2023 was a tough year for healthcare marketers. Budgets were cut, priorities slid in a dozen different directions at once, and tools we’ve used for decades became poisoned chalices locked behind glass by our Security and Compliance teams. 2024 looks like it is going to be a year of recovery: healthier margins, more favorable patient Read More
This is the perfect time to turbocharge your marketing efforts, demonstrate success, and give your patients the best possible digital experience. // By Marc Needham // 2023 was a tough year for healthcare marketers. Budgets were cut, priorities slid in a dozen different directions at once, and tools we’ve used for decades became poisoned chalices Read More
Imagine tracking the direct patient journey from receiving a piece of marketing content to undergoing life-saving surgery. You could measure the direct correlation of your hospital marketing communication team’s effort to improve patient outcomes. It’s every healthcare marketer’s dream — to save lives while also proving your department’s worth. That’s precisely what Virtua Health’s marketing Read More
How Virtua Health tracked marketing efforts to revenue dollars and patient outcomes. // By Wendy Margolin // Imagine tracking the direct patient journey from receiving a piece of marketing content to undergoing life-saving surgery. You could measure the direct correlation of your hospital marketing communication team’s effort to improve patient outcomes. It’s every healthcare marketer’s Read More
As a healthcare marketer, how can you justify the investment required for web personalization? While web personalization is perceived by many healthcare systems to enhance their digital marketing and improve the customer experience, a sizeable number of organizations find the tools challenging and have difficulty measuring success. Geonetric’s 2021 Healthcare Digital Marketing Trends survey showed Read More
// By Marlene Kurban // Delivering a highly personalized web experience to consumers can increase patient volume and engagement. While web personalization is perceived by many healthcare systems to enhance their digital marketing and improve the customer experience, a sizeable number of organizations find the tools challenging and have difficulty measuring success. Geonetric’s 2021 Healthcare Read More
If your health system participates in value-based contracting, you have a vested interest in making sure you’re optimizing the three R’s: right care, right time, right setting. Easier said than done. So what is the secret to orchestrating all the variables that go into a patient’s decision to get care, choose a provider, and make Read More
// By Jane Weber Brubaker // If your health system participates in value-based contracting, you have a vested interest in making sure you’re optimizing the three R’s: right care, right time, right setting. Easier said than done. So what is the secret to orchestrating all the variables that go into a patient’s decision to get Read More
“When it became clear in March 2020 that the coronavirus outbreak in the U.S. had reached pandemic heights, federal health officials and cancer societies urged Americans to delay routine cancer screenings,” says Bradley Wensel, EVP and chief customer officer at Healthgrades. “Providers and consumers heeded those recommendations, which led to an abrupt drop in screenings, Read More
// By Brad Wensel // Now that widespread fears about the coronavirus are subsiding, it’s time to use your best marketing strategies, tools, and tactics to bring patients back for the cancer screenings they need. The evidence is overwhelming: Early detection saves lives. This article by Healthgrades‘ chief customer officer includes a case study about Read More
While 75 percent of consumers prefer to do business with organizations that create a personal, relevant shopping experience, 60 percent don’t think the communications they receive from healthcare institutions meet the mark. With more and more patient acquisition processes occurring online — from health research to appointment scheduling — dynamic personalization presents an opportunity to Read More
// By Marlene Kurban // While 75 percent of consumers prefer to do business with organizations that create a personal, relevant shopping experience, 60 percent don’t think the communications they receive from healthcare institutions meet the mark. With more and more patient acquisition processes occurring online — from health research to appointment scheduling — dynamic Read More
Is it possible for health systems to have their own version of “set it and forget it”? Can they really set up campaigns in their CRMs and let them run automatically based on pre-set rules? Maybe not right out of the gate, but with diligence, healthcare marketers can learn to crawl, then walk, then run Read More
// By Jane Weber Brubaker // Is it possible for health systems to have their own version of “set it and forget it”? Can they really set up campaigns in their CRMs and let them run automatically based on pre-set rules? Maybe not right out of the gate, but with diligence, healthcare marketers can learn Read More
Ask the Expert, with Daniel Quinn, Vice President of Business Strategy and Analytics, LionShare Marketing // By Jared Johnson // The role of data in the lives of marketers continues to expand. Customer relationship management (CRM) software has brought some of the most sophisticated data uses to healthcare marketing, including segmentation and personalization. But as Read More
If you wear glasses, you probably remember putting them on for the first time. Everything was in focus! The difference was probably startling – all those details you couldn’t see before became crystal clear. The right technology tool can empower you in a similar way. You can see things more clearly, and the before-and-after makes Read More
// By Jane Weber Brubaker // If you wear glasses, you probably remember putting them on for the first time. Everything was in focus! The difference was probably startling – all those details you couldn’t see before became crystal clear. The right technology tool can empower you in a similar way. You can see things Read More
Healthcare marketing today is about much more than getting someone in the door for an appointment. Rising care costs, evolving technology, and new payment structures have changed the way consumers make healthcare decisions and altered how healthcare marketers approach patient loyalty. Healthgrades’ recently published white paper “The Longitudinal Customer Journey” focuses on integration of electronic Read More
// By Melanie Graham // Healthcare marketing today is about much more than getting someone in the door for an appointment. Rising care costs, evolving technology, and new payment structures have changed the way consumers make healthcare decisions and altered how healthcare marketers approach patient loyalty. Healthgrades’ recently published white paper “The Longitudinal Customer Journey” Read More
For some organizations, the phone is the primary marketing channel consumers use to make contact — and to convert into patients. For these organizations the phone experience is critical to success. Today we’ll look at new digital tools that can help this once-analog channel optimize customer experience and increase conversions.
// By Jane Weber Brubaker // As measurability, attribution, and ROI become imperatives for hospital marketers, one key channel — the phone — has yielded less actionable information than digital channels that are far more trackable. In healthcare, consumers may begin their search for a provider online, but eventually the journey often still leads them Read More
There’s so much to keep up with in our world of healthcare marketing, and in our new feature, Snippets, we want to give you brief highlights from some of the things that catch our attention in the digital realm, snippets of webinars, podcasts, and other content that just might help you solve your latest challenge. Read More
// By Jane Weber Brubaker // There’s so much to keep up with in our world of healthcare marketing, and in this new feature, Snippets, we want to give you brief highlights from some of the things that catch our attention in the digital realm, snippets of webinars, podcasts, and other content that just might Read More
// By Jane Weber Brubaker // As healthcare organizations grow in digital marketing sophistication, they raise the bar for others, creating powerful multichannel campaigns that drive measurable results. Three organizations achieved top honors in the category of Best Marketing Campaign in the 2017 eHealthcare Leadership Awards, winning Platinum Awards. This category gives organizations the opportunity Read More
Health systems today are looking for ways to engage patients, and one important way is through electronic health records (EHRs) and patient portals. To spur organizations to expand their use of EHRs and improve patient engagement, the Centers for Medicare and Medicaid Services (CMS) launched the EHR Incentive Program in 2011. This program has been Read More