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In healthcare today, the only differentiator you have is the consumer experience. So, ask yourself: is your digital consumer experience helping or hurting?
many healthcare organizations are reimagining their view of the digital experience and are building a true digital front door. To make it happen will require bold change and rethinking every digital encounter.
As a healthcare marketer, how can you justify the investment required for web personalization? While web personalization is perceived by many healthcare systems to enhance their digital marketing and improve the customer experience, a sizeable number of organizations find the tools challenging and have difficulty measuring success. Geonetric’s 2021 Healthcare Digital Marketing Trends survey showed Read More
// By Melanie Graham // After a virtual conference in 2020 and a scaled-back event in 2021, HCIC is ready for a return to normal this year in Miami. With new session formats, an exciting slate of topics, and a beautiful setting, this is a conference that healthcare professionals won’t want to miss. After two 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 Marlene Kurban // Delivering a highly personalized web experience to consumers can increase patient volume and engagement. While web personalization is perceived by many healthcare systems to enhance their digital marketing and improve the customer experience, a sizeable number of organizations find the tools challenging and have difficulty measuring success. Geonetric’s 2021 Healthcare 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
For most people, Super Bowl 2021 was a throwdown between the Kansas City Chiefs and the Tampa Bay Buccaneers on Tampa’s home turf. But for the marketing team at The Ohio State University Wexner Medical Center in central Ohio, gameday was an opportunity to highlight the talented medical center staff and tackle vaccine misconceptions head-on. “It Read More
// By Althea Fung // When pandemic restrictions on vendors meant an outside media team couldn’t come on campus, The Ohio State Wexner Medical Center tapped the talents of its own in-house team to produce a high-profile TV spot — and that was just the beginning. For most, Super Bowl 2021 was a throwdown between Read More
Google’s Universal Analytics is ending. Are you ready? In March, Google announced that it plans to officially retire the current version of Google Analytics and require all users to move to the next generation, Google Analytics 4, or GA4, by July 1, 2023. That’s nearly a year from now, and you may be tempted to Read More
// By Rachael Sauceman // Now is the time to start getting ready for Google’s transition to GA4 in July 2023. In March, Google announced that it plans to officially retire the current version of Google Analytics and require all users to move to the next generation, Google Analytics 4, or GA4, by July 1, Read More
// By Althea Fung // A recent survey found that half of the respondents get most of their COVID-19 information from media reports. About a third of respondents believe that no one has provided clear information consistently about COVID-19. Patient engagement is a critical piece of patient care. Studies have linked patient engagement with improved Read More
// By Jane Weber Brubaker and Althea Fung // Will the industry’s biggest buzzwords really make a difference? We think the answer is yes. A good open-ended question gets you thinking, or in our case, researching. In Chris Bevolo’s latest (and final, he says) book in the Joe Public series, Joe Public 2030, he poses Read More
// By Jane Weber Brubaker // If you’ve ever tried to merge your Gmail contacts into Outlook or vice versa, you know it doesn’t always (ever) go smoothly. The data fields don’t match up. You may end up with lots of duplicates, or some records don’t show up at all. It’s easier to go back Read More
// By Althea Fung // Marketers from Humana and Johns Hopkins Medicine weigh in on the value of email marketing. Effective strategies for consumer engagement are also more efficient for marketers. If you’re an email marketer, you’ve likely heard the refrain “Email marketing is dead” countless times. But that’s just not true. A Pew Research 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
The pandemic had a silver lining. It took a wrecking ball to the walls that have separated internal departments within health systems. Organizations battling COVID-19 had to break down the silos, join forces, and learn to collaborate in new ways. These newly acquired skills are valuable in a post-pandemic world as well.
Health systems that forge internal alliances unleash their collective strengths and leverage competitive strengths to lead their organizations and the industry in innovation and transformation.
This report is a collection of our best articles on the value of collaboration, with interviews from healthcare leaders who have successfully built coalitions, worked across departmental lines, and brought teams together to accomplish what their organizations needed most.
// By Jim Samuel // Learn how a South Jersey health system’s 2018 decision to adopt artificial intelligence and predictive analytics paid off during the COVID-19 pandemic and its aftermath. When South Jersey’s Virtua Health decided to add customer relationship management (CRM), artificial intelligence (AI), and predictive analytics to its technology toolkit in 2018, the Read More
// By Jane Weber Brubaker // Can AI make Find A Doctor functionality and site search work better for consumers? Think back to the earliest days of online search, when keywords first came to be. A typical call to action — in a TV spot or a print ad — would be something like this: Read More
// By Althea Fung // Afraid AI is going to take over your job? Don’t be. “Marketers should … see AI not as a way to replace humans but to augment and enhance the important and necessary work we do,” says Lately.ai’s founder Kate Bradley Chernis. With more than 3.6 billion users worldwide, social media Read More
// By Marlene Kurban // Using AI gives Yuma Regional Medical Center a better understanding of what its customers are saying about the medical center. It’s often very different from information collected on a paper survey. Artificial intelligence (AI) gives healthcare organizations the ability to gain a better understanding of customer behavior, needs, and concerns, Read More
// By Jane Weber Brubaker // Dr. Hank Capps doesn’t think AI is going to become your doctor, but it will be a part of the technology that will be part of your care in the future. When Dr. Hank Capps joined Wellstar in January 2021 as executive vice president and chief information and digital officer, Read More
// By Althea Fung // Connecting chat functionality with symptom checking and online scheduling helps patients find the right level of care. When you’re feeling unwell, symptom checkers — online triage tools that identify a range of conditions a user may have based on what the user is experiencing — can be helpful. These tools Read More
// By Susan Dubuque // For more than two decades, the eHealthcare Leadership Awards have showcased creativity and innovation in digital communications that support healthcare organizations’ marketing and business goals, and enhance patient and consumer experiences. I am honored to serve as co-chair for this year’s eHealthcare Leadership Awards. In preparing for this role, I Read More
// By Jane Weber Brubaker // At Northeast Georgia Health System and UPMC, improving access and making digital scheduling easier are top priorities. What does it actually mean for health systems to embark on a digital transformation journey? Among the priorities are making it easier for consumers to find and access the care they need Read More
A Note from the President: I’m pleased to announce that Susan Dubuque will co-chair this year’s eHealthcare Leadership Awards. Susan is cofounder of NDP Agency, a marketing and advertising firm based in Richmond, Virginia, and a nationally recognized expert in behavioral marketing. She literally wrote the book on marketing’s role in health improvement, Gearing Up Read More