// By Jim Samuel // Every year, the Society for Health Care Strategy & Market Development (SHSMD) publishes Futurescan, an annual report that examines healthcare trends and their implications for leadership teams over the next five years. Many of the trends covered in the report could have consequences for healthcare marketing. Healthcare is undergoing dramatic Read More
// Sponsored Post //
An Electronic Health Record’s Virtual Visit functionality offers the holy-grail for healthcare marketing—personalized content with no risk of exposing PHI.
In this guide, we’ll explore how the significant rise in telehealth visits due to the COVID-19 pandemic presents a unique opportunity to create a virtual “waiting room” experience that can accelerate the shift from managing your health data to managing your healthcare, and ultimately – managing your health.
Download this white paper to learn how a fully-authenticated virtual waiting room can be optimized.
// By Jane Weber Brubaker // If you’re trying to reach mothers — the primary healthcare decision-makers in most households — then Pinterest may be an attractive opportunity for your health system. As of October 2020, U.S. monthly active users on Pinterest numbered 98 million, and more than 78 percent are female. Pinterest reported in Read More
Where can your health care organization focus your efforts in 2021 to improve the digital experience for your prospects and patients to differentiate your brand, drive key business metrics, and win in the marketplace?
To meet the changing needs of healthcare consumers, digital teams at two leading organizations are changing focus – moving beyond mastering discrete channels or platforms and focusing instead on delivering the connected digital experiences that healthcare consumers expect.
Hear from Jill McCormick, Director of Design and Innovation at Baystate Health and Chris Pace, Chief Digital Marketing Officer at Banner Health, as they share the initiatives their organizations are focusing on to create those connected digital experiences for prospects and patients.
// By Wendy Stark Healy // The release of the first COVID-19 vaccines in mid-December made Geonetric’s webinar, “Support Your COVID-19 Vaccination Efforts with Your Marketing Strategy,” very timely. Three experts from the agency shared tips for overcoming community hesitancy and misinformation about getting vaccinated. “There’s a lot of interest in this topic,” says David Read More
// By Marlene Kurban // While 75 percent of consumers prefer to do business with organizations that create a personal, relevant shopping experience, 60 percent don’t think the communications they receive from healthcare institutions meet the mark. With more and more patient acquisition processes occurring online — from health research to appointment scheduling — dynamic Read More
// By Neal Linkon // Few things are more routine — pre-pandemic, anyway — than the semiannual dental cleaning. Routine, that is, until the dentist stops in for a quick exam and asks: “How long have you had that white spot on your tongue?” I had no idea what she was talking about. But the Read More
// By Althea Fung // When Virtua Health, a southern New Jersey-based health system, acquired Lourdes Health System in 2019, the leadership team decided it would be a good time to continue to build on how the now five-hospital system was investing in its marketing initiatives. “[The marketing department] had an opportunity to build technology Read More
// By Paul Szablowski // Predictions for 2021 are still anyone’s guess. The coronavirus continues to rage, and many economists are forecasting slow economic growth. Bloomberg reported in mid-November that the increase in COVID-19 cases and resulting new restrictions “threaten to temper momentum for the economic recovery even amid positive news about a vaccine.” Amid Read More
// By Jared Johnson // Now is an ideal time to explore opportunities for voice skills to improve a consumer’s healthcare experience. Seamus O’Reilly, senior director of content marketing and digital presence at Duke Health, and Matt Hummel, chief experience officer and vice president of consumer strategy and design at Paragon, presented on this topic Read More
// By Dalal Haldeman, Ph.D. // The great difficulties we’ve faced in 2020 with regard to the COVID-19 pandemic are clear for us all, though our experiences may differ in the details, whether navigating patient surges or having our daily routines altered in ways both subtle and profound — or in the most horrific of Read More
// By Jane Weber Brubaker // Give me a good experience, gain my trust, and you’ll earn my loyalty. That’s consumerism, the bargain consumers strike with any company they do business with, whether they’re shopping for products or services — including healthcare services. “Healthcare consumerism is looking at everything through the lens of the patient, Read More
// By Marlene Kurban // The ratings and reviews that consumers post online can advance or damage the reputation of any organization, and healthcare is no exception. Online reputation management (ORM) and ongoing analysis of reviews have the potential to significantly improve the patient experience and positively influence customer lifetime value (CLV). BayCare Health System Read More
// By Jane Weber Brubaker // Is it possible for health systems to have their own version of “set it and forget it”? Can they really set up campaigns in their CRMs and let them run automatically based on pre-set rules? Maybe not right out of the gate, but with diligence, healthcare marketers can learn Read More
Seventy-five percent of consumers prefer to do business with organizations that create personalized and relevant shopping experiences. But 60 percent of healthcare consumers report they don’t get that from healthcare organizations. There’s a huge opportunity to improve customer experience and increase conversions by bridging this gap.
Personalization can help connect the dots between consumer pain points and your healthcare services — helping consumers get value by more quickly and efficiently finding relevant information they seek, while allowing health systems to cross-promote services, improve loyalty, and drive patient volume. Done correctly, it’s a win-win.
In this session you’ll hear from experts who have worked with organizations including Duke Health, Geisinger, Johns Hopkins, and Cleveland Clinic. They’ll discuss how to use personalization tools to customize healthcare experiences while staying on the right side of HIPAA and the compliance department. You’ll get real-world examples and best practices to optimize your hospital website, leverage customer data safely, and deliver the more “Amazon-like” digital experience consumers expect.
// Sponsored Post //
Free white paper download, sponsored by Geonetric
Before the functionality wish-list. Before the RFP. Before the stakeholder interviews. Before you get too far down the redesign path, read this white paper and learn the top five areas you should think about before you start.
Download this white paper and learn how to prepare internally before you talk to an agency.
The eHST Editorial Advisory Board is made up of leaders in the health care marketing field committed to shaping the future of the industry. They offer ongoing feedback on our editorial coverage, write occasional articles, and point us to developments and people eHST members like you should know about. I’m very pleased to announce that Read More
// 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 21st Annual eHealthcare Leadership Awards were announced on November 17 at a special presentation at HCIC@Home, the virtual conference sponsored by Greystone.Net, our partner in presenting the Read More
// By Marlene Kurban // The American Hospital Association estimates that hospitals and health systems across the country have lost more than $200 billion as a result of the pandemic, and total losses may top more than $320 billion by the end of 2020. Patient volume declined significantly this year due to delayed care and canceled Read More
Ask the Expert, with JK Lloyd, President, Eruptr // By Jared Johnson // Hospital digital teams continue to ask lots of questions about resuming and revising their digital marketing campaigns as COVID-19 infection rates continue to rise. For many, it continues to be a challenge to make decisions about how to revive key service-line campaigns while Read More
What if you could create a customer engagement program in your urgent care service line that increases customer lifetime value by 22 percent?
Or increase the customer lifetime value of your primary care physician service line by 29 percent?
And what if you could document and prove those results based on a two-year scientific study that ties your customer engagement program’s impact to customer visit history?
That is precisely what BayCare Health System has done.
BayCare Health System has spent the last two years conducting a proactive “Review Requesting Program” in its urgent care and primary care physician service lines and analyzed the effect on clinical visit history and customer lifetime value.
Watch this webinar on demand, and learn from Ed Rafalski, BayCare Health System’s chief strategy and marketing officer how the program was executed and analyzed, and how it improved the health system’s business KPIs and clinical outcomes.
// By Ed Rafalski // Using Customer Lifetime Value and ratings, organizations can identify the total cost of acquisition of new customers and the total incremental cost of retaining existing customers. BayCare Health has seen promising results with its proactive strategy. Now more than ever before, reviews and star ratings influence consumers’ purchasing decisions, especially in retail. Read More
// By Carrie Liken // The COVID-19 pandemic has been a defining moment for humanity. It has been equally defining for healthcare. As long as COVID is part of our world, people will travel less for care, and they will search more for local care that is convenient to them. If you use this to Read More
// By Ben Dillon // The COVID-19 pandemic has impacted every industry in the U.S., but not all in the same way or to the same degree. Healthcare’s experience has been unique, with the combination of shutdowns early in the crisis coupled with costly emergency response plans for many health systems. Teams pivoted to focus Read More
// By Jim Samuel // Health systems and hospitals can use data they already have to help set marketing priorities and determine the best use of their budgets. That was just one of the lessons identified during “Using Analytics to Inform, Plan, and Optimize Marketing,” a presentation given during the 2020 Healthcare Marketing and Physician Read More
