Healthcare
Marketing Hacks –

An Insider’s Guide

Getting patients back in the door and driving measurable revenue requires a new post-pandemic strategy. To help, we asked our seasoned team of health system and hospital marketing experts what’s working now to overcome some of today’s most pressing challenges.

Use this interactive guide to discover our marketing hacks for improving your campaign performance.

girl looking at an ipad

Healthcare
Marketing Hacks –

An Insider’s Guide

Getting patients back in the door and driving measurable revenue requires a new post-pandemic strategy. To help, we asked our seasoned team of health system and hospital marketing experts what’s working now to overcome some of today’s most pressing challenges.

Use this interactive guide to discover our marketing hacks for improving your campaign performance.

girl looking at an ipad

What best describes your situation?

Your data
sources lack
SDOH insights

Yep, that's me!

You want to promote health equity

Yep, that's me!

You need to acquire more high-value patients

Yep, that's me!

You need
to regain lost
revenue - fast

Yep, that's me!

You can’t easily run a multi-channel campaign

Yep, that's me!

You can’t
prove campaign
ROI

Yep, that's me!

You need to engage with patients more frequently

Yep, that's me!

You don't see
your situation
here

We can help!

Shoot us an email and let us know what issues you are having.

guy looking surprised

Your data sources lack SDOH insights

70% of a person’s health status is determined by non-clinical factors, including social determinants of health, meaning you need to supplement clinical and claims data to effectively identify the right campaign audience.

Consumer data, including SDOH, and analytics tools to make sense of these insights and more accurately target prospects and patients

  • Does your CRM have consumer data, and how many data partners do they work with?
  • How often is consumer data refreshed?
  • Does your solution include analytics tools to make SDOH insights actionable?
  • How do you safeguard all data to protect prospect and patient privacy?
  • Select a partner that supplements your existing data with consumer data, including SDOH, that is routinely refreshed
  • Leverage dynamic, predictive models that can identify targets at the individual level
  • Choose a partner that is HIPAA compliant and HITRUST certified

You want to promote health equity

There are significant health and wellbeing disparities that exist among different populations, like minorities and rural populations, that hospitals and health systems can play a key part in addressing.

A better way to understand and identify community needs and to promote relevant resources to those most in need. 

  • Is your CRM specifically built for healthcare?
  • Can your data identify health risks and needs at the individual level?
  • What SDOH (Z codes) can your data uncover?
  • How do you leverage the data without compromising patient privacy?
  • Can you help me reach a larger percentage of individuals at risk or in need of certain services compared to a segment or population-based approach?
  • Can you help me identify individual patients who need to be connected to specific resources, like transportation assistance?
  • Select a health CRM that includes consumer data and pre-built predictive models to generate individual-level insights
  • Use more accessible channels, like text and direct mail, for awareness campaigns about resources and preventive services

You need to acquire more high-value patients

Not everyone who put off elective or costly procedures due to COVID-19 is ready to come back. To fill appointments, you must go beyond targeting a population, to reach individuals most likely to respond to your outreach.

A way to accurately predict not only who is at risk or has a need, but also who is likely to take action in the near future 

  • Can the data and tools in your healthcare CRM predict consumer behaviors and intent (likelihood to do something)?
  • Are you able to target down to the individual level?
  • Do you have multiple touchpoints with enough of the right consumers to drive key actions?
  • Leverage predictive models to identify individuals most likely to respond to and take action as a result of your outreach
  • Optimize outreach by using multiple communications channels, like direct mail, text and email, including those your target consumers prefer
  • Tap into the power of multi-cycle campaigns, like using a series of 3 text message to re-engage patients who missed annual mammograms

You need to regain lost revenue - fast

A report commissioned by the American Hospital Association found that hospitals and health systems could lose an additional $53 to $122 billion in 2021 due to lingering COVID-19 costs.

To get back to pre-COVID volumes by re-engaging existing patients, driving more usage of high-margin service lines, and attracting new patients (e.g., new mover campaigns)

  • Can your analytics identify unique individuals needing service line care (like cardiology or women’s care)?
  • Can you run multi-channel, multi-cycle, targeted campaigns to engage these individuals on my behalf?
  • Can you create and execute these campaigns, since I don’t have the time, resources, or tools to do so myself?
  • Use advanced analytics to identify individuals at high risk (now and in the future) and most likely to return for service line care
  • Convert more of these prospects and patients using multi-channel campaigns that run over an extended period of time
  • Get creative – incorporate things like an HRA in your campaign to boost engagement  

You can’t easily run a multi-channel campaign

Your time, staff and financial resources are already stretched too thin; investing in additional one-off solutions to conduct outreach will only take away from your performance.

A single partner and platform that can do it all, helping you maximize your budget and outcomes along the way

  • What type of data and analytics tools does your health CRM provide?
  • How can you help me streamline campaign execution, including creative design?
  • What communications channels do you use to conduct outreach on my behalf?
  • Do you offer real-time, self-service reporting tools?
  • Will I have a single point of contact?

Find a single partner that provides:

  • Access to award-winning activation and marketing experts, creative resources, and a dedicated Client Success Manager
  • A place to load, cleanse and store your data, as well as add consumer data insights
  • Pre-built campaign templates that can be adapted to match your brand
  • Capabilities to set-up multi-channel, multi-cycle campaigns, including targeted outreach​
  • Easy execution of your campaigns on your behalf (after review and approval)​
  • Real-time reports with closed-loop data to show who took action based on your outreach

You can’t prove campaign ROI

With every marketing dollar being heavily scrutinized, proving downstream campaign revenue to your leadership is more important than ever before.

A platform that gives you a single view of the consumer by tracking campaign engagement, billable encounters and your custom success criteria to give you real-time ROI reporting on metrics like new patients acquired, total charges, contribution margin and more

  • Does your health CRM facilitate closed-loop reporting?
  • Do you have self-service reporting tools that I can use to monitor campaign performance and make adjustments if needed?
  • Can I use the system to pull easy-to-understand and use reports?
  • Can I customize my success criteria?
  • Gather data from engagement and actions taken​
    for each campaign, cycle, and channel​
  • Use unified, real-time reports and dashboards to easily view campaign results, optimize future performance, and communicate results with senior leaders
gap closure text message reminder to book appointment

You need to engage with patients more frequently

Nearly half of Americans put off care due to COVID-19. The more often these individuals get messages from you reinforcing that it’s safe to return the more likely they are to come back in for care.

To reach a much higher percentage (up to 95%) of your targeted audience with consistent messages over a set period of time

  • How many channels do you use to communicate with patients and prospects?
  • Are the channels managed from the same platform to avoid abrasion and optimize for performance?
  • How fast can you get multi-channel, multi-cycle campaigns up and running?
  • How do you measure campaign success?
  • Find a partner who can conduct large scale campaigns across multiple channels for you over a set period of time
  • Leverage external creative, design and strategy experts to get campaigns into market quickly
  • Use unified, real-time reports and dashboards to easily view campaign results from multiple channels in a single location

Ready for help?

Let’s find the right solution for you: