Featured Articles

The Cost of Not Having Healthcare CRM

The Cost of Not Having Healthcare CRM

// Sponsored Post //

Has your health system delayed the decision to move away from an ineffective CRM system? Or hesitated to invest in one at all?

This non-decision can be costing your organization in missed opportunities: Patients left unengaged. Prospective patients unacquired. Market share lost.

Download this new white paper today to arm yourself and your team to make the case for investment in CRM at your health system.

You’ll get insights into:

  • Key benefits a modern CRM system offers
  • Why CRM systems represent an investment, not an expense
  • The opportunity costs of not leveraging CRM
  • How CRM systems help with both acquisition and retention
  • Why you can no longer afford to rely on manual marketing efforts

Download your copy today

2019 eHealthcare Leadership Award Winners

// By Jane Weber Brubaker // The eHealthcare Leadership Awards honor the very best websites and digital communications from a broad spectrum of healthcare organizations. Winners of the 20th Annual eHealthcare Leadership Awards were announced on November 6 at a special presentation in Orlando, Florida during the Healthcare Internet Conference sponsored by Greystone.Net. More than Read More

Driving Brand Experience with Data

Ask the Expert, with Drew Diskin, Director of Marketing Technology, Virtua Health // By Jared Johnson // Data available to marketers today is key to creating brand experiences that last, but only when used at patients’ decision points. Drew Diskin, director of marketing technology for Virtua Health, recently shared with me how the healthcare system Read More

Trends, Predictions, and the User Experience Movement

Learn the biggest takeaways from 2019, what to expect for 2020, and why user experience is at the heart of it all. // By Ben Dillon // Toward the beginning of a new year, everyone gets excited about trends. But trends don’t start or end in a single year. Sometimes they are more of a Read More

Hardtner Medical Center Opens New Digital Front Door in Rural Louisiana

// By Melanie Graham // In early 2018, the team at Hardtner Medical Center was searching for an innovative way to engage patients and increase usage of its patient portal. It had tried emails, advertisements, flyers — even billboards. But one tactic it hadn’t tried yet was a mobile app. “We needed to figure out Read More

Double Your Search Impact Without Spending One Dollar More

Double Your Search Impact Without Spending One Dollar More

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Most hospital marketers have a sneaking suspicion that some of their digital spend goes to waste. But they struggle to pinpoint the source of the problem.

This whitepaper will give you a framework to investigate the effectiveness of your current spend and develop a path to double your impact without doubling your budget.

We’ll explore dynamics unique to healthcare campaigns, provide clear expectations about what results you should expect, and show you how to find reliable third-party data to validate your improvements.

Download your copy and you’ll come away with these three critical healthcare digital marketing takeaways:

  • The fundamental campaign types for healthcare digital advertising
  • How to choose the best model for your campaigns and set the right KPIs to take control of your spend
  • Best practices based on years of practical experience to get a comprehensive benchmark and diagnose campaign issues

Embrace these ideas and you can leapfrog ahead of your competition while they continue to spend twice as much for digital advertisements.

Download your copy today

SHSMD Connections 2019: Making Room for Innovation

Jeff Steblea, SHSMD board member and director of sales at Eruptr

// By Jared Johnson // It’s time to make more room for innovation in our marketing and strategy, according to participants at SHSMD Connections 2019. SHSMD Connections, the annual conference of the Society for Healthcare Strategy and Market Development, was held September 8-11 in Nashville, Tennessee. The conference included inspirational keynotes, 140+ solution providers, informative Read More

The Value of Customer Journey Mapping in Healthcare

Ask the Expert, with Steve Koch, Managing Director, Cast & Hue // By Jared Johnson // Marketers need to focus on the holistic experience of the consumers and patients they serve. It’s not just acquisition but creating long-term relationships with people as they go through the continuum of care. I spoke with Steve Koch, managing Read More

Digital Accessibility: Why It Should Be a Matter of Culture, Not Compliance

// By Keir Bradshaw // Statistics paint a realistic picture of why healthcare organizations need to make their websites and other digital assets accessible to those with disabilities. For starters, there’s the fact that disability affects just over one in every four people1 living in U.S. communities. From a pure business perspective, hospitals and health systems simply can’t afford to shut the digital front door on 26 percent of their potential patient populations. Then Read More

How Health Systems Can Prepare for the Voice-First Future

// By Melanie Graham // Over the past 25 years, healthcare marketers have experienced several waves of digital disruption, from the adoption of the web to SEO, social media, and mobile devices. The latest wave? Voice. But voice assistants are not just a trendy marketing tool — they can provide many benefits for patients, health Read More

Reworking the EHR at VCU: Designing for the People Who Practice Medicine

Rodrigo Martinez, MD, chief clinical officer, TransformativeMed

// By Althea Fung // Electronic health records (EHR) have changed the way the healthcare industry works. In the 10 years since then-president Barack Obama signed a law to accelerate digitization of health records, hospital EHR adoption has increased from 9 percent to 96 percent, according to the Office of the National Coordinator for Health Read More

I’m Human. Are You?

// By Christy Pretzinger // When I began freelancing in the early ’90s, a fax machine was the only so-called “digital” equipment I had. When I had conference calls, I put my dog in the other room so my clients wouldn’t know I was working from home. Obviously, times have changed. Technology is ubiquitous. And Read More

Customer Data Platforms: A Foundation for Healthcare Change

Customer Data Platforms white paper cover

// Sponsored Post //

Read this CDP Institute white paper sponsored by Healthgrades.

The technology systems used by today’s healthcare organizations capture enormous amounts of consumer data, but tend to be siloed, disconnected from one another and unable to share information. This prevents the consistent, coordinated experience consumers have come to expect in other parts of their life, resulting in dissatisfaction, unnecessary costs, and less desirable health outcomes. Fortunately, Customer Data Platforms (CDPs) have arrived and can create positive change for both health systems and their patients.

In this white paper, you’ll learn how CDPs represent a tremendous opportunity for healthcare organizations to market to consumers, enhance operational efficiencies, and improve the health outcomes of their patients, with the ability to:

  • Ingest unstructured and semi-structured sources, refining them so the data can be used by other systems.
  • Unify consumer identities from different sources, providing a more complete picture of an individual and storing it for future reference.
  • Support predictive modeling, and enhance the process with automated machine learning.
  • Coordinate messaging across channels throughout the customer journey.
  • Generate personalized messaging in real time.
  • Provide up-to-the-moment information about events across channels.

Download your copy today

When Will Healthcare Be Ready for 5G?

Larry Kaiser, vice president of marketing and communications, Optimum Healthcare IT

// By Jared Johnson // As healthcare’s digital transformation continues, many providers and patients are beginning to dig into what 5G can bring. Industry leaders seem to be in general agreement that 5G will bring new opportunities to deliver on some of digital health’s revolutionary promises, but that we are still years away from devices Read More

Managing Risk: The Business Case for Security Certification

// By Cheryl L. Serra // If you think it’s expensive and time-consuming to protect your healthcare organization’s data, you’re right. But just look at the cost of not having a solid security program and experiencing a healthcare breach. You needn’t look far. A breach can be financially devastating. It will ruin your reputation. It Read More

Telemedicine at Yale New Haven Health: Letting Patients Make the Call

// By Marcia Simon, APR // Consumers want faster access to healthcare, providers want to improve the patient relationship, and reimbursement rates for telemedicine are getting better. Combine these factors and it becomes clear — telemedicine is going mainstream. Telemedicine claims have increased 624 percent from 2014 to 2018, according to FAIR Health, a nonprofit Read More

Price Transparency: Helping People Shop for “Shoppable” Services

Jane Weber Brubaker

// By Jane Weber Brubaker // In a TED Talk earlier this year, Jeanne Pinder, founder and CEO of ClearHealthCosts.com, describes a situation that is all too familiar. Three members of her family had minor surgery, comparable in scope, each requiring about a half an hour. The bills, just looking at anesthesia, ranged from $2,000 Read More

Transparency: Consumers Have a Right to Know

Danny Fell

// By Daniel Fell // Should consumers choose doctors and hospitals based on how many stars they have? If not, then what information should consumers and patients use in determining where to go for healthcare services? Rating healthcare providers by the number of stars they have may be overly simplistic, but the majority of consumers Read More

HCIC 2019: A Good Time and a Good Education

Kathy Divis, president and co-founder of Greystone.Net

Sneak Peek at 23rd Annual Greystone.Net Healthcare Internet Conference // By Jane Weber Brubaker // HCIC is a little like the gathering of the clans. “I’ve had people tell me that they feel like this is their tribe,” says Kathy Divis, president and co-founder of Greystone.Net, producers of HCIC, the annual Healthcare Internet Conference. “They Read More

Engaging Audiences with Live Video Broadcasting

Tools like Facebook Live work, with upfront planning and strategic thinking // By Sheryl S. Jackson // On any given week across the state of Connecticut, there are broadcast segments on four local news networks, radio stations, and social media. What makes these segments different? They are all produced by an in-house strategic content and Read More

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