// 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
// By Jared Johnson // Technology has changed how consumers seek health information, consume content, and travel to and from appointments. Chris Pace, senior director of digital marketing at Banner Health; Carrie Liken, head of industry for healthcare at Yext; and Michael Andrews, executive director at WebMD, presented on this topic during the 2020 Healthcare Read More
// By Marlene Kurban // 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 Read More
A new eHealthcare Strategy & Trends webinar on demand for healthcare marketers and digital strategists.
Your Presenters
// 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
// 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
// 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
// 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
// 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
// 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
Ask the Expert, with Bryce Cannon, President of Modea // By Jane Weber Brubaker // The pandemic has taken a toll on every aspect of our lives for the past several months. As health systems have scrambled to meet the needs of their communities, technology projects that may have been nice to have down the Read More
Virtual care is here to stay. // By Marcia Simon, APR // 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 Read More
// By Jim Samuel // What has changed because of the COVID-19 pandemic — and what hospitals and health systems should know about moving from a basic online presence to a fully open digital front door. The COVID-19 pandemic has forced hospitals and health systems to quickly adopt new technology that has changed how Americans Read More
// By Jane Weber Brubaker // 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 Read More
// By Andy Gradel // It’s hard to believe we’re only seven months into 2020, which has brought us enough twists and turns to last a decade. 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 has been true to its name. Read More
Leveraging New Opportunities Pushed Forward by the Coronavirus // By Dan Dunlop and Jared Johnson // In Part I of this two-article series, we discussed a phased approach to marketing during the peak of the crisis and a plan for coming out of it. Here, we’ll talk about some of the new opportunities that are Read More
// By Jane Weber Brubaker // Looking back at the winners from the 2019 eHealthcare Leadership Awards, we can see how leading organizations moved the industry forward in ways that they couldn’t have anticipated would be so necessary as the COVID-19 pandemic surged. Could they have known, for example, that virtual visits would become an Read More
// By Andrew Rainey // More than ever, today’s consumers are conducting research online before making healthcare decisions. Organizations need to work harder — and smarter — to provide exceptional patient experiences reflected in their brand’s online reputation, to ensure that patients choose them for their healthcare needs. Unfortunately, the healthcare landscape has been turned Read More
// By Althea Fung // COVID-19 has challenged the American health system. As the disease spread across the country infecting more than a million people, hospitals jumped into action to save lives and minimize the virus’ spread. Part of that lifesaving care has been happening outside of the hospital grounds — it’s happening in the Read More
// By Jane Weber Brubaker // Hitting the pause button on elective procedures has resulted in deep financial losses across all U.S. health systems, and they now face immense pressure to recover financially, as quickly as possible. In Ohio, nonessential elective procedures stopped on March 18 and didn’t reopen until May 1. Even now, only Read More
// By Sachin Kalra // Our reality has been split in two by the coronavirus pandemic. There is the reality of what was important pre-coronavirus and what is important now. It has forced a rapid rethink of priorities, as medical institutions try to save as many lives as they can while dealing with pressures that Read More
An eHealthcare Strategy & Trends webinar on demand for healthcare marketers and digital strategists.
Your Presenters:
If there was ever a perfect time to recognize great marketing and communications in healthcare, this is it. Throughout 2020, healthcare marketing and communications professionals have proven their ingenuity, sensitivity, and adaptability to changes taking place at breathtaking speed. As the coronavirus pandemic began to unfold, leaders from hospitals and health systems were ahead of Read More
// By Jane Weber Brubaker // If there was ever a perfect time to recognize great marketing and communications in healthcare, it’s this year — 2020. As we open the call for entries for the eHealthcare Leadership Awards, we recognize that the last 12 months can justifiably be divided into three parts: pre-coronavirus, COVID-19 surge, Read More
// By Kyle Hardner // The COVID-19 pandemic brought health system leaders a myriad of brand-new questions, and precious little time to find solutions. How can we effectively triage COVID-19 patients? How can we predict COVID-19’s impact on our health system going forward? How can we estimate our capacity for elective surgeries and other vital Read More