Podcast: episode 103

May 14, 2021

The future of the digital front door

The future of the digital front door Featuring Chris Pace of Banner Health

Featuring Chris Pace, Chief Digital Marketing Officer, Banner Health Takeaways 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…

Featuring Chris Pace, Chief Digital Marketing Officer, Banner Health

Takeaways

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.