Featured Articles

Chris Boyer’s Crystal Ball: Top 7 Digital Trends in 2019

Chris Boyer, director of digital and analytics at University of Minnesota Health and Fairview Health

// By Sheryl Jackson // We asked Chris Boyer, 2018 Healthcare Internet Hall of Fame inductee, director of digital and analytics at University of Minnesota Health and Fairview Health, and host of the touch point podcast to weigh in on digital trends that will affect hospitals and health systems in 2019. Digital transformation is critical Read More

Healthcare Marketing Analytics: 6 Things We Learned with Our New Data Scientist

Jared Johnson, manager, digital marketing services at Phoenix Children’s Hospital

// By Jared Johnson // Data-driven marketing is the holy grail in today’s environment of accountability. To get there, many organizations are investing in data scientists. Phoenix Children’s Hospital is one of them. In this article, Jared Johnson, manager of marketing technology and analytics at Phoenix Children’s, shares his experience from Year One of having Read More

Hospital Digital Experience Index: Webinar on Demand

Dave Wieneke and Aaron Watkins

Details from the latest study of 15 top-ranked hospitals’ websites — and takeaways you can apply at your organization

// Sponsored Post //

An eHealthcare Strategy & Trends webinar on demand for healthcare marketers and digital strategists

Your Presenters:

  • Dave Wieneke, Healthcare Practice Director, Connective DX
  • Aaron Watkins, Senior Director of Internet Strategy & Digital Content Marketing, Johns Hopkins Medicine

The latest Hospital Digital Experience Index (HDX-15) is out — and it’s chock-full of actionable insights based on detailed benchmarking and analytics.

Get an expert tour of the best digital work happening among leading organizations like Johns Hopkins, Mayo Clinic, Cleveland Clinic, and others.

Dave Wieneke, healthcare practice director at Connective DX and lead developer of the HDX-15 methodology, will highlight the emerging trends and best practices observed across these 15 top websites.

Dave will be joined by special guest Aaron Watkins, senior director of internet strategy and digital content marketing at Johns Hopkins Medicine.

You’ll Learn:

  • How to better connect with and serve your community by reflecting and representing diversity on your website
  • Why this may the the year of the phone, and how you can use digital to support it
  • Where most of your website traffic may be coming from
  • How you can respect the patient journey and personalize the digital experience

Join us on January 23 and get insights from top healthcare organizations that will help you enhance the digital experience for your website visitors.

Watch now »

Healthcare Consumer Engagement Hubs: A Framework for Improving Consumer Health Journeys

Melanie Graham

// By Melanie Graham // Healthcare marketing today is about much more than getting someone in the door for an appointment. Rising care costs, evolving technology, and new payment structures have changed the way consumers make healthcare decisions and altered how healthcare marketers approach patient loyalty. Healthgrades’ recently published white paper “The Longitudinal Customer Journey” Read More

The Importance of Adopting an Accessibility Mindset for Healthcare Websites

Keith Bundy, accessibility community consultant

// By Keith Bundy // Keith Bundy is an accessibility community consultant at Siteimprove. The following article is based on his speech during the 2018 eHealthcare Leadership Awards. This year, we added accessibility as a scoring criterion in the Best Overall Internet category, combining a weighted score derived from Siteimprove’s Digital Certainty Index automated tool Read More

2018 eHealthcare Leadership Award Winners Announced

// By Jane Weber Brubaker // The eHealthcare Leadership Awards program recognizes the very best websites and digital communications efforts of a wide range of healthcare organizations. This year’s winners were announced November 7 at a special presentation in Scottsdale, Arizona during the Healthcare Internet Conference, produced by Greystone.Net. More than 200 organizations received recognition Read More

The Evolving Patient Experience: Meeting Your Patients Everywhere They Search

The Evolving Patient Experience: Meeting Your Patients Everywhere They Search

// Sponsored Post //

Is your health system prepared to meet patients everywhere they’re searching for health information?

A year and a half ago, Yext conducted a survey of 1,000 patients who had gone online to find a physician, hospital, or other healthcare provider in the past 12 months to learn how they search for — and make decisions about — providers.

In January 2018, we conducted two new studies: one follow-up to our previous study, and one with a focus on how voice and intelligent systems are changing how patients are finding health information.

Download now and learn how patients:

  • Search for individual providers
  • Find information outside of health systems’ websites
  • Expect online transactions
  • Look for a provider’s insurance
  • Use multiple devices to find healthcare information

Get your copy of this new report to see the full results of Yext’s Patient Search Behavior Survey and learn what changes you need to make to ensure that patients have all the necessary information during the moments that matter, across all platforms and devices, everywhere they search.

Download your copy today!

Cannibal Content: Is Your Content Eating Itself Alive?

Althea Fung

// By Althea Fung // Competition is an essential part of healthcare marketing — it leads to innovation, helps improve the customer experience, and (hopefully) staves off complacency. In the battle for ranking in digital healthcare marketing, there is one competitor organizations should never go up against: themselves. Unfortunately, companies don’t just compete but get Read More

Movember Foundation and Swrve Team Up to Enhance Mobile App Experience

Movember Foundation logo

// By Melanie Graham // Many people in the healthcare world and beyond are familiar with the Movember Foundation. In fact, many of our readers may be sporting their supportive facial hair this month. This year, Movember has added a new experience to its annual fundraising push — a revamped mobile app. The app, which Read More

Digital Marketing Strategy to Grow Medical Practice Brings Newsworthy Results

Dean Mitchell, MD, president of Mitchell Medical Group

// By Lisa D. Ellis // Creating and maintaining a strong digital presence can be difficult for any healthcare organization. But for smaller groups with fewer resources, it can be particularly tough to compete online with more established systems. That’s where the latest technological advances can make a real difference.  A Small Fish in a Read More

The Multiplier Effect of Digital Marketing

The Multiplier Effect of Digital Marketing - MedTouch ebook cover

// Sponsored Post //

Digital Marketing is changing at breakneck speed, but hospital marketers who combine three emerging technologies will gain outsized results, especially in a highly competitive market.

While retailers have long been able to implement advanced digital marketing techniques, technical and legal restrictions have hampered hospital marketers from gaining the actionable insights that are more readily available in traditional industries.

Marketers know that understanding the patient journey is important. However, activating insights requires synthesizing data across multiple touch points and driving consumers to optimal movement through different pathways.

The Good News? Hospitals Are No Longer Stuck

MedTouch combines three emerging disciplines that, when programmatically coordinated together, radically change the landscape for healthcare marketers:

  • Building combinations of data-driven ads at massive scale
  • Leveraging hyper-locality to match consumers to your digital geography
  • Using predictive attribution to determine appointment behavior

When combined, these techniques become the Multiplier Effect, compounding their value and reinforcing their benefits at a dramatic new scale.

Download your copy today!

Is a Central “Command Center” in Your Future?

Learn how one health system developed a centralized unit to monitor its pediatric patients. // By Lisa D. Ellis // Managing the many events and crises that occur in a major children’s hospital requires a lot of oversight and coordination, not unlike skills used by air traffic controllers who coordinate flight patterns for busy airports. Read More

Online Reputation Management: Boston Children’s Hospital Reaps the Benefits — and It’s Just Getting Started

William Gagnon is senior director, digital at Boston Children’s

// By Jane Weber Brubaker // Boston Children’s Hospital recently received highest honors from U.S. News and World Report as the nation’s number-one children’s hospital for 2018-2019, for the fifth year. “Boston Children’s Hospital tops this year’s Honor Roll and ranks No. 1 in three of the 10 specialties; neurology and neurosurgery, nephrology and orthopedics,” Read More

Voice Search Redefines The Healthcare Consumer Experience

Keir Bradshaw

“I’m Sorry, Dave, I’m Afraid I Can’t Do That…Yet.” // By Keir Bradshaw // In 1968, MGM Studios released the Stanley Kubrick/Arthur C. Clarke movie 2001: A Space Odyssey. Although not the first representation of voice interaction with computer-based artificial intelligence, the narrative elements between the lead characters, Dave and HAL 9000, foreshadow the aspirations Read More

Want to Earn Media from Top Influencers? Avoid These 6 Mistakes

Stephen Panico, chief growth officer of Buzzstream

// By Lisa D. Ellis // Your digital marketing content is honed to perfection, but have you packaged it to resonate with key influencers who can help you extend your presence? Your answer could be the difference between success and failure, says Stephen Panico, chief growth officer of Buzzstream. Making Meaningful Connections to Build Your Read More