Customer Experience

Digital Front Door Boosts Google Click-Throughs

Alexandra Morehouse, chief marketing officer at Banner Health

“Health care has lagged behind other areas such as financial services or retail in the use of technology to provide a single, consistent customer experience,” says Alexandra Morehouse, chief marketing officer at Banner Health, a nonprofit health system based in Phoenix, Arizona that operates 28 hospitals and several specialized facilities across six states. Morehouse’s background Read More

Banner Health’s Digital Front Door Creates Seamless Patient Experience

Sheryl S. Jackson

View from the C-Suite, with Alexandra Morehouse, Chief Marketing Officer, Banner Health // By Sheryl S. Jackson // When it comes to the use of technology to enhance the customer experience, Amazon is widely recognized as the company that is constantly raising the bar for everyone else. “Health care has lagged behind other areas such Read More

Moving from Delivering a Service to Presenting an Experience

// By Diane S. Hopkins // Health care leaders spend time designing spaces and assembling experts, but not as much time designing a comprehensive patient experience strategy that prepares the entire workforce for a common level of behavior. Reliable high patient satisfaction is the desire of every health care leader, yet achieving this aspiration is Read More

The Voice of the Customer Is Getting Louder

How to make the shift from transactions to relationships // By Jared Johnson // Health care is really good at creating transactions, but not so good at creating relationships. Today’s consumers are frustrated at health care brand experiences that fail to meet their expectations. Visionary health care organizations are listening more and more to the Read More

How To Continuously Reinvent Your Marketing Engagement

Linda MacCracken, senior principal at Accenture

“As health marketing strategists, we find ourselves on a frantic pace to reinvent,” says Linda MacCracken, a senior principal at Accenture and SHCM board member. “The new mantra for 2020 is to find, reach, and engage a higher purpose — that of unleashing trapped value. “Trapped value is the common challenge where digital and related Read More

Go Big or Go Home: 5 Trends to Embrace in 2020

Linda MacCracken, senior principal at Accenture

// By Linda MacCracken // As health marketing strategists, we find ourselves on a frantic pace to reinvent. The new mantra for 2020 is to find, reach, and engage a higher purpose — that of unleashing trapped value. Trapped value is the common challenge where digital and related technologies are creating value faster than companies Read More

Optimal Marketing Enables the Right Provider Match

“Marketers charged with leading their health systems into the new era of consumerism understand the hard truth about regional markets: They are a zero-sum game,” says Tom White, CEO of Phynd Technologies. Here’s an excerpt from White’s new article for Strategic Health Care Marketing: Marketers and business teams must create and market new networks to Read More

How Effective Is Your Provider Information Management Platform?

// By Tom White // Marketers charged with leading their health systems into the new era of consumerism understand the hard truth about regional markets: They are a zero-sum game. Every covered life gained is a win over the competition, and the stakes are high: CMS pegs healthcare spending per person at nearly $10,800 annually, Read More

Consumerism: 9 Factors Reshaping the Health Care Landscape

“Health consumerism continues to revolutionize the health care industry,” says Ken Robbins, founder and president of Response Mine Interactive (RMI). “The days when patients blindly followed their doctors’ recommendations — often without a single question asked — are long gone. Today, physicians and health care organizations face a much more engaged and empowered population. Patients are playing Read More

Health Consumerism — 9 Trends to Watch

// By Ken Robbins // Health consumerism continues to revolutionize the health care industry. The days when patients blindly followed their doctors’ recommendations — often without a single question asked — are long gone. Today, physicians and health care organizations face a much more engaged and empowered population. Patients are playing by a different set Read More

Why Effective Management of the Patient Journey Is Essential

Rich Phillips CEO and co-founder of Customer Evolution

“The U.S. health care industry is undergoing tremendous change — some might say disruption,” says Rich Phillips, CEO and co-founder of Customer Evolution. “This is driven by multiple factors, including rising consumer expectations, the significant cost of care noncompliance, and the emergence of nontraditional competitors.” In his new article, Phillips explains why health care marketers Read More

Walking the Talk with Price Transparency

Kathy Delis, administrative director of revenue cycle support, University of Utah Health

A 2017 price transparency study published in the journal Hospital Pediatrics found 30 out of 45 pediatric hospitals contacted provided price estimates. Only 12 of the 30 that provided estimates had online price calculators. A new price transparency guideline from the Centers for Medicare and Medicaid Services (CMS), which went into effect in January, is Read More

Making the Shift from Journey Mapping to Journey Management to Improve Patient Experience and Health Outcomes

Rich Phillips CEO and co-founder of Customer Evolution

// By Rich Phillips // The U.S. health care industry is undergoing tremendous change — some might say disruption. This is driven by multiple factors, including rising consumer expectations, the significant cost of care noncompliance, and the emergence of nontraditional competitors. To thrive within this tumultuous environment, health systems are increasingly focused on two important Read More

How Much Does It Cost? Addressing Price Transparency

Althea Fung

// By Althea Fung // Health care is in the midst of a shift toward a consumer-centric model — empowering patients to have a greater role in how their health care dollars are spent. But there’s a problem. It’s hard to shop around if no one can tell you how much services cost. A 2017 Read More

What Do Consumers Want From Your Health Care Organization?

Dan Clarin, senior vice president of Kaufman, Hall & Associates

Want to increase your health care organization’s market share? Think like a consumer. That’s the advice of Dan Clarin, CFA, senior vice president of Kaufman, Hall & Associates, a health care consulting, software, and data company. Improving access to care, aligning price with value, and providing better patient experience are key to increasing market share, Read More

Think Like a Health Care Consumer to Increase Market Share

Wendy Stark Healy

// By Wendy Stark Healy // Want to increase your health care organization’s market share? Think like a consumer. That’s the advice of Dan Clarin, CFA, senior vice president of Kaufman, Hall & Associates, a health care consulting, software, and data company. Improving access to care, aligning price with value, and providing better patient experience Read More

Stay On Top of What People Are Saying About You Online

Aaron Clifford, senior vice president of marketing, Binary Fountain

For better or worse, in 2019, most organizations find that their online reviews have a profound influence on patient choice of a physician. In practical terms, this means you need to stay on top of exactly what people are saying online about your providers and facilities. This will allow you to respond to their compliments Read More

Be Our Guest: The Importance of a Stellar Patient Experience

Kim Mott, marketing and customer service manager for Florida Orthopaedic Institute

The last time you went on vacation, you probably enjoyed five-star treatment from the staff at the hotels and restaurants you visited. But while customer service is paramount when it comes to dining and accommodations, most health care systems don’t think to treat their patients like valued guests. The danger is that if you’re not Read More

Five-Star Service: Treat Your Patients Like Valued Guests, or Else

Kim Mott, marketing and customer service manager for Florida Orthopaedic Institute

// By Lisa D. Ellis // The last time you went on vacation, you probably enjoyed five-star treatment from the staff at the hotels and restaurants you visited. But while customer service is paramount when it comes to dining and accommodations, most health care systems don’t think to treat their patients like valued guests. The Read More

Design Thinking: A Key Competency for Health Care Marketers

Michael Joyce, design specialist with Kaiser Permanente’s Innovation Consultancy

Health care marketers have much to gain by getting up to speed on the concept of design thinking. This approach is becoming increasingly valuable in helping organizations effectively meet patients’ needs and address an array of challenges. With more people living longer and needing to manage chronic conditions, and with the health care model shifting Read More