The Benefits of Creating and Leveraging Customer Journey Maps

Understanding why customers behave the way they do can be extremely valuable for organizations. In fact, companies that focus on how and why customers make decisions and interact with businesses, also known as the customer’s journey, reap over 50 percent greater return on marketing investment than those who do not.

Any industry can benefit from mapping the customer’s journey, and healthcare is no exception. The truth of the matter is, many healthcare organizations provide excellent clinical care but fall short when it comes to administrative experiences. A lot of potential customers never become patients, and a lot of current patients lose contact with the healthcare organization simply because administrative departments do not know how to engage or communicate with them.

Using journey maps as a guide, healthcare marketers can implement programs and processes that deliver timely and relevant information and fill gaps that cause leakage in the customer’s experience. This practice can help to improve pre- and post-clinical engagement, as well as further population health initiatives.

Let’s look at the benefits of customer and patient journey mapping and how this exercise can help improve engagement and population health initiatives: More

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

Across industries, it costs five times as much to attract a new customer than to retain an existing one. The probability of selling to an existing customer is also 60 to 70 percent, compared to 5 to 20 percent for a new customer.

In the healthcare industry specifically, customer drop-off rates can be extremely high. In fact, the MGMA 2016 Practice Operations Report found specialties experience a median of 5-8 percent no-show rate. Another report found up to 20 percent of patients do not follow up on their doctor’s referrals to specialists.

If a patient ends up losing touch with the health system at some point along their care journey, the organization wastes acquisition costs and misses out on future revenue opportunities. A focus on patient retention can help cut costs and boost revenue by improving quality and longevity of patient relationships and word-of-mouth referrals.

This post examines three patient marketing strategies that can be used to improve retention.

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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

How Effective Digital Marketing Can Enhance the Patient Journey

Utilizing Digital Marketing in Healthcare With more and more customers using online sources to obtain information about their health, traditional healthcare marketing tactics are no longer as effective as they once were.

In fact, studies have shown one in twenty Google searches are around health-related information. If marketers want to successfully reach and engage healthcare customers today, they need to leverage digital marketing.

Targeting the right patients with relevant and useful information through online communication channels is possible with dynamic healthcare digital marketing strategies like social media, search engine, and email marketing. With the help of these digital tactics, healthcare marketers can create online campaigns and optimize in real time to improve customer and patient care experiences.

Let’s review how digital marketing can enhance the customer and patient journey: More

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

Achieving the Perfect Healthcare Customer Experience with Technology

Healthcare Customer ExperienceThe traditional role of the healthcare marketing department was to attract new customers through broad outreach. However, the healthcare industry is changing with shifting consumer expectations.

Health systems’ 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.

To do so successfully, healthcare marketers need technology that facilitates the creation of personalized messaging and automated engagement efforts. Marketing technology can help teams create integrated, omnichannel campaigns by incorporating analytics, strategy, and creativity. It also provides insights into customer data, giving healthcare marketers the tools to keep up with their evolving customer base. With these solutions, healthcare marketers can deliver consistent, timely, and relevant messages that acquire, retain, and engage patients.

In this post, we will explore what makes a great healthcare customer experience and look at the marketing technologies that can help bring this 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 Tips for Improving Millennial Patient Engagement

Millennials, the generation between 1984 and 2000, are making waves many industries: they’re buying houses in record low

numbers, forgoing savings plans, and expecting more convenience and quality from health providers.

In healthcare especially, millennials have a significant impact on the market because they’re the largest population of healthcare consumers, now with numbers over 80 million. Being such an enormous market share, they are at the forefront of healthcare organizations’ minds, but many struggle with how to engage and retain them over the long term.

Let’s take a look at three ways health systems can work to boost millennial patient engagement:
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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