Beyond Engagement: How to Create Harmonic Patient Experiences

With customers and patients interacting with a growing number of channels throughout the course of their day, hospitals can no longer afford to take a simplified approach to marketing.

They must strive to connect with patients across many different channels and deliver unified, seamless messaging. Historically, health systems have studied the strategies of successful retailers to enact powerful patient engagement campaigns.

Today, there’s a new trend on the rise: ‘Harmonic Retail,’ or the harmonic customer experience. This concept, trademarked by Harbor Retail, expands upon integrated customer engagement methods by reimagining marketing channels as an orchestra conducted by the customer. Instead of creating campaigns that simply combine online and offline experiences, a harmonic retailer continuously keeps a pulse on a customer’s activity across every channel. Retailers leverage these insights to craft personalized, reactive advertisements that are informed by previous customer interactions, enriching the customer journey and creating a living, harmonized brand expression that’s tailored to the customer. When I was with Swiss Army and Timex I played a heavy hand in retail and e-tail operations, bringing these approaches to life.
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Debunking 10 Common Digital Marketing Myths in Healthcare [Infographic]

Today’s consumer is more proactive about their health. With a wealth of information available anytime, consumers and patients take advantage of online resources both during initial research and ongoing care — researching health systems and services, reading physician reviews, and participating in online forums. This isn’t surprising, considering that 89% of consumers turn to a search engine to answer health questions.

To reach today’s healthcare customer, personalization and channel placement are key; in other words, you want to meet them where they are. But mastering precision marketing requires top-notch digital campaign strategy.

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6 Steps to Crafting Effective Healthcare Call Center Scripts

Today’s high-tech environment has led to a significant shift in how consumers interact with businesses: It’s digital-first, from the initial search process to the customer service outreach – and it’s also omni-channel.

It was only a couple of decades ago, however, that phone-based communication was the norm.

call center agent reading scriptThink back to when your mother turned to the landline phone to dial the operator, searching for your pediatrician’s phone number after a soccer game left you with a badly sprained ankle. The operator would have transferred her to the physician’s secretary, whom she likely knew on a first-name basis. Or, her call may have been answered by the doctor himself.

Imagine the same scenario today: A young mother would have an entirely different set of expectations when contacting and engaging with a health system. The initial search would happen online, with high-speed Internet taking the place of the phone-based operator. The call is expected to be quick and convenient, but not robotic – and, while this mother likely won’t know the person on the other line, the agent must maintain a level of friendliness and personability in order to build trust and encourage engagement.

This is where call center scripts come into play.  More

Q&A: Mercy Health on Performance Measurement and Change Management

Like many hospitals and healthcare providers, Mercy Health System wanted to accelerate market share growth, improve network utilization, expand business-to-business sales opportunities, and better track pipeline. They knew they had to rethink their approach to business development in order to make a change.

Mercy began a journey toward success by defining a roadmap of goals, expanding the traditional role of the liaison, incentivizing cultural change, and adopting data-driven reporting technology to target growth.

Recently, leaders from Mercy Health shared their stories with us. Carlos Saenz, VP of Business Development, and Chandra Mowli, Director of PRM and Business Intelligence, discussed the process of aligning technology with data to track meaningful interactions and measure performance.

If you missed it, you can watch the presentation here. More

Creating a Harmonized Customer Experience

call center worker accompanied by her team The rise in modern consumerism has led to a new trend – individualization – a buzzword that has been proven applicable across all industries, even healthcare.

To create successful, individualized marketing campaigns, organizations need to deliver premium content experiences to a segment of One. These consumer experiences must also be optimized in real-time based on the actions and preferences tied to that customer’s unique identity. This not only applies to the visual and written content health systems distribute online – it also pertains to the contact center. 

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