{"id":55786,"date":"2023-04-13T15:04:11","date_gmt":"2023-04-13T13:04:11","guid":{"rendered":"https:\/\/pharma-trend.com\/en\/study-healthcare-marketers-report-their-biggest-success-in-2022-was-driving-patient-appointments\/"},"modified":"2023-04-13T15:04:11","modified_gmt":"2023-04-13T13:04:11","slug":"study-healthcare-marketers-report-their-biggest-success-in-2022-was-driving-patient-appointments","status":"publish","type":"post","link":"https:\/\/pharma-trend.com\/en\/study-healthcare-marketers-report-their-biggest-success-in-2022-was-driving-patient-appointments\/","title":{"rendered":"Study: Healthcare Marketers Report Their Biggest Success in 2022 Was Driving Patient Appointments"},"content":{"rendered":"<div>\n<p class=\"bwalignc\">\n<i>New report from Actium Health reveals 3 out of 10 marketers typically exceed their organization\u2019s appointment-booking goals<\/i><\/p>\n<p>PALO ALTO, Calif.&#8211;(BUSINESS WIRE)&#8211;Actium Health, healthcare\u2019s leading CRM Intelligence company, today released the results of a study of healthcare marketers that reveals their priorities, budgets, successes and failures \u2013 and how best to activate patients to take action for their health.<\/p>\n<p><a href=\"https:\/\/mms.businesswire.com\/media\/20230413005019\/en\/1758991\/5\/Actium_Health_Logo_Logo.jpg\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20230413005019\/en\/1758991\/21\/Actium_Health_Logo_Logo.jpg\"><\/a><\/p>\n<p>\n<b><i>Key findings:<\/i><\/b><\/p>\n<ul class=\"bwlistdisc\">\n<li>\nThree quarters say their outpatient volumes have increased over the past 12 months.<\/li>\n<li>\nSeventy-one percent (71%) report they are evaluated on appointment bookings.<\/li>\n<li>\n1 out of 3 marketers cite \u2018referrals\u2019 when asked which initiative they have the most room for improvement, followed by patient satisfaction scores (24%).<\/li>\n<li>\nMore than half of respondents (55%) expect their 2023 budgets will decrease either somewhat or a lot.<\/li>\n<\/ul>\n<p>\n<i>Marketers are overwhelmingly measured on their ability to drive appointment bookings<\/i><\/p>\n<p>\nHealthcare marketers cited the following as their top priorities over the past 12 months:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nDefine brand strategy\/build the brand<\/li>\n<li>\nDigital marketing and social media<\/li>\n<li>\nData-driven marketing techniques, analytics and modeling<\/li>\n<li>\nGrow outpatient volume<\/li>\n<li>\nDrive appointment bookings<\/li>\n<\/ul>\n<p>\nBut when it comes to how the marketing department is evaluated by their healthcare organizations, respondents cited the following measures:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nAppointment bookings<\/li>\n<li>\nOutpatient volume<\/li>\n<li>\nReturn on investment (ROI)<\/li>\n<li>\nOutpatient service line revenue<\/li>\n<li>\nInpatient service line revenue<\/li>\n<\/ul>\n<p>\nFor many organizations, driving those appointments is a shared responsibility with medical groups (75%), service lines (58%), operations (46%) and strategy\/innovation (25%).<\/p>\n<p>\n\u201cOverwhelmingly, marketers are measured by their ability to drive patient volume and appointment bookings,\u201d said Alan Tam, Chief Marketing Officer of Actium Health. \u201cOne thing missing in these findings is a high prioritization of patient retention. When [new] customer acquisition can cost five times more than retaining an existing customer, it makes sense that healthcare marketers move retention up in their list of priorities, and identify tactics and tools that both activate patients to make appointments and cultivate a sense of satisfaction and loyalty while doing so.\u201d<\/p>\n<p>\n<i>Taking the pulse of healthcare marketing tactics and tools: CRM is not enough<\/i><\/p>\n<p>\nOver the past 12 months, 3 out of 4 marketers cite their outpatient volumes have increased as a result of the following tactics: paid media campaigns (71%); always-on campaigns (71%); ad hoc campaigns promoting specific services (61%); online scheduling (52%) and increased physician capacity (32%).<\/p>\n<p>\nWhen measuring the effectiveness (defined as \u201cextremely effective\u201d) of the tactics used to activate patients to book appointments, marketers cite:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nPaid media campaigns (59%)<\/li>\n<li>\nOnline scheduling (45%)<\/li>\n<li>\nAlways-on campaigns (41%)<\/li>\n<li>\nMobile app (23%)<\/li>\n<li>\nAd hoc campaigns (22%)<\/li>\n<\/ul>\n<p>\nInterestingly, the effectiveness of these tactics does not necessarily align with the usage of each. For example, 89% report using paid media campaigns, while only 59% cite them as \u201cextremely effective.\u201d<\/p>\n<p>\nWhen asked which execution tools they use to activate patients to book appointments, 3 out of 10 marketers cite customer relationship management (CRM), with 44% saying this tool is extremely effective. Following CRM, 23% use paid media, with 35% describing this tool as extremely effective.<\/p>\n<p>\n\u201cThe results of this survey highlight that CRM alone is not enough for what healthcare marketers &#8211; and the organizations they represent &#8211; are looking to achieve,\u201d said Michael Linnert, founder and CEO of Actium Health. \u201cLike healthcare delivery itself, effective patient outreach marketing is about aligning the solution to the delivery. Just as you wouldn\u2019t use a general anesthetic when a local works equally well with lower risk, you don\u2019t need a broad marketing campaign when you can target them to your highest value patients most likely to make appointments \u2014 and make it easy for them to take action.\u201d<\/p>\n<p>\nWith 55% of marketers anticipating their budgets will decrease this year, 2023 could represent a good opportunity for healthcare marketers to reevaluate the tactics and tools they\u2019re using in order to identify those that are extremely effective, demonstrate a significant ROI and address multiple priorities at once.<\/p>\n<p>\nActium Health will be hosting a webinar on <a target=\"_blank\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Factiumhealth.com%2Fwebinar%2Fhealthcare-marketing-truths-myths-and-trends-happening-now%2F%3Futm_source%3Dact%26utm_medium%3Dpr%26utm_campaign%3Dwebinar-4-26&amp;esheet=53377148&amp;newsitemid=20230413005019&amp;lan=en-US&amp;anchor=Healthcare+Marketing%3A+Truths%2C+Myths%2C+and+Trends+Happening+Now&amp;index=1&amp;md5=ce7d05395b44de481d19a65b35780621\" rel=\"nofollow noopener\" shape=\"rect\">Healthcare Marketing: Truths, Myths, and Trends Happening Now<\/a> on Wednesday, April 26, 2023 at 3:00pm EDT \/ 12:00pm PDT with the Hileman Group, Cedars Sinai, and Oho Interactive to discuss and explore the results of this survey. The full report will be made available upon the conclusion of the webinar for all attendees.<\/p>\n<p>\n<b>Survey Methodology<\/b><\/p>\n<p>\nActium Health partnered with the Forum for Healthcare Strategists to administer the online survey to its membership in November 2022. A total of 52 senior-level healthcare marketers responded.<\/p>\n<p>\n<b>About Actium Health<\/b><\/p>\n<p>\nFor more on Actium Health, visit: <a target=\"_blank\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Factiumhealth.com%2F&amp;esheet=53377148&amp;newsitemid=20230413005019&amp;lan=en-US&amp;anchor=https%3A%2F%2Factiumhealth.com%2F&amp;index=2&amp;md5=c73178cd248ffa2363443fa0f1b85447\" rel=\"nofollow noopener\" shape=\"rect\">https:\/\/actiumhealth.com\/<\/a><br \/>Connect with Actium Health on LinkedIn: <a target=\"_blank\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F4814714%2Fadmin%2F&amp;esheet=53377148&amp;newsitemid=20230413005019&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F4814714%2Fadmin%2F&amp;index=3&amp;md5=5d47c253eb1023c8e4883b396feac803\" rel=\"nofollow noopener\" shape=\"rect\">https:\/\/www.linkedin.com\/company\/4814714\/admin\/<\/a><br \/>Follow @actiumhealth on Twitter: <a target=\"_blank\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Ftwitter.com%2Factiumhealth%2F&amp;esheet=53377148&amp;newsitemid=20230413005019&amp;lan=en-US&amp;anchor=https%3A%2F%2Ftwitter.com%2Factiumhealth%2F&amp;index=4&amp;md5=26d68057a7d1371cfd2f4bc189a794ff\" rel=\"nofollow noopener\" shape=\"rect\">https:\/\/twitter.com\/actiumhealth\/<\/a><br \/>Like Actium Health on Facebook: <a target=\"_blank\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.facebook.com%2Factiumhealth%2F&amp;esheet=53377148&amp;newsitemid=20230413005019&amp;lan=en-US&amp;anchor=https%3A%2F%2Fwww.facebook.com%2Factiumhealth%2F&amp;index=5&amp;md5=ff68162f293ad7ccda8e5b7dba3bd5c4\" rel=\"nofollow noopener\" shape=\"rect\">https:\/\/www.facebook.com\/actiumhealth\/<\/a><\/p>\n<p> <b>Contacts<\/b> <\/p>\n<p>\nFor media inquiries, please contact:<br \/>\n<br \/>Kristin Faulder (on behalf of Actium Health)<br \/>\n<br \/>(586) 419.4652<br \/>\n<br \/><a target=\"_blank\" href=\"&#x6d;&#97;i&#x6c;&#116;o&#x3a;&#x6b;&#114;&#x69;&#x73;&#116;i&#x6e;&#64;h&#x65;&#x75;&#114;&#x69;&#x73;&#97;y&#x2e;&#99;o&#x6d;\" rel=\"nofollow noopener\" shape=\"rect\">&#x6b;&#114;i&#x73;&#116;i&#x6e;&#64;h&#x65;&#117;r&#x69;&#115;a&#x79;&#46;c&#x6f;&#109;<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>New report from Actium Health reveals 3 out of 10 marketers typically exceed their organization\u2019s appointment-booking goals PALO ALTO, Calif.&#8211;(BUSINESS WIRE)&#8211;Actium Health, healthcare\u2019s leading CRM Intelligence company, today released the results of a study of healthcare marketers that reveals their priorities, budgets, successes and failures \u2013 and how best to activate patients to take action &#8230; <span class=\"more\"><a class=\"more-link\" href=\"https:\/\/pharma-trend.com\/en\/study-healthcare-marketers-report-their-biggest-success-in-2022-was-driving-patient-appointments\/\">[Read more&#8230;]<\/a><\/span><\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"class_list":{"0":"entry","1":"post","2":"publish","3":"author-business","4":"post-55786","6":"format-standard","7":"category-industry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Study: Healthcare Marketers Report Their Biggest Success in 2022 Was Driving Patient Appointments - Pharma Trend<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pharma-trend.com\/en\/study-healthcare-marketers-report-their-biggest-success-in-2022-was-driving-patient-appointments\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Study: Healthcare Marketers Report Their Biggest Success in 2022 Was Driving Patient Appointments - Pharma Trend\" \/>\n<meta property=\"og:description\" content=\"New report from Actium Health reveals 3 out of 10 marketers typically exceed their organization\u2019s appointment-booking goals PALO ALTO, Calif.&#8211;(BUSINESS WIRE)&#8211;Actium Health, healthcare\u2019s leading CRM Intelligence company, today released the results of a study of healthcare marketers that reveals their priorities, budgets, successes and failures \u2013 and how best to activate patients to take action ... 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