In the Lab // By Sheryl S. Jackson // The drama of a “code team” racing to a patient’s bedside is a frequent scene in the myriad of hospital-based television shows that are popular today, but the innovationOchsner team has plans to replace the emphasis on teams that respond after a cardiac arrest. What if Read More
// By Melanie Graham // When you consider the elements needed for quality content, what do you think of? Skilled copywriters may come to mind, or maybe you think of killer creative from a professional graphic designer. But what about data? It may not be the first thing that pops into your head, but analytics Read More
Ask the Expert with Andrei Zimiles // By Jane Weber Brubaker // Andrei Zimiles is co-founder and CEO of Doctor.com. The company’s marketing automation platform incorporates provider solutions for directory listings and reputation management, and in August 2017, Doctor.com launched a universal online scheduling capability. In December, Doctor.com merged with Connect Healthcare, and the combined Read More
[In the Lab] // By Jane Weber Brubaker // It’s appropriate that a health system named after the author of the famous document that begins with “When in the course of human events…” should demonstrate a strong commitment to human-centered design. Under the leadership of chief executive officer Steve Klasko, MD, MBA, recently named one Read More
// By Melanie Graham // You don’t need to be an industry expert to know that today’s healthcare structure is experiencing tremendous change. Organizations are grappling with new technology as well as adjusting to reimbursement models that involve taking on more risk for patients’ health and well-being. These changes affect healthcare operations and administration, and Read More
// By Jane Weber Brubaker // There’s so much to keep up with in our world of healthcare marketing, and in this new feature, Snippets, we want to give you brief highlights from some of the things that catch our attention in the digital realm, snippets of webinars, podcasts, and other content that just might Read More
// By Shawn Gross // Great content marketing starts with understanding the customer’s journey. Journey mapping has become a favorite marketing tool for visualizing the customer’s experience. But what exactly are journey maps, how do you create them, and what is the best way to apply them to hospital marketing? At first glance, a customer’s Read More
// By Mark Samber, PhD // Ranking high on search engine results pages (SERP) is probably the most important endeavor for any healthcare marketing department. After all, 60 to 70 percent of your potential customers (patients) search Google for providers. It is imperative that the bulk of your resources — infrastructure and marketing spend — Read More
// By Jane Weber Brubaker // As healthcare organizations grow in digital marketing sophistication, they raise the bar for others, creating powerful multichannel campaigns that drive measurable results. Three organizations achieved top honors in the category of Best Marketing Campaign in the 2017 eHealthcare Leadership Awards, winning Platinum Awards. This category gives organizations the opportunity Read More
Nemours Launches Powerful App for Asthma Patients // By Melanie Graham // In 2018, the patient digital toolkit is ever expanding. Between electronic health records, smartphones, texting, and telehealth, patients have access to a wide range of digital resources. The problem is that multiple resources come with multiple logins, passwords, and in-app experiences. Digital health Read More
Learn How Leading Healthcare Marketers Do Digital Differently and How to Propel Your Organization Forward // By Ben Dillon // Benchmarking your organization against your peers is something every health system wants to do. But in reality, how you compete is more nuanced than just comparing your organization to others by team or bed size. Read More
// By Jane Weber Brubaker // Can traditional market research keep up with the need for speed in today’s digital environment? Maybe not, if studies are carried out in the traditional way. A new technology platform, Methodify, is helping health systems in our neighbor to the north accelerate the traditional market research process. Methodify enables Read More
The eHST Editorial Advisory Board is made up of leaders in the digital healthcare marketing field who are 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 Read More
// By Lisa D. Ellis // Health systems today are looking for ways to engage patients, and one important way is through electronic health records (EHRs) and patient portals. To spur organizations to expand their use of EHRs and improve patient engagement, the Centers for Medicare and Medicaid Services (CMS) launched the EHR Incentive Program Read More
// By Jane Weber Brubaker // What do you get when you cross IBM Watson with five Adobe marketing tools? A smart, HIPAA-compliant, preconfigured marketing stack curated for healthcare that doesn’t take years to implement. That’s the case IBM is hoping to prove to healthcare and life sciences organizations with its new offering, IBM Marketing Read More
// By Jane Weber Brubaker // It’s that time of year again. The call for entries for the 2018 eHealthcare Leadership Awards is open as of May 1. This year’s award winners will be announced at a gala luncheon on November 7 at the HCIC conference in Scottsdale, Arizona. Winners are selected from nearly 1,000 Read More
The Call for Entries for the 2018 eHealthcare Leadership Awards is now open. This leading awards program, which draws some 1,000 entries, exclusively recognizes the very best websites and digital communications of healthcare organizations (both large and small), online health companies, pharmaceutical/medical equipment firms, agencies/suppliers, and business improvement initiatives. These awards highlight the role of Read More
// By Melanie Graham // It’s Monday afternoon and you’re feeling under the weather. You have the entire week ahead and a packed schedule, but a doctor’s visit is in order. Should you take time off and try to make an appointment with your physician? Or would it be better to find a few hours and Read More
// By Jane Weber Brubaker // Demands on health system marketing departments for growth and accountability are relentless. Data-driven marketing is the new imperative, yet marketing departments typically run lean, with lean budgets. Digital marketers have to be experts in web development, content management, social media, digital advertising, attribution modeling, multichannel marketing, and lately, big Read More
// By Melanie Graham // Social media isn’t always an easy sell in the healthcare community. Not only do physicians have limited time to spend on social media, the platforms can be minefields of HIPAA and patient confidentiality violations. But at a time when value-based care is growing, communication between hospitals and providers is more Read More
// By Kyra Hagan // Gaining an understanding of what drives the choice-making and loyalty of healthcare consumers is complex. What we do know is that consumers’ expectations for healthcare interactions are being shaped by the personalized and convenient experiences they have grown accustomed to in other industries, like retail, hospitality, and banking. As a Read More
// By Lisa Ellis // Most health systems today have an established social media presence. But is it ready and able to flex in times of emergency? When Hurricane Harvey struck the greater Houston area in August 2017, it left widespread flooding and devastation in its wake. With roads impassable and power outages in many Read More
// By Lisa D. Ellis // What if you could make your website more engaging and easier to access for patients on the go — even when they don’t have access to the internet — while improving your electronic communication and reducing your costs? While this may sound like a tall order, progressive web apps Read More
// By Ken Robbins // Go to any conference attended by healthcare marketers and you’ll hear the same sentiment: “We know we are lagging behind other industries, particularly in digital marketing.” There is no awareness problem. The issue is that many professionals stuck in the trenches are getting pulled from both sides. Executives really do Read More
// By Melanie Graham // Social media and mobile apps are an important part of any healthcare marketer’s toolkit; these technologies are crucial in building brand awareness and increasing patient volume. But what about their use in driving physician referrals? In fact, most of the time a healthcare referral is made, it is made by Read More