Tag Archives: healthcare marketers

Are you using CRM to boost returns on healthcare marketing investments?

CRM_Conference_Promo_Image

Corrigan Partners has teamed up with our colleagues from Greystone.Net to host a Healthcare MarTech workshop on CRM as an essential tool for healthcare marketing. The one and a half day program – Customer Relationship Management: Making the Most of Your CRM Investment – will be held September 29 & 30, 2015 at the Catalyst Ranch in Chicago, Illinois.

The Bottom Line is . . . CRM is Good for the Bottom Line

Customer Relationship Management (CRM) is a game-changing technology with the potential to transform healthcare marketing. With CRM you can more effectively focus marketing investments on the right customers, lower the expense of patient acquisition and retention, create loyal brand advocates and track return on investment. Yet, many healthcare organizations have struggled to make it work. This workshop is designed to address the decisions, capabilities and resources required to make CRM successful.

A Deep-Dive, Open Dialogue on CRM Successes and Lessons Learned

Whether you are thinking about purchasing a CRM system for the first time, want to select a new vendor, are muddled in the throes of implementation or aren’t getting the results you hoped for, this workshop is for you. Participants will engage in educational sessions, facilitated discussions and open dialogue on:

How do I craft a vision and strategy for CRM in my health system?
How do I pick the right CRM solution and vendor?
What changes will I have to make in the marketing department?
How can I ensure we’re getting the most out of our CRM system?
How do I get my CRM strategy back on track?
What can I learn about CRM from other industries?
And much more . . .

Workshop Faculty and Participants

Healthcare marketing executives from around the country will join the Corrigan Partners and Greystone.Net faculty to share their CRM journeys, providing insights into the trials and successes of their CRM programs.

Faculty

Participants will leave with information and tools to support CRM selection, build effective vendor relationships and optimize performance of their CRM systems.

Only a few seats left. Register Soon

In order to provide an intimate venue for open discussion and sharing of CRM expectations and experiences, space is limited to 30 health system (non-vendor) participants. Click here to learn more about the workshop, download the brochure and register to attend.

Social media and population health – a webinar for healthcare marketers

Notepad with words social media analytics on a wooden background

Most healthcare marketers understand social media as a valuable channel for marketing, but what they may not realize is the role it can play in population health management.

The Forum for Healthcare Strategists is hosting a webinar featuring strategies and case studies that leverage the latest Facebook marketing techniques to reach, engage and influence consumer health habits. Facebook for Accountable Care Marketing will be held on Thursday, October 22, 2015 from 11:30 am to 12:30 pm Central.

Matt Gove, chief consumer officer for Piedmont Healthcare in Atlanta, and Michael Sengbusch, senior vice president for product development at Influence Health, are the featured speakers, and I have the privilege of moderating the session. Matt and Michael will discuss:

  • Why Facebook works for accountable care marketing
  • How Piedmont Healthcare successfully used Facebook for preventative screenings – and how it outperformed all other channels
  • Tips on the latest Facebook marketing features

Webinar Details

Facebook for Accountable Care Marketing
Thursday, October 22, 2015
11:30 am to 12:30 pm Central

Speakers

speakers

 

Register Now

Because this is such an important topic for healthcare marketers, the Forum for Healthcare Strategists is offering complimentary registration to Forum members. So save the date, round up your team and tune in to learn more about the role of social media in accountable care marketing. Register here.

Last call for healthcare marketers

Last ChanceDo you have a healthcare marketing success story? Are you willing to share how your well your health system is doing when it comes to digital marketing? Here are two last chance opportunities for marketers to contribute to the growing body of knowledge about new and emerging practices in the healthcare marketing field.

But act fast! Tomorrow – September 11 – is the deadline for both.

Participate in a survey, then kick back at Starbucks.

My friends at Klein & Partners and Greystone.net are conducting a market research study on the state of digital marketing in healthcare. Healthcare marketers who take the 10 to 12 minute survey will receive a $10 Starbucks gift card. That’s enough for a Salted Caramel Mocha and a Pumpkin Spice Latte. Participants will also receive a report of the survey results.

Click here to take the survey.

Submit a proposal to speak at the Forum’s annual conference.

Last call to submit a speaker’s proposal for the 21st Annual Healthcare Marketing & Physician Strategies Summit, which will be held May 23 – 25, 2016 in Chicago. This meeting always attracts an impressive group of healthcare leaders seeking to learn, but also to share, innovations and best practices in marketing, strategy and physician relations.

You can learn more about the conference and submit your proposal online at the Forum for Healthcare Strategists website.

CRM is an essential tool for effective healthcare marketing

CRM_Conference_Promo_Image

I’m thrilled to announce that Corrigan Partners has teamed up with our colleagues from Greystone.Net to host a Healthcare MarTech workshop on CRM as an essential tool for healthcare marketing. The one and a half day program – Customer Relationship Management: Making the Most of Your CRM Investment – will be held September 29 & 30, 2015 at the Catalyst Ranch in Chicago, Illinois.

The Bottom Line is . . . CRM is Good for the Bottom Line

Customer Relationship Management (CRM) is a game-changing technology with the potential to transform healthcare marketing. With CRM you can more effectively focus marketing investments on the right customers, lower the expense of patient acquisition and retention, create loyal brand advocates and track return on investment. Yet, many healthcare organizations have struggled to make it work. This workshop is designed to address the decisions, capabilities and resources required to make CRM successful.

A Deep-Dive, Open Dialogue on CRM Successes and Lessons Learned

Whether you are thinking about purchasing a CRM system for the first time, want to select a new vendor, are muddled in the throes of implementation or aren’t getting the results you hoped for, this workshop is for you. Participants will engage in educational sessions, facilitated discussions and open dialogue on:

  • How do I craft a vision and strategy for CRM in my health system?
  • How do I pick the right CRM solution and vendor?
  • What changes will I have to make in the marketing department?
  • How can I ensure we’re getting the most out of our CRM system?
  • How do I get my CRM strategy back on track?
  • What can I learn about CRM from other industries?
  • And much more . . .

Workshop Faculty and Participants

Healthcare marketing executives from around the country will join the Corrigan Partners and Greystone.Net faculty to share their CRM journeys, providing insights into the trials and successes of their CRM programs. Learn from marketers at Ochsner Clinic, Orlando Health, Meridian Health System and others.

Participants will leave with information and tools to support CRM selection, build effective vendor relationships and optimize performance of their CRM systems.

Space is Limited. Register Soon

In order to provide an intimate venue for open discussion and sharing of CRM expectations and experiences, space will be limited to 30 health system (non-vendor) participants. Registration fees are $795 before and $895 after July 15, 2015. Rooms have been reserved at the Crowne Plaza Chicago Metro (group rate $214/night).

Click here to learn more about the workshop, download the brochure and register to attend. 

Five ways to rock healthcare marketing in 2015

Marketers rockMore than ever, healthcare marketing executives are being held to a higher standard of accountability for return on marketing investments. The basis for competition in healthcare is changing and health systems are racing to put in place the services, capabilities and structures to be successful in the new value-driven world.

This sweeping change requires a shift in thinking for marketers, a blueprint to transform healthcare marketing operations, strategies to forge critical allies across the health system, and capabilities to demonstrate ROI.  So, let’s make 2015 the year we disrupt our healthcare marketing past and fully embrace the new.

Where to start?

  1. Welcome the science of healthcare marketing. Make this the year to build a robust marketing information technology center. Optimize investments in CRM, call center, digital and search marketing by hiring the smartest marketing analytics minds you can afford and setting them loose to aggregate, integrate, interpret and share customer data.  Use that information to drive real-time decisions about customer, product, promotion, pricing and channel strategies.
  2. Add consumer pricing to the marketing mix. High deductibles, tiered networks, individual health-fund management of health savings accounts (HSAs), and a growing number of retail health options are giving consumers more incentives to shop price. And they want straight answers about the cost of services (when consumers say cost, they mean price).  Marketers must help bring about a shift in thinking from pricing merely as a means to recover costs to pricing as a strategy to establish value. Competitive pricing will require greater-than-ever alignment of customer, product, channel, marketing and service delivery decisions.
  3. Do a radical makeover of the marketing department. If the marketing team is still organized, staffed and resourced to primarily promote things, then run, not walk, to the nearest whiteboard and start mapping out a new future.  Business creativity – not advertising creativity – is the key to delivering profitable growth over the long haul.  Restructure the marketing department to drive the health system’s growth strategy, and build the capabilities and skills to develop markets, launch new products, create valued customers and drive innovations in service delivery.
  4. Build a mutually-accountable partnership with operations. Marketing expenditures that generate consumer demand are wasted when prospects are lost because there is no mechanism to convert them into actual customers – or retain them as loyal customers. When it comes to marketing ROI, it takes a village. Marketing, clinical operations, physicians, nursing, purchasing, IT, finance, human resources and others must work together and be mutually-accountable for results. Stop investing marketing dollars on programs that have service delivery problems, but do come to the table as a willing partner to help solve those problems.
  5. Make customer experience a strategic priority.  Leverage every available research finding, case study and soapbox opportunity to help executives, service line administrators, doctors and others gain a deeper understanding of what it means to be consumer-centered and what it will take to deliver a valued experience.  Customer experience is not about HCAHPS scores.  It’s about building brand loyalty through innovative products, services and personal experiences that make customers feel appreciated and willing to be your best brand advocates.

The healthcare world is changing whether we like it or not. How we embrace or resist the change will determine our fate. A bold vision, big ideas and a plan to transform the way we do marketing offer a far better chance for success.

What Americans have to say about healthcare

Survey FindingsPerspectives, expectations and insights for healthcare marketers. 

Want to know what the average American thinks about your tax exempt status? How they’re using online ratings to choose doctors and hospitals?  The importance of smart phones and mobile apps for managing health?

Join Rob Klein, Founder & CEO, Klein & Partners; William (Bill) R. Gombeski, Jr., Director of Strategic Marketing, UK HealthCare; and me at 11:30 am CST on a January 22, 2015 webinar for an examination of key consumer perspectives revealed through Klein & Partners’ latest “kitchen sink” research.  The survey asks Americans a variety of questions about different healthcare topics – from their opinions about the Affordable Care Act to use of retail health clinics.  We’ll talk about the findings and explore the implications for healthcare marketers.

The webinar is sponsored by the Forum for Healthcare Strategists.  There is no charge for Forum members; others pay $125.

Register here.

A lively healthcare marketing discussion in New York City

What a treat it was this past week to join the smart folks from National Research Corporation and their super smart healthcare marketing clients at NRC’s Market Insights Fall Consumer Collaborative in New York City.  We spent two days delving into healthcare research findings, exploring changes in the healthcare industry and brainstorming ideas to advance marketing practices.

I had the opportunity to lead a discussion on Customer Decision Journey Mapping – a method to help healthcare marketers discover the touch points or “moments of truth” that most influence consumer decisions to select, use and advocate for healthcare services, providers and brands.  By gaining deep insights into how consumers learn about, seek and evaluate healthcare providers – and how they judge the experience – marketers can better focus marketing investments on activities that convert seekers to brand loyal customers.

The slides from that session are embedded at the end of this post.

On a side note, I thoroughly enjoyed seeing the new One World Trade Center from my room on the 32nd floor of the conference hotel.  What an impressive building!