How to Strategically Allocate Your Healthcare Marketing Budget

Whether or not a marketing campaign is successful is largely based upon how you choose to spend your money. You need to be in front of the right consumers, with the right message, at the right time.

Sounds simple, right?

The basic budgeting steps are the same across all industries: Look at where money has been spent in the past, analyze the underlying patterns, and set up your marketing strategy accordingly. 

Once you get into the details, however, things may not be so simple. Marketing is expensive. Many healthcare organizations – especially in this day and age – are tasked with accomplishing quite a lot with a limited budget. Paid digital campaigns, traditional advertising channels, and social media spend adds up quickly, but when integrated together maximize ROI. 

So, how can healthcare marketers make the most out of their budgets? It comes down to analytics. 

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Kara Venus

Kara Venus

Kara Venus, marketing practice specialist at Evariant, works with healthcare marketers providing best practices for driving high-value service line growth and improved consumer experiences. Kara works hand-in-hand with clients to create and execute multi-channel marketing strategies that deliver maximum ROI, as well as creating MarTech roadmaps that scale with the maturity of the client’s organization. Prior to Evariant, Kara applied her marketing expertise at the Direct Federal Credit Union and received her bachelors degree in public relations and sociology from Quinnipiac University in Hamden, CT.
Kara Venus

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Debunking 10 Common Digital Marketing Myths in Healthcare [Infographic]

Today’s consumer is more proactive about their health. With a wealth of information available anytime, consumers and patients take advantage of online resources both during initial research and ongoing care — researching health systems and services, reading physician reviews, and participating in online forums. This isn’t surprising, considering that 89% of consumers turn to a search engine to answer health questions.

To reach today’s healthcare customer, personalization and channel placement are key; in other words, you want to meet them where they are. But mastering precision marketing requires top-notch digital campaign strategy.

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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

Calculating the Total Cost of Ownership for Healthcare Software

healthcare software costWith the advent of the digital age, consumers have increasingly turned to the Internet as their primary source to support decisions regarding medical care and provider selection. As a result, modern healthcare marketing tactics have become heavily digitized – and data underlies the entire operation, from patient demographic data to campaign performance data, to market claims data, to engagement metrics, and so forth. All of this is to say: Without the right software and technology in place to consolidate, interpret, and analyze data, even the most creative patient acquisition and retention tactics will fail. 

These days, robust healthcare software is nothing short of mandatory. An HCRM, for instance, allows health systems to integrate data from multiple sources and create comprehensive customer profiles, tracking interactions with patients and consumers across channels to obtain a 360-degree view of activity, preferences, and tendencies. It serves as the technological foundation for effective, personalized marketing communications: Messages delivered to the right people, over the right channels, at exactly the right time

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Kevin Rill

Kevin Rill

Kevin Rill is a dynamic leader with distinguished success strategizing, planning, delivering and supporting solutions that enable the future of Healthcare. Having been successful in a diverse array of positions throughout his 20 + year career, Kevin holds the unique perspective that technology is an enabler helping healthcare organizations be successful. At Evariant, Kevin helps drive an understanding of our solutions from care, business, security and technology perspectives both internally and externally. Kevin is entrenched with our customer, product, and technology teams to establish common threads of communication for value delivery that ultimately result in success for our customers and the communities they serve. Kevin believes winning as a team is achievable through strong collaboration and engagement across healthcare constituents.
Kevin Rill

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3 Patient Marketing Strategies to Improve Retention

Keeping patients in the system is no easy task. 43% of health executives say their organization is losing more than 10% of revenue to patients going elsewhere for care. Even worse? 20% of these healthcare leaders state they don’t know where and why patient leakage occurs. 

Unfortunately for health systems, this translates into lost revenue and increased patient acquisition costs. After all, we know it costs 5x more to attract a new customer than to retain an existing one.

By focusing on patient retention, health systems can help cut costs and boost revenue by improving the quality and longevity of patient relationships and word-of-mouth referrals.

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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

Make the Move: Transform Your Marketing Department into a Marketing Center of Excellence

Healthcare Digital MarketingThere are hundreds of reasons to rethink a hospital marketing team strategy or structure, but perhaps none better than this simple realization: Our campaigns aren’t making an impact.

In today’s healthcare landscape, the old, traditional tactics won’t cut it, nor will simply dipping your toe into digital advertising. Similarly, neither will old, traditional (read: siloed) structures. 

Healthcare consumers demand experiences not all that different from what they get from disruptive brands in retail – like Amazon, Apple, and Trader Joe’s. They can pick and choose the providers they see and hospital facilities they use based on previously ‘healthcare-irrelevant’ factors, such as convenience, atmosphere, and degree of personalization. In other words, customer experience matters. 

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Rachel Neely

Rachel Neely

VP of Customer Success at Evariant
Rachel Neely is the VP of Customer Success at Evariant. In this role, she serves as a healthcare marketing expert, guiding clients through collaborative workshops, identifying and reconciling points of ROI, overseeing the usability of Evariant products and solutions to ensure they meet client-specific needs, and collaborating with Physician, Engagement, and Marketing Practice Leaders to build new assets, frameworks, and points of view. Rachel holds a BA in Communication from Purdue University with specializations in Advertising and PR.
Rachel Neely