A Guide to Executing Impactful Multi-Channel Healthcare Campaigns

multi-channel marketing campaign execution In today’s healthcare marketing landscape, customers and patients have a lot of choices in how they interact with your organization – both digital (website, social media, blogs, webinars) and traditional channels (events/seminars, direct mail, and call center).

They also get to decide which digital device they’d like to use, whether that be a smartphone, desktop computer, or tablet.

This fractured landscape could potentially lead to disjointed experiences that may frustrate customers and lead them to seek out other options. However, well-planned multi-channel marketing campaigns can minimize this possibility and instead give healthcare customers connected journeys across channels.

Multi-channel marketing campaigns mimic consumer behavior, which, according to a Forbes report, is trending toward using many platforms to research and interact with companies prior to purchase. In fact, 72 percent of consumers report that they would prefer to connect with businesses across multiple channels.

Not only do multi-channel healthcare campaigns appeal to customers, but they provide valuable benefits for your organization. Here’s why:


How to Optimize Growth with Data-Driven Patient Engagement

effective patient engagementIn order to grow, health systems need to do two things: acquire and retain a greater number of patients. By doing so, healthcare organizations increase the numbers of patients they serve, boosting revenue in both the short- and long-term.

Effective patient engagement supports not only getting patients in the door, but also developing relationships that last a lifetime. Patient engagement is about involving patients in their own care; when done well, it’s been shown to improve health outcomes, lower care costs, and create patient loyalty.

Leveraging healthcare data and analytics is vital to a successful patient engagement strategy; this intelligence informs how marketers engage with individuals and specific groups of patients. The first step to a data-driven strategy is implementing these four key technology platforms:


Lessons in Personalization: What Healthcare Can Learn from Retail Call Centers

The retail industry has been at the forefront of customer experience and personalization—extending their innovations to a variety of channels, including digital marketing and call center.

As the healthcare landscape continues to move toward a customer-centric approach, what can healthcare learn from the retail space? More specifically, what lessons can retail call centers offer the healthcare sector to help marketers provide better personalization in their engagements with consumers and patients?

In this post, we’ll explore three ways retail call centers provide experiences that healthcare leaders can incorporate to provide the personalization needed to impact consumers in today’s evolving healthcare marketing landscape.

Lesson 1: Create Simple, Efficient Experiences

Within the retail sector, simplicity can lead to better overall customer satisfaction. According to Marketing Week, 62 percent of consumers are willing to pay more for a simple, straightforward experience. Retail call centers understand that simpler experiences translate to higher customer retention, more referral traffic, and better overall brand loyalty. But how do they provide simplicity in a way that can benefit healthcare marketing? The answer lies in connecting the dots on patient/consumer needs, combining them for a simplified solution to suit their healthcare needs. More

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.


Using Propensity Models to Drive Direct Mail Results in Healthcare

With the average person receiving over 2,900 marketing messages a day, consumers have grown accustomed to a barrage of marketing messaging during their daily routines. Most of these messages are ignored, especially if they’re not relevant to the recipient.

To increase the probability of engagement, many hospitals and healthcare organizations are using multi-channel approaches – a combination of digital and traditional channels to optimize initial outreach, drive long-term engagement, and convert leads.

Digital options, such as email marketing, are an undeniably cost-effective way of reaching consumers and moving them through the sales funnel. However, the most successful marketers complement those messages with targeted traditional marketing efforts. Direct mail is one of the most common – and effective – methods used in the healthcare industry. Why? Because direct mail marketing simply works.

However, given the time it takes to create, print, and send direct mail, it can be expensive. To optimize results and generate ROI, marketers need to be sure that direct mail is being sent to the best prospects. In this effort, propensity modeling can be a valuable tool.