The Health System Marketer’s Guide to Online Consumer Engagement

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52% of consumers conduct online research when looking for a provider and the majority of them start with a general internet search.* With so many organizations vying for their attention, making your health system and its providers stand out online requires a comprehensive digital strategy.

The Health System Marketer’s Guide combines research, resources, and checklists to empower health system marketers with novel consumer insights and proven strategies for effective online consumer engagement – in one handy guide.

Download the free guide to explore:

• The evolving role of online patient access
• Digital provider directory must-haves
• Strategies for building brand loyalty online

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2018 Patient Access Journey Report

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A Survey of 1,000 Consumers Reveals New Opportunities for Health Systems to Improve Patient Access

This annual report on patient access trends by Kyruus shows that convenience is a growing priority for consumers — but they don’t want to sacrifice quality to get it. As competition rises from both traditional and emerging care sites, the findings show that opportunities exist for health systems to differentiate their brands by expanding their reach and removing scheduling barriers.

Key findings about consumer demand include:

• Convenience: 48% visited an urgent care or retail clinic in the last 12 months, primarily due to location convenience.
   
• Care Quality: 32% rated quality of online patient ratings & reviews extremely important, up from 26% in 2017.
   
• Cohesiveness: While 52% conduct online research, most still prefer to book by phone, perceiving it to be faster.

For more healthcare consumer insights, download the report.

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The Longitudinal Health Care Consumer Journey

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Successful patient engagement in the on-demand economy requires a complete understanding of consumers in your market. In order to acquire this 360° view, providers must look beyond point-of-care events and examine consumer behavior, attributes, and risk.

Longitudinal engagement in healthcare is supported and accomplished by two primary systems: CRM and EHR. Integrating these two platforms gives health systems the ability to understand a consumer’s care journey both in and out of the hospital.

Consumers weigh a lot of options when selecting a provider or hospital, such as price, amenities, service, and convenience. Learn what they value most and how to provide them with meaningful messages that address their wants and needs. Expand the care continuum beyond hospital walls to inspire behavior change and improve outcomes.

In this new Gartner research, we explore the longitudinal consumer journey to help solve some of the patient loyalty and engagement challenges facing healthcare organizations.

Read about the future of patient engagement.

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How to Compete for Patients in the Digital Age

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Creating competitive advantage starts with a sound digital strategy.

In a 2017 survey of healthcare consumers across the U.S. from a representative range of demographic groups, we found that 88% of consumers begin their search for healthcare providers online. Consumers rely on search engines and review sites to steer their decisions about where to go for care.

What consumers read about you online heavily influences their decision-making. Your reputation is defined at every touchpoint a potential patient has with your doctors and organization on the web — from the doctor or location listing, to patient rating and reviews, to finding the right doctor and reading profiles on your website.

Done well, online reputation management (ORM) enables your providers to generate a high volume of representative reviews from the “silent majority,” while providing valuable insights to improve patient experience, make operational improvements and drive new patient appointments.

Download this new white paper to learn how.

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Why Healthcare Needs to Invest in Consumer Journeys

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Every day, healthcare consumers look for help. Help to diagnose a condition. Help to book an appointment. Help to find the best treatment option.

Make no mistake — these people are not shopping as one does for clothes or books or games. They are struggling to piece together what to do now and what to do next. They are often thrust into a series of decisions that stretch their understanding, finances, and patience.

Healthcare organizations no longer have the luxury to delay improvements to their consumer experience.

By mapping the consumer journey from end to end, your healthcare organization can anticipate needs and deliver clear, simple, personalized content to create a better experience for the consumer.

Download this new white paper to learn how.
 
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How Physician Relations Can Build Value Into Every Visit

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An ideal visit between a physician liaison and a physician ends with both parties believing the visit was a valuable use of their limited time.

That’s why building value into every visit is so important, not just for the liaison, but for the physician. If they feel meeting with you is a good use of their time, they’ll do it again. If not, your next meeting might be with their gatekeeper. Respect their time and they’ll give you more of it.

Read this whitepaper to learn the details of these 7 actionable steps to building value into your meetings

• Have a goal for every meeting
• Prepare for every meeting
• Adapt to the connecting style of your prospects
• Create impactful conversations
• Create value for both sides
• Establish credibility
• Be proactive

 
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5 Considerations When Developing Service Line Priorities

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Healthcare Organizations Don’t Succeed by Accident

Rather, organizational success most often comes from intentional and purposeful planning. Today’s hospitals face shrinking reimbursements, shifting reimbursement models and an increasing focus on reducing costs and utilization—making planning even more important.

To succeed in this environment, you must plan with purpose. It helps you grow in areas that improve organizational return and protect profitability. It also keeps you focused on your core mission, helping you avoid wasteful strategies.

Read this whitepaper to learn these five factors that will help you develop service line priorities:

• Understand how each service line fits within your mission, vision & values
• Measure the service line’s capacity & readiness for growth
• Quantify the market opportunity for growth
• Determine the service line’s value to your organization
• Identify current & planned patient pathways

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5 Lessons Healthcare Organizations Can Learn from the Retail Sector

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Advances in technology over the past decade have made it possible to track customers’ demographics, lifestyle, habits, and preferences. At Buxton, we work with some of the fastest growing retailers that regularly gather such data and put it to work helping to customize products and services to meet the needs that exist.

This information can be invaluable for healthcare systems: guiding operations, site decisions, and marketing efforts.

In this white paper you’ll discover the key lessons we’ve gleaned from the retail world and find out how they apply to healthcare strategy and marketing. These lessons can provide your organization with a valuable blueprint to guide your efforts and grow your market share.

Download your white paper and learn:

• How healthcare systems can use customer analytics to strengthen their positions in the marketplace
• Which retail strategies can help health care marketers identify, attract, and retain the most profitable patients
• How a retail mindset helps health care systems meet the long-term goals of population health while still providing essential fee-for-service care to keep their operations sustainable

 
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Modernizing Physician Alignment Strategies with Data Analytics

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If your organization has not started executing a well-designed, well-funded physician alignment program, it cannot compete for the best physicians.

Real physician alignment is difficult to achieve. Success must start at the top. Today’s health system C-suite executives are realizing they have the ability and the responsibility to contribute to physician alignment efforts.

To achieve both physician alignment and optimize patient care, you must have a view into physician activity and referrals. Understanding physician behavior provides the basis for more meaningful dialogue with physicians.

Download this eBook to learn how to achieve better physician alignment through the use of data analytics to:

• Utilize relevant data-driven intelligence to conduct meaningful dialogue with physicians
• Identify baseline issues that negatively impact physician and patient satisfaction Improve referral rates
• Help your institution achieve its revenue goals

 
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A Hospital Marketer’s Guide to Aligning Digital & Traditional Marketing

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Learn the Ten Steps To Success

Download your free copy to learn how to successfully integrate and optimize traditional digital marketing, and make more efficient use of social platforms. The guide also addresses:

• Shift in consumer’s trust
• Engaging patients with multichannel marketing
• Opportunities and challenges of digital marketing
• Integrating social media in your marketing
• Ten Steps to Success

Over the last decade, consumer behavior has shifted. Even though traditional marketing tactics still work, hospital marketers must develop a multichannel approach to reach patients.

 
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The ROI of Physician Relationship Management

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To drive growth by increasing referrals, hospitals look to the team that develops and maintains physician relationships, frequently referred to as “Physician Relations Managers” or “Physician Liaisons.”

But no matter their titles, their mandate has been clear: Cultivate relationships with doctors that will lead to an increase in cases being referred.

But which doctors? In which service lines? And what kinds of cases? And what touch points?

Learn more or download this free white paper now »

Racing to Wellness [Special Report]

Mastering the Role of Marketing in a Changing Health Care Environment

An Exclusive Report from Strategic Health Care Marketing

// By Susan Dubuque //

These days, says health care marketing expert Susan Dubuque, health care organizations across the country are racing to stake their claims as champions of wellness:

They shout, “We are no longer dedicated to treating you when you’re sick or injured. Now we are committed to keeping you well—and out of the hospital.” The unspoken words: Like our financial lives depend on it.

What is the best approach for health care marketers to calm the frenzy, she asks, and help their organizations remain focused and smart?

In this exclusive report, Dubuque, a nationally recognized expert in health care marketing and a member of the Strategic Health Care Marketing Editorial Advisory Board, deftly examines this question in three thoughtful chapters. We know you will appreciate her take on what “wellness” means to health care consumers these days, how to align wellness with
your strategic goals, and more.

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Lessons from 9 Innovative Health Care Marketing Campaigns [Special Report]

Advertising Worth Noting

// By Peter Hochstein //

This exclusive SHCM special report is filled with real-life health care marketing success stories…from the best use of television ads, to innovative print campaigns, to smart radio spots and more.

Here, you’ll see what’s working well for other hospitals and health care facilities around the country so you can adapt the best work of others to your own marketing campaigns and boost your ROI. It’s an exciting time to be in the health care field, and we want to help you make the most of it.

Our goal for this report is to get the creative ideas flowing for your next successful campaign at your facility. I am confident you will come away with some new ways to present your unique offerings and strengths to your target market.

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