How Healthcare Marketers Can Leverage Instagram

Instagram

There’s no denying Instagram’s rapid rise in popularity. As of September 2017, the photo-sharing channel had more than 800 million monthly active users — double the amount it had just two years prior. On top of its massive growth, Instagram also has been rolling out a slew of new features what seems like almost monthly. Read More

Healthcare Marketers Unlock the Power of Instagram

Instagram

// By Melanie Graham // How Advocate Health Care Powers Up on Instagram — Plus Advice from UCLA Health’s Experience with the Photo Sharing Platform There’s no denying Instagram’s rapid rise in popularity. As of September 2017, the photo-sharing channel had more than 800 million monthly active users — double the amount it had just Read More

Ethical Land Mines To Avoid In Your Digital Advertising Efforts

Chris Neuner, senior vice president and general manager of digital health solutions at PulsePoint

Are you reaching the right people with your digital advertising without crossing any ethical lines? The latest programmatic technology makes it easier than ever to gather insights to help you connect with your target audience. But in the process, there are some land mines you’ll need to avoid. The exploding popularity of personal devices, from Read More

Steer Your Digital Healthcare Ad Targeting Around Ethical Land Mines

Chris Neuner, senior vice president and general manager of digital health solutions at PulsePoint

New Advisory Group Sets Guidelines for Programmatic Healthcare Advertising // By Lisa D. Ellis // Are you reaching the right people with your digital advertising without crossing any ethical lines? The latest programmatic technology makes it easier than ever to gather insights to help you connect with your target audience. But in the process, there Read More

New Web Accessibility Requirements Coming: Are You Ready?

Andy Gradel, System Director of Digital Marketing, Main Line Health

What if 20 percent of your website visitors were prevented from fully engaging with your content, or found it just too frustrating to spend much time on your site? Web design has come a long way toward making digital experiences more consumer-friendly, personalized, and mobile-friendly. But unless you’ve experienced what it’s like to interact with Read More

How Accessible Is Your Website?

// By Jane Weber Brubaker // What if 20 percent of your website visitors were prevented from fully engaging with your content, or found it just too frustrating to spend much time on your site? Web design has come a long way toward making digital experiences more consumer-friendly, personalized, and mobile-friendly. But unless you’ve experienced Read More

The Intersection of AI and Healthcare

chat bot with billing agent for piedmont healthcare from Loyal healthcare

The media, including social media, are buzzing about AI, or artificial intelligence. As of this writing in late November, the top trending article on Facebook is “Facebook Is Using Artificial Intelligence to Spot Suicidal Tendencies in Its Users.” On LinkedIn, it is “Where Will AI Increase and Decrease Costs in Healthcare?” Is AI just the Read More

Creating a Model Online Presence

Cover: healthgrades - creating a model online presence

How health systems can translate their physical access approach into digital catchment strategies

// Sponsored Post //

All health system leaders must define how to build and maintain a footprint that effectively serves their organization’s identified communities and populations.

This is the core of a catchment strategy: determining the mechanisms used to “catch” patients. Health systems have historically split their catchment efforts between two primary categories: physical clinical care sites and marketing strategies that drive awareness of the system and generate traffic to their facilities.

As the modern consumer is turning more to digital solutions to meet their healthcare needs, strategies for driving awareness and traffic require not only a well-established physical footprint, but also a diversified online presence. Creating an optimal digital footprint offers a unique opportunity to increase access, inform resource deployment, and ultimately, drive patient volume and growth.

 
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How to Optimize Your Hospital Website’s Find-a-Doctor Tool — and Put Users First

Noel Coleman, president of Doctor.com Enterprise

The strategic core of most hospital or health system websites is a strong and user-friendly physician directory, or “Find a Doctor” tool. Optimizing your strategy and your tool’s functionality is a digital healthcare marketing imperative. In last month’s article, Noel Coleman mapped five strategic goals for your “Find a Doctor” tool. In our new article, he offers Read More

How Texting Can Solve Patient Communication Woes

Lea Chatham, director of content marketing for Solutionreach

We use our cellphones to deposit money, send email, and track our daily step count. We also use them to constantly communicate, whether it’s through social media, texting, and (rarely, it seems) phone calls. With countless apps and new technology increasing our communication channels, shouldn’t it be easier to communicate with healthcare providers? Unfortunately, that Read More

Bringing the Amazon Experience to Healthcare

// Sponsored Post //

Applying Retail Best Practices to Healthcare Marketing

The age of healthcare consumer experience is here to stay, but understanding what that means and how to translate traditional retail customer experience tactics to healthcare can be confusing. This ebook gives you concrete tips and strategies for bringing that Amazon-like experience to healthcare marketing.

This guide examines how Amazon accomplishes great customer experience management through a mobile first strategy, data-based user experience design, conversion optimization, and personalization then shows you where you can apply these same principles to your own website, provider profiles, and more.

 
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Are You Maximizing Your “Find a Doctor” Strategy? (Part 2)

Noel Coleman, president of Doctor.com Enterprise

8 Steps to Strengthen Your Physician Directory Tools and Build Your Patient Base // By Noel Coleman // No hospital or health system website today is complete without including a strong and user-friendly physician directory, or “Find a Doctor” tool. This means that if your organization has not yet ventured fully into this area, there’s Read More

Common SEO Myths That Can Hurt Healthcare Websites

Kyle Mills, manager of online marketing at Practis

“In the big picture of digital marketing, SEO is truly the most misunderstood portion,” says Kyle Mills, manager of online marketing at Practis, a North Carolina-based healthcare digital marketing agency. One of the biggest myths around SEO is that websites can be optimized once and have long-term success. The fact is that SEO is not Read More

Debunking Myths About Healthcare and Pharma SEO

Kyle Mills, manager of online marketing at Practis

Why Healthcare Marketers Should Think Beyond Title Tags and URLs // By Melanie Graham // For some healthcare marketers, search engine optimization (SEO) is a big, scary unknown. There seems to be a lot of mystery around how it works, what changes are being made, and what you should do to get your web content Read More

From a Nonfunctional Website To Digital-First

City of Hope Logo

“When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “She had the experience Read More

Is Your Physician Directory Achieving These 5 Strategic Goals?

Noel Coleman

“How do your customers identify providers in your network? Your answer could be very important to your organization’s success,” posits Noel Coleman, president of Doctor.com Enterprise (formerly Connect Healthcare). Here’s why: “Today, Find-a-Doctor tools (such as a physician directory on your website that is optimized to meet your patients’ needs and search habits) are an important part Read More

Should You Leap Into Facebook Live Streaming?

Amanda Rayno, Brigham and Women's Hospital

There’s no denying the popularity of Facebook’s live video feature. Within a year of its site-wide launch in April 2016, broadcasts quadrupled, and one in five videos on the platform was live. For marketers, Facebook Live is a new and exciting way to engage with audiences. But live video can come with some hesitation and Read More

Are You Maximizing Your “Find a Doctor” Strategy?

Noel Coleman

Part 1: Make Sure You Achieve These 5 Strategic Goals // By Noel Coleman // How do your customers identify providers in your network? Your answer could be very important to your organization’s success. Here’s why: Today, Find-a-Doctor tools (such as a physician directory on your website that is optimized to meet your patients’ needs Read More

City of Hope’s Digital-First Transformation

Robin Snow

// By Robin Snow // When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse. She had the experience to do it, having completed Read More

Don’t Overlook the Importance of Page Speed

Petra Gregorová, senior software engineer at ConnectiveDX

As the number of users accessing the internet from mobile devices continues to climb, an optimized mobile experience is becoming a must-have for healthcare and other industries. How long does it take your hospital website to load on a mobile device? According to a study by Google, 22 seconds is the average time to fully load Read More

How Brigham and Women’s Hospital Found Success with Facebook Live

facebook live logo

// By Melanie Graham // There’s no denying the popularity of Facebook’s live video feature. Within a year of its site-wide launch in April 2016, broadcasts quadrupled, and one in five videos on the platform was live. Meanwhile, users showed a strong response out the gate, even before the feature was available to everyone on Read More

Count to Three and They’re Gone — Why Page Speed Matters

Petra Gregorová, senior software engineer at ConnectiveDX

// By Jane Weber Brubaker // As the number of users accessing the internet from mobile devices continues to climb, an optimized mobile experience is becoming a must-have for healthcare and other industries. Although many hospitals and health systems have incorporated responsive web design into their websites, that may be just the starting point. The Read More

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