Jennifer Burnham
, December 28, 2023
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In our recent webinar, we delved into a compelling case study that showcased the transformative potential of modern technology in the healthcare sector. This case study not only highlighted our prowess in the field but also underscored the integral role played by Microsoft Dynamics 365 as a supporting foundation. In this in-depth blog post, we'll explore this fascinating case study in detail, shedding light on how Alithya's expertise, coupled with the capabilities of Microsoft Dynamics 365, can revolutionize patient outreach.

Introduction to Alithya and Microsoft Dynamics 365

Before diving into the case study, let's provide a brief overview of the key players in this transformative healthcare journey.

Alithya: A renowned technology solution provider known for its expertise in leveraging cutting-edge technology to drive innovation in various industries, including healthcare. With a focus on data-driven strategies and a commitment to delivering tangible results, Alithya is a trusted partner for organizations seeking to harness the power of modern technology.

Microsoft Dynamics 365: A comprehensive suite of business applications designed to streamline operations, enhance customer engagement, and drive growth across various industries. Within the healthcare sector, Dynamics 365 plays a pivotal role in providing organizations with the tools they need to manage relationships, improve patient experiences, and drive operational excellence.

The challenge: a hospital in Delaware needed to improve patient engagement

The case study at the heart of our discussion centers around a traditional hospital located in the Delaware area. While the hospital offered a comprehensive range of medical services, including emergency care and surgical procedures, it faced a critical challenge: how to engage more patients and encourage them to return for both essential and elective services.

The mission: patient outreach and the power of marketing

In many ways, the mission of this hospital's marketing department mirrored that of any business—making the proverbial phone ring. For a hospital, this meant patients actively scheduling appointments and exploring the services they needed. The hospital aimed to establish a robust patient outreach strategy that would not only connect with existing patients but also attract new ones.

Connecting the dots with Alithya and Microsoft Dynamics 365

Here’s where our expertise and the capabilities of Microsoft Dynamics 365 came into play. The hospital embarked on a journey to seamlessly integrate electronic medical record (EMR) data with modern, cloud-based, AI-driven marketing technology. This integration was done in a HIPAA-compliant manner, ensuring the privacy and security of patient information—a paramount concern in healthcare. 

The key components of this integrated approach included:

  • Phone call integration: To effectively track patient interactions, the hospital integrated its phone system with the marketing technology. This integration allowed the hospital to demonstrate the return on investment in marketing efforts, a crucial metric for any healthcare organization.
  • 360-degree patient view: The system provided a comprehensive view of the patient journey. From the moment a prospective patient made a phone call to schedule a consultation, every step of the process was tracked and analyzed. This included understanding the factors that triggered patient actions and leveraging technology to connect data from multiple sources.
  • Conversion of unknown constituents: A significant challenge in healthcare marketing is engaging with individuals who interact with the hospital's online presence but remain unidentified. Alithya's solution helped convert these "unknown constituents" into known entities, paving the way for more personalized and effective outreach.
  • Data-driven patient profiling: The system allowed for the creation of detailed patient profiles while adhering to HIPAA compliance. These profiles included vital information about patients, enabling the hospital to tailor its marketing efforts precisely to individual needs and preferences.
  • Campaign effectiveness tracking: Tracking the effectiveness of marketing campaigns became paramount. Not all campaigns deliver equal results, and understanding which strategies worked best was crucial for continuous improvement.

Live demonstration of Alithya’s Technology

To watch the on-demand webinar content that includes the live demonstration, please click here. The insightful live demonstration illustrates how our technology seamlessly integrated with Microsoft Dynamics 365 to achieve the hospital's objectives.

A few examples of this seamless integration include:

Effective phone call tracking: The hospital's primary objective was to track incoming phone calls. They ran various marketing campaigns, each associated with dedicated phone numbers. These numbers appeared on billboards, the hospital's website, and social media posts. Alithya's solution allowed them to link these calls to specific campaigns and services, providing valuable insights into the effectiveness of their marketing efforts.

Extending tracking beyond phone calls: The system's capabilities extended beyond phone call tracking. It also facilitated the tracking of website visitors and social media interactions, even for unidentified constituents. This data was harnessed in a HIPAA-compliant way to create personalized marketing campaigns that engaged patients more effectively.

Personalized patient outreach with Alithya and Dynamics 365

The demonstration further highlighted how the combined power of Alithya and Microsoft Dynamics 365 enabled personalized patient outreach:

  • Creating segmented lists: Alithya’s technology allowed the hospital to create segmented lists based on demographic and behavioral data. This granularity enabled highly personalized email and SMS campaigns, significantly boosting patient engagement.
  • User-friendly email templates: The system offered a user-friendly interface for creating and customizing email templates. Marketers could easily add personalization elements and calls to action. Additionally, AI-powered assistance made content creation a breeze, suggesting text based on user prompts. This feature streamlined the process and saved valuable time.
  • Marketing automation: Alithya’s solution provided robust tools for marketing automation. Marketers could create complex journeys tailored to patient interactions and preferences. These journeys could involve sending emails, text messages, and more, all triggered by real-world events or patient behavior.
  • Advanced analytics: Microsoft Dynamics 365, as the underlying platform, played a vital role in providing advanced analytics capabilities. In addition to tracking campaign effectiveness across various channels, including website visits, email opens, and click-through rates, through Dynamics 365, the hospital could access comprehensive data on patient engagement, behavior, and preferences. This data was invaluable for refining marketing strategies and enhancing patient experiences.

The future of patient engagement

The case study of the Delaware hospital, powered by Alithya and Microsoft Dynamics 365, serves as a compelling example of how technology can revolutionize patient outreach. By seamlessly integrating EMR data, creating personalized campaigns, and tracking patient interactions, hospitals and healthcare organizations can significantly enhance their marketing capabilities and build more meaningful patient relationships.

The collaborative approach not only encourages patients to schedule consultations and return for services but also empowers healthcare institutions to continuously improve their marketing efforts. With Alithya's expertise and the robust capabilities of Microsoft Dynamics 365, the future of patient engagement looks promising.

The integration of Alithya's innovative technology and Microsoft Dynamics 365 offers healthcare organizations a potent toolkit for navigating the complex landscape of patient outreach. As healthcare continues to evolve, leveraging the power of data-driven strategies and personalized engagement will be essential for success. This case study serves as a beacon of hope, illuminating the path toward a brighter and more patient-centric future in healthcare.

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