Using Technology to Create the Perfect Healthcare Customer Experience

By | September 17, 2019

Healthcare Customer Experience

The traditional role of the healthcare marketing department was to attract new customers through broad outreach. However, as the healthcare industry evolves and consumer expectations shift, marketing departments are no longer responsible for just bringing in “leads” – these teams are now tasked with managing the entire customer experience, starting at the first interaction and continuing until a loyal relationship is formed.

This is no easy task – and to successfully complete this task, healthcare marketers need the right technology. Technology that facilitates the creation of personalized messaging and automated engagement efforts. Technology that helps teams create integrated, omnichannel campaigns by incorporating analytics, strategy, and creativity. Technology that provides insights into customer data, giving healthcare marketers the tools to keep up with their evolving customer base. 

With the right strategy and enabling solutions in place, healthcare marketers truly deliver a better customer experience. Let’s explore how.

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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

What Is the Patient Engagement Journey and Why Is It Important?

By | June 25, 2019

nursepatientThink back to the last time you had an outstanding customer experience. Maybe you received the wrong item you’d ordered online, called customer service, and had the correct item delivered to your doorstep the next morning. Maybe your flight got delayed by several hours and you received a voucher for a free flight the next time you booked with that airline.

In today’s customer-centric marketplace, these types of stories are not uncommon. With the majority of companies already competing mainly on the basis of the customer experience, it is no longer optional to provide customers with exceptional service: According to a recent study by Aberdeen Group, companies with the strongest customer engagement and experience strategies retain an average of 89% of their customers, as opposed to 33% for companies with weak strategies (via Internet Retailer).

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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

3 Ways HCRM Supports Population Health Initiatives

By | January 31, 2019

Population health focuses on managing the overall health of a defined population while taking on accountability for the outcomes and cost associated with the health care services for that population.

Population health management (PHM) combines data analytics, technology, and engagement tactics to deliver targeted health care services in support of population health efforts.

PHM is the foundational capability that is enabling the transition from fee-for-service to alternate payment arrangements. In this evolving alternate payment landscape, where health systems are expected to take on the responsibilities for pre-defined populations, having an effective PHM capability is going to be critical to maintaining profitability.

This new model of providing care requires health systems to understand who is the population that they are caring for, identify who is most at risk and then engage them through the appropriate channels to provide the educations and services necessary to improve health outcomes.

For example, a hospital with a population health goal to increase vaccination rates must properly identify, target, and connect with a non-vaccinated population. With the help of an HCRM, healthcare organizations identify vulnerable populations, find those most likely to not have received vaccinations, and develop personalized outreach to specific patients.

Here’s how healthcare organizations can leverage the HCRM’s capabilities, including real-time data, technology, and 360-degree patient views to more effectively implement population health management.
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Robin Edison

Robin Edison

Robin Edison serves Evariant as Senior Director of Product Management, with responsibilities for the data and analytics capabilities across the product portfolio. Prior to joining Evariant Robin held various product management and consulting roles focused on leveraging data integration and data science to solve the business needs in the health care domain. Throughout his time at Geneia, Optum, Hewlett Packard , Robin worked on building models and analytical solutions for risk stratification in the commercial and Medicare advantage markets, cost and quality insights for value-based payer-provider relationships, patient engagement in population heath programs, identifying variation in care patterns across clinicians, marketing campaigns for insurance products as well as integrating large claims data sets to comparative effectiveness research and market evaluations.
Robin Edison

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How Engagement Center and HCRM Support Outbound Calling

By | March 27, 2018

“Cold calling” is a marketing tactic that’s been around for a long time and tends to get a bad rap – for a good reason; it’s not very effective. A Baylor University study found only about 1 percent of cold calls ultimately convert.

With today’s technology, outbound initiatives look much different – they are data-enabled, targeted, and personalized, all of which increases effectiveness and drives results.

This type of outbound calling doesn’t simply cast a wide net; it’s about engaging with the right person at the right time with the right information.

It’s made possible with a combination of healthcare CRM and a proactive call center. With these technologies, healthcare marketers are able to view relevant information and have more effective customer interactions across multiple channels, including outbound calls.

Let’s take a look at some examples of how engagement center and healthcare CRM tools can work together to support three key marketing objectives: patient acquisition, engagement, and retention.
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Evariant

Evariant

Evariant provides a leading healthcare CRM solution suite designed to help health systems transform the healthcare experience for their consumers, patients, and physicians. Built on the Salesforce Platform, our solutions foster richer consumer/patient engagement and tighter physician alignment. Powered by cutting-edge data and analytics, Evariant enables health systems to effectively communicate care options that increase revenue and market share, while optimizing network utilization. Many of the top health systems have selected Evariant to thrive in today’s hyper-competitive and rapidly changing environment.
Evariant

Boosting Patient Engagement with CRM and Call Center Integration

By | October 25, 2017

The rise of consumerism in healthcare is driving many marketers to focus on patient experiences. With a variety of provider options available, customers want exceptional care experiences – and aren’t standing for any less.

In fact, Forrester research found that 45 percent healthcare customers are frustrated enough by poor customer service that they lost touch with the health system completely.

This shockingly large percentage shows health organizations need to prioritize patient experience in order to create superior care encounters. How do health systems prioritize patient experience? By boosting patient engagement. This idea is proven; health systems with more engaged patients see higher patient satisfaction numbers and reap other benefits like higher acquisition and retention rates and increased revenue.

A key factor in patient engagement is the call center since 75 percent of healthcare consumers communicate with brands via call centers. This channel presents countless opportunities for health systems to engage patients and create exceptional patient experiences. In this post, we will look at how healthcare CRMs and call centers integrate to increase patient engagement.
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Evariant

Evariant

Evariant provides a leading healthcare CRM solution suite designed to help health systems transform the healthcare experience for their consumers, patients, and physicians. Built on the Salesforce Platform, our solutions foster richer consumer/patient engagement and tighter physician alignment. Powered by cutting-edge data and analytics, Evariant enables health systems to effectively communicate care options that increase revenue and market share, while optimizing network utilization. Many of the top health systems have selected Evariant to thrive in today’s hyper-competitive and rapidly changing environment.
Evariant