08/26/2019 in Blog
Any healthcare organization aspiring to a value-based, patient-centered future must prioritize the consumer experience. Your most powerful resource in reaching that goal is your marketing department, but if it's stifled by outdated practices and goals disconnected from your ROI, that future becomes much more difficult to attain.
You should have clear insight into the results of your marketing investment, and these three questions can help you make some critical headway.
How Are We Tracking Marketing Effectiveness?
You've been tracking patient satisfaction and consumer loyalty for a while now, but how do those results correlate with marketing's financial performance?
Your marketing leadership should be able to answer this question, not only in terms of initial engagement or leads generated, but in relation to appointments, visits, procedures, and contribution margin. A very mature marketing group will also be measuring repeat business, household share, and overall customer lifetime value.
Ideally, your marketing team should be leveraging recent advances in healthcare marketing technology that improve lead management and track web and social media metrics. The right software can even track micro-behaviors, like clicks, along with traditional measures, like appointments scheduled and revenue earned. These are the metrics that will give your leadership team the most accurate picture possible, inform future marketing spend, and maximize ROI.
What Are Our Highest-Impact Consumer Experience Initiatives?
To better compete for the attention of today's demanding consumers, marketing should plan and follow a roadmap to create a comprehensive digital experience on par with the retail, banking, and travel industries. Ask your marketing department about current priorities, annual objectives, and stretch goals. For example, what new and innovative experiences will be created in the coming year?
Often these experiences require collaboration with other department leaders and their teams, so offer input and assistance on how best to achieve alignment. This is the support they'll need to guide and track the end-to-end experience consumers have with your organization, from initial online touchpoints to follow-up appointments and downstream revenue.
Consider adding specificity to the conversation around:
· Mobile-friendly experiences
· Anytime/anywhere access
· Online scheduling and bill pay
These topics will help you have an even more productive conversation and enable your marketing leadership to make a real difference in delivering stellar patient experiences that convert.
Are We Leveraging Data to Enable Growth?
Like most of healthcare, your marketing department is likely swimming in data. They're also likely neck-deep in opportunities to leverage that information to enable growth in a myriad of ways.
While CRM is a powerful tool with a crucial role in healthcare marketing, it wasn't designed to wrangle the proliferation of data types that exist today. Nor was it designed to manage and store the volume of data health marketers have access to.
The omni-channel, 24/7 ubiquity of today's data means martech data analysts are doing the equivalent of drinking water from a fire hose. They need a more robust tool that can corral the volumes of data, use this to create a 360-degree view of the consumer, and deliver meaningful insights to act on.
CDPs (consumer data platforms) offer a better alternative by working with all kinds of data, no matter the volume, in real time. They produce accurate pictures of consumer behavior in a way no other martech solution has in the past. By leveraging deep learning analytics and real-time data management, CDPs open the door to effective population health campaigns, lifetime consumer engagement, and the level of customer loyalty that's critical in responding to your competition and propelling value-based care initiatives.
Talk to your marketing leadership about how they're analyzing data now, whether they can use AI and deep learning solutions, and what types of integration challenges they're running into.
Ultimately, these questions are a fact-finding mission that will tell you not only where your marketing department stands, but also where you have opportunities to empower your team with the tools, decision-making power, and guidance needed to build the effective, high-ROI campaigns that will fuel your organization's future.