// By Susan Dubuque // Approximately 3.4 million people suffer from seizures, yet few healthcare systems commit marketing resources to help patients who are seeking solutions. UCSF Health offers new hope and the possibility of a seizure-free life. Discover the strategic approach, digital tactics, and creative elements that provide life-changing options for patients with epilepsy.
// By Althea Fung // Healthcare providers constantly seek ways to improve the patient experience, but in many cases the most valuable insights are hidden in plain sight. Press Ganey has made a major investment in AI and NLP to help its clients better understand patient needs. Here, we look at how deeper insights lead to change.
// By Jane Weber Brubaker // People create custom GPTs to do everything from plan weekly meals to teach them a new language. How can custom GPTs help healthcare marketers? In our Q&A with Diane Hammons, we explore why you might choose to build a custom GPT, how to create one, and some healthcare-specific use cases.
// By Susan Dubuque // In June 2022, The Christ Hospital Health Network launched a new brand promise to deliver “Everything it Takes” to benefit the patient. Nine months later, the digital marketing team executed against that platform with a strategically designed CRM campaign. Learn how this award-winning campaign has become a content marketing showstopper.
// By Wendy Margolin // Short-form video content shared by influencers on TikTok, Instagram, and YouTube reshapes how people consume health and wellness information, especially among younger generations. Influencer marketing taps into this growing trend. Read on for tips on how to get started with influencer marketing and how to plan and implement a successful campaign.
// By Devin Healy // Artificial intelligence reshapes how audiences find information online and changes the way marketers approach search engine strategies. When Marshfield Clinic’s organic search traffic hit a low point, the digital team optimized the health system’s content using schema markup. Read on to learn how to restructure your website content to align with AI models.
// By Melissa Sher // Many years ago, I worked for HuffPost. One of the most popular articles published answered a simple reader question: How germy are lemon garnishes that restaurants put in drinks? It’s probably not a surprise that this story went uber-viral. Read on for topic ideas that may inspire your next social media post.
// By Susan Dubuque // Connecting with healthcare audiences has never been more challenging — or critical. In a recent Member Roundtable, panelists shared their approaches to content strategy — what works, what’s evolving, and how they navigate today’s healthcare challenges. Here, we explore key takeaways from the discussion, including strategies for improving engagement, measuring success, and staying ahead.
// By Althea Fung // Executives increasingly are expected to engage with their industry, employees, and the public through social media. Mount Sinai Health System uses LinkedIn to position its CEO as a personable leader in the healthcare space. Read on to learn strategies to grow the online influence of your leaders and elevate your organization’s reputation.
// By Melissa Sher // This past September, Healthline and YouGov asked Americans where they got their health information in the past year. Fifty-two percent of respondents said they use social media. Read on for inspiration from hospitals around the country that post regular content in a variety of formats helping make social media a little healthier.
// By Melissa Sher // Kel’s deeply personal story is told entirely in the first person. So is Sarah’s story, chronicling her risky surgery to remove a mass of abnormal blood vessels. Their stories are featured in Memorial Hermann’s “Moments” campaign. Explore how this campaign showcases transformative experiences taking place at Memorial Hermann through in-depth, first-person storytelling.
// By Jane Weber Brubaker // As consumers, we know from personal experience how hard it can be to find and get care when we need it. One way Providence makes it easier is through the Providence app. Learn how the app drove $26 million in attributed revenue and an additional $22 million in operational efficiencies.
// By Susan Dubuque // Mental health challenges are a growing crisis impacting people of all ages in communities across the nation. The Ohio State University Wexner Medical Center uplifted its mental healthcare by revamping its website content, making it more accessible and patient-friendly. Discover how this health system’s web content guides patients to essential mental healthcare.
// By Melissa Sher // In her newsletter about social media, writer Rachel Karten shared advice from Dan Titmuss, a marketing expert who helps arts organizations connect with audiences: “Your brand’s ordinary is your audience’s extraordinary.” Keep reading for behind-the-scenes or day-in-the-life examples from other hospitals. They may inspire you to share something extraordinary about your hospital.
// By Jane Weber Brubaker // Gaining full visibility into customer journeys while protecting privacy empowers health systems to move forward confidently. During a January webinar, Stephanie Downing and Ray Mina shared how St. Elizabeth regained access to critical data by implementing a privacy management platform, and how that enables the organization to embrace a consumer-first culture.
// By Jane Weber Brubaker // The healthcare privacy landscape has been in flux since 2022, after several healthcare organizations were sued for HIPAA violations. On August 1, 2024, Vanderbilt Health went live with its new HIPAA-compliant analytics solution. Here, we trace the journey from evaluation and selection to implementation, and its exciting new capabilities.
// By Wendy Margolin // When the University of Iowa (UI) Health Care marketing team set out to redesign the organization’s public-facing primary patient acquisition website, they knew the project couldn’t just focus on aesthetics and site performance. Find out how they approached this massive marketing project and the lessons learned.
// By Susan Dubuque // How do you align 34 hospitals, 400 clinics, nearly 5,000 employed physicians and advanced care providers, 68,000 caregivers (employees), and more than one million health plan members? For Intermountain Health, the answer is simple: by focusing everyone’s efforts on a unified mission to help people live the healthiest lives possible.
// By Jane Weber Brubaker // Collaboration, consolidation, and centralization are key factors in creating a successful enterprise digital front-door strategy. Digital leaders from UW Medicine and AtlantiCare weigh in on how they win. Read on to learn more from our panel of experts about how they work through the challenges of digital transformation to achieve success.
// By Susan Dubuque // Effectively engaging with patients, physicians, employees, and community members means going beyond traditional communication methods. Orlando Health has embraced this challenge head-on, creating an expansive digital communication strategy that meets people where they are. Discover how this omnichannel strategy drives engagement, builds trust, and delivers measurable impact across all audiences.
// By Melissa Sher // Those who work in social media for a hospital or large healthcare institution may feel choice overload regularly. The task of choosing what to highlight and how to highlight it can feel overwhelming. Here, we highlight 25 Instagram posts from your colleagues at hospitals across the country that stand out.
// By Elaine Christie // Patients today want more. They want digital experiences that are fast, easy, and personalized. If your healthcare organization doesn’t keep up, it’s time for a serious digital makeover. Here’s how to create a roadmap that boosts patient loyalty, reduces friction, and makes your organization feel like the user-friendly apps patients like using.
// By Jane Weber Brubaker // Without a solid provider data management foundation and strategy, your best marketing efforts may land with a thud. Here, we share highlights from a recent webinar, showing how Summit Health centralized its provider data into a single source of truth that enables patients and referring physicians to find the right providers.
// By Wendy Margolin // In the fall of 2023, when HIPAA laws left a giant black hole in healthcare providers’ targeted marketing campaigns, UChicago Medicine marketers successfully targeted a niche audience, using digital programmatic out-of-home (pDOOH) advertising, geofencing, and geopathing. Learn how this tactic allows them to target visitors while also capturing audience information for retargeting.
// By Melissa Sher // Cleveland Clinic first joined TikTok in March 2020 to combat COVID-19 misinformation. In the nearly five years since its TikTok debut, the marketing team at Cleveland Clinic has learned a great deal about creating short-form health content that resonates on the platform. Learn more in our Q&A with Amanda Todorovich.