3 Steps to Evaluate Physician Liaison Campaign Impact with Data-Driven Insights

doctor (obstetrician, gynecologist or psychiatrist) consulting and diagnostic examining female patient's on woman’s obstetric - gynecological health in medical clinic or hospital healthcare service centerMarket claims data has repeatedly proven to be a valuable resource during both the planning and execution stages of physician liaison outreach. Whether the particular campaign is related to onboarding a new physician, increasing referrals within a service line, or simply evaluating nearby competition, claims data plays a key role in locating opportunities for further development within a healthcare network. 

In the first and second blog posts of this three-part series, we discussed ways in which market claims data is sourced, its limitations, how to analyze it, and how to effectively utilize the insights it provides. Employing a fictional use-case, we explored how to tactically increase referrals and prevent patient leakage within the orthopedic service line using a Physician Relationship Management (PRM) platform to track and monitor data. 

In this third post of the series, we’ll look at physician liaison outreach from a new perspective: A retrospective look-back at campaign performance after six months of dedicated work. In doing so, we’ll use claims data to uncover trends that both guide and inform future campaigns – as well as evaluate the kinds of outreach that had the most impact on your end result. This way, we can quickly uncover the best next steps to goal attainment within your healthcare network.  

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Compelling Statistics to Guide Your Hospital Marketing Budget in 2020

The hospital marketing landscape is now more fractured than ever before. While healthcare costs are skyrocketing, reimbursements have dropped in recent years. With tighter marketing budgets overall, traditional and digital channels compete for hospital marketing dollars at every turn. Yet in reality, marketing is a central driver of hospital revenue – therefore, hospital marketing teams must modernize their strategy to integrate a broad range of tactics and channels to more effectively reach today’s busy, distracted consumers.  

According to a recent survey, healthcare marketers consider themselves behind the curve in terms of digital marketing proficiency in comparison to other industries such as banking and e-commerce retailers. Nonetheless, healthcare systems have begun diversifying their digital marketing tactics:

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Five Considerations for Marketers During Fiscal Year Planning

group of businesspeople discussing the charts and graphs,businessmen discussing on stockmarket document in office,business partners consult documents at meeting,concept of brainstorm teamwork planningHistorically, marketing’s role in healthcare fiscal planning is reactive – the team gets a budget and proposed goals from upper management, and then must devise a tactical approach to meet those goals. The marketing team rarely has a role in proposing goals based on voice of the customer and consumer market behaviors.

But the industry is changing. A data and consumer-driven marketing strategy plays a critical role when hospitals are competing on price and convenience against brands like CVS, Walgreens and other disruptive players.  

Instead of sitting idly by during FY planning, marketers must take a more proactive approach. In the months leading up to the actual planning meeting, the team can establish leadership buy-in, identify high-value market opportunities, and start working on end-to-end consumer marketing strategies and not just a tactical hodgepodge of paid and earned media.

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6 Steps to Create an Effective Display Ad Strategy

While a well-rounded healthcare marketing strategy includes multiple tactics and channels, paid advertising is one of the most direct pathways to your desired consumer. Display advertising, one of the two main subsets within the domain of paid advertising (the other being paid search advertising), is often considered the more “passive” of the two.  

Paid search ads appear at the top or bottom of search engine results pages; display ads, on the other hand, may appear either at the top of the page (known as a banner) or off to one side. Consumers may encounter these ads on any number of websites – and not just healthcare-specific sites. Someone could be idly browsing the news on nytimes.com and come across your organization’s advertisement. Even if they don’t consciously notice it, display ads provide a subtle message that gradually makes its way into the consumer’s mind. 

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Understanding and Improving Quality of Care in Healthcare

Patient Engagement in HealthcareQuality of care in healthcare is important: It’s something just about anyone in the United States – and around the globe – can safely agree on. Poor quality healthcare has dire consequences on a patient’s life; much more so than, for instance, a poor quality retail experience. A shoddy pair of sneakers isn’t a matter of life or death. 

As such, there is a strong collective interest in making sure that health systems function as effectively as possible. 

In recent years, the healthcare landscape has begun to shift toward a value-based care model, placing greater emphasis on holistic approaches to care and improving patient outcomes at a lower cost. In order to accomplish this, healthcare organizations must ensure they are both regularly measuring quality of care as well as maintaining efforts to proactively engage patients and physicians within the healthcare network.

Organizations that provide optimal quality of care see similarly strong rates of patient engagement: The link between these two factors is significant, implying that quality of care does not begin or end with the in-person physician interaction. Instead, providing a high quality of care means maintaining engagement with patients, physicians, and communities throughout the entire care continuum. 

In this post, we explore what quality of care really means within the healthcare context, why it’s so important, and a few ways in which hospitals and health systems can optimize quality of care for improved patient outcomes.

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