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.
