Podcast — The future of the digital front door
Featuring Chris Pace, Chief Digital Marketing Officer, Banner Health
Canoe vs. speedboat
- Transformation in healthcare before COVID-19 was like a canoe – slow and steady, but after we were operating like a speedboat, trying to merge our normal operations with a sudden influx of COVID-19 related demands.
- Before COVID-19, Banner Health invested in the technology that prepared them for when those boats changed speed. These investments focused on reducing friction points for patients.
The pursuit of consumerism perfection
- Banner Health is using consumer benchmarks across industries to set their pursuit of a better consumer experience.
- Banner Health shifted from a traditional hospital mission statement to “making healthcare easier, so life can be better,” to align their efforts in a way that serves the consumer experience. A digital front door was critical to live up to this new mission.
- The team started writing content for engaged consumers who aren’t necessarily patients today but could become patients in the future.
Optimizing the digital “back end”
- Health systems need data to personalize marketing, but much of the information they collect is PHI.
- Banner Health implemented Salesforce as their CRM because they needed a way to use consumer data instead of patient records to improve the consumer experience and their personalized marketing efforts.
- Banner Health integrated Cerner and Salesforce to empower call centers to deliver a more informed, more efficient patient experience.
- “Return to care” emails were personalized and automated to be sent from each patients’ physician referencing the date of their last visit — the result: a 50% open rate and a spike in direct bookings.
Feedback loops are a must
- Banner Health has a weekly cross-channel communications meeting based on constant polling such as return to care hesitancy and receptiveness to advertising.
- This meeting allows them to monitor consumer sentiments and how marketing should be talking to consumers.
Featuring ReviveHealth's Chief Growth Officer, Shannon McIntyre Hooper
If your physician asked, "how are you feeling," what would your response be? Would you talk about your mental state, or would you resort to a general overview of your physical health? Likely the latter.
Yet, in a world rebounding from COVID-19, behavioral health may need to play a stronger role in the provider care continuum. How strong? Get ReviveHealth's Chief Growth Officer, Shannon McIntyre Hooper's perspective here.
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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?