Choosing the Best CMS for Healthcare Consumer Engagement

The wrong CMS won't get the job done. This guide helps you find one that will

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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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How Healthcare Organizations Should Leverage the Power of Marketing Automation

Robin Snow

“Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “[It] allows for personalized communication on a massive scale.” While the idea of automating marketing initiatives is undeniably appealing, what does it involve in practical terms? Read More

What Is Marketing Automation and How Can You Leverage It at Your Healthcare Organization?

Robin Snow

// By Robin Snow // Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks. Higher-end marketing automation software provides marketing intelligence and advanced workflows that marketers can leverage to more efficiently and effectively communicate with targeted prospects and customers through multiple channels. Marketing automation is Read More

Precision Healthcare Marketing

Penn thumbnail logo

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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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Campaign Return On Investment and Attributions in Healthcare Marketing

Evariant White Paper Campaign ROI and Attribution 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.

Learn more or download now »

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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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Text Messaging Increases Satisfaction and Reduces No-Shows

Eskenazi Health in Indianapolis, Indiana is one of the largest safety net health systems in the U.S., providing care to nearly a million outpatient visitors a year. Some of its 38 multispecialty clinics were experiencing no-show rates for office visits of up to 40 percent. “One of our clinics, which you would think would have a Read More

B2C Marketing Predictions 2015

The results of an Economist Intelligence Unit survey, commissioned by Marketo, indicate that 99% of marketers plan to invest in marketing technologies in the next year. Here are other key findings: Impact on Revenue Of the B2C marketers surveyed, more than half (55%) feel that their marketing departments are regarded as little more than a Read More

Ask the Expert: Kathy Divis Says Healthcare Marketers Need to Catch Up

Kathy Divis, President, Greystone.Net

Kathy Divis, President of Greystone.net and presenter at the recent Healthcare Marketing and Physician Strategies Summit in Las Vegas, gave us a lot to think about in her presentation, “Five Digital Trends Healthcare Marketers Can No Longer Ignore.” Sharing her perspective on the current state of healthcare marketing, she says, “Healthcare is behind many other Read More

University of Pennsylvania Health System’s Digital Marketing Redesign Achieves Stellar Results

Penn thumbnail logo

Few would disagree that healthcare has lagged behind other industries in adoption of digital marketing strategies and technologies. Suzanne Sawyer, Chief Marketing Officer at Penn Medicine, the University of Pennsylvania Health System, made it her mission to change that in her own organization. “The discipline of marketing is changing and evolving,” says Sawyer. “We’ve been Read More

Precision Digital Marketing: Penn Medicine’s Journey of Innovation

Penn Medicine, the University of Pennsylvania Health System, has a long and venerable history. The School of Medicine was the first in the nation, and the Hospital of the University of Pennsylvania the first teaching hospital. In keeping with its legacy of innovation, Penn Medicine today continues to chart new territory, reaching new and existing Read More

Patient-Controlled EHRs: A Balancing Act between Privacy and Patient Safety

The cornerstones of healthcare transformation are patient engagement and coordinated care, facilitated by electronic health records (EHRs) that offer a comprehensive and shared view of patients. But who controls the information contained in EHRs—patients or providers? Patient privacy advocates believe patients should have control over who can access their EHRs, using the principles of Fair Read More

Trinity Health and Christus Health Drive ROI with CRM

In this article, we speak to marketers in charge of CRM and marketing automation at Trinity Health and Christus Health to explore how the systems have enabled more targeted content marketing campaigns and better tracking, decreased the cost of campaigns, and improved ROI.

CRM and Marketing Automation: A Tale of Two Strategies

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

Trinity Health plans to make all of its 87 hospitals accountable care organizations. As the system shifts from fee-for-service to fee-for-value and moves aggressively toward population health, marketing automation will be a key part of the strategy. “We’re going to pilot a marketing automation system at Saint Alphonsus,” said Sheree Esser, Trinity Health’s CRM Manager Read More

Robert Wood Johnson University Hospital Goes Native with Mobile Apps

When the program manager for the Executive Health program at the Robert Wood Johnson University Hospital (RWJUH) came to Andrew Quinn, Interactive Marketing Director, and asked him to put the program’s printable exercise guide up on the website, Quinn suggested a different approach, a mobile solution. “Everyone has smart phones these days, especially this particular Read More

Redesigned Intranet Connects Health Network’s Large Employee Population

By Lisa D. Ellis How can one health system communicate most effectively with thousands of employees who work in different locations and on different schedules? This was the challenge recently facing Scripps Health, an integrated nonprofit health network in the San Diego area that has more than 14,000 employees working at five hospitals, 28 clinics, Read More

Video Remote Interpreting Translates to Lower Costs and Improved Efficiency

Lisa Ellis

By Lisa D. Ellis The latest technological approaches are helping healthcare facilities do their job better—and more efficiently—than ever before, right down to the very last detail. In fact, that’s where Video Remote Interpreting (VRI) comes in, offering on-demand video interpretation services to facilitate accurate communication for patients who are hearing impaired or have language Read More

How Does Our Organization Move from Silos of Web Content to a System Approach?

Ben Dillon

Ask the Expert with Ben Dillon Health systems are complicated organizations, in large part due to constant mergers, acquisitions, and expansions. The challenge for marketers is to simplify this inherent complexity on the Web and provide consumers with a clear message. It’s been a natural choice for many health systems to create an array of Read More