DeAnn Aston Marshall’s Strategic Planning for Healthcare Campaigns: Enhancing Patient Engagement
Introduction to the Consultant
DeAnn Aston Marshall, Senior Marketing Strategist at Healthcare Success, excels in designing healthcare campaigns that prioritize patient engagement. With her expertise in strategic planning and a passion for connection, she helps clients create marketing that resonates with patients on a personal level.
The Challenge: Engaging Patients in a Digital World
A multi-location medical practice struggled to build meaningful patient relationships. Their marketing lacked warmth, resulting in low engagement and weak loyalty. DeAnn was brought in to develop a campaign that would make patients feel valued and connected.
The Strategy: Engagement Through Empathy
DeAnn’s plan focused on humanizing the patient experience:
- Patient Journey Mapping: Identify moments for personalized interaction.
- Emotional Resonance: Use storytelling to forge emotional ties with patients.
- Interactive Content: Offer tools like quizzes and surveys to involve patients in their care.
Her aim was to transform patients from passive recipients into active participants.
Execution: A Campaign That Cares
DeAnn executed her strategy with:
- A “Your Health, Your Story” campaign, encouraging patients to share their experiences.
- Personalized email sequences tailored to patient behaviors and needs.
- Interactive health tools on the website, like symptom checkers and appointment reminders.
Every step was designed to deepen patient engagement.
Results: Engagement That Drives Loyalty
The campaign delivered strong outcomes:
- Patient Engagement: Email open rates rose by 40%, with a 25% increase in click-throughs.
- Appointment Bookings: Online bookings grew by 15% in three months.
- Patient Feedback: Satisfaction scores climbed, with patients appreciating the personal approach.
DeAnn’s strategy turned patients into loyal advocates.
Key Takeaways for Healthcare Marketers
- Map the patient journey to find engagement opportunities.
- Tell stories that connect emotionally with your audience.
- Use interactive tools to make patients active partners in their care.
DeAnn’s work proves that empathy can elevate healthcare marketing.