Why Marketers Should Take a Closer Look at the Patient Journey

When a person falls ill or needs medical attention, he or she goes to visit a doctor. Right? 

Most of the time. But the reality is that, in today’s world, not all consumers prioritize healthcare. Other demands come first: jobs, children, aging parents and grandparents, mortgages, loans, the cost of putting food on the table. Plus, “Doctor Google” opens up a world of home remedies and not-so-accurate diagnostic tools, prompting many to try to take matters into their own hands. 

A study conducted in 2018 found that 44 percent of Americans don’t regularly visit their primary care physician for financial reasons. A different study by the Kaiser Family Foundation found that nearly one in four women (23 percent) have delayed or put off a doctor’s appointment simply because they could not find the time. 

Health systems can’t control every factor influencing this new wave of consumer behavior. What they can influence, however, are the experiences they create for patients – from the very first touchpoint. This is why nimble healthcare marketing teams pay close attention to patient journey maps
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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

Beyond Engagement: How to Create Harmonic Patient Experiences

With customers and patients interacting with a growing number of channels throughout the course of their day, hospitals can no longer afford to take a simplified approach to marketing.

They must strive to connect with patients across many different channels and deliver unified, seamless messaging. Historically, health systems have studied the strategies of successful retailers to enact powerful patient engagement campaigns.

Today, there’s a new trend on the rise: ‘Harmonic Retail,’ or the harmonic customer experience. This concept, trademarked by Harbor Retail, expands upon integrated customer engagement methods by reimagining marketing channels as an orchestra conducted by the customer. Instead of creating campaigns that simply combine online and offline experiences, a harmonic retailer continuously keeps a pulse on a customer’s activity across every channel. Retailers leverage these insights to craft personalized, reactive advertisements that are informed by previous customer interactions, enriching the customer journey and creating a living, harmonized brand expression that’s tailored to the customer. When I was with Swiss Army and Timex I played a heavy hand in retail and e-tail operations, bringing these approaches to life.
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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

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

3 Benefits of a Patient Communication Strategy

In today’s digital world, patients want information and they want it fast. Studies show the average visitor leaves a website in just 15 seconds, making it critical to capture their attention immediately or risk losing them to another site.

It’s even more important for healthcare providers to win over a patient’s attention. It isn’t just a matter of piquing a consumer’s interest long enough to get them to read an article in full. With 77% of all health inquiries beginning with a search engine, and one in 20 searches on Google relating to health information, health systems need to prominently position themselves to win a consumer’s attention.03 - 10

With so many patients searching health-related topics, care providers have a right and a responsibility to provide accurate, precise, and timely information. Effective communication that gives patients the information they need goes a long way in improving patient engagement and building loyalty.

Building a patient communication strategy takes time and effort, but when done properly, is extremely beneficial to healthcare providers. Let’s take a look.

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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

Understanding and Improving Quality of Care in Healthcare

Patient Engagement in HealthcareQuality of care in healthcare is important: It’s something just about anyone in the United States – and around the globe – can safely agree on. Poor quality healthcare has dire consequences on a patient’s life; much more so than, for instance, a poor quality retail experience. A shoddy pair of sneakers isn’t a matter of life or death. 

As such, there is a strong collective interest in making sure that health systems function as effectively as possible. 

In recent years, the healthcare landscape has begun to shift toward a value-based care model, placing greater emphasis on holistic approaches to care and improving patient outcomes at a lower cost. In order to accomplish this, healthcare organizations must ensure they are both regularly measuring quality of care as well as maintaining efforts to proactively engage patients and physicians within the healthcare network.

Organizations that provide optimal quality of care see similarly strong rates of patient engagement: The link between these two factors is significant, implying that quality of care does not begin or end with the in-person physician interaction. Instead, providing a high quality of care means maintaining engagement with patients, physicians, and communities throughout the entire care continuum. 

In this post, we explore what quality of care really means within the healthcare context, why it’s so important, and a few ways in which hospitals and health systems can optimize quality of care for improved patient outcomes.

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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