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

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

Using Personalized, Multi-Channel Campaigns to Achieve Patients for Life

This is the second post in a three-part series that discusses the changing healthcare landscape and the need for marketing teams to engage patients across their healthcare journey, extend patient lifetime value, and increase patient acquisition and retention. Read the first post on why it’s imperative for hospital to approach patient acquisition and retention in more intelligent ways.  

People like to feel special. They want to feel understood and recognized as an individual with unique needs and preferences. They look for people and organizations that make it a priority to go the extra mile to get to know them, care about them, and support them.

It’s a universal truth – and one that consumers now fully embrace. They want to engage with brands that personalize experiences, anticipate their needs, and engage with them on their terms.

Right now, many healthcare organizations are playing catch up with consumer brands as they work toward delivering engagement that is personalized across multiple channels. In order to enable smart growth in healthcare, it’s no longer about reaching everyone – it’s about identifying and interacting with the right people, at the right time, and building a relationship that lasts.

How can this be achieved?

With personalized, multi-channel integrated marketing campaigns built with the support of data and analytics. 

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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

Volume to Value-Based Healthcare: 4 Marketing Tactics to Use in the Transition

physician consultation with patientUntil recently, hospitals operated mostly on a fee-for-service approach, meaning that their goal was to deliver the greatest number of services to the greatest number of people. Now, in response to changing markets and customer preferences, hospitals are transitioning to value-based models.

In value-based healthcare models, hospitals are rewarded for helping keep people healthy and for improving the health of those who have chronic conditions in evidence-based, cost-effective ways.

In a fee-for-service model, patient treatment is often siloed — each department independently addresses the symptoms that fall under their care umbrella. Value-based care, on the other hand, focuses on 360-degree patient health, connecting departments to improve overall health long-term. Best practices in value-based care include optimizing patient time, experience, and data, as well as payer resources.

There are many potential benefits of value-based care for both providers and patients, including:

  • Decreased medical costs, especially for those with chronic conditions
  • Increased patient satisfaction and engagement
  • Bundled payments that cover full care cycles
  • Prices reflecting patient outcomes
  • Healthier overall populations

Healthcare marketing teams play an important role in helping organizations smoothly transition to a value-based care model. Let’s look at four specific tactics:

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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.