Webinars on Demand

Precision Healthcare Marketing

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How to Improve Patient Engagement, Revenue, and Profitability—Lessons from Penn Medicine’s Transformation to Data-Driven Digital Marketing

Originally presented September 3, 2015.
Your Presenters:

  • Suzanne Sawyer, Chief Marketing Officer, Penn Medicine
  • Rob Grant, Co-Founder and Executive Vice President, Evariant

Members can watch this on-demand webinar below. (Not a member yet? Start your trial membership and watch now.)

In this webinar, which was originally presented on Sept. 3, 2015, Suzanne Sawyer, then Chief Marketing Officer of Penn Medicine (now Vice President, Portfolio Marketing at IBM Watson Health, and member of the eHealthcare Strategy & Trends Editorial Advisory Board), shares lessons learned from transforming her organization from traditional marketing to digital and data-driven methods, and how this four-year journey helped Penn Medicine reach new patients and better engage with its current ones. We guarantee you’ll gain insight that will help your own organization make its marketing more targeted, more accountable, and more profitable.

Suzanne and her team successfully implemented a technology platform that supports more targeted marketing and communications with patients, consumers, and referring physicians. They created a robust digital marketing program that is trackable, highly targeted, and very effective.

Penn chose Evariant as its CRM provider. Over the past four years, they’ve collaborated on 100 digital campaigns that have generated more than 20,000 digital leads, 38% of which have converted to patients. You’ll get the inside scoop on their approach, from platform implementation, data integration, and staffing, to campaign deployment, analytics, and a reliable ROI. Find out how their continuous learning approach to digital marketing has improved results (and how yours can, too!)

You’ll learn:

  • How—and why—Penn Medicine transformed its marketing function to be more digitally focused and data driven.
  • The results of Penn Medicine’s 100 digital campaigns, and how to use what its marketers learned to transform your organization’s marketing success.
  • The most effective marketing communications strategies for increasing cross selling/upselling to patients and other consumers.
  • What the Penn marketing team analyzed—and the value of using those analytics—to better manage and assess campaigns.
  • Practical tips that will help you find the right CRM solution for your organization.
  • How to build a marketing technology platform that supports targeted marketing and better communication with patients, consumers, and referring physicians.
  • How to get good results using Penn’s continuous learning approach to digital marketing.

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Online Reputation in Healthcare [Webinar]

Online Reputation in Healthcare Webinar Recording

// Sponsored Post //

How to Improve Online Visibility and Ratings to Attract More Patients

An eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists

Sponsored by Reputation.com

Your Presenters:

  • Pascal Bensoussan, Chief Product Officer, Reputation.com
  • Steve Conlee, Marketing Consultant, American Family Care

Nearly every consumer decision starts with an online search—and there is no more important consumer decision than healthcare. In fact, nearly 80 percent of patients begin their search for a healthcare system online.

For better or worse, your reputation is prominently displayed across the digital realm for all to see. Star ratings and reviews play a critical role in how patients evaluate your organization, your practitioners and your standard of care.

It’s time to bring your online reputation in line with the standard of care you really provide. Whether you’re looking to grow a practice or drive new patients and referrals into a major hospital system, a well-managed online reputation is critical to your success.

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Create a Site That Engages and Converts

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How To Master the Replatforming Process at Your Organization

Your Presenters:

You’ll learn:

  • How to successfully master your website replatforming project and the accompanying change management challenges
  • The importance of identifying goals for your new website that are both realistic and relevant
  • Keys to identifying the “mission critical” tasks that need to be tackled first—and what can wait until Phase 2
  • What to do if the scope of the work reaches beyond what your existing marketing/digital teams can manage
  • How to measure ROI for data-driven insight
  • Strategies for getting all key stakeholders on the same page and working in tandem
  • Why your new website must align with your overarching marketing and digital strategy, and how to ensure this happens
  • How to create a replicable roadmap for success that can be adapted and re-used for other digital projects, website initiatives, and technology implementations at your organization
  • A real-life success story: How SCL Health replatformed its website and achieved big increases in site traffic (up 75%), organic traffic (up 20%), and total new users (up 68%)
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The Value of Healthcare Transparency

Emily Kagan Trenchard and Chris Boyer

// Sponsored Post //

Using Digital to Drive Transparency and Embrace Consumerism in Healthcare

Your Presenters:

You’ll hear:

  • Strategies to improve your organization’s transparency and how that will impact your hospital.
  • How North Shore-LIJ (Northwell Health) built a sustainable roadmap that will help them grow and innovate as the market evolves.
  • Best practices for developing integrated digital solutions for increased transparency.
  • How to use your digital presence to support patient access and improve your patients’ experience.
  • Quality-of-care advances that can result from a commitment to transparency.
  • How increased transparency can significantly improve your facility’s CAPS scores measuring patients’ perceptions of their experiences.
  • How increased transparency can improve the results of your marketing and communications efforts.
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