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
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.