Webinar Q&A: The Most Important Marketing Metric No One Talks About

During a recent webinar, Gary Druckenmiller, VP of Client Solutions at Evariant, discussed how healthcare marketers could benefit from measuring and optimizing the cost per acquisition (CPA) of their marketing campaigns. CPA is an often-overlooked metric that can be used to drive the most qualified leads, as well as predict the long-term ROMI in healthcare marketing campaigns.WhatisCPA?

Due to an evolving healthcare landscape and shrinking budgets, marketers need to start running leaner and neater campaigns by lowering their CPA and ultimately making their campaigns more cost-effective. Marketers can see lower CPAs after constant, daily optimization, made possible with the help of a CRM system to keep all campaign data and metrics in one place.

Let’s take a look at some key takeaways and questions asked during the webinar:
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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

Webinar Q & A: Digital Marketing and Call Centers Unite to Deliver Strategic Advantage

During a recent Evariant webinar, Gary Druckenmiller, VP of Client Solutions, and Chris Aulbach, VP of Patient Engagement Solutions, discussed the advantages of unifying digital marketing and hospital call centers. Bringing together the two previously siloed functions allows health systems to create a single view of the patient, improve the patient experience, and deliver incentive-based programs that attract, retain, and service customers in remarkable ways.

Traditional call centers have been limited to phone interactions and geared toward one-off efficiency instead of overall effectiveness, but the consumer-driven healthcare landscape demands a more robust, integrated, and personalized engagement center. Not only that, but patients respond through multiple channels: web, email, text and phone. Health systems need to speak with a unified voice across multiple touchpoints and deliver consistent, positive experiences with every interaction, both in the physical world and online. Unifying digital marketing and call centers helps make this happen.

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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

4 Tips to Consider When Transitioning to a Healthcare CRM

As the healthcare landscape shifts toward value-based care, big data will play a crucial role in patient, consumer, and physician engagement. A healthcare CRM helps hospital networks aggregate and analyze data from many different sources in order to effectively drive engagement with patients and physicians.

For hospital networks that are considering implementing healthcare CRM software (or migrating from an existing system), it’s important to take the time to understand why the software is being integrated, as well as what the data and insights will yield.

But how? Where’s the easiest place to start?

Let’s take a look at four suggestions that can help your transition to a new healthcare CRM go smoothly:
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Ann Klatskin

Ann Klatskin

Ann is a Senior Business Analyst who works closely with Evariant clients to understand their existing systems and business processes, offer best practice data/configuration recommendations and provide hands-on technical guidance. Before coming to Evariant, she spent over 20 years in software engineering and engineering management architecting, documenting and developing systems for both Datacom/Telecom (e.g. NASDAQ, AT&T, CBS, NCR, Comcast, Verizon), and Healthcare customers. Ann's engineering background instilled her with a passion for, and expertise in, developing processes to ensure efficiency and reproducability that she brings to her work at Evariant.

Making the Most of Provider Data in Your Healthcare CRM System

77135509_thumbnailThere’s no doubt about it: The U.S. healthcare system is in the midst of an unprecedented transformation. As this $2.8 trillion dollar industry evolves, we will continue to see fundamental shifts in policy, innovation, and cost reduction – changes that will ultimately pave the way for a more patient-centric approach to care.

In the face of such significant, industry-wide changes comes the need to effectively manage and grow relationships with physicians and patients alike to support patient-centric care and communications throughout the health system.

Traditionally, healthcare CRM has been used in patient and consumer marketing programs. But, when consumer intelligence from the CRM informs and drives physician relationship management strategies, health systems benefit from greater patient and physician engagement and more significant returns over the long term.

Let’s take a look at a list of ways physician liaisons can effectively leverage provider data from the CRM system: More

Ann Klatskin

Ann Klatskin

Ann is a Senior Business Analyst who works closely with Evariant clients to understand their existing systems and business processes, offer best practice data/configuration recommendations and provide hands-on technical guidance. Before coming to Evariant, she spent over 20 years in software engineering and engineering management architecting, documenting and developing systems for both Datacom/Telecom (e.g. NASDAQ, AT&T, CBS, NCR, Comcast, Verizon), and Healthcare customers. Ann's engineering background instilled her with a passion for, and expertise in, developing processes to ensure efficiency and reproducability that she brings to her work at Evariant.

How a Healthcare CRM Helps Build Strong Relationships with Patients

Patient Physician RelationshipRemember the last time you had a sore throat that went on for weeks on end without any real improvement? Or what about when you twisted your ankle playing racket ball and woke up the next morning with painful swelling and bruising?

Chances are, before calling your doctor, you went to Google and typed in your symptoms to see what you were dealing with. If so, you’re not alone: Pew Research Center data shows three-quarters of all health inquiries begin at a search engine. The most commonly researched topics, according to the data, are specific diseases or conditions, treatments or procedures, and doctors or other health professionals.

In today’s digital world, consumers are looking for health information – and it’s up to healthcare organizations to provide it.

Sounds easy enough, right? More

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