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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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

How to Strategically Allocate Your Healthcare Marketing Budget

Whether or not a marketing campaign is successful is largely based upon how you choose to spend your money. You need to be in front of the right consumers, with the right message, at the right time.

Sounds simple, right?

The basic budgeting steps are the same across all industries: Look at where money has been spent in the past, analyze the underlying patterns, and set up your marketing strategy accordingly. 

Once you get into the details, however, things may not be so simple. Marketing is expensive. Many healthcare organizations – especially in this day and age – are tasked with accomplishing quite a lot with a limited budget. Paid digital campaigns, traditional advertising channels, and social media spend adds up quickly, but when integrated together maximize ROI. 

So, how can healthcare marketers make the most out of their budgets? It comes down to analytics. 

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