Podcast — 3 examples of data-driven health system marketing
Featuring Ben Fuqua, ReviveHealth's SVP of Analytics
Using data to better understand our audiences
- Last week we discussed the use of ethnographies to better understand our audiences by experiencing their lifestyles. In this episode, we expand on that topic sharing how data can supplement ethnographic research.
- When working with Community Health Innovations (CHI), we used data to scale the findings from our ethnographic research to encompass the community rather than the select households interviewed.
- We pooled the data from the full county to identify who might be susceptible to diabetes by comparing it to SDoH characteristics defined by the National Institute of Health. The ethnographies were applied to this data to make channel and messaging decisions.
Using data to identify and understand opportunities for growth
- One of our health system clients wanted to know the viability of expanding into a new market in Manhattan by acquiring a physician practice.
- To understand the viability of this acquisition, they needed visibility into ROI potential, the practice’s current patients, where the patients come from, and how willing they are to travel to a new location.
- To clarify these unknowns and define market potential, we analyzed survey results, patient data, claims data, and consumer demographic data.
Using data to better target our marketing efforts
- Another health system client is continuing its path towards aggressive growth and expansion, emphasizing the need to understand the nuances of consumers across markets.
- ReviveHealth provided detailed market research focused on analyzing demographics, health behaviors, media preferences, and competitive insights for each new location.
- We were able to answer questions such as “where is the concentration of growing families?” “How can we best reach them?” “Which competition is close by?”
- Armed with data, the marketing team was able to position itself as a proactive strategic partner to the organization and provide marketing strategies to support growth.
Featuring Philip Guiliano, Partner, BrandActive
Step one. Step two. Step three. Repeat? You've got processes, you've got a plan ... but are these steps getting you to your goals in the most efficient way possible? We'll call that the million dollar question.
Featuring Heather Geisler, Chief Marketing, Communications, & Experience Officer, Henry Ford Health System
Most of us have worked in the healthcare marketing arena for quite some time. Some of us have even been at the same health system for 10+ years. What's it like coming in with fresh eyes? That's what Heather Geisler, Henry Ford Health System Chief Marketing, Communications, and Experience Officer, is here to talk about.
Featuring FutureBrand's Chief Strategy Officer, Eliza Yvette Esquivel, and Chief Creative Officer, Daniel Andersson
It's the old chicken-or-the-egg debate. On the one hand, you need brand to live out your purpose. On the other, you need purpose to define who you are as a brand. Could it be argued that brand and purpose are one in the same?
Featuring Summit Health's CMO, Matt Gove
Healthcare is ripe for transformation yet notoriously resistant to change. For the disruptors of the world, it's like staring at a big red button labeled, "Don't push" ... and we all know how that story goes. But what's going on in the minds of those itching to change the status quo in healthcare marketing? Get the perspective of Summit Health's CMO, Matt Gove.