Make the Move: Transform Your Marketing Department into a Marketing Center of Excellence

Healthcare Digital MarketingThere are hundreds of reasons to rethink a hospital marketing team strategy or structure, but perhaps none better than this simple realization: Our campaigns aren’t making an impact.

In today’s healthcare landscape, the old, traditional tactics won’t cut it, nor will simply dipping your toe into digital advertising. Similarly, neither will old, traditional (read: siloed) structures. 

Healthcare consumers demand experiences not all that different from what they get from disruptive brands in retail – like Amazon, Apple, and Trader Joe’s. They can pick and choose the providers they see and hospital facilities they use based on previously ‘healthcare-irrelevant’ factors, such as convenience, atmosphere, and degree of personalization. In other words, customer experience matters. 

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Rachel Neely

Rachel Neely

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

5 Game-Changing Hospital Marketing Trends to Watch in 2020 and Beyond

hospital marketingNothing has spurred more change in the healthcare industry than the recent transition to a value-based model for patient care. As explained by Michael Porter in his well-known article for the New England Journal of Medicine, value is dependent on “results, not inputs” in this new mode of healthcare: It is “measured by the outcomes achieved, not the volume of services delivered, and shifting focus from volume to value is a central challenge.” 

What this means is that healthcare organizations must entirely restructure their approach to success. While cost-consciousness will always be important, an organization’s ability to provide consistently positive patient outcomes ought to be the number one priority. In turn, marketing teams should dedicate time to refreshing hospital branding and messaging so that it focuses less on quantity of available services and more on long-term patient care outcomes.  

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Rachel Neely

Rachel Neely

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

The 7 Rules of Patient Engagement: Building Lasting Relationships

Individualization at scale. You’ve likely heard the phrase at least once or twice in recent years. It’s a rising buzzword in the marketing world, and it’s proven to be valuable for all industries and verticals.  

“Individualization is the new personalization,” reads the title of an article published by TargetMarketing in January 2018. To summarize: How and why consumers (and patients) take action is specifically tied to their interests as individuals. In order to achieve individualization, businesses must deliver content experiences to a segment of one. The experiences must be optimized in real-time based on the actions and preferences inextricably tied to that customer’s identity.

Engaging a consumer in a retail environment isn’t all that different from engaging a patient in a healthcare program – and, in fact, the healthcare industry is uniquely poised to rise above other industries when it comes to engagement simply because one’s health and wellness is an innately personal (and, therefore, individualized) topic.

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Rachel Neely

Rachel Neely

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

4 Reasons Why Relationship-Building is Essential for Patient Retention

Doctors and care providers across the healthcare continuum understand the impact a good rapport with patients has on their ability to provide superior medical care. A strong patient-provider relationship facilitates cooperation and provides greater opportunities to learn about a patient’s unique health needs. This enables providers to better connect patients with the treatments and resources to improve overall health.

patient relationships retentionAt an organizational level, building and maintaining strong relationships is just as important, now more than ever.

Think of it this way, modern healthcare consumers are experiencing higher premiums, deductibles, and copays. As a result, they’ve taken it upon themselves to ensure the healthcare systems they use provide the greatest value for their money. Consumers are researching competitive pricing, overall care quality, and customer service in order to choose the healthcare organizations that balance price and value.

Given the fact that it costs five times more to attract a new customer than to retain an existing one, it’s becoming increasingly important that organizations focus on patient retention. By building relationships with patients across the healthcare system, organizations can identify opportunities to provide greater value throughout the patient’s healthcare journey, helping create patients for life.

With this in mind, we will explore four reasons why relationship management is an essential part of effective patient retention. More

Rachel Neely

Rachel Neely

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

4 Strategies to Make the Most of Your Healthcare Marketing Budget

marketing strategyConvenient care options – including telehealth and urgent care facilities – are more pervasive than ever, which is forcing hospitals and health systems to reexamine their own customer experiences.

It’s critical; a recent study found nearly every consumer will stop visiting a practice after a poor experience. That’s bad enough, but there is real revenue opportunity in providing excellent experiences. The same study found that patients who have the best experiences spend 140 percent more than those with a bad experience. And with a third of providers missing their revenue targets last year, it’s time to do something different.  

The reality is, to provide these types of excellent experiences, healthcare organizations need more focus on personalization and engagement throughout the care continuum – as they find, guide, and keep patients for life. All facets of the health system need to come together and support this initiative, including the marketing team.

Unfortunately, healthcare marketers are often working with limited budgets, and thus need to ensure their strategies are as impactful as possible in order to drive quantifiable results. In other words, how can healthcare marketing departments get the most bang for their buck?

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Rachel Neely

Rachel Neely

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