Look! Up in the sky! Is it a bird? A plane? No, it's a Revenue Execution Hero!
Invoca's Revenue Execution Heroes program gives our customers an opportunity to highlight the successes they've achieved through their partnership with Invoca. It also has perks like personal branding opportunities, VIP invites to regional events, access to private beta programs, and more.
As part of the program, we're shining a spotlight on our inspiring heroes. Today's featured hero is Matt Eaves, VP of Digital Marketing at University Hospitals.
We recently had the privilege of sitting down with Matt for an insightful conversation about his remarkable career journey and the wisdom he's gained along the way.
Q: We want to share some of the successes you've had in your career!
My early career started as a web developer within a marketing department. Most of my career has been in healthcare where I've been passionate about connecting patients to care and improving patient experience. I've always enjoyed how technology enables better experiences and how effective communication motivates people to take action to improve their health.
Q: What skills will be crucial for marketing teams in the next 3-5 years?
I've always believed that good content is the core of any effective marketing program. However, you need technology and creative to deliver that content effectively. You also need ways to measure results. I think authentic content development, creative/storytelling, programming, and analytics will be the most needed skills going forward.
Q: What industry challenge keeps you up at night?
I worry about how AI is shifting both how we work and how people consume information. Our SEO model is built on people visiting our website, but with AI, people don't need our site to get health answers. We need to stop holding onto what worked and adjust to today's market.
Q: What advice would you give to marketers looking to better align with contact centers?
Show how you can help them meet their KPI’s. Marketing can deliver high-quality leads, but you must also empathize with their challenges — difficult calls, lengthy calls, technology limitations. This creates mutual respect for each other's skills and challenges.
Q: How are you adapting content for today's attention spans?
I don't believe attention spans are shrinking — we can still binge Netflix for hours. The challenge is so many things are competing for attention. We need attention-grabbing creative that stays true to our brand while providing the right content at the right time.
Q: What was your initial challenge with Invoca?
Most appointments in our system came from phone calls. Without reliable tracking, we couldn't measure our marketing efforts. As Invoca AI evolved, we've gained better insights into why people call and the challenges they face when making appointments.
Q: How do you communicate revenue impact to leadership?
We track revenue from marketing-driven appointments, cost per appointment, and downstream revenue. As a hospital with limited resources, showing ROI has secured adequate funding to reach consumers and connect patients to care.
Q: How has Invoca changed your collaboration with call centers?
It's allowed greater accountability. They see the volume we generate, and we can see that volume converting into appointments while monitoring call quality.
Q: What surprising use cases have you found with Invoca?
We've discovered where best to direct calls. By analyzing data, we can determine which calls should go to physicians' offices versus the call center, improving routing efficiency.
Claim Your Cape and Become a Revenue Execution Hero
Are you interested in becoming a hero? Turns out you don't need to get bit by a radioactive spider. You just need to be an active Invoca customer and participate with the community through media interviews, speaking opportunities, case studies, or sharing expertise.
What do you get? Elevate your personal brand, connect with peers, access private beta programs, be eligible to win industry awards, and receive VIP invites to Invoca events.
You can register to become a Revenue Execution Hero here.
