Cutting Edge Outreach: Think Like a Data Scientist

// By Jim Samuel // Data and analytics can help physician outreach teams focus their efforts to achieve more of their objectives and make themselves indispensable to their organizations. Physician liaison and outreach departments should focus on more than volume growth and instead use data and analytics to help hospitals and health systems achieve their Read More

The Rise of “Tradigital” Marketing

// By Wendy Stark Healy // It’s time to stop thinking about marketing as two separate components — traditional vs. digital — and blend the best tactics of each discipline. “Tradigital” combines the best of both strategies and is redefining healthcare marketing today. That was the message of healthcare marketing consultants Kathy Divis, president and Read More

What Does Telehealth Look Like After the Pandemic?

Jennifer Humbert, AVP of telemedicine development and virtual inpatient monitoring, Ochsner CareConnect 360

When the pandemic blocked the normal channels of consumer access to healthcare, physicians’ groups, hospitals, and health systems around the country scrambled to establish or expand their telehealth capabilities. The question is, what happens next? What is the roadmap to scale and improve telehealth while the pandemic still rages, and what is the plan when Read More

How Three Health Systems Used Their MarTech Stack to Improve Patient Experience and Drive Growth

Kyle Hardner

// By Kyle Hardner // Connecting the dots. That’s the value provided by a customer relationship management (CRM) database, a tool health system marketing and communications leaders increasingly use to deliver precision marketing to consumers and calculate accurate return on investment (ROI). According to the 5th Annual Digital Marketing Report from Greystone and Klein & Read More

How Does Your Website Stack Up?

// Sponsored Post //

Free white paper download, sponsored by Modea and eHealthcare Strategy & Trends

Your hospital or health system’s web analytics tell a story. It’s a story about how healthcare consumers are using your website, and it’s told in milliseconds, minutes, and percentages. Inside each of these numbers are the answers to some of the most basic questions marketers have about how visitors behave on a website. Your analytics data both answer questions and point the way forward.

Simply put, your analytics data is how you can measure whether or not your hospital or health system is achieving the marketing objectives your team has outlined.

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COVID Has Pushed Technology, Including Chatbots, to the Forefront

“There’s no doubt that recent circumstances surrounding COVID-19 have reshaped the way hospitals and healthcare facilities connect with their patients,” says James Ramey of DeviceBits. “Shelter-in-place ordinances and stay-at-home mandates have forced many provider organizations to rely on technologies like chatbots and knowledge management tools that use artificial intelligence (AI) with machine learning (ML) to Read More

How Are Healthcare Organizations Preparing for a Post-COVID World?

Jenny Walker, director of digital engagement at CHRISTUS Health

Today’s environment is incredibly challenging for healthcare leaders, as the pressures and changes brought by COVID-19 have impacted the way they plan and implement marketing/communications within their organizations. Many have been asked to “do more with less,” but what does this mean? And how can organizations prepare for a post-COVID future rife with unknowns? Jenny Read More

Inherent (and Dangerous) Racism in Medical Algorithms

“In 2019, Optum’s medical algorithms were flagged for underestimating the needs of the sickest Black patients in its system,” writes Ndome Yvonne Essoka. “Hospitals and insurers all over the country use these algorithms daily to make healthcare decisions for hundreds of millions of Americans in the U.S. each year. The error highlighted flaws within healthcare Read More

Turning a Chatbot Into a Lifeline During COVID-19

Richard Rinaudot, digital marketing director for Adventist HealthCare

When Adventist HealthCare, a three-hospital system based in Gaithersburg, Maryland deployed a chatbot on its website in late 2018, it did so to connect with two distinct audiences. First, it asked the chatbot to give moms-to-be answers to their pregnancy and childbirth-related questions. Next, Adventist used the chatbot to provide customer support for the August Read More

Chatbots Reshape the Way COVID-19 Era Healthcare Facilities and Hospitals Connect with Patients

// By James Ramey // There’s no doubt that recent circumstances surrounding COVID-19 have reshaped the way hospitals and healthcare facilities connect with their patients. Shelter-in-place ordinances and stay-at-home mandates have forced many provider organizations to rely on technologies like chatbots and knowledge management tools that use artificial intelligence (AI) with machine learning (ML) to Read More

Navigating the New Marketing Normal

// By Marlene Kurban // Today’s environment is incredibly challenging for healthcare leaders, as the pressures and changes brought by COVID-19 have impacted the way they plan and implement marketing/communications within their organizations. Many have been asked to “do more with less,” but what does this mean and how can organizations prepare for a post-COVID Read More

How To Scale Your Telemedicine Program

Annie Haarmann, senior director of healthcare strategy, Reputation.com

COVID-19 brought about the explosion of telemedicine for obvious reasons — quick and convenient access between patient and provider, maintaining patient load to prevent appointment cancellations, and — most important — safety for both patients and providers. “Why would I want to go to a doctor’s office now if I don’t have to?” is today’s Read More

Integrating Digital Media and Content Strategy

// By John Gonda // Content marketing and digital media placement are becoming increasingly intertwined. To increase the impact of marketing efforts, coordination among paid, earned, and owned communication channels is vital. By truly understanding the entire buyer’s journey, you can better align your media strategies to produce desired awareness and action. You can then Read More

Unleash the Dragon and Up Your Social Media Performance

// By Amy Houck // When creating a social media campaign, a few simple steps can optimize social media performance. Following the DRAGON Method will put healthcare marketers on the best track to success: Duplicate top-performing ads. Retarget website visitors. Actively test new copy and creatives. Get rid of poor-performing ads. Optimize and repeat. Never Read More

3 Trends Impacting Healthcare Digital Marketers in 2020

// Sponsored Post //

Healthcare organizations are facing unprecedented challenges as they respond to the COVID-19 pandemic. The global crisis is also accelerating emerging trends in the industry.

Meanwhile, today’s healthcare consumers are more informed than ever about their healthcare choices, which puts pressure on health systems and practitioners to deliver exceptional patient experience from the initial search to post-care follow up and beyond.

Download this ebook to examine three trends that will impact the healthcare industry in 2020 and beyond:

  • Digital transformation is an imperative for today’s health systems
  • Healthcare organizations are moving beyond CAHPS to understand and improve PX
  • Customer relationship, patient experience and reputation management have merged

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Medical Algorithm Technology and Its Fatal Flaw: An Implicit Bias

// By Ndome Yvonne Essoka // In 2019, Optum’s medical algorithms were flagged for underestimating the needs of the sickest Black patients in its system. Hospitals and insurers all over the country use these algorithms daily to make healthcare decisions for hundreds of millions of Americans in the U.S. each year. The error highlighted flaws Read More

How a Chatbot Helped Adventist HealthCare Connect With Patients During COVID-19

Kyle Hardner

// By Kyle Hardner // When Adventist HealthCare, a three-hospital system based in Gaithersburg, Maryland deployed a chatbot on its website in late 2018, it did so to connect with two distinct audiences. First, it asked the chatbot to give moms-to-be answers to their pregnancy and childbirth-related questions. Next, Adventist used the chatbot to provide Read More

Healthcare Technology Gets a Pandemic-Related Boost

Dave Wieneke, healthcare innovation leader at PK

The COVID-19 pandemic has forced hospitals and health systems to quickly adopt new technology that has changed how Americans receive healthcare. One change has been a dramatic increase in the adoption of telehealth, says Dave Wieneke, healthcare innovation leader at PK, an international experience engineering firm. One large telehealth provider, Wieneke says, talked of experiencing Read More

Video Is on the Rise in the Post-COVID World

Dan-Dunlop-and-Jared-Johnson

In Part I of a special two-article series for eHST, Dan Dunlop and Jared Johnson discussed a phased approach to marketing during the peak of the crisis and a plan for coming out of it. In Part II of the series, they discuss some of the new opportunities that are emerging during a time of Read More

Solving the Problem of Getting Timely Info to Physicians

If you’ve ever used Microsoft Office, you’re familiar with the ribbon — the horizontal toolbar at the top of the document loaded with icons that make it easy for users to change things like fonts, formatting, colors, layouts, and alignment with a single click. Now take that same concept and drop it into the electronic Read More

What Digital Marketers Should Take Away from 2020

Andy Gradel, director of Digital Marketing, Wolters Kluwer

“It’s hard to believe we’re only seven months into 2020, which has brought us enough twists and turns to last a decade,” says Andy Gradel, director of digital marketing for Wolters Kluwer, Health. “From a global pandemic and coast-to-coast protests over police practices to a presidential impeachment and even murder hornets, the 24-hour news cycle Read More

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