// By Jane Weber Brubaker // Looking for a technology solution to stay in closer touch with patients between visits? Maybe your patients over age 50 haven’t scheduled their colonoscopy yet. Some patients may need closer contact after being discharged from the hospital, or they have a chronic condition like diabetes, hypertension, or COPD and […]
Subtopics: Digital Analytics, Attribution, eMetrics, KPIs, Dashboards, ROI
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// By Jane Weber Brubaker // Digital marketing in healthcare continues to evolve and grow in sophistication, according to Kathy Divis, President and Co-Founder of Greystone.Net, and she has the data to prove it. “In our digital survey [The State of Digital Marketing in Healthcare Moving Toward 2017] we asked our respondents to compare their activities […]
In this sidebar to our interview with Kathy Divis, we share some key data from their recent survey findings.
// By Jane Weber Brubaker // Nigel Murray is the Chief Executive Officer of the Waikato District Health Board, headquartered in Hamilton, New Zealand. One of 20 district health boards (DHBs) in the country, it includes the largest hospital in the southern hemisphere. The Waikato DHB serves a population of 400,000 within the local urban […]
[Hint: It isn’t size and budget that make a leader a leader.] // By Ben Dillon // For the past decade, Geonetric has performed its Digital Marketing in Healthcare survey to help healthcare marketers uncover industry trends, benchmark their own efforts, and better understand how to plan for upcoming digital initiatives. As part of the […]
In a recent eHST “Ask the Expert” column with Avinash Kaushik, Digital Evangelist at Google and Co-Founder of Market Motive Inc., we briefly touched on the concept of economic value in the context of web analytics and website goals. “Without goals and goal values, you are not doing web analytics,” says Kaushik. Goals are conversions, […]
// By Boz Boschen // Earlier this year, more than 205 U.S. digital advertising professionals working for publishers were surveyed about the state of the digital advertising marketplace and the issues they believe matter most. Sixty-nine percent said they were extremely or very concerned about viewability, identifying it as the top issue impacting the market. […]
“Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “[It] allows for personalized communication on a massive scale.” While the idea of automating marketing initiatives is undeniably appealing, what does it involve in practical terms? […]
On September 29-30, the World Congress convened its third annual Hospital Marketing and Communications Summit in Boston, with presenters from Cleveland Clinic, Novant Health, Main Line Health, Presence Health, Nationwide Children’s Hospital, Trinity Health, RWJBarnabas Health, and others. Several presentations discussed the evolution of hospital brands in an environment of consolidation. Presenters also explored the […]
If you have money to burn on digital advertising, then pay no attention to this article. But if you’re like most health systems, you’re scrambling to prove that the ad dollars you’ve been allotted are netting great results that warrant bigger budgets. So what happens if a big chunk of your online ads is never […]
// By Jane Weber Brubaker // In a recent eHST “Ask the Expert” column with Avinash Kaushik, Digital Evangelist at Google and Co-Founder of Market Motive Inc., we briefly touched on the concept of economic value in the context of web analytics and website goals. “Without goals and goal values, you are not doing web […]
// By Robin Snow // Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks. Higher-end marketing automation software provides marketing intelligence and advanced workflows that marketers can leverage to more efficiently and effectively communicate with targeted prospects and customers through multiple channels. Marketing automation is […]
// By Jane Weber Brubaker // On September 29-30, the World Congress convened its third annual Hospital Marketing and Communications Summit in Boston, with presenters from Cleveland Clinic, Novant Health, Main Line Health, Presence Health, Nationwide Children’s Hospital, Trinity Health, RWJBarnabas Health, and others. Several presentations discussed the evolution of hospital brands in an environment […]
Is it wrong to post ER wait times prominently on your homepage? It’s a fine strategy if you’re content to solve for a tiny fraction of your site visitors, say 2 percent. Avinash Kaushik, Digital Marketing Evangelist at Google, suggests instead: Why not create content and marketing strategies that meet the needs of 100 percent […]
// Sponsored Post //
An eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists
Gary Druckenmiller, Marketing Practice Leader, Evariant
Are you ready to create marketing resolutions for 2017? The New Year is rapidly approaching, and it’s time to think about new ideas and strategies to meet the challenges that lie ahead.
In a dynamic new webinar, Gary Druckenmiller, Marketing Practice Leader at Evariant, will discuss the top initiatives that must be on your 2017 marketing roadmap. The presentation will dive into new marketing strategies you can start using today, share advice for resources planning, elaborate on tips for launching effective pilot programs, and review the important marketing metrics you need to start tracking now.
View this in-depth webinar now and get a head start on best practices for 2017.
You’ll learn how to:
- Map your patient journey(s)
- Get serious about your marketing technology (MarTech) stack
- Achieve cross-functional alignment & collaboration
- Use data effectively to drive strategic decisions
- Focus on ROI—and other important marketing metrics
- And much more…
Last year, we spoke with Michael Sengbusch, then Chief Technology Officer at Brightwhistle, about Facebook advertising trends like custom audiences and lookalike audiences. We asked Sengbusch, now General Manager, Digital Marketing Cloud at InfluenceHealth, to give us an update on paid advertising on Facebook for hospitals and health systems. He continues to be very bullish […]
// By Jane Weber Brubaker // If you have money to burn on digital advertising, then pay no attention to this article. But if you’re like most health systems, you’re scrambling to prove that the ad dollars you’ve been allotted are netting great results that warrant bigger budgets. So what happens if a big chunk […]
Ask the Expert, with Avinash Kaushik // By Jane Weber Brubaker // Is it wrong to post ER wait times prominently on your homepage? It’s a fine strategy if you’re content to solve for a tiny fraction of your site visitors, say 2 percent. Avinash Kaushik, Digital Marketing Evangelist at Google, suggests instead: Why not […]
The most influential source in selecting a physician may be a recommendation from a friend or family member, but it doesn’t stop there. “When you get a recommendation from someone you know, one of the first things you do is look online to find more information about that physician,” says Matt Gove, Chief Consumer Officer […]
// Sponsored Post //
Do you know what patients are saying about your healthcare organization online? If not, it’s time to find out. Neglect your online reputation and you will lose new admissions.
Online reviews have reshaped how healthcare providers are found, so it’s critical to understand how positive reviews attract potential patients, how negative ones drive them away, and what you can do to turn satisfied patients into online advocates.
This guide will give you the fundamentals of Online Reputation Management, to help you:
- Earn more positive reviews
- Raise your search ranking
- Improve patient experience
Research Findings to Guide Your eHealth Strategies in 2017
A webinar for healthcare marketers and digital strategists
Sponsored by eHealthcare Strategy & Trends and Geonetric
- Ben Dillon, Chief Strategy Officer, Geonetric
Digital budgets are increasing at hospitals and health systems across the country. Physician ratings and reviews are being added to provider directories at a rapid pace. Healthcare organizations cite a lack of time and budget as barriers to digital progress, but their digital agency partners tell a different story…
In a new webinar, Ben Dillon, Chief Strategy Officer at Geonetric, will share results from a just completed industry survey of digital strategy leaders at more than 200 healthcare organizations and agencies.
Healthcare marketers just like you told us their top digital priorities and biggest challenges for 2017.
View this in-depth webinar now, and you’ll walk away with valuable insights on everything from what your competitors are spending on digital to where you should be focusing your web development energy.
- The new digital and web strategies your competitors are preparing to launch
- How your organization’s online strategies stack up against peers
- Whether your investments in digital marketing are in line with industry averages
- How your team’s size and structure matches up against similar organizations
- Plus much more…
“Organic search is a valuable source of website traffic for hospitals and health plans,” says Jeremy Dietz, Executive Digital Editor at Coffey Communications. “To capture relevant search traffic, healthcare marketers need to build and maintain websites that meet current best practices for search engine optimization (SEO).” While the best way to make a site rank well is […]
IBM’s cognitive computer Watson became a household name and overnight sensation in 2011 when it beat two of Jeopardy’s top contestants, smoothly handling the show’s lineup of cleverly named categories and obscure facts. Soon after Watson’s victory, IBM began to get inquiries from physicians, particularly oncologists, interested in knowing if cognitive technology could be applied […]
How to Improve Patient Engagement, Revenue, and Profitability—Lessons from Penn Medicine’s Transformation to Data-Driven Digital Marketing
Originally presented September 3, 2015.
- Suzanne Sawyer, Chief Marketing Officer, Penn Medicine
- Rob Grant, Co-Founder and Executive Vice President, Evariant
Members can watch this on-demand webinar now. (Not a member yet? Start your trial membership and watch now.)
We interviewed Chris Boyer, Senior Vice President, Digital at ReviveHealth, following his presentation with Chris Bevolo, EVP at ReviveHealth, at this year’s Healthcare Marketing & Physician Strategies Summit. Their presentation “Personalized Marketing: Moving From Persona to Person” offers a vision of what healthcare marketing can become with the right strategies, competencies, tools, and technologies. Where is […]