Beyond Engagement: How to Create Harmonic Patient Experiences

With customers and patients interacting with a growing number of channels throughout the course of their day, hospitals can no longer afford to take a simplified approach to marketing.

They must strive to connect with patients across many different channels and deliver unified, seamless messaging. Historically, health systems have studied the strategies of successful retailers to enact powerful patient engagement campaigns.

Today, there’s a new trend on the rise: ‘Harmonic Retail,’ or the harmonic customer experience. This concept, trademarked by Harbor Retail, expands upon integrated customer engagement methods by reimagining marketing channels as an orchestra conducted by the customer. Instead of creating campaigns that simply combine online and offline experiences, a harmonic retailer continuously keeps a pulse on a customer’s activity across every channel. Retailers leverage these insights to craft personalized, reactive advertisements that are informed by previous customer interactions, enriching the customer journey and creating a living, harmonized brand expression that’s tailored to the customer. When I was with Swiss Army and Timex I played a heavy hand in retail and e-tail operations, bringing these approaches to life.
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Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Customer Success at Evariant. He functions as lead strategist, digital marketing thought leader and C-level executive sponsor for all of Evariant’s enterprise clients, primarily focused on advising health system leadership of opportunistic methods to improve their digital presence and interactive growth potential. Prior to Evariant, Gary served as Vice-President for Harte-Hanks, responsible for healthcare digital strategy and deliverables including multi-channel campaigns, paid digital media, social media, CRM and analytics. Gary has been with Evariant for 8 years and can be heard often on the hospital marketing speaking circuit. Gary has a bachelor’s degree in marketing from Bentley University.
Gary Druckenmiller

3 Patient Marketing Strategies to Improve Retention

Keeping patients in the system is no easy task. 43% of health executives say their organization is losing more than 10% of revenue to patients going elsewhere for care. Even worse? 20% of these healthcare leaders state they don’t know where and why patient leakage occurs. 

Unfortunately for health systems, this translates into lost revenue and increased patient acquisition costs. After all, we know it costs 5x more to attract a new customer than to retain an existing one.

By focusing on patient retention, health systems can help cut costs and boost revenue by improving the quality and longevity of patient relationships and word-of-mouth referrals.

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Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Customer Success at Evariant. He functions as lead strategist, digital marketing thought leader and C-level executive sponsor for all of Evariant’s enterprise clients, primarily focused on advising health system leadership of opportunistic methods to improve their digital presence and interactive growth potential. Prior to Evariant, Gary served as Vice-President for Harte-Hanks, responsible for healthcare digital strategy and deliverables including multi-channel campaigns, paid digital media, social media, CRM and analytics. Gary has been with Evariant for 8 years and can be heard often on the hospital marketing speaking circuit. Gary has a bachelor’s degree in marketing from Bentley University.
Gary Druckenmiller

Using Technology to Create the Perfect Healthcare Customer Experience

Healthcare Customer Experience

The traditional role of the healthcare marketing department was to attract new customers through broad outreach. However, as the healthcare industry evolves and consumer expectations shift, marketing departments are no longer responsible for just bringing in “leads” – these teams are now tasked with managing the entire customer experience, starting at the first interaction and continuing until a loyal relationship is formed.

This is no easy task – and to successfully complete this task, healthcare marketers need the right technology. Technology that facilitates the creation of personalized messaging and automated engagement efforts. Technology that helps teams create integrated, omnichannel campaigns by incorporating analytics, strategy, and creativity. Technology that provides insights into customer data, giving healthcare marketers the tools to keep up with their evolving customer base. 

With the right strategy and enabling solutions in place, healthcare marketers truly deliver a better customer experience. Let’s explore how.

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Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Customer Success at Evariant. He functions as lead strategist, digital marketing thought leader and C-level executive sponsor for all of Evariant’s enterprise clients, primarily focused on advising health system leadership of opportunistic methods to improve their digital presence and interactive growth potential. Prior to Evariant, Gary served as Vice-President for Harte-Hanks, responsible for healthcare digital strategy and deliverables including multi-channel campaigns, paid digital media, social media, CRM and analytics. Gary has been with Evariant for 8 years and can be heard often on the hospital marketing speaking circuit. Gary has a bachelor’s degree in marketing from Bentley University.
Gary Druckenmiller

3 Benefits of a Patient Communication Strategy

In today’s digital world, patients want information and they want it fast. Studies show the average visitor leaves a website in just 15 seconds, making it critical to capture their attention immediately or risk losing them to another site.

It’s even more important for healthcare providers to win over a patient’s attention. It isn’t just a matter of piquing a consumer’s interest long enough to get them to read an article in full. With 77% of all health inquiries beginning with a search engine, and one in 20 searches on Google relating to health information, health systems need to prominently position themselves to win a consumer’s attention.03 - 10

With so many patients searching health-related topics, care providers have a right and a responsibility to provide accurate, precise, and timely information. Effective communication that gives patients the information they need goes a long way in improving patient engagement and building loyalty.

Building a patient communication strategy takes time and effort, but when done properly, is extremely beneficial to healthcare providers. Let’s take a look.

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Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Customer Success at Evariant. He functions as lead strategist, digital marketing thought leader and C-level executive sponsor for all of Evariant’s enterprise clients, primarily focused on advising health system leadership of opportunistic methods to improve their digital presence and interactive growth potential. Prior to Evariant, Gary served as Vice-President for Harte-Hanks, responsible for healthcare digital strategy and deliverables including multi-channel campaigns, paid digital media, social media, CRM and analytics. Gary has been with Evariant for 8 years and can be heard often on the hospital marketing speaking circuit. Gary has a bachelor’s degree in marketing from Bentley University.
Gary Druckenmiller

What Is the Patient Engagement Journey and Why Is It Important?

nursepatientThink back to the last time you had an outstanding customer experience. Maybe you received the wrong item you’d ordered online, called customer service, and had the correct item delivered to your doorstep the next morning. Maybe your flight got delayed by several hours and you received a voucher for a free flight the next time you booked with that airline.

In today’s customer-centric marketplace, these types of stories are not uncommon. With the majority of companies already competing mainly on the basis of the customer experience, it is no longer optional to provide customers with exceptional service: According to a recent study by Aberdeen Group, companies with the strongest customer engagement and experience strategies retain an average of 89% of their customers, as opposed to 33% for companies with weak strategies (via Internet Retailer).

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Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Customer Success at Evariant. He functions as lead strategist, digital marketing thought leader and C-level executive sponsor for all of Evariant’s enterprise clients, primarily focused on advising health system leadership of opportunistic methods to improve their digital presence and interactive growth potential. Prior to Evariant, Gary served as Vice-President for Harte-Hanks, responsible for healthcare digital strategy and deliverables including multi-channel campaigns, paid digital media, social media, CRM and analytics. Gary has been with Evariant for 8 years and can be heard often on the hospital marketing speaking circuit. Gary has a bachelor’s degree in marketing from Bentley University.
Gary Druckenmiller