Digital Marketing, Communications and Strategy for Healthcare Leaders

What Is Marketing Automation and How Can You Leverage It at Your Healthcare Organization?

October 28, 2016

// By Robin Snow // Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks. Higher-end marketing automation software provides marketing intelligence and advanced workflows that marketers can leverage to more efficiently and effectively communicate with targeted prospects and customers through multiple channels. Marketing automation is Read More

Podcasts: On-Demand and in Your Patient’s Pocket

October 27, 2016

Shel Holtz, Principal at Holtz Communication + Technology,

// By Jane Weber Brubaker // The growth rate of podcasting, a term coined more than 10 years ago, is accelerating today. Demand for all types of digital content is growing because mobile devices make it easy and convenient to access it. Additionally, consumers have grown to expect on-demand access to content at a time Read More

Digital Marketing Highlights from the World Congress Hospital Marketing and Communications Summit

October 26, 2016

// By Jane Weber Brubaker // On September 29-30, the World Congress convened its third annual Hospital Marketing and Communications Summit in Boston, with presenters from Cleveland Clinic, Novant Health, Main Line Health, Presence Health, Nationwide Children’s Hospital, Trinity Health, RWJBarnabas Health, and others. Several presentations discussed the evolution of hospital brands in an environment Read More

Eliminating Online Ad Fraud: There’s a New Sheriff in Town

October 4, 2016

// By Jane Weber Brubaker // If you have money to burn on digital advertising, then pay no attention to this article. But if you’re like most health systems, you’re scrambling to prove that the ad dollars you’ve been allotted are netting great results that warrant bigger budgets. So what happens if a big chunk Read More

What’s Your Healthcare Organization’s Mobile Readiness?

October 3, 2016

New Survey Data Reveals Growing Number of “Health-Sumers” Engage Using Mobile Devices // By Ken Robbins // The Internet offers a vast universe of information for consumers to sink their teeth into, and one area where that appetite has proven to be insatiable is healthcare. In a June 2016 survey of 1,000 consumers conducted by Read More

Cleveland Clinic Turns to Marketing to Lead Culture Change

September 30, 2016

Paul Matsen, Chief Marketing Officer of Cleveland Clinic

// By Jane Weber Brubaker // How often does this happen? The CEO of your top-rated health system turns to your marketing team, and directs you to use marketing as a lever to change the culture of your organization. Marketers in many health systems may only dream of this level of support and confidence, but Read More

Why Isn’t My Hospital’s Digital Strategy Working?

September 29, 2016

Avinash Kaushik, Digital Marketing Evangelist at Google

Ask the Expert, with Avinash Kaushik // By Jane Weber Brubaker // Is it wrong to post ER wait times prominently on your homepage? It’s a fine strategy if you’re content to solve for a tiny fraction of your site visitors, say 2 percent. Avinash Kaushik, Digital Marketing Evangelist at Google, suggests instead: Why not Read More

Patient Engagement Through Digital at Intermountain Healthcare

September 28, 2016

Craig Kartchner, AVP of growth and performance, HonorHealth

An Interview with Craig Kartchner, Senior Director of Marketing // By Jane Weber Brubaker // At Intermountain Healthcare, patient engagement is a top priority, and the organization is tackling the issue from all sides. We spoke with Craig Kartchner, Senior Director of Marketing, to get an update on Intermountain’s digital strategies, successes, and challenges. “We Read More

Suzanne Sawyer, Vice President, Portfolio Marketing at IBM Watson Health, Joins eHealthcare Strategy & Trends Editorial Advisory Board

September 12, 2016

Suzanne Sawyer, senior vice president and chief marketing communications officer for Johns Hopkins Medicine

The eHealthcare Strategy & Trends 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 our members should know about. I’m very pleased Read More

What to Do AFTER Your Brand-New Website Has Launched — Part Two

September 6, 2016

Dagmara Scalise, AVP strategic services and healthcare practice lead, Primacy

// By Dagmara Scalise // In Part One of my overview of post-website redesign launch priorities, I focused on four important strategies to demonstrate the effectiveness of your website investment, and keep momentum going: Measurement Optimization Local search Content strategy Here we will get to the next set of priorities after your website redesign.

At Piedmont Healthcare, the Most Powerful Marketing Tool Is the Voice of the Consumer

September 2, 2016

Matt Gove, chief consumer officer at Piedmont Healthcare

// By Jane Weber Brubaker // In 2014, Piedmont Healthcare was the second health system to go live with physician star ratings based on Press Ganey survey data. “The reason we did it was because there’s no more powerful voice in helping consumers understand the experience with a service or product than the voice of Read More

How Have Healthcare Websites Fared After Google’s Mobile-Friendly Updates?

September 1, 2016

// By Jeremy Dietz // Organic search is a valuable source of website traffic for hospitals and health plans. To capture relevant search traffic, healthcare marketers need to build and maintain websites that meet current best practices for search engine optimization (SEO). It’s not always easy to know exactly what to do to make a Read More

What Are the Latest Trends in Facebook Advertising for Hospitals?

August 31, 2016

Ask the Expert, with Michael Sengbusch // By Jane Weber Brubaker // Last year, we spoke with Michael Sengbusch, then Chief Technology Officer at Brightwhistle, about Facebook advertising trends like custom audiences and lookalike audiences. We asked Sengbusch, now General Manager, Digital Marketing Cloud at InfluenceHealth, to give us an update on paid advertising on Read More

Cognitive Technology in Healthcare: Looking to the Future with IBM Watson Health

August 30, 2016

// By Jane Weber Brubaker // IBM’s cognitive computer Watson became a household name and overnight sensation in 2011 when it beat two of Jeopardy’s top contestants, smoothly handling the show’s lineup of cleverly named categories and obscure facts: “Dialing for Dialects for $800,” says Watson, choosing a category in the opening round. Host Alex Read More

What Does a Cutting-Edge Personalized Marketing Strategy Look Like for Hospitals and Health Systems?

August 9, 2016

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

Ask the Expert, with Chris Boyer, Senior Vice President, Digital at ReviveHealth // By Jane Weber Brubaker // We interviewed Chris Boyer following his presentation with Chris Bevolo, EVP at ReviveHealth, at this year’s Healthcare Marketing & Physician Strategies Summit. Their presentation “Personalized Marketing: Moving From Persona to Person” offers a vision of what healthcare Read More

University of Utah Health Care Gives Docs Something to Tweet About

August 5, 2016

// By Jane Weber Brubaker // Do you have a hard time getting your physicians to tweet or blog or post anything at all on social media? So did University of Utah Health Care (UUHC) before the organization found a way to crack the code. “I’m not going to lie, most of them needed some Read More

Beyond Your Responsively Designed Website: Why You Need a Mobile Strategy Now

August 4, 2016

Neal Linkon, Director of Digital Engagement, Children’s Hospital of Wisconsin

// By Jane Weber Brubaker // By now, most of us have seen the 2014 chart that shows the number of mobile users finally surpassing desktop users. Although this doesn’t necessarily mean desktop is going away—78 percent of digital users use both desktop and mobile platforms, according to a 2015 report from ComScore—what is startling Read More

Mayo Clinic’s Commitment to Sharing Best Practices Extends to Social Media

August 3, 2016

// By Jane Weber Brubaker // The time change between China and the U.S. made it relatively easy to connect with Lee Aase, Director of Mayo Clinic Social Media Network; it was Wednesday evening on the East Coast, and Thursday morning in Beijing—12 hours apart. Aase was on a two-week trip to China in June, Read More

Penn Medicine’s Primary-Care Branch Triples New-Patient Acquisition With Online Scheduling Solution

August 2, 2016

// By Jane Weber Brubaker // In our self-service, digitally enabled world, healthcare consumers wonder why they can’t do something as basic as scheduling an appointment online. Today, ignoring patient demands for access and convenience can be a costly mistake, resulting in low satisfaction scores, or worse, losing out to competitors who pay closer attention. Read More

Establishing a Shared Vision and Roadmap for Patient Engagement and Customer Experience: It’s Complicated!

July 8, 2016

// By Kyra Hagan // One of the most significant transformations in healthcare today revolves around consumers’ growing interest and involvement in their health. The consumerism of healthcare has profound implications for marketers, care delivery teams, and IT professionals. New challenges as well as opportunities are emerging, and deciding when and how to leverage technology Read More

What Are the Top 10 Things Healthcare Marketers Need to Know About Next-Generation SEO?

July 8, 2016

Ben Dillon, chief strategy officer at Geonetric

Ask the Expert, with Ben Dillon // By Jane Weber Brubaker // Remember when Google was where you went to figure out where to go next? Now Google is more interested in having you find what you need right on the search engine results page. Google’s answers may be taking up much more of the Read More

Captive Customers: Do Your Patients Visit Your Website Because They Want To or Because They Have To?

July 7, 2016

// By Jane Weber Brubaker // “Every single touchpoint you have in healthcare, we should have the same consistent experience,” says Chantal Stephens of Orlando Health, formerly of Ritz-Carlton and Disney, two organizations renowned for exceptional customer service (eHST, January 2016). The implied word in this sentence is “positive”—a consistent positive experience. When any aspect Read More

Emerging Trends in Loyalty and Rewards Programs in Healthcare

July 6, 2016

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

eHealthcare Pulse // By Jane Weber Brubaker // A March 2016 editorial in JAMA authored by three University of Michigan physicians, “Health System Loyalty Programs: An Innovation in Customer Care and Service,” begins as follows: “Many people belong to loyalty programs for coffee shops, hotel chains, or airlines. Despite a highly consumer-oriented approach in some Read More

Net Promoter Score: Are Your Patients Promoters, Passives, or Detractors?

July 5, 2016

// By Jane Weber Brubaker // Net Promoter Score is a mechanism that collects consumer feedback by asking the question: How likely is it that you would recommend [brand] to a friend or colleague? Memorial Hermann uses Net Promoter Score to measure consumer sentiment across a range of online experiences. “We can get a gauge Read More

Gundersen Health System Partners with Medicom Health Interactive to Help Patients Take Care of Themselves

July 5, 2016

// By Jane Weber Brubaker // While many health systems focus on driving volume in high-margin service lines, Gundersen Health System is beginning to think about things differently. “About two years ago we started looking at how to shift our marketing from driving volume to building relationships, and helping consumers engage in their health and Read More

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