How to Optimize Payer Mix with Data and Technology

To effectively meet the healthcare needs of the community, which has traditionally been the primary mission of a healthcare system, it’s crucial that hospitals and other healthcare organizations have positive sources of income. This helps to ensure that quality healthcare services can be extended to as many patients as possible.

As the shift toward value-based healthcare and choice/consumerism continues to impact the way consumers manage their healthcare, hospitals are facing the challenge of balancing – and optimizing – their payer mix (commercial, Medicare, etc.).

This issue is coming even more into focus as new healthcare options are available, especially for commercial payers. With more discretionary income, commercial payers are opting to seek out other healthcare alternatives beyond the traditional health system, such as walk-in clinics, telehealth, and alternative care. To compound the issue, traditional consumer brands (such as Amazon) are entering the healthcare space, leaving hospitals with new competitors and a host of new challenges in patient acquisition and retention.

Healthcare marketers have the ability to step in and strategically target healthcare patients and consumers to optimize payer mix. With the right data and technology, they can bring in the door a greater percentage of commercial payers than is typical for the hospital or service line – and, as a result, generate higher ROI for specific high-value service lines.

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Jessica Friedeman

Jessica Friedeman

Jessica Friedeman serves Evariant as VP, Presales Engineer, providing technical and industry support in the sales process. Leveraging over a decade of experience in the healthcare industry, Jessica works closely with the sales team to mold customer requirements to Evariant’s offering and acts as a key connection between Evariant’s product development and organization’s customers.

The Changing Digital Landscape: What Healthcare Marketers Need to Know

The healthcare industry is evolving. The shift toward value-based care has brought with it changing priorities for healthcare consumers and marketing professionals.

As the modern landscape evolves, it’s crucial that marketers align their efforts with these changes in order to engage their audiences, successfully acquire new customers, and retain existing patients.

One of the most notable areas of constant change is the evolving digital marketing landscape. As consumers begin taking more responsibility for their individual health, they now hold healthcare providers to a much higher standard – and digital is a big part of that.

In fact, a recent study found that 90 percent of those surveyed wouldn’t hesitate to leave a provider that isn’t offering satisfactory digital experiences. What’s more, 88 percent of respondents younger than 40 said they’ll choose their next provider based on how strong their online experience is.

Marketers must now look to their digital efforts as a core driver of value for consumers and patients. Given the frequent changes impacting the healthcare industry, it’s important marketers recognize the emerging changes impacting search, content, social media, and overall user experience.

In this post, we’ll explore four digital marketing trends that are shaping the success of modern healthcare marketing.

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Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi

A Guide to Executing Impactful Multi-Channel Healthcare Campaigns

multi-channel marketing campaign execution In today’s healthcare marketing landscape, customers and patients have a lot of choices in how they interact with your organization – both digital (website, social media, blogs, webinars) and traditional channels (events/seminars, direct mail, and call center).

They also get to decide which digital device they’d like to use, whether that be a smartphone, desktop computer, or tablet.

This fractured landscape could potentially lead to disjointed experiences that may frustrate customers and lead them to seek out other options. However, well-planned multi-channel marketing campaigns can minimize this possibility and instead give healthcare customers connected journeys across channels.

Multi-channel marketing campaigns mimic consumer behavior, which, according to a Forbes report, is trending toward using many platforms to research and interact with companies prior to purchase. In fact, 72 percent of consumers report that they would prefer to connect with businesses across multiple channels.

Not only do multi-channel healthcare campaigns appeal to customers, but they provide valuable benefits for your organization. Here’s why:

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Chris Girardi

Chris Girardi

Chris Girardi oversees all staff and functions of Evariant’s multi-channel digital media offerings including planning, analysis, management, execution and analytics. He has over eight years of experience in digital media and direct response marketing.
Chris Girardi

Lessons in Personalization: What Healthcare Can Learn from Retail Call Centers

The retail industry has been at the forefront of customer experience and personalization—extending their innovations to a variety of channels, including digital marketing and call center.

As the healthcare landscape continues to move toward a customer-centric approach, what can healthcare learn from the retail space? More specifically, what lessons can retail call centers offer the healthcare sector to help marketers provide better personalization in their engagements with consumers and patients?

In this post, we’ll explore three ways retail call centers provide experiences that healthcare leaders can incorporate to provide the personalization needed to impact consumers in today’s evolving healthcare marketing landscape.

Lesson 1: Create Simple, Efficient Experiences

Within the retail sector, simplicity can lead to better overall customer satisfaction. According to Marketing Week, 62 percent of consumers are willing to pay more for a simple, straightforward experience. Retail call centers understand that simpler experiences translate to higher customer retention, more referral traffic, and better overall brand loyalty. But how do they provide simplicity in a way that can benefit healthcare marketing? The answer lies in connecting the dots on patient/consumer needs, combining them for a simplified solution to suit their healthcare needs. More

Daymon Smith

Daymon Smith

Daymon J. Smith is the Vice President, Engagement Center Practice Leader at Evariant. Daymon joined Evariant in 2013 with a focus on ensuring healthcare leaders got the most from their investment in the Evariant healthcare CRM solution. Daymon has lead the effort of creating the Evariant Engagement Center solution and has a sharp focus on helping leading health systems move to a proactive call center model that improve the overall patient experience and generates revenue for the system. Daymon is a 3rd Degree Black Belt in Brazilian Jiu Jitsu and a Brazilian Jiu Jitsu and Grappling Instructor. He is also a former All American Running Back at both Colgate University and LaSalle Academy.
Daymon Smith

7 Must-Know Healthcare Marketing Metrics to Prove ROI

As a healthcare marketer immersed in day-to-day operations, you can easily get bogged down by the number of metrics you look at — click-through-rates, email open rates, impressions, and shares, just to name a few. It can be difficult to take a step back and look at the bigger picture:

What am I doing to generate return on investment (ROI) for my organization?

Calculating the ROI of marketing efforts is vital to the success of your overall marketing strategy; you want to do more of what’s generating revenue and ROI. You need to do this strategically —Narrow your efforts to specific metrics that impact business to gain a clear picture of your successes versus failures.

Let’s walk through seven key metrics:

1. Leads Generated

The number of leads in the marketing pipeline is an important metric to look at when determining ROI. Show the number of leads per active campaign and note where they are in terms of completion (acquisition, engagement, conversion), otherwise known as a lead’s “Funnel Stage.” It’s also important to understand lead generation from a channel perspective – what channel is the first touch? And what channel leads to conversion? With a deeper understanding of how leads are interacting with your organization, you can make adjustments to improve effectiveness and how quickly the leads move from top of funnel to conversion.

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Rachel Neely

Rachel Neely

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