Compelling Statistics to Guide Your Hospital Marketing Budget in 2020

The hospital marketing landscape is now more fractured than ever before. While healthcare costs are skyrocketing, reimbursements have dropped in recent years. With tighter marketing budgets overall, traditional and digital channels compete for hospital marketing dollars at every turn. Yet in reality, marketing is a central driver of hospital revenue – therefore, hospital marketing teams must modernize their strategy to integrate a broad range of tactics and channels to more effectively reach today’s busy, distracted consumers.  

According to a recent survey, healthcare marketers consider themselves behind the curve in terms of digital marketing proficiency in comparison to other industries such as banking and e-commerce retailers. Nonetheless, healthcare systems have begun diversifying their digital marketing tactics:

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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

Five Considerations for Marketers During Fiscal Year Planning

group of businesspeople discussing the charts and graphs,businessmen discussing on stockmarket document in office,business partners consult documents at meeting,concept of brainstorm teamwork planningHistorically, marketing’s role in healthcare fiscal planning is reactive – the team gets a budget and proposed goals from upper management, and then must devise a tactical approach to meet those goals. The marketing team rarely has a role in proposing goals based on voice of the customer and consumer market behaviors.

But the industry is changing. A data and consumer-driven marketing strategy plays a critical role when hospitals are competing on price and convenience against brands like CVS, Walgreens and other disruptive players.  

Instead of sitting idly by during FY planning, marketers must take a more proactive approach. In the months leading up to the actual planning meeting, the team can establish leadership buy-in, identify high-value market opportunities, and start working on end-to-end consumer marketing strategies and not just a tactical hodgepodge of paid and earned media.

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Dan Lavelle

Dan Lavelle

Dan Lavelle is the VP of Healthcare Marketing at Evariant. In his role, Dan oversees planning, strategy and execution of multi-channel campaign center offerings for Evariant clients. Prior to Evariant, Dan was the Senior Director of Marketing for Lehigh Valley Health Network. Under Dan’s leadership, the marketing department made the shift from cost center to investment center, driving double digit ROI, and improved payor mix from a comprehensive precision marketing strategy. He has over ten years of healthcare marketing experience ranging from brand management to digital marketing and marketing technology.
Dan Lavelle
Dan Lavelle

Latest posts by Dan Lavelle (see all)

6 Steps to Create an Effective Display Ad Strategy

While a well-rounded healthcare marketing strategy includes multiple tactics and channels, paid advertising is one of the most direct pathways to your desired consumer. Display advertising, one of the two main subsets within the domain of paid advertising (the other being paid search advertising), is often considered the more “passive” of the two.  

Paid search ads appear at the top or bottom of search engine results pages; display ads, on the other hand, may appear either at the top of the page (known as a banner) or off to one side. Consumers may encounter these ads on any number of websites – and not just healthcare-specific sites. Someone could be idly browsing the news on nytimes.com and come across your organization’s advertisement. Even if they don’t consciously notice it, display ads provide a subtle message that gradually makes its way into the consumer’s mind. 

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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

5 Game-Changing Hospital Marketing Trends to Watch in 2020 and Beyond

hospital marketingNothing has spurred more change in the healthcare industry than the recent transition to a value-based model for patient care. As explained by Michael Porter in his well-known article for the New England Journal of Medicine, value is dependent on “results, not inputs” in this new mode of healthcare: It is “measured by the outcomes achieved, not the volume of services delivered, and shifting focus from volume to value is a central challenge.” 

What this means is that healthcare organizations must entirely restructure their approach to success. While cost-consciousness will always be important, an organization’s ability to provide consistently positive patient outcomes ought to be the number one priority. In turn, marketing teams should dedicate time to refreshing hospital branding and messaging so that it focuses less on quantity of available services and more on long-term patient care outcomes.  

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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

6 Failproof Strategies to Drive Healthcare Digital Marketing Success

Digital Marketing in HealthcareThe healthcare industry is progressive in many ways, but marketing strategies tend to lag behind other consumer-centric industries. Why? With closely monitored HIPPA regulations, and the FDA constraining marketing efforts, it’s difficult for healthcare organizations to keep up with other industries’ marketing innovations. Additionally, marketing strategy is not the priority in healthcare —  patient care is (and rightfully so).

That being said, a recent study found that 77% of patients perform online research prior to booking an appointment. Even more profound, another study by the Pew Internet & American Life project found that 93 million Americans (approximately 80% of Internet users) have searched for a health-related topic online. 

It has become clear that consumers and patients are taking advantage of online resources both during initial research and ongoing care – thus, it is increasingly important that organizations take advantage of digital marketing to boost patient engagement and, ultimately, care outcomes.

First, let’s take a step back to discuss how healthcare marketing has evolved: More

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