The Multiplier Effect of Digital Marketing

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Digital Marketing is changing at breakneck speed, but hospital marketers who combine three emerging technologies will gain outsized results, especially in a highly competitive market.

While retailers have long been able to implement advanced digital marketing techniques, technical and legal restrictions have hampered hospital marketers from gaining the actionable insights that are more readily available in traditional industries.

Marketers know that understanding the patient journey is important. However, activating insights requires synthesizing data across multiple touch points and driving consumers to optimal movement through different pathways.

The Good News? Hospitals Are No Longer Stuck

MedTouch combines three emerging disciplines that, when programmatically coordinated together, radically change the landscape for healthcare marketers:

• Building combinations of data-driven ads at massive scale
• Leveraging hyper-locality to match consumers to your digital geography
• Using predictive attribution to determine appointment behavior

When combined, these techniques become the Multiplier Effect, compounding their value and reinforcing their benefits at a dramatic new scale.

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Capturing Tomorrow’s Patient Today

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The healthcare landscape continues to evolve but the importance of the patient remains constant.

As new technology emerges, consumer behavior changes. Patients are no exception. To provide your patients with the best care you need to go beyond what your Electronic Health Record or Patient Portal can provide. There is a valuable opportunity to aid them in their health and wellness goals, and therefore develop strong and long lasting relationships. To do so, you must understand them and address their digital patient experience as part of their overall patient experience.

Based on a new survey of patients and caregivers, this report will help you:

• Understand what the digital patient experience is and how it varies based on age.
• Identify areas for improvement in your patient’s digital experience, specifically in the key 18 – 44 audience.
• Address the PHI concerns for your organization and your patients.
• Demonstrate to senior leadership how the digital touchpoints that are part of the patient experience are a way to develop lifelong relationships with them.

Data for this report was collected via an online survey of more than 1,100 patients who accessed healthcare for themselves or someone else within the past 12 months, with most accessing healthcare within the month prior to the survey.

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Healthcare CRM: the Definitive Guide

Download this eBook and get the answers to all your questions on healthcare CRM and more, including:

• What is Healthcare CRM and how can it help my organization?
• Why is CRM so hot right now?
• How does CRM fit in directly with the rest of my martech stack?
• What are the common and advanced features of CRM tools?
• How do I build a business case and convince internal stakeholders to act?
• What does the future of CRM look like?

We’ve also included worksheets that you can use to figure out whether your organization is ready for CRM and how it will help you increase your revenue and attain high priority business goals.

The silos that once bound clinical and behavioral data up to this point — EHRs, lab data, content management systems, and the like — can now largely be eliminated with a variety of integration techniques, most notably using standards-based application programming interfaces (APIs). With APIs, you can feed disparate data sources into a single centralized platform, which, for the purposes of healthcare marketing, means a CRM. There, clinical and behavioral data is meshed with consumer marketing data, crucially enabling organizations to engage with consumers in a more refined, relevant, and personalized way.

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4 Models for a Consumer-Centric Hospital Website

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Before redesigning your hospital website in 2018, consider these 4 models.

Hospital websites have traditionally been structured as static brochureware — featuring limited functionality and transactional capabilities. But with healthcare consumerism in full swing, the new standard for hospital website redesign is inspired by best practices from leading B2B and B2C brands that treat their sites as living, breathing experiences.

In this eBook, you’ll learn about four modern and practical models for a more consumer-centric hospital website that also delivers measurable ROI for your C-suite. Explore how you can:

• Create a scalable platform for integrated service line marketing programs
• Weave inbound and content marketing strategies throughout your site
• Deliver a more personalized web experience with the help of your EHR
• Manage important internal cultural shifts as you embark on a redesign

You’ll also get a behind-the-scenes look at one redesign that earned recognition from the eHealthcare Leadership Awards for its Google-inspired search.

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Definitive Guide to Healthcare CMS

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Download this guide and get the answers to all your questions and more including:

• Does my organization need a new healthcare website and content management system (CMS) solution?
• What deployment model is right for us?
• How do changing consumer behaviors impact our selection?
• What common and advanced features should a contemporary healthcare CMS include?
• What steps should we take to select the right CMS for our needs?
• How do we build a business case and convince internal stakeholders to act?
• How does my organization advance its personalization strategy?
• How do we measure CMS success?
• What does the future of healthcare CMS look like?

We’ve also included tactical tips and a worksheet to walk you through the process of selecting a CMS and implementing a new hospital website (or websites), including creating a shared vision and roadmap for overall organizational success.

Website strategy today means figuring out how to meet consumer expectations and deliver value to drive engagement, loyalty, and more. If your progress against rising healthcare consumer expectations is painfully slow, it might be time to move away from your legacy web content management system to a web solution with the feature sets, architecture, deployment model, and cost structure that can speed up your digital transformation efforts.

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2018 Healthcare Digital Marketing Trends Survey

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For the second year in a row, Geonetric and eHealthcare Strategy & Trends collaborated to deliver the largest, most comprehensive look at the digital evolution of healthcare organizations available. In this groundbreaking survey, we heard from 249 healthcare provider organizations and 47 of your agency and vendor partners.

Our goal in delivering this report is to offer not only basic data to benchmark your organization, but also to deliver insights that will help you plan for the future of your digital operations. That’s why you’ll find a few unique elements in this report you won’t find anywhere else

• LeaderAverageLaggard Analysis
  It’s not enough to look at the average of all organizations to understand what you need to do to succeed. With our distinct benchmarking method that allows organizations to self-report where they are outperforming or underperforming, you’ll see how leading organizations plan, budget, and execute differently from their counterparts.
• Comparing the provider and vendor perspectives
  Perspectives from your industry peers are important, but we also find that the vendors and agencies that work with you may have a broader, and often different, understanding into what’s most important to your digital success.
• Ample insight
  Answer summaries to individual questions are always interesting, but the deeper revelations are often found at the intersection between different questions. That’s why you’ll find interesting insights when the questions are crossed. For example, when analyzing budget and team sizes relative to the number of beds or looking at the relationship between the forecasts for both overall marketing budgets and digital marketing budgets.

What insights await you in the report?

You’ll have to read this report to find out, but here’s a sampling of some of the interesting trends we’re noticing

• Content is hard, but also maybe the single most critical thing to digital success.
• Hospitals want patients — that’s why they invest in digital marketing — but what’s less clear is if they’re finding success at getting those patients.
• New challenges are emerging in the area of operational integration and digital strategy.
• The new hot jobs in healthcare digital marketing are in content development, customer relationship management (CRM), social media, and marketing automation.
• Marketing investment continues to shift from traditional media to digital.
• The website redesign cycle has been slow in recent years (4-5 year cycle), but there’s a huge wave of redesigns planned and underway right now.
• Web personalization is difficult to execute and continues to be more hype than game changing.

As you plan for 2018 and beyond, this guide will not only help you benchmark where you stand today but also better plan for future initiatives. We’re excited to see what other insights you uncover as you review this report and use the data to make informed decisions at your organization.

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4 Key CRM Best Practices

Maximize Your Healthcare Organization’s Success with CRM

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It is no longer enough for health system marketers to focus on the needs of their current patient base; now you must provide access and services to engage new consumers where they are searching for healthcare online. With concern for population health in mind, the best healthcare marketers use data to predict consumers’ health needs and send targeted campaigns to deliver timely, relevant information.

To achieve all of this, hospital marketers need a powerful tool in their arsenal: a sophisticated customer relationship management (CRM) platform. Far more than just a way to record consumer contact information, a modern CRM solution acts as a database and interface that helps the marketer aggregate and draw on detailed demographic, psychographic, and behavioral data. Using CRM, marketers can glean valuable insights, develop viable strategies, and deploy effective campaigns to attract more patients.

Download this free guide and gain a deeper understanding of key practices and elements of healthcare CRM and how they can help your healthcare organization:

• predictive modeling
• personas and patient pathways
• personalization
• attribution

 
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Choosing a Winning Online Scheduling Tool

Key Considerations for Health System Executives

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Speed and convenience. This is the mantra of today’s tech-savvy consumers, who want instant access to information that can inform their decision-making, as well as a convenient way to follow through with an online appointment or purchase.

In the healthcare industry, more than 60% of patients say they would switch physicians to get an appointment quickly, and, more importantly, 40% of patients would switch physicians for online access to appointments.

Unfortunately, healthcare systems have struggled to keep pace with consumer expectations. System complexity, information silos, a delay in technology adoption, and physician resistance have all stood in the way of giving patients what they really want: the ability to schedule healthcare appointments online.

The healthcare systems that can capitalize on this growing market opportunity will reap critical advantages in patient satisfaction and long-term loyalty.

This brand-new guide will help healthcare system executives understand the choices available and key considerations in implementing an online scheduling tool.

 
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Creating a Model Online Presence

How health systems can translate their physical access approach into digital catchment strategies

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All health system leaders must define how to build and maintain a footprint that effectively serves their organization’s identified communities and populations.

This is the core of a catchment strategy: determining the mechanisms used to “catch” patients. Health systems have historically split their catchment efforts between two primary categories: physical clinical care sites and marketing strategies that drive awareness of the system and generate traffic to their facilities.

As the modern consumer is turning more to digital solutions to meet their healthcare needs, strategies for driving awareness and traffic require not only a well-established physical footprint, but also a diversified online presence. Creating an optimal digital footprint offers a unique opportunity to increase access, inform resource deployment, and ultimately, drive patient volume and growth.

 
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Bringing the Amazon Experience to Healthcare

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Applying Retail Best Practices to Healthcare Marketing

The age of healthcare consumer experience is here to stay, but understanding what that means and how to translate traditional retail customer experience tactics to healthcare can be confusing. This ebook gives you concrete tips and strategies for bringing that Amazon-like experience to healthcare marketing.

This guide examines how Amazon accomplishes great customer experience management through a mobile first strategy, data-based user experience design, conversion optimization, and personalization then shows you where you can apply these same principles to your own website, provider profiles, and more.

 
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Choosing the CRM that’s Right for You

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If you’re ready to put your healthcare organization at the forefront of the industry, it’s time to invest in a CRM solution.

As consumers become savvier healthcare shoppers, hospital marketers need technology that can help them target and engage those potential patients. Your health system should invest in a robust CRM platform that allows you to collect data about consumers in your market, store it all in one place, and use it to develop personalized campaigns and strategies.

“Choosing the CRM That’s Right for You” explores what CRM is, the benefits of using a dedicated healthcare CRM solution, and tips for choosing and implementing a new CRM system. Produced by Healthgrades, this buyer’s guide shows you how a CRM platform can help you:

• Understand and engage consumers at the individual level
• Develop data-driven strategies
• Get the most from your people and resources
• Prove the effectiveness of your marketing department

 
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Healthcare Digital Marketing Toolkit

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You don’t have to be a super hero to achieve healthcare digital marketing success, but it helps!

With all the competing channels and goals you juggle, finding measurable return on your marketing investments can be tough. Are you building on a solid foundation? Or do you need a few more tools in your belt to really reach great heights?

The new Digital Marketing Toolkit from Influence Health offers tips, templates, and a winning strategy to help you:

• Evaluate all your current digital marketing assets
• Define your consumer personas and map their unique journeys
• Create a solid strategy
• Set realistic and measurable goals
• Calculate return on investment
• Stay flexible and adaptable
• Convince your executives to support your mission

 
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Healthcare Consumer Experience In 2017

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A Practical Guide for Healthcare Executives, Marketers, Clinicians, IT Professionals

It’s time to come together.

Today’s patient engagement is consumer engagement. And when you create a superior digital consumer experience in healthcare, you drive everything from brand awareness to patient acquisition to consumer engagement to loyalty. But understanding how to accomplish this with healthcare technology across channels and with different stakeholders across your organization can be challenging.

This guide covers everything from healthcare CRM to hospital websites to social media to patient portals to cutting-edge consumer experience tools with a strategy for getting healthcare executives, marketers, clinicians, and IT professionals all on the same page. We’ve presented a road map for better healthcare consumer experiences.

 
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Choosing the Best CMS for Healthcare Consumer Engagement

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In today’s healthcare marketing landscape, you face a variety of challenges and competing priorities. Engaging consumers digitally is a top CEO priority, but only 26% of organizations feel “completely ready” to execute digital strategies. Meanwhile, CIOs prioritize preparing for and dealing with internet security, which affects your marketing team’s speed and flexibility in digital engagement.

Because of these complex demands, finding a CMS that satisfies everyone can be overwhelming.

Read Influence Health’s latest white paper, Choosing the Best CMS for Healthcare, now to learn how the right CMS can help you:

• Create, edit, and publish content without heavy IT involvement
• Easily personalize content with rich data insights
• Track progress and effectiveness in real-time
• Uphold security and scale efforts with cloud-based structure
• Get Marketing and IT departments on the same page

 
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Online Reputation Management Success Kit for Healthcare Providers

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Do you know what patients are saying about your healthcare organization online? If not, it’s time to find out. Neglect your online reputation and you will lose new admissions.

Online reviews have reshaped how healthcare providers are found, so it’s critical to understand how positive reviews attract potential patients, how negative ones drive them away, and what you can do to turn satisfied patients into online advocates.

This guide will give you the fundamentals of Online Reputation Management, to help you:

• Earn more positive reviews
• Raise your search ranking
• Improve patient experience

 
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5 Steps to 5 Stars: How to Get Great Online Patient Reviews

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Nearly 77% of healthcare seekers begin their search for a provider using a search engine.

Your online reputation matters. Whether you ask for feedback or not, patients share their experience online—and their reviews heavily influence whether prospective patients choose you or a competitor.

If your healthcare organization’s reviews don’t match the quality of care you provide, you’re losing new admissions and walk-ins.

In fact, according to the Harvard Business Review, a difference of one “star” in the average rating can lead to a 5-9% difference in revenue.

As a marketing professional, one of the most important things you can do for your organization’s reputation is develop an online review generation and monitoring program.

Download this white paper to get 5 insider tips to develop a systematic approach with the power to:

• Improve awareness in search, and how you look on social media and third-party review sites
   
• Enhance patient experience and satisfaction
   
• Grow admissions and revenue

 
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Campaign Return On Investment and Attributions in Healthcare Marketing

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Turn your marketing organization into a revenue and profit center by targeting profitable patients, consumers and providers with effective outreach programs.

Evariant has developed capabilities and an approach in its industry-leading CRM platform to plan, measure and attribute Return on Investment in your overall healthcare business and service line(s).

This paper explains how ROI can be incorporated into campaign activities—with or without the Evariant platform.

You’ll get a number of general marketing definitions as well as healthcare specific terms and concepts that will help clarify your organization’s marketing measurement—and help improve your campaigns.

 
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Improve the Measurement of Your Digital Healthcare Marketing Campaigns

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Do your healthcare marketing metrics help you make the most of your digital marketing budget?

As healthcare marketers how do we know what to count? Are we counting things purely because they are countable? Are we on a quest to count metrics that are beyond our control or out of reach?

Are we making choices based on metrics that really have no effect on healthcare decisions? Are we counting metrics that are only relevant in other industries?

In this white paper published by Influence Health, you’ll get an incredibly thorough and practical framework on how to measure your healthcare marketing campaigns.

 
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Online Physician Promotion for the Healthcare Marketer

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This comprehensive eBook published by Geonetric has everything you to need to create an effective physician promotion strategy. You’ll gain powerful, research-based insights into how patients choose physicians, ensuring you’re providing the information that actually impacts patient acquisition.

You’ll also discover how criteria like conditions, accepting new patients and proximity factor into qualifying physicians, and how likability, expertise and convenience influence the evaluation process. With that foundation in place, you’ll then move to tactics you can promote right away.

You’ll learn how to:

• Use SEO, content marketing and social media to drive qualified visitors to your online provider directory
• Create online physician profiles that connect with site visitors, humanize your doctors and drive conversions
• Use physician ratings to demonstrate skill and expertise

 
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