Joe Healthcare Marketer, You Are Cordially Invited to the C-Suite
// By Jane Weber Brubaker //
In a March 2016 article, “Gentlemen, Start Your Engines! Lehigh Valley Health Network Revs It Up with Integrated CRM/PRM Strategy,” we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future.
It’s been 18 months, and we wanted to find out how it’s going. The short answer is, it’s going well, and the C-suite is fully on board. “The biggest accelerator of our success has been the buy-in of executive leadership,” says Dan Lavelle, marketing administrator. Through the CRM tool and “C-suite dashboard,” the leadership team has gotten a taste of marketing analytics and verifiable results. With this information, executive leadership can correlate marketing’s performance with other growth metrics, and can help marketing prioritize campaigns that yield the highest return.
The health system has launched 30 campaigns through the CRM so far, and each campaign generates new learnings that help improve results for the next. “Lehigh Valley Health Network has come out of the gate faster than any existing Evariant client,” says Gary Druckenmiller, vice president, marketing practice lead.
In this article, we’ll learn how LVHN is achieving impressive conversion rates, reducing its cost per acquisition, and generating an ROI that more than justifies ongoing investment.
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