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NYU Langone’s Cohn said health systems need to consider the full spectrum of what marketing can be.
NYU Langone, based in New York City, has a marketing-tech, or “MarTech,” group focusing specifically on using digital tools to connect with communities. The health system’s app enables the marketing team to reach patients quickly, in addition to allowing patients to make appointments, pay bills and message physicians, Cohn said. That automation paid off during the COVID-19 pandemic, as the system could alert patients about their vaccine eligibility and steer them to the correct location.
To attract potential patients, NYU Langone’s team uses its data and analytics capabilities. It scouts out individuals and target messaging to them based on specific service lines or broader topics, such as quality or digital access. An NYU Langone spokesperson said its data sources change based on where the system is focusing its efforts—such as public awareness, consideration or conversion—and declined to provide further information about specifics.
Caitlin Cronk, senior director of digital product at NYU Langone, said the MarTech group views its outreach efforts, from targeting prospective to existing patients, as one holistic experience.
“We want the digital experience to be the same as it is if you’re here, if not better,” Cohn said.
View the winners of Modern Healthcare’s Marketing Impact Awards 2022
Winston-Salem, North Carolina-based Novant Health is investing in multiple automated touchpoints for consumers, aimed at making the process of finding care more seamless. Nearly 80% of Novant’s consumers use its website, through which the system can share medical center locations, promote available services and direct consumers to the MyChart platform.
The health system last year launched a complementary digital care platform, Novant Health Now, billed as a resource for experts, support and information. Two key features are a virtual assistant, which can be used to schedule appointments or locate services, and a physician matcher, which helps consumers find the right provider based on preferences.
Novant Health Now, meant to draw in existing and would-be patients, is gaining traction with users. According to the health system, the platform’s physician matcher has a 10% conversion rate, compared with an approximately 5% rate for the search results page, the location pages and the physician-finding tools on the website homepage.
Overall, a brand should create an emotional connection with consumers, said Jesse Cureton, chief consumer officer at Novant. The health system has an advisory council of about 8,000 patients and community members who provide feedback on the organization’s services and features, he said. Novant offers gift card incentives for participating in some of the council’s activities.
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