The 4.4 zettabytes of data that exists today is expected to grow to 44 zettabytes by the year 2020. This means that, in just three years’ time, roughly 1.7 megabytes of new information will be created, every second, for every human being on the planet.

The healthcare industry greatly impacts the growth of big data, but many healthcare systems find themselves lagging behind: They are data-rich yet analytics-poor. Big data offers opportunities for hospitals and health systems to better understand patient populations and behavior, ultimately leading to improved health outcomes.

But, as we’ve written about previously, it’s not enough to simply have the information. What’s critical for healthcare marketers is figuring out what they’re going to do with the information – and how to make data actionable. Enter propensity modeling. 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