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.  

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

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

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

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?

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

How to Create Healthcare Content That Converts

In modern society, we’re absolutely bombarded by content; the internet grows by over 2 million new blog posts, 864,000 hours of video content, and 294 billion sent emails every single day!

Multiply that by a lifetime, and it’s staggering to think about the level of competition there is for a person’s attention.

The question marketers must now ask themselves is, how do I create content that will not only grab a consumer’s attention, but inspire them to purchase? In the healthcare space, where consumers have an ever-growing abundance of choices, marketers must focus on crafting strategic content that will uniquely resonate with audiences and create patients for life.

Let’s take a look at three key methods you should leverage to ensure your healthcare marketing content supports the journey from lead to new patient:

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

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.

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