Healthcare Digital Marketing Campaigns: The Importance of Execution and Measurement

This post is the last in a four-part blog series that discusses why hospital marketers must transition from traditional marketing campaigns and embrace digital marketing. Be sure to check out part onetwo, and three for more information on why hospital marketers must transition from traditional marketing campaigns and embrace digital marketing. This post discusses how to leverage technology to successfully execute and measure digital marketing campaigns.

Building Healthcare Digital Marketing CampaignThe best-laid plans are critical to the execution of digital campaigns but the execution itself must be flawless. That is not to say that when you start, everything will go well. Things will go wrong but the good news is that you will have the data you need and can analyze what you will do differently for the next campaign, and the next, and the next!

If you don’t measure the state of success for each campaign, you will never be able to realize optimum campaign performance. You won’t be able to do A/B testing. You will be running blind and you will see no return on your digital marketing campaign investment, hampering your ability to demonstrate value to the rest of the organization.

It is a complex process to plan, run, and track results for healthcare digital marketing campaigns and by now you are probably asking yourself a few questions:

  • How do I gather the metrics?
  • How do I analyze the data?
  • How do I attach a score to a lead?
  • How do I manage nurture campaigns?

The answer is: not in spreadsheets. In order to execute a healthcare digital marketing campaign strategy, you must make the right investment in technology. In this post, we discuss technologies that are critical for creating successful digital marketing campaigns in the healthcare industry:

Utilizing Technology for Healthcare Digital Marketing Campaigns

There are a few technologies required to properly create, execute, and measure digital marketing campaigns. Let’s look at the five most important ones:

Electronic Medical Record (EMR)

The first technology component required is the electronic medical record (EMR). It has taken years for US-based hospitals to implement EMRs but today, most hospitals have some semblance of a system in place. The EMR contains standard medical and clinical data, including a comprehensive patient history. With this technology, providers are able to track patient data and improve the overall quality of care.

Healthcare CRM (HCRM)

The second technology component required is the right healthcare CRM. Compared to other industry segments, hospitals have been late in adopting CRMs. When targeting patients and consumers, a CRM system captures and aggregates demographic, psychographic, social, behavioral, clinical, and physician information into a central repository.

By centralizing this information, your marketing team can build, launch, and manage omnichannel campaigns, capture inquiries, leverage data and predictive analytics, and track marketing performance in order to target specific demographics, consumers at risk, consumers with specific conditions, and improve engagement. In addition, by uniting outbound and inbound campaigns with informed interactions, you can close the loop with patients and realize the full value of your marketing efforts.

The reporting data collected by the CRM with each campaign also provides the analytics, metrics, and insight needed to continuously course correct and improve subsequent campaigns. Having ongoing access to data that you can analyze and measure provides you with the intelligence to better understand what the market can bear so you can revise your marketing strategy over time.

Engagement Center

The third technology component required is an engagement center solution. If all systems are integrated, a contact or call center harvests the data and insights from the CRM system to provide a call center representative with a full profile of a patient or non-patient in order to develop a 1-to-1 dialogue. The result, an engagement center, closes many aspects of the marketing and patient communications loop and allows informed interactions that improve campaign results and heighten the patient experience.

Marketing Automation

The fourth technology to consider is a marketing automation tool, which can help healthcare marketers scale personalized patient communication and automate engagement efforts, ensuring messaging is consistent, timely, and relevant to the receiver. Marketing automation tools can also be used to streamline, automate, and measure marketing tasks and workflow, helping healthcare marketers create targeted campaigns with increased success.

Content Management System (CMS)

Lastly, content management systems are able to deliver programmatic, personalized communications at scale and deliver a deeper understanding of patient activities. That being said, they are a generally underutilized technology in the healthcare industry. When CMS is integrated with an HCRM solution, healthcare marketers can better target content to relevant audiences in order to optimize marketing spend and maximize ROI.

Final Thoughts

Analyzing the data you have up front in the planning process is critical to campaign success, and it certainly helps if your CRM system can provide this data and visualizations to assess market opportunities and ensure that you are selecting the right tactics to drive results. Ultimately, this helps identify lists of patients and consumers that are most likely to respond, and determine goals, target key audiences, and create an effective tactical plan.

Improve ROMI in Healthcare With Digital Marketing

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Gary Druckenmiller

Gary Druckenmiller

Gary Druckenmiller, Jr. is Vice President, Customer Success at Evariant. He functions as lead strategist, digital marketing thought leader and C-level executive sponsor for all of Evariant’s enterprise clients, primarily focused on advising health system leadership of opportunistic methods to improve their digital presence and interactive growth potential. Prior to Evariant, Gary served as Vice-President for Harte-Hanks, responsible for healthcare digital strategy and deliverables including multi-channel campaigns, paid digital media, social media, CRM and analytics. Gary has been with Evariant for 8 years and can be heard often on the hospital marketing speaking circuit. Gary has a bachelor’s degree in marketing from Bentley University.
Gary Druckenmiller