5 Key Stops on Your Patients’ Decision-Making Journey

The journey to selecting a health care system is not unlike the way people decide to buy a car, book a vacation destination, or hire a plumber. In fact, the basic consumer journey model can be adapted to almost any industry, according to Stephen Moegling, chief growth officer at Franklin Street, a health care brand Read More

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Write Your Own Ending: 5 Plot Points in Your Patients’ Journey Stories You Shouldn’t Ignore

// By Lisa D. Ellis // Do you know exactly how people decide where to go for their medical care? Understanding the path that patients take to access care can help you determine where in the decision process you have the best opportunity to influence them to select your system. Mapping the Decision Pathway Consider Read More

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Creative Ways To Engage Consumers and Move Them To Take Action

“Consumer engagement is one of those terms-of-the-moment in marketing to which marketers apply a variety of meanings,” says John Brand, senior director of marketing and public relations at St. Luke’s University Health Network. He says his organization defines “engagement” as “compelling consumers to take action on behalf of our brand, primarily in social spaces.” Brand says Read More

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Lessons Learned from the ALS Ice Bucket Challenge, and How St. Luke’s Applies Them to Move Patients and Employees to Action

John Brand is the senior director of marketing and public relations at St. Luke’s University Health Network

// By John Brand // Consumer engagement is one of those terms-of-the-moment in marketing to which marketers apply a variety of meanings. At St. Luke’s University Health Network, a seven-hospital health system spread across northeastern Pennsylvania and northwestern New Jersey, we define it as compelling consumers to take action on behalf of our brand, primarily Read More

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Your Call Center: An Untapped Source of Revenue?

Robin-Snow

“Call centers in health care used to be treated like the ugly stepchild of the health system, banished to the basement of some administrative building and populated with low-performing employees,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “Because it was seen as a necessary evil, most executives treated the call center as Read More

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Digital Strategies and the Changing Role of Call Centers: From Cost to Revenue Center

Robin-Snow

// By Robin Snow // Call centers in health care used to be treated like the ugly stepchild of the health system, banished to the basement of some administrative building and populated with low-performing employees. Because it was seen as a necessary evil, most executives treated the call center as a cost center. Under this Read More

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Personas Bring Abstract Health Care Consumers To Life

Matt Hummel

“A recent Accenture report found a significant correlation between superior patient experiences and higher margins for hospitals of every type and size. In an increasingly choice-driven health care industry, it’s no wonder that ‘patient-centricity’ is a buzzing topic for a variety of stakeholders—from regulators and payers to provider organizations,” says Matt Hummel, founder and President Read More

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How to Find Value in Personas for Health Care Marketing

Matt Hummel

From Research to Personas in 3 Steps // By Matt Hummel // A recent Accenture report found a significant correlation between superior patient experiences and higher margins for hospitals of every type and size. In an increasingly choice-driven health care industry, it’s no wonder that “patient-centricity” is a buzzing topic for a variety of stakeholders—from Read More

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Games Can Effectively Encourage Desired Patient Behaviors

Aron Ezra, CEO of OfferCraft

Aron Ezra, CEO of OfferCraft, sets the stage: “A specialty outpatient clinic was struggling with a problem common to many health care providers: Patients weren’t showing up for their appointments. The problem was particularly severe for this clinic, where the no-show rate was close to 50 percent. Doctors weren’t able to bill unless the patient Read More

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A Winning Proposition: How Playing Games Can Change Patient Behavior

Aron Ezra, CEO of OfferCraft

// By Aron Ezra // A specialty outpatient clinic was struggling with a problem common to many health care providers: Patients weren’t showing up for their appointments. The problem was particularly severe for this clinic, where the no-show rate was close to 50 percent. Doctors weren’t able to bill unless the patient showed up, and Read More

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