Using Propensity Models to Drive Direct Mail Results in Healthcare

With the average person receiving over 2,900 marketing messages a day, consumers have grown accustomed to a barrage of marketing messaging during their daily routines. Most of these messages are ignored, especially if they’re not relevant to the recipient.

To increase the probability of engagement, many hospitals and healthcare organizations are using multi-channel approaches – a combination of digital and traditional channels to optimize initial outreach, drive long-term engagement, and convert leads.

Digital options, such as email marketing, are an undeniably cost-effective way of reaching consumers and moving them through the sales funnel. However, the most successful marketers complement those messages with targeted traditional marketing efforts. Direct mail is one of the most common – and effective – methods used in the healthcare industry. Why? Because direct mail marketing simply works.

However, given the time it takes to create, print, and send direct mail, it can be expensive. To optimize results and generate ROI, marketers need to be sure that direct mail is being sent to the best prospects. In this effort, propensity modeling can be a valuable tool.

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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

The Contact Center: Engagement Evolves with Personalized Interactions

This is the second post in our three part series on transforming yesterday’s call center into tomorrow’s engagement center.  See our first post and be sure to stay tuned for the piece where we explore how patients and providers benefit from anywhere, anytime access and interaction.

Healthcare Call CenterA new model for call center—the contact center—has emerged in leading health systems in response to market trends and greater consumerism around healthcare purchasing. Typically, this more-robust, more-capable model integrates multiple communications channels—phone, web and email, both inbound and outbound, and multiple contact scenarios into a centralized operation.

Leveraging robust CRM technology and comprehensive data at the core to support more personalized interactions, this model increases consumer engagement through tailored and pertinent communications. 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

The Engagement Center: Patients and Providers Benefit from Anywhere, Anytime Access and Interaction

This is the final post in our three-part series on transforming yesterday’s call center into tomorrow’s engagement center.  Be sure to read out first post introducing the problem with traditional hospital call centers and our second post exploring the contact center model that has emerged in several leading health systems in response to trends in the market and greater consumerism around healthcare purchasing.

Healthcare AccessThe key goals of patient and consumer engagement include delivering better- quality, more-timely care, reducing overall costs of care, and ultimately improving health outcomes for individuals and populations—The Triple Aim. This is true across a variety of scenarios, from acute and ambulatory care and follow-up to chronic condition management to population-level maintenance of health and wellness.

With today’s patients and consumers expecting more from their providers, health systems have an opportunity to do even more to drive high-impact engagement beyond just modernizing call centers with CRM technologies and driving proactive communications. 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

Five Critical Predictive Modeling Questions to Ask a Prospective HCRM Partner

This is the second post in a two-part series that discusses healthcare predictive and propensity modeling and selecting the optimal analytics partner to support your growth and engagement efforts. The first post in this series shares five best practices in healthcare propensity modeling.

Big Data for HealthcareIn our last post, we talked about big data, healthcare, and predictive modeling: How can you leverage your data, analytics, and modeling to get the “biggest bang” for your marketing dollars?

However, as we mentioned, the million-dollar question is: With so many variables (and so much data) at play, how can healthcare marketers ensure they are effectively leveraging propensity and other predictive modeling?

We provided five guidelines for consideration when you commence predictive modeling: 

  • Define target/goal
  • Use best data
  • Use multiple data sources and most appropriate analytics
  • Ensure data are vetted/validated
  • Deploy validated analytics and employ follow-up testing

If you decide to use predictive modeling, you must ensure you are engaging with a HCRM partner that can support best-in-class analytics. There are several components to consider when doing your due diligence on a potential partner. For example, some provide in-house modeling and analytics; sometimes as a menu of options, other times as custom services for a fee. Others outsource their modeling and analytics to (usually) industry agnostic companies; however, there are also many smaller, boutique/niche analytics companies that provide some specialization. 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

Five Best Practices in Healthcare Propensity Modeling

This is the first post in a two-part series that discusses healthcare predictive and propensity modeling and selecting the optimal analytics partner to support your growth and engagement efforts. The second post in this series shares five critical predictive modeling questions to ask a prospective HCRM vendor.

When we talk about big data, the numbers can get overwhelming – and fast. The 4.4 zettabytes of data that exists today is expected to grow to 44 zettabytes by the year 2020. This means that, in just three years’ time, roughly 1.7 megabytes of new information will be created, every second, for every human being on the planet.

The healthcare industry greatly impacts the growth of big data but many healthcare systems find themselves lagging behind as data-rich yet analytics-poor. Big data offers opportunities for hospitals and health systems to better understand patient populations and behavior, ultimately leading to improved health outcomes.

But, as we’ve written about previously, it’s not enough to simply have the information. What’s critical for healthcare marketers is figuring out what they’re going to do with the information – and how to make data actionable.

Enter propensity modeling. 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