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

3 Ways Value-Based Healthcare is Improving Patient Relationships

 

As the healthcare industry transitions toward this value-based care model, hospitals and health facilities are changing their approach to patient relationships. In this post, we’ll explore how value-based models improve patient relationships and transform the way consumers interact with their providers.

1. Improve Experiences Across the Care Journey

With more options and information available, consumers are taking an increasingly active role in their health and wellness. As a result, providers and organizations are expected to offer engaging experiences that go above and beyond the traditional Value = Care ÷ Cost equation.

To this end, hospitals and insurers are adopting a more patient-centric approach and creating points of contact beyond the clinical setting. The focus has shifted toward methods that identify a patient’s unique medical situation, treat existing health issues with the right solutions, maintain patient health, and prevent further complications.

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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.

Why the Traditional Hospital Call Center No Longer Does the Job

This post is the first in a series about transforming the traditional hospital call center to drive engagement, acquisition and retention, and revenue. In our next post, we’ll examine the engagement center, a model that has emerged in several leading health systems in response to trends in the market and greater consumerism around healthcare purchasing. In our final post, we’ll examine how one large academic institution is blazing the path to anywhere, anytime engagement, delivering powerful advances for patients, local populations, and its business results.

Hospital Call CenterToday, a strong patient-provider relationship is central to the strategic market shift to patient-centric care. This shift is a result of changing customer expectations and market fluctuations; healthcare consumers want better care and reduced costs. As a result, health systems now need to capitalize on every patient and consumer interaction—from fielding a first inquiry to actively supporting proactive health, ongoing care, and recovery—to successfully acquire and retain patients for life.

To achieve this, health systems need to speak with a unified voice and deliver consistent, positive experiences in every interaction, no matter how they communicate with patients and customers. As call centers handle around 68 percent of all consumer interactions, it’s vital that the hospital call center is set up to deliver these types of experience.

Unfortunately, traditional hospital call centers are not. Why? Let’s take a closer look at what these types of call centers are like:

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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

Drive Patient Engagement with Health & Wellness Marketing Campaigns

The prospect of starting a new year is inspiring; the new year often signifies a clean slate, and an opportunity to better oneself. This is no more apparent than in the most common resolution people make: to get healthy in the coming year.

With so many people vowing to improve their health around New Year’s, health systems can capitalize on the opportunity to engage patients and potential patients in a meaningful way. In order to drive patient engagement around New Year’s resolutions, marketing teams should strategically plan, execute, and measure digital health and wellness campaigns.

End-to-end campaign planning helps ensure the success of such “get healthy” marketing efforts— that they will reach the optimal consumers and encourage action effectively. Campaign planning involves defining audiences, selecting campaign types and deployment channels — think organic search, paid search, email, social, display, and more — and determining calls to action. 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

3 Patient Marketing Strategies to Improve Retention

Across industries, it costs five times as much to attract a new customer than to retain an existing one. The probability of selling to an existing customer is also 60 to 70 percent, compared to 5 to 20 percent for a new customer.

In the healthcare industry specifically, customer drop-off rates can be extremely high. In fact, the MGMA 2016 Practice Operations Report found specialties experience a median of 5-8 percent no-show rate. Another report found up to 20 percent of patients do not follow up on their doctor’s referrals to specialists.

If a patient ends up losing touch with the health system at some point along their care journey, the organization wastes acquisition costs and misses out on future revenue opportunities. A focus on patient retention can help cut costs and boost revenue by improving quality and longevity of patient relationships and word-of-mouth referrals.

This post examines three patient marketing strategies that can be used to improve retention.

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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