The Digital Marketing Transformation in Healthcare

Even though traditional marketing tactics have served the healthcare industry for years, it’s time to adopt a digital marketing strategy that will reach the right patients and physicians with relevant communication. In a value-based healthcare landscape, this customer-focused mentality is necessary for health systems to stay competitive.

The Digital Marketing Transformation

  • With data and insights from a healthcare CRM platform, health systems can build digital campaigns that target the right person with the right message at the right time with communications across a variety of channels that are all in sync with one another.
  • Successfully implementing a healthcare CRM and making effective use of data insights from the technology has a learning curve. It’s important to learn from failed campaigns in order to better inform future campaigns.
  • An important aspect of implementation early on is proving the value of CRM as a marketing tool to leadership. This value will help healthcare leaders understand the role marketing can play in generating revenue for their organization.

For example, our client Lehigh Valley Health Network explored how a health network can successfully transform their marketing department with the use of data insights from Evariant’s CRM platform. Ultimately, health systems can use data leveraged from CRM integration to improve population health initiatives.


Sherrie Mersdorf

Sherrie Mersdorf

Sherrie Mersdorf is the Vice President of Marketing at Evariant. As an experienced marketing leader, she brings deep knowledge and experience building marketing growth machines. This experience enables her to educate healthcare providers on how to find, guide and keep patients for life. Her main focus is creating integrated cross-channel marketing programs, testing new marketing approaches, and closing the loop and demonstrating marketing ROI through effectiveness measurement methodologies. Prior to joining Evariant, Sherrie lead marketing at NewBrand (acquired by Sprinklr) and Cvent (NYSE:CVT) where her team executed tens of thousands of campaigns a year. She has a Bachelor of Science in Marketing Management from the Pamplin School of Business at Virginia Tech.
Sherrie Mersdorf