Tell us a little about yourself and CorroHealth
My name is Dalton Patterson, I am addicted to Nitro Cold Brew from Starbucks, and I serve CorroHealth as their Digital Marketing Manager. CorroHealth is a newly merged company in 2020 that is entering the healthcare arena with a roar. Our core purpose is to help payors and providers exceed their financial health goals. Across the reimbursement cycle, our scalable solutions and clinical expertise are designed to deliver innovative solutions to solve programmatic needs.
What’s been your most successful marketing initiative this year and why?
#AHIMACarTalk // Social Engagement – Searchable on both Twitter and LinkedIn – This campaign was the brain child that was created when trying to figure out how to continue our #RoadToAHIMA in the midst of COVID and lockdowns. One thing that I mentioned during #HITMC Part-Deux, Week 1, is that “Raw is real”. That is the approach that I took going into multiple social campaigns this year, anyway.
In a lot of instances, people’s lives and communications were digitized for the first time when we had to adapt to life with COVID-19. People were starving for personal interactions, so if there was anything I could to feed that, I was willing to do so. Come to find out, a selfie video interview format was a good call. We had the most views that we have ever had from a video campaign and people loved getting to see the different leaders and subject matter experts from CorroHealth. Your videos on social do not always have to be professionally developed and edited. There is power in the selfie! Raw is real.
What’s the best piece of marketing advice you’ve ever received?
Know what you are selling. This does not necessarily mean know the brand, or the product, but have clear vision on what you are going after. Site visits? Downloads? Interactions brought up by 3D mailers? Know your target market well enough, and use your brand to establish such a relationship, that you can market directly to the action you want to see taken. When we market in healthcare, it is all about baby steps, not jumping chasms. If we try to jump too far, too quickly, it could lead to brand or product demise.
CorroHealth is the merger of multiple companies. What new opportunities are available with the combined companies? What challenges come with it?
The combination that created CorroHealth means breadth and depth across the reimbursement cycle. A single source that is not a jack of all trades but has proven mastery of the key portions of the healthcare revenue cycle.
As with any launch, the challenges we are pushing into are around process and tools for our internal teams. We have made significant headway in that area and are operating well as a connected team despite the additional speedbump that is all things 2020.
What’s the most compelling marketing campaign you’ve ever seen (healthcare or otherwise)? Why did you like it?
As a millennial it is weird that I am about to say this, but I remember when (ouch) online shopping and free shipping / “ship to store” shopping was on the rise. The premise of the marketing was that people could “ship their pants” or “ship their bed” to store or home for free. It got my attention, and it was HILARIOUS to see it aired for the first time and see my mom’s reaction. Here I am, many years later, and I still remember it. “I just shipped my bed!” – LOL – It is unfortunate that this organization is struggling the way that they are when they have had so many genius marketing campaigns. If you have not seen the commercial, check it out here: https://www.youtube.com/watch?v=2xwUuSM06xQ
I have another one from recent that I really appreciate. Sam’s Club has started to highlight their Members Mark brand via commercials and web advertisements. They are focusing on their buyers, and the intentionality that goes into selecting things like meat, coffee, and other items that are sold in club. You get to see a glimpse of the travels, interactions, and hand selections that go into the items that some of us purchase on a regular basis. It fed my lover for interpersonal marketing and I appreciate the transparency.
What is one area of healthcare marketing you’ll be focusing on in 2021 and why?
Knowing who we serve, listening to their needs, and delivering. Relationships are key in 2021. After a year like 2020, and the way that we have been able to get creative with communications and operations, we should know our clients well enough that there is no question on how to build and solidify our relationships.
What can the HITMC community do to help you and CorroHealth?
Simply put, exposure and engagement, via site, social, and healthcare relationships. We want to continue developing a trusted outlet of communication that reinforces our heart for seeing success across the revenue cycle and solving programmatic needs.
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