Research

That’s why we created a series of in-depth white papers about the issues that matter most to our clients, as well as any hospital marketer who needs to be efficient in staying on top of the latest trends or simply doing more with less.

As you’ll see in the synopses below, each white paper is focused on a single topic. Request as many topics as you desire – they’re all free of charge and available via eMail or hard copy. Check off the accompanying check box to select your preferences.

Have a suggestion for a topic you don’t see here? Please let us know and we’ll get our experts on it: connect@evariant.com. If it’s relevant to you, it matters to us!

The Vital Role of CRM

For many hospitals, Customer Relationship Management (CRM) is still seen as a technology solution; however CRM in its true form is now seen as an organization wide strategy that embraces and integrates all patient-facing interactions and all hospital departments. Understand the difference between CRM 1.0 and CRM 2.0 and assess your hospital’s current state and map a path for future CRM success.
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HIPAA Privacy and Security Update

We understand the HIPAA Privacy Rule, the HITECH Act and other state and federal privacy rules can be confusing; that is why we have prepared a set of guidelines for hospital marketers and administrators to better understand the patient marketing guidelines.
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Aligning Digital Marketing and CRM

Competition for customers and patients continues to increase and healthcare providers must be ready to take advantage of the many communication options for attracting and, more importantly, retaining patients.  While many marketers still rely on traditional advertising approaches such as direct mail, radio and TV, they are now becoming less effective and their results are often very difficult to measure.  The two-way nature of online/digital communication is the game changer that allows you to take advantage of the dynamic link with your patients in ways that direct mail and push marketing cannot.
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Patient Data Mining

In medicine, there may be several approaches or solutions to treat a specific patient ailment, with each approach having an expected outcome. In healthcare marketing, there is a similar concept—propensity modeling. For the first time in history, hospitals now have the data to not only predict patient behavior and outcomes with high probability; they can also target select areas of the population to assist in the prevention of specific diseases or ailments. Understand how accessing and leveraging this data can be used to manage outcomes and increase revenue.
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A Hospital Marketer's Guide to eMail Marketing

One of the wonderful benefits of eMail marketing is the ability to get detailed tracking and reporting on campaign efforts; however you need great subject lines to get those emails opened. We take you from beginning to end and introduce you to 17 types of email subject lines to get you off to a great email marketing campaign experience.
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A Hospital Marketer's Guide to SEO

Search engines have become a core resource for individuals looking for healthcare, and they are even a more important source of patient referrals than the Yellow Pages. Hospitals are no longer spending thousands of dollars on advertising in directories and magazines, as Tenet Healthcare and the Mayo Clinic can attest. Every hospital with a Web site has the potential to be found by more patients online; and one way to attract more patients to your web site is through search engine optimization (SEO) and these practical tips.
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A Hospital Marketer's Guide to Social Media

It’s no longer just about driving traffic to your Web site — it’s now about connecting online. This guide will help the hospital marketer engage and interact more effectively online by showing you how to:

• Leverage the best social media practices.
• Link online engagements to targeted objectives, specific to your goals.
• Access supplemental applications to quantify, monitor and expand efforts toward reaching those goals.

Understand the four pillars of social media behavior and objective-driven behavior.
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