Healthgrades Acquires Evariant

Creates the Most Comprehensive, End-to-End Consumer and Physician Engagement Platform

Denver, Colo (Jan 7, 2020)—Healthgrades, the leading resource that connects consumers, physicians and health systems, today announced it has acquired Evariant, a leading healthcare consumer and physician engagement company. With the combination of these two market leaders and innovators, Healthgrades will offer the most comprehensive end-to-end engagement platform in the healthcare industry, enhancing the company’s value proposition for its combined base of 2,000+ hospitals and life sciences customers.

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How a new CRM-enabled call center solution transformed patient experience and improved efficiency at Dana-Farber Cancer Institute

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By: Andrea Park

Following an internal assessment of its patient contact experience in 2017, Boston-based Dana-Farber Cancer Institute underwent a total overhaul of what was found to be an unnecessarily complex, disparate contact center experience. This assessment centered on several questions, according to Katie Keavany, Dana-Farber’s vice president of ambulatory clinical operations… Read more

How to Determine Cost Per Acquisition (CPA) in Healthcare

Cost per acquisition, also known as CPA, measures the cost of acquiring a customer. Depending on the organization, we see the exact definition of “acquiring” a patient fluctuate. For some hospitals, it’s when a patient schedules an appointment. For other hospitals, it’s when they arrive for treatment.

When marketers track cost per acquisition, they are taking the first steps to track true marketing performance and implement the change management to understand and socialize return-on-marketing-investment (ROI) – in particular, total marketing spend over total front-end conversions.
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Sherrie Mersdorf

Sherrie Mersdorf

Sherrie Mersdorf is the Vice President of Marketing at Evariant. As an experienced marketing leader, she brings deep knowledge and experience building marketing growth machines. This experience enables her to educate healthcare providers on how to find, guide and keep patients for life. Her main focus is creating integrated cross-channel marketing programs, testing new marketing approaches, and closing the loop and demonstrating marketing ROI through effectiveness measurement methodologies. Prior to joining Evariant, Sherrie lead marketing at NewBrand (acquired by Sprinklr) and Cvent (NYSE:CVT) where her team executed tens of thousands of campaigns a year. She has a Bachelor of Science in Marketing Management from the Pamplin School of Business at Virginia Tech.
Sherrie Mersdorf

Infographic: Top 5 Digital Marketing Trends and Skills Needed to Succeed

Modern healthcare marketing departments need thinkers, feelers, and do-ers who can analyze data, generate demand, and create strategic and creative content to create holistic experiences that ultimately improve patient acquisition and loyalty efforts. A recent study by TEKSystem asked senior marketing executives about their expectations for digital marketing spend, skill needs, and organizational challenges.

The findings from TEKSystems has a lot of overlap with the challenges and skill gaps facing healthcare marketers when it comes to making the transition to an integrated digital campaign approach to reach consumers and patients with the right message at the right time. From mobile and social marketing to content and web design, healthcare marketers need to find ways to master these newer marketing functions to support the health system’s acquisition and retention goals.

Check out TEKSystem’s infographic below to learn more about the top digital marketing trends and in-demand skills of 2017: More

Sherrie Mersdorf

Sherrie Mersdorf

Sherrie Mersdorf is the Vice President of Marketing at Evariant. As an experienced marketing leader, she brings deep knowledge and experience building marketing growth machines. This experience enables her to educate healthcare providers on how to find, guide and keep patients for life. Her main focus is creating integrated cross-channel marketing programs, testing new marketing approaches, and closing the loop and demonstrating marketing ROI through effectiveness measurement methodologies. Prior to joining Evariant, Sherrie lead marketing at NewBrand (acquired by Sprinklr) and Cvent (NYSE:CVT) where her team executed tens of thousands of campaigns a year. She has a Bachelor of Science in Marketing Management from the Pamplin School of Business at Virginia Tech.
Sherrie Mersdorf

Webinar Q&A – Top Healthcare Marketing Initiatives for 2017: Be Better, Faster, Smarter

During a recent eHealthcare Strategy webinar, Gary Druckenmiller, Marketing Practice Lead at Evariant, discussed the top five marketing initiatives health systems should focus on in 2017 to drive revenue and improve patient retention. In a competitive market, health systems need the right patient experience and the right talent to foster patient loyalty and appease the C-suite looking for digital-savvy talent.

Some critical initiatives for healthcare organizations to focus on in 2017 include data analysis, proactive call centers, patient journey mapping, CRM and CMS integration, and patient retention.

healthcare-crm-dataThe backbone of many of these initiatives is data. Health systems need a comprehensive data hub, such as a healthcare CRM, to aggregate claims, clinical, and pharmaceutical R&D data, as well as patient behavior, clickstream, and sentiment data.

These insights allow for more proactive call centers because they provide representatives with access to the rich data available in the CRM system.

Marketers also need to develop patient journey maps, which help identify gaps in the patient experience that lead to loss and limited retention.

With integrated CRM and CMS systems, marketers can deploy targeted, tracked content strategies that engage the patients experiencing these gaps. This is critical because of plateauing or even shrinking marketing budgets – marketing strategy has to shift away from patient acquisition and focus instead on high engagement and retention to maintain revenue.

Let’s take a look at some key takeaways and questions asked during the webinar: More

Sherrie Mersdorf

Sherrie Mersdorf

Sherrie Mersdorf is the Vice President of Marketing at Evariant. As an experienced marketing leader, she brings deep knowledge and experience building marketing growth machines. This experience enables her to educate healthcare providers on how to find, guide and keep patients for life. Her main focus is creating integrated cross-channel marketing programs, testing new marketing approaches, and closing the loop and demonstrating marketing ROI through effectiveness measurement methodologies. Prior to joining Evariant, Sherrie lead marketing at NewBrand (acquired by Sprinklr) and Cvent (NYSE:CVT) where her team executed tens of thousands of campaigns a year. She has a Bachelor of Science in Marketing Management from the Pamplin School of Business at Virginia Tech.
Sherrie Mersdorf