Ask the Expert

How Do You Conduct a Holistic Web Audit to Increase Web Engagement?

Ask the Expert with Meredith Rose Many times, marketers stay so busy enhancing specific pieces of Web real estate or completing campaign-specific tasks requested by leadership, physicians, or the many other voices within organizations. These tasks can fill the days. Yet marketers have a much more focused and strategic task – building revenue for the Read More

What Are Best Practices for Physician Directories?

Ask The Expert with Mark S. Gothberg There is no more important feature on a healthcare organi­zation’s website than its doctor directory. This directory is often the critical first step for con­sumers to begin a relationship with a physician and develop a long-term association with a health system. For the millions of newly insured Americans Read More

What Are the Top Web Design Trends Today? Not Just Responsive Design

Ask The Expert with Ben Dillon With the growing number of ways that consumers access the Inter­net, responsive design is fast becoming the industry standard for hospital web­sites. Responsive design enables websites to adapt to the device being used, presenting an optimal experi­ence on smartphones, tablets, and desktops. Research by Geonetric, an online solutions company, Read More

Are Family Caregivers an Overlooked Audience?

Daniel Ansel

Ask The Expert with Daniel E. Ansel A daughter stops by her mother’s house on her way to work and finds her mom unable to get up and that her speech is slurred. She’s had a stroke. A young wife and her husband are enjoying a vacation, and he suffers a brain aneurysm. In an Read More

What Key Areas Should Healthcare Marketers and Communicators Address?

Ask The Experts with Mark Gothberg and Michele Von Dambrowski We have covered strategic marketing and business development subjects for nearly 30 years – with an added focus on Web and digital communica­tions since 1999. A lot has changed during this time, but we have observed recurring issues that have limited the effectiveness of marketers, Read More

How Should We Align Our Hospital Strategy With Generational Shifts and Values?

Ask The Expert with Ted Balowski With the healthcare Web environment rapidly changing, new technologies are constantly emerging and are being adopted in varying degrees by demographic target groups. Now, four generations have unprecedented access to healthcare information and the providers that deliver it. According to a 2013 survey by Econsultancy, four in 10 global Read More

What Should Digital Healthcare Directors Focus on in 2014? Part Two

Ask The Expert with Mark S. Gothberg Winners of the 2013 eHealthcare Leader­ship Awards, the com­petition’s 14th year, were recognized in November in New Orleans during a pres­entation at a healthcare Internet con­ference sponsored by Atlanta-based Greystone.Net. The November issue of eHealthcare Strategy & Trends listed the winners. Last month’s “Ask the Expert” column discussed Read More

What Should Digital Healthcare Directors Focus on in 2014? Part One

Ask The Expert with Mark S. Gothberg Key provisions of the Affordable Care Act will be in full force on January 1 – less than two months away. Millions of newly insured con­sumers will be seek­ing health services, with many of them having limited knowledge of how the healthcare system works or the providers serving Read More

How Do You Build an Effective Dashboard for Digital Marketing?

Susan Solomon

Ask The Expert with Susan Solomon Eleven years ago, Kay Franks, marketing manager for St. Louis Children’s Hospital, got wind that budget re­ductions were on the horizon and it looked like her website budget was on the chopping block. That was all she needed to get cracking on building a compre­hensive dashboard to demonstrate the Read More

How Can Digital Technology Support Brand Building?

Ask The Expert with Mike Reinhardt Arguments are made regularly that a brand is an organization’s most valuable asset. A chief marketing officer of Coca-Cola once said that if the company lost all of its facilities and people, he could rebuild the com­pany – provided he retained the rights to the brand. He said he Read More

How Do I ‘Easily’ Calculate ROI in Service-Line Marketing?

Ask The Expert with Scott McRae Calculating return on investment for a service-line marketing campaign can be elu­sive and is not for the faint of heart. How­ever, demonstrating that your marketing efforts contrib­ute to your organization’s bottom line communicates the value of your function and benefits your career. Where to begin To demonstrate the calculation Read More

Should My Website and Print Publications Be Connected?

Ask The Expert with Jeremy Dietz For many years, print publications have served as one of a hospital marketer’s best communications tools. Despite the rise of digital media, that hasn’t changed. Print publications are still a highly effective way to deliver information to your entire community on your schedule. But your print efforts shouldn’t stand Read More

Can Lifetime Value of a Patient Be Calculated? Is It Worth the Effort?

Daniel Ansel

// Ask The Expert with Daniel E. Ansel // It’s a commonly accepted maxim that it costs five times more to re­cruit a new cus­tomer than to retain a satisfied one, yet when I ask hospitals and health systems if they’re concerned or think about tracking the “lifetime value” of a patient, they usually don’t Read More

How Do I Best Create Valuable Website Content?

Ask The Expert with Ben Dillon Content manage­ment is one of the most difficult – and most over­looked – pieces of Web development. The average hos­pital website comprises more than 1,500 pages of unique content. Cre­ating and maintaining all that con­tent requires more work than most administrators can easily manage, especially if they lack full-time Read More

How Can I Best Use Digital Communications to Market to Referring Physicians?

Ask The Expert with Daniel Fell On balance, most hospital system websites are consumer-oriented, mean­ing the content and its presentation are organized to appeal to patients and potential pa­tients. Although some sites have links to unique content for other user audiences such as employees and healthcare professionals – and a few even utilize prominent tabs Read More

What Should Digital Healthcare Directors Focus on in 2013? Part Two

Ask the Expert with Mark S. Gothberg Winners of the 2012 eHealthcare Leader­ship Awards, the com­petition’s 13th year, were recognized in mid-November in Las Vegas during a pres­entation at a healthcare Internet con­ference sponsored by Atlanta-based Greystone.Net. The December issue of eHealthcare Strategy & Trends listed the winners. Key provisions of the Affordable Care Act Read More