How to Engage Aging Baby Boomers with Targeted Patient Engagement

email marketing or newsletter concept, diagram with iconsBaby boomers are getting up there in years. For health systems, this translates into ever-rising demand in service lines that cater to a large proportion of retirees – cardiology, oncology, and orthopedics, in particular.

Moreso than for previous generations, baby boomers live longer with chronic conditions such as arthritis, high cholesterol, hypertension, diabetes, congestive heart failure, and dementia that evolve slowly and lead to complications later in life. Heart disease, stroke, and cancer are the leading causes of death, with obesity impacting all of the above. Age-related functional impairments around hearing, eyesight, and mobility mean more resources are needed just to perform daily tasks and maintain quality of life.
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5 Common Predictive Modeling Mistakes to Avoid at Your Health System

Big data has become the ”promised land” for healthcare – yet the industry is still learning how to put that valuable data to use, including when marketing to patients.

Most health systems have accumulated massive quantities of patient, provider, and market claims data at this point. However, they often lack robust health analytics to understand the behavior of current patients and populations they’d like to target. 

Fortunately, healthcare-specific marketing technologies are becoming more sophisticated, and most healthcare CRM platforms include built-in predictive analytics. Propensity modeling in particular is a must-have for successful digital marketing teams. It’s a statistical approach that’s used to predict the likelihood that a specific event will occur. Marketers may apply a range of diagnostic, demographic, encounter history, and other variables to predict the likelihood that a patient is, say, a viable candidate for bariatric surgery. If yes, the patient is added to the target audience for a bariatric campaign and receives messages according to rules for that audience. 

Propensity modeling makes the wealth of data available to health systems more actionable. First, propensity models consider a wide array of variables and mathematically condense them. Next, the models derive patterns and relationships from discrete datasets and translate them into key insights. These insights allow marketers to build more strategic, impactful campaigns. 

The process of building propensity models, however, is not simple. Analysts who don’t carefully vet their data sources or who succumb to so-called “overfitting” their models see campaigns fall flat, wasting a great deal of time, money, and other resources.
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Healthcare Marketing Statistics You Need to Know

close up group of businessman use stylus pen for explaining dashboard about company's profit monthly on tablet and businesswoman holding report paper for collaborate work at meeting event , business finance conceptIn this changing healthcare environment, providers are faced with a series of difficult questions. Is my organization doing enough to keep up with the times? Are our marketing efforts capturing the patients we need? Are they engaged throughout their care journey? Are we using the right channels and the right technology to deploy campaigns? 

There are many factors that influence the state of modern healthcare. Government policy is a piece of this equation, as is a greater degree of collaboration between providers and payers. Health systems are also able to leverage increasingly sophisticated, big data-powered technologies that provide detailed and valuable insights into demographic propensities, care outcomes, and population health.  

Health systems are continuing to have conversations around healthcare consumerism, the spread of value-based care, and the power of using high-quality data in AI and machine learning solutions that benefit providers, marketers, and researchers alike. Plus, health systems will reach patients through new channels – everything from video clips on social media newcomer TikTok to personalized display ads and adaptive email campaigns. 

With the healthcare environment in constant flux, it’s important to periodically perform a gut check on your organization’s strategy. To assist in this analysis, we’ve compiled a list of recent healthcare marketing statistics that are worth a second look.  More

3 Underutilized CTAs to Improve Healthcare Digital Marketing ROI

text call to actionHealthcare has become increasingly consumer-driven in recent years, and today’s patients are far more selective when choosing a health system to entrust with their care.

According to a recent study by Pew Research, 77 percent of consumers begin healthcare research on a search engine like Google or Bing. They spend plenty of time browsing websites, reading reviews, and learning about their symptoms before scheduling an appointment. 

In light of these circumstances, healthcare marketers are tasked with creating a digital experience that rivals those of big-name retailers and other direct-to-consumer brands. A hospital website or campaign not only needs to promote awareness and drum up high-quality leads, but it also needs to get those leads in the facility door. To do so, every element of the digital experience should encourage immediate engagement: Websites must be mobile-optimized, facility phone numbers must be obvious, and landing pages must command action. 

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Defining the Next Generation Healthcare Call Center

Today’s consumers simply expect more. It’s not surprising: They have thousands of options at their fingertips whenever a need arises. Whether it’s ordering a pizza or booking a flight, consumers interact with businesses in dozens of different ways. Sure, they might eventually pick up the phone – but, depending on personal preference, they may also open up an app on their mobile device or surf the web to explore other options. The ease and convenience with which their need is fulfilled is a primary indicator of whether they’ll continue to be loyal to the brand.

caller frustrated with healthcare call center experienceLike it or not, the healthcare industry is in no way immune to these rising expectations. Unfortunately, however, health systems are still years behind other consumer-facing businesses when it comes to a customer engagement strategy.

Poor call center experiences are at the heart of the problem, with underlying issues such as a lack of data integration and disjointed systems leading to patient frustration and, ultimately, departure.

In fact, 26 percent of patients report having contacted a health system over the phone only to be transferred (often more than once) without resolution. More