Free Weekly Ezine from eHealthcare Strategy & Trends

How Jefferson Health Is Successfully Leveraging Telehealth

Frank Sites, vice president of Connected Care operations at Jefferson Health

In an address to the Alliance for Connected Care Telehealth Policy Forum in 2018, CMS administrator Seema Verma said, “Telehealth is changing the very face of healthcare.” She’s right. Studies have found that telehealth programs have reduced 30-day hospital readmission rates for heart failure patients, sped up the time to treatment for patients experiencing a Read More

The Impact for Healthcare Marketers of the Chrome Cookie Phase-Out

Jeff Steblea, director of sales for Eruptr

In January, Google declared its plan to phase out support for third-party cookies in its Chrome browser by the year 2022. The announcement has led many digital marketers to panic because digital ads depend on cookies for targeting, and Chrome has significant market share. But healthcare digital marketers already have to play by stricter rules, Read More

Google’s Plans for Improving Healthcare

As technology giants Google, Amazon, Microsoft, and others forge ahead with plans to improve healthcare, many in the industry are wondering just what they plan to do and how they plan to do it. David Feinberg, MD, vice president of Google Health and former president and CEO of Geisinger in Pennsylvania, discussed Google’s plans during Read More

How Your Mobile App Can Help Patients Find Their Way – Literally

Katie Logan, chief consumer officer, Piedmont Healthcare

Finding your way around a labyrinth of hospital hallways can be stressful, especially if you’re an outpatient rushing to a test, or a visitor looking for a sick loved one’s room. Even finding the cafeteria for a quick cup of coffee can be aggravating when you don’t know where you’re going and have only a Read More

Physician Social Media Strategies Used by Mayo Clinic

Lee Aase, director of the Mayo Clinic Social Media Network

How many of your hospital’s physicians are active on social media? Most hospital marketing teams don’t know the answer, but they should, says Lee Aase, director of the Mayo Clinic Social Media Network. Aase says that hospital physicians who engage in social media can impact reputation scores that account for about 25 percent of a Read More

Best Practices for Creating a Multilingual Healthcare Website

Matt Hauser, senior vice president of content solutions at TransPerfect

The number of people in the U.S. who speak a language other than English is growing. One in five U.S. residents age 5 and older speaks a language other than English at home. That number has more than doubled since 1990. In the nation’s largest cities — New York City, Los Angeles, Houston, Chicago, and Read More

Healthgrades’ Acquisition Creates New, Comprehensive Platform

Rob Draughon, CEO, Healthgrades

On January 7, Healthgrades announced its acquisition of consumer and physician engagement company Evariant. The combined assets of the two high-profile health tech companies create a comprehensive platform that Healthgrades CEO Rob Draughon hopes will be the right solution to meet the needs of the industry at a time of rapid growth and consolidation. “As Read More

What Can Influencers Tell Us About Our Industry?

Jane Weber Brubaker

Each year, Modern Healthcare honors 100 influential healthcare leaders, voted to the list by their peers and senior editors of the publication. What are these leaders doing to help the industry move forward? What is the impact of their leadership initiatives on their own organizations and on the industry as a whole? Beyond checking to Read More

Moving Toward Consumerism: One System’s Digital Journey

Jeremy Rogers, executive director, digital marketing and experience at Indiana University (IU) Health

Jeremy Rogers is executive director, digital marketing and experience at Indiana University (IU) Health. IU Health and Loyal, led by president Brian Gresh, are partnering on multiple initiatives that fall under the broad heading of consumerism. “We knew we had to put the customer at the center of all of our decision-making,” Rogers says. Rogers Read More

When Google Gets It Wrong, Patients (and You) Suffer

Megan Yezak, marketing manager at MidMichigan Health

Anyone who’s been to a large hospital campus can relate to how hard it is to figure out where to go, even with GPS and Google Maps. Should you go in the north entrance or the south entrance? Is your doctor in the main hospital building or another building? Is parking lot A, B, or Read More

Looking Outside Your Organization To Drive Innovation

Sara Vaezy, chief digital strategy and business development officer, Providence St. Joseph Health

Much of healthcare innovation these days seems to be focused within organizations — hospitals striving to improve their patient experiences or make access to their healthcare simpler and easier. But at Providence St. Joseph Health, a 51-hospital system that spans seven states, innovation comes in many different forms and has far-reaching effects beyond the walls Read More

How To Get Your Ads in Front of Your Target Audience

Marc Reifenrath, co-founder and president of Spinutech

According to a Deloitte Global survey, more than three-quarters of North Americans use at least one form of ad-blocking. The survey found that 31 percent of Americans use ad-blocking software on their desktop computers, and 20 percent say they use a mobile ad-blocker. With a significant number of people using ad-blocking tools, marketers face an Read More

“Engagement” Is Not Enough

Jeffrey Stewart, assistant vice president of digital communications at VITAS Healthcare

Healthcare marketing is all about continuous learning. It’s a little like climbing a mountain. Just when you think you’ve reached the summit, you find there’s another crest, and then another. But unlike mountain climbing, there is no final destination in healthcare marketing, and that’s what makes it interesting, at least for those who aren’t content Read More

Keys To Excellence in Healthcare Website Design

Ashley MacFarland, director of digital communications at Inova

What guides great site design? And who defines what “great” is in the first place? We checked in with some of the 2019 winners of the eHealthcare Leadership Awards to see how they approached their site redesigns, and what drove the decisions they made. The answer is that there is no one answer. Each organization Read More

How To Bring Out the Best During Your Physician Interviews

Dan Dunlop, president, Jennings Healthcare Marketing

It’s hard to imagine that a renowned surgeon or C-suite executive has insecurities, but when it comes to being in front of a video camera — or any type of media — people are people. And some are just not comfortable in that environment. As an interviewer, it’s your job to assess the situation and Read More

Marketing Operations Platform Centralizes Processes for Baptist Health

Katie Jimenez, director of digital engagement at Baptist Health

The marketing technology (MarTech) industry is booming. The landscape has grown from 150 solutions in 2011 to 7,040 in 2019. It’s easy to see why — marketing departments need systems to provide oversight of projects. More and more companies are turning to marketing operations management systems to oversee the marketing process from start to finish. Read More

How Cone Health’s New Site Puts Patients First

Matt McKinney, assistant director of communications at Cone Health

North Carolina’s Cone Health has roots in the denim industry. The system’s benefactors, Moses and Bertha Cone, started Cone Denim, and the surrounding community has maintained strong ties to its textile heritage. And while denim may be the literal fabric that started this Greensboro-area health system, Cone Health also knows it has strong ties to Read More

Healthcare Marketing 2019: The Best of the Best

The eHealthcare Leadership Awards honor the very best websites and digital communications from a broad spectrum of healthcare organizations. Winners of the 20th Annual eHealthcare Leadership Awards were recently announced at a special presentation in Orlando, Florida during the Healthcare Internet Conference sponsored by Greystone.Net. More than 200 organizations received recognition for their outstanding work. Read More

2019: Change and Competition for Healthcare Marketers

“Toward the beginning of a new year, everyone gets excited about trends,” says Ben Dillon of Geonetric. “But trends don’t start or end in a single year. Sometimes they are more of a movement, something that has been building momentum over the past several years.” In our new article, Dillon takes a look back on Read More

How Data Can Create a Better Brand Experience

Drew Diskin, director of marketing technology for Virtua Health

Data available to marketers today is key to creating brand experiences that last, but only when used at patients’ decision points. Drew Diskin, director of marketing technology for Virtua Health, recently shared how the healthcare system underwent a departmental transformation that resulted in a unique approach to being agile with data. eHST: In general, where Read More

New Mobile App Increases Engagement and Access

Shane Davis, director of information technology at Hardtner Medical Center

In early 2018, the team at Hardtner Medical Center was searching for an innovative way to engage patients and increase usage of its patient portal. It had tried emails, advertisements, flyers — even billboards. But one tactic it hadn’t tried yet was a mobile app. “We needed to figure out a better way to promote Read More

Why Digital Accessibility Is a Crucial Component of Patient Care

“[W]e must acknowledge the unmatched role of hospitals and health systems as caretakers of our communities,” says Keir Bradshaw, executive vice president of MERGE. “Digital accessibility goes beyond mere compliance measures. It’s a way to extend care to the community just as compassionately online as we do on-site.” Read on for an excerpt of Bradshaw’s Read More

Who’s In Charge of Your Brand Management? Google.

“Healthcare organizations are finding out that winning in today’s highly competitive and increasingly digital market requires a new approach — one that aligns marketing and brand management with patient experience (PX),” says Patric Wiesmann of Reputation.com. “And that alignment is happening more often on Google and not your healthcare organization’s website.” Here’s an excerpt from Read More

How Your System Can Leverage the Benefits of Voice

Nate Treloar, president and COO, Orbita

Over the past 25 years, healthcare marketers have experienced several waves of digital disruption, from the adoption of the web to SEO, social media, and mobile devices. The latest wave? Voice. But voice assistants are not just a trendy marketing tool — they can provide many benefits for patients, health systems, and clinicians: Patients are Read More

An EHR Solution Designed with Doctors in Mind

Doug Cusick, president and CEO, TransformativeMed

Electronic health records (EHR) have changed the way the healthcare industry works. In the 10 years since then-president Barack Obama signed a law to accelerate digitization of health records, hospital EHR adoption has increased from 9 percent to 96 percent, according to the Office of the National Coordinator for Health Information Technology (ONC). Despite high Read More

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