Healthcare Marketing: How to Drive Results in 2019

financial report chart and calculator medical report and stethoscope Healthcare marketing has come a long way in the last few years, especially when it comes to integrating technology and adopting a digital-first mindset. This evolution is due in part to sweeping changes in the industry, like value-based care, an influx of new players, like retail health, and the continual growth consumer power (ie consumerism).

As a result, hospitals and health systems need to adjust their strategy and focus on superior, personalized experiences to acquire, engage, and (most importantly) retain patients. If you can’t pivot quickly, you’ll lose to the competition—or worse, your marketing investments will simply create demand for them.

The key to success in 2019 pushing the foundation marketers have built in the last couple of years further. In other words, it’s time to take advantage of technology and digital tactics to move the needle on personalization efforts at scale and bring revenue into the organization. Let’s review what it’s going to take to drive results this year:

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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

4 Strategies to Make the Most of Your Healthcare Marketing Budget

marketing strategyConvenient care options – including telehealth and urgent care facilities – are more pervasive than ever, which is forcing hospitals and health systems to reexamine their own customer experiences.

It’s critical; a recent study found nearly every consumer will stop visiting a practice after a poor experience. That’s bad enough, but there is real revenue opportunity in providing excellent experiences. The same study found that patients who have the best experiences spend 140 percent more than those with a bad experience. And with a third of providers missing their revenue targets last year, it’s time to do something different.  

The reality is, to provide these types of excellent experiences, healthcare organizations need more focus on personalization and engagement throughout the care continuum – as they find, guide, and keep patients for life. All facets of the health system need to come together and support this initiative, including the marketing team.

Unfortunately, healthcare marketers are often working with limited budgets, and thus need to ensure their strategies are as impactful as possible in order to drive quantifiable results. In other words, how can healthcare marketing departments get the most bang for their buck?

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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

How to Create Healthcare Content That Converts

In modern society, we’re absolutely bombarded by content; the internet grows by over 2 million new blog posts, 864,000 hours of video content, and 294 billion sent emails every single day!

Multiply that by a lifetime, and it’s staggering to think about the level of competition there is for a person’s attention.

The question marketers must now ask themselves is, how do I create content that will not only grab a consumer’s attention, but inspire them to purchase? In the healthcare space, where consumers have an ever-growing abundance of choices, marketers must focus on crafting strategic content that will uniquely resonate with audiences and create patients for life.

Let’s take a look at three key methods you should leverage to ensure your healthcare marketing content supports the journey from lead to new patient:

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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

Patient Care in Action: An Orthopedic Healthcare Journey Example

Consider this: a person’s experience makes or breaks their choice of healthcare provider for 78 percent of customers, according to PwC’s 2018 “Experience is Everything” survey. This isn’t so surprising, as the impact of customer experience has gained importance across industries over recent years. Why? Because easy access to information means customers evaluate their options like never before, creating a level of competition that makes differentiating incredibly challenging.

To win business, health systems need to provide experiences that successfully attract and retain patients. Start by optimizing the consumer journey.

The typical healthcare consumer journey consists of 6 stages that together work to find, guide, and keep patients for life. Let’s look at each stage and what your organization needs to do to attract, delight, and retain patients throughout their care experience:

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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

5 Strategies to Drive Patient Retention in the Digital Age

Across industries, increasing customer retention rates by 5 percent increases profits anywhere between 25 to 95 percent. This may frame patient retention as an obvious way to increase profits, but in the current healthcare market, it’s much easier said than done.

Why? Patients have become discerning customers – they have plenty of healthcare options, and aren’t hesitant to shop around and compare healthcare networks on patient care, price, and overall experience. Furthermore, Millennial customers, who already outnumber the Baby Boomer generation, are more likely to proactively research cost information, medication coverage, and doctor quality ratings.

With the ever-changing healthcare landscape, marketers must put a focus on patient retention in order to achieve significant growth for your health system. Attracting new patients is beneficial, but keeping them within your healthcare network has the potential for greater ROI.

Let’s take a closer look at five strategies to drive patient retention in the digital age:

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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.