CommonSpirit Invests in Personalized Patient Engagement with Health Risk Assessments
Two-way communication builds long-term relationships with patients and drives business results.
// By John Marzano //
Historically, health care marketing has focused on brand awareness. Today, health systems are adding more measurable methods that foster long-term patient relationships. Despite advancements, many marketers still struggle to demonstrate clear ROI, with fewer than 10 percent achieving this goal for their organizations.
Cody Brutlag, director of digital marketing, CommonSpirit Health, California Region
For Cody Brutlag, director of digital marketing for CommonSpirit Health’s California Region, personalized patient communication is a two-way street. “The journey to measure ROI in health care marketing has evolved significantly over the past decade,” Brutlag says. “For many of us in search of driving revenue growth, the holy grail is to shift marketing perception from cost to investment. Developing the right message, using the right tactic in the right channel to gain traction and convert business, is seen as an elusive hidden treasure.”
In January, Brutlag joined Dan Lavelle, head of digital transformation at Unlock Health, in a Strategic Health Care Marketing (SHCM) webinar presentation and discussion titled “Unlocking ROI: Transforming Health Care Marketing with Health Risk Assessments (HRAs).”
Dan Lavelle, head of digital transformation, Unlock Health
“HRAs provide critical data for personalized outreach, using customizable algorithms to ensure targeted messaging,” notes Lavelle. “This evolution enables health care organizations to transition from traditional metrics to a deeper understanding of patient engagement and ROI.”
Read on to learn how combining HRAs with email nurturing boosts patient engagement, enabling marketers to measure ROI and justify marketing investments that support the broader goals of the organization.