Accelerating Orthopedic Service Line Growth with Multi-Channel Campaigns

As healthcare marketers look to drive growth for their organizations, the orthopedic service line is often identified as a key opportunity. Not only for its potential for profitability, but also its application across a broad range of ages – from aging Baby Boomers in need of hip and knee replacements to younger patients with sports injuries.

However, growing an orthopedic service line with targeted marketing campaigns has specific challenges. First, it’s incredibly competitive; digital trends show that orthopedics is one of the most searched for services in healthcare. There is stiff competition as orthopedics encompasses a spectrum of treatments that run the gamut from over the counter knee braces to hip replacement surgery. This means retail health options compete in the same space as renowned hospitals.

At the same time, there is also a sense of urgency among consumers seeking out orthopedic care. More often than not, people look for solutions because they are in pain. Addressing their concerns, delivering care, and alleviating pain quickly and effectively is a critical part of acquisition and retention.

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Rachel Neely

Rachel Neely

Senior Healthcare Consultant at Evariant
Rachel Neely is the Senior Healthcare Consultant at Evariant. In this role, she serves as a healthcare marketing expert, guiding clients through collaborative workshops, identifying and reconciling points of marketing/physician ROI, overseeing the usability of Evariant products and solutions to ensure they meet client-specific needs, and collaborating with Physician and Marketing Practice Leaders to build new assets and points of view. Rachel holds a BA in Communication from Purdue University with specializations in Advertising and PR.
Rachel Neely

7 Must-Know Healthcare Marketing Metrics to Prove ROI

As a healthcare marketer immersed in day-to-day operations, you can easily get bogged down by the number of metrics you look at — click-through-rates, email open rates, impressions, and shares, just to name a few. It can be difficult to take a step back and look at the bigger picture:

What am I doing to generate return on investment (ROI) for my organization?

Calculating the ROI of marketing efforts is vital to the success of your overall marketing strategy; you want to do more of what’s generating revenue and ROI. You need to do this strategically —Narrow your efforts to specific metrics that impact business to gain a clear picture of your successes versus failures.

Let’s walk through seven key metrics:

1. Leads Generated

The number of leads in the marketing pipeline is an important metric to look at when determining ROI. Show the number of leads per active campaign and note where they are in terms of completion (acquisition, engagement, conversion), otherwise known as a lead’s “Funnel Stage.” It’s also important to understand lead generation from a channel perspective – what channel is the first touch? And what channel leads to conversion? With a deeper understanding of how leads are interacting with your organization, you can make adjustments to improve effectiveness and how quickly the leads move from top of funnel to conversion.

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Rachel Neely

Rachel Neely

Senior Healthcare Consultant at Evariant
Rachel Neely is the Senior Healthcare Consultant at Evariant. In this role, she serves as a healthcare marketing expert, guiding clients through collaborative workshops, identifying and reconciling points of marketing/physician ROI, overseeing the usability of Evariant products and solutions to ensure they meet client-specific needs, and collaborating with Physician and Marketing Practice Leaders to build new assets and points of view. Rachel holds a BA in Communication from Purdue University with specializations in Advertising and PR.
Rachel Neely

The Changing Healthcare Marketing Landscape: How to Keep Up with Digital Tactics

Many external factors affect the healthcare industry, including changing government regulations, evolving consumer needs and preferences, technological innovation, economic fluctuations, and more. These ever-changing elements could be catastrophic, or could be the motivators that push healthcare organizations to innovate and evolve. In order to remain competitive and successful, healthcare organizations need to be flexible and adapt alongside these influences.

For that reason, healthcare marketing strategies are evolving just as rapidly as the industry as a whole. It’s critical that healthcare marketers find new, cost-effective ways to acquire customers, engage them, and promote loyalty in the face of industry shifts.

In this post, we will look at factors that are changing the healthcare marketing industry, as well as how healthcare marketers can leverage digital strategies to gracefully adapt and drive success. More

Rachel Neely

Rachel Neely

Senior Healthcare Consultant at Evariant
Rachel Neely is the Senior Healthcare Consultant at Evariant. In this role, she serves as a healthcare marketing expert, guiding clients through collaborative workshops, identifying and reconciling points of marketing/physician ROI, overseeing the usability of Evariant products and solutions to ensure they meet client-specific needs, and collaborating with Physician and Marketing Practice Leaders to build new assets and points of view. Rachel holds a BA in Communication from Purdue University with specializations in Advertising and PR.
Rachel Neely