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

Healthcare Marketing: How to Drive Results in 2019

financial report chart and calculator medical report and stethoscope Healthcare marketing has come a long way in the last few years, especially when it comes to integrating technology and adopting a digital-first mindset. This evolution is due in part to sweeping changes in the industry, like value-based care, an influx of new players, like retail health, and the continual growth consumer power (ie consumerism).

As a result, hospitals and health systems need to adjust their strategy and focus on superior, personalized experiences to acquire, engage, and (most importantly) retain patients. If you can’t pivot quickly, you’ll lose to the competition—or worse, your marketing investments will simply create demand for them.

The key to success in 2019 pushing the foundation marketers have built in the last couple of years further. In other words, it’s time to take advantage of technology and digital tactics to move the needle on personalization efforts at scale and bring revenue into the organization. Let’s review what it’s going to take to drive results this year:

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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

Patient Care in Action: An Orthopedic Healthcare Journey Example

Consider this: a person’s experience makes or breaks their choice of healthcare provider for 78 percent of customers, according to PwC’s 2018 “Experience is Everything” survey. This isn’t so surprising, as the impact of customer experience has gained importance across industries over recent years. Why? Because easy access to information means customers evaluate their options like never before, creating a level of competition that makes differentiating incredibly challenging.

To win business, health systems need to provide experiences that successfully attract and retain patients. Start by optimizing the consumer journey.

The typical healthcare consumer journey consists of 6 stages that together work to find, guide, and keep patients for life. Let’s look at each stage and what your organization needs to do to attract, delight, and retain patients throughout their care experience:

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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

Stay Ahead of the Competition: 5 Healthcare Marketing Trends to Know

Healthcare marketing trends originate from a variety of sources — marketing in other industries, societal changes, and overarching movements in the healthcare industry, just to name a few. Though constantly evolving, these influences represent opportunities for healthcare marketers to connect with customers in new ways.

Two of the biggest influences on healthcare marketing today are the rise of consumerism and the adoption of new technologies. In the wake of rising healthcare costs, consumers want to get the most value from their providers. Faced with a myriad of care options, this means people are spending more time researching and putting thought into their care decisions.

Knowing this, health systems need to find new ways to reach and engage consumers who are using the Internet and other digital channels to weigh care options. Modern healthcare marketers can take advantage of technology solutions, such as healthcare CRM, coupled with mutli-channel marketing tactics to deploy smarter patient acquisition and retention strategies.

The shifts in consumer choice and technology use are the driving forces behind trends sweeping through the healthcare marketing field today. In this post, we’ll break down five popular healthcare marketing trends and how businesses can take advantage of them.

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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

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