With a massive digital rebrand in the works, data has become a critical component to maintaining Intermountain Health’s mission. When Intermountain Health decided to embark on a rebrand, it was about more than finding a new logo design — it was about transforming into a brand that truly represents the organization’s core. “Although we have Read More
// By Dalal Haldeman, Ph.D. // Leaders from Hackensack Meridian Health, UW Medicine, and RUSH compare notes on what it takes to push digital transformation forward in their organizations. As digital teams take on more and more strategic responsibilities, leaders step forward to complement staff they have in place by recruiting additional talent and collaborating Read More
// By Melanie Graham // With a massive rebrand in the works, data has become a critical component to maintaining Intermountain Health’s mission. Mona Baset, vice president of digital services at Intermountain, discusses how Intermountain’s data-driven approach to digital is paving the way for a better patient and caregiver experience. When Intermountain Health decided to Read More
// By Susan Dubuque // From the Michelin Stars for culinary arts to the Tony Awards for Broadway productions to the Westminster Kennel Club Dog Show honors for our canine friends, every industry sector has its most coveted awards. For healthcare marketers, it’s the eHealthcare Leadership Awards. I am honored to serve as co-chair once Read More
Healthcare marketers should no longer overlook the powerful qualities of qualitative or “thick” data that delivers rich, deep insights and meaning that quantitative data often can’t provide. Instead, healthcare organizations should aim to develop a data-driven healthcare marketing strategy that integrates both big data and thick data to unlock new opportunities for growth. Some readers Read More
// By Daniel Fell and Dean Browell, PhD // Marketers shouldn’t overlook the incredibly powerful qualities of qualitative or “thick” data that delivers rich, deep insights and meaning that quantitative data often can’t provide. Some readers may recall the popular “I’m a Mac, I’m a PC” campaign that ran in the early 2000s, a tongue-in-cheek Read More
// By Susan Dubuque // We’re pleased to announce that the 2023 eHealthcare Leadership Awards Call for Entries is officially open! It’s time to review all the great things you’ve accomplished and prepare to receive the recognition you deserve. Throughout the pandemic, digital tools and tactics saved the day — allowing organizations to maintain productivity by Read More
In this exclusive report from eHealthcare Strategy & Trends, we highlight the many ways that content marketing is being used by hospitals and health systems around the country.
If your healthcare marketing strategy doesn’t include brand journalism, you may be missing out on powerful ways to connect with your audience and build long-term trust with your organization. The internet is inundated with blogs on every medical ailment known to man. Content from medical experts matters — especially in a climate of healthcare misinformation Read More
How often does a CEO ask what it would take to become the best healthcare content producer in the world — in two years — and then give you the resources to do it? Amanda Todorovich, executive director of content marketing at Cleveland Clinic, freely admits that the scope of what she and her team Read More
// By Wendy Margolin // How to win hearts and minds with stories that matter. The internet is inundated with blogs on every medical ailment known to man. Content from medical experts matters — especially in a climate of healthcare misinformation and disinformation. It is a key component of SEO strategy. But it may not Read More
As a healthcare marketer, how do you create content that is relevant to your audience and meets their specific needs? Content marketers know that a well-told story can leave an indelible mark on the reader. It can make seemingly boring topics engaging and highlight connections between disparate groups. In the past, marketers would have to Read More
// By Jane Weber Brubaker // Five principles for leading your organization’s digital marketing efforts. Amanda Todorovich, Cleveland Clinic’s executive director of content marketing, freely admits that the scope of what she and her team are tasked with is not typical. How often does a CEO ask what it would take to become the best Read More
In today’s climate of diminishing trust in institutions, how do you attract patients in a way that both highlights your organization’s services and builds longlasting trust with your healthcare brand? “Of all the marketing tips for healthcare, the most important (and simplest) one is this: express empathy,” says Wendy Margolin in a new article. “Empathy Read More
// By Althea Fung // Even a small team can make a big difference. “The shortest distance between two people is a story.” Content marketers know that a well-told story can leave an indelible mark on the reader. It can make seemingly boring topics engaging and highlight connections between disparate groups. In the past, marketers Read More
// By Wendy Margolin // In a climate of diminishing trust in institutions, healthcare organizations can use empathy in storytelling to attract patients. Of all the marketing tips for healthcare, the most important (and simplest) one is this: express empathy. Empathy draws your reader or viewer in. It makes them imagine themselves in the story, Read More
Without the right tools, it’s hard to meet your strategic goals. With the right tools and partners, it’s as different as night and day. At St. Bernards Healthcare in northeast Arkansas, trying to prospect for new patients among new movers wasn’t working. That changed when the health system adopted a CRM platform, Virgin Pulse, in Read More
With millions of Americans at home during the COVID-19 pandemic, many people turned to the internet to learn more about the novel virus. That caused a surge in traffic on hospital websites and social media channels. According to a report from Baldwin publishing, one hospital marketing director who manages more than 80 websites reported a Read More
// By Jane Weber Brubaker // St. Bernards’ marketing team tried to run direct mail campaigns on their own, but they weren’t working. Today, it’s a different story. Without the right tools, it’s hard to meet your strategic goals. With the right tools and partners, it’s as different as night and day. At St. Bernards Read More
// By Althea Fung // New York City was in the crosshairs of COVID-19 more than once, first as the epicenter of the pandemic, and more recently when Omicron struck. In the midst of the crisis, the city’s public hospital system found a way to redesign its website. With millions of Americans at home during Read More
When your kid is sick, you need a quick and easy way to get information about what to do. Should you go to the ER? Or is a virtual visit appropriate? Is urgent care the best option, or an office visit with your pediatrician? Children’s Wisconsin wanted to give families a tool that would meet Read More
// By Jane Weber Brubaker // When a third of your families are MyChart power-users, you’d rock their world if you changed everything they’re familiar with. Instead, the Children’s Wisconsin branded app adds new features that parents want, built around the MyChart core. If you have a sick kid, you need a quick, easy way Read More
“Hospitals and medical practices are constantly refining their communication plans and budgets to produce the most effective results and greatest ROI,” says Marty Summa of Sage Growth Partners. “Nowhere is this more evident than with social media strategies.” Here’s an excerpt from Summa’s new article: When it comes to developing successful social media marketing campaigns Read More
Artificial intelligence (AI) gives healthcare organizations the ability to gain a better understanding of customer behavior, needs, and concerns, analyze data in real time, and strengthen customer engagement. AI enables collection of more patient feedback at a much bigger scale, and this means a more robust, statistically significant data set that supports strategic decisions and Read More
// By Marty Summa // Younger audiences trust healthcare information they find on social media platforms. Not only do they consume it, they share it. And overall consumption in other ages groups is also growing. Here are some tips on how to make the most of your social media and content marketing efforts. Hospitals and Read More