Few things in life are as personal as our health, yet when we seek care, it can often feel impersonal. How well does a physician really know us? How comfortable are we in openly discussing the real reason for our visit — the one we didn’t share when we made the appointment online or spoke Read More
When you claim an impressive-sounding healthcare marketing ROI for a marketing initiative, are you undermining your credibility by not considering all the variables in your calculation? “With case volumes slipping and persistent competitive threats to operating margins, many healthcare marketers look to purchase multiple solutions — CRMs, digital marketing services/tools, targeting lists, among others — Read More
Your digital marketing content is honed to perfection, but have you packaged it to resonate with key influencers who can help you extend your presence? Your answer could be the difference between success and failure, says Stephen Panico, chief growth officer of Buzzstream. Buzzstream is one of a growing number of services offering tools that Read More
For many years, the marketing and communications team at Northwell Health knew it wanted a refresh on its consumer-focused healthcare content strategy. As one of the biggest health systems in the country and the largest private employer in New York state, Northwell needed to show that it was on the pulse of what was happening Read More
A Google search is often the starting point when someone has a health concern. But many consumers have been scared out of their wits by the results they find. “The joke you hear all the time is ‘I put in cough and I got lung cancer’ or ‘I put in headache and I got brain Read More
For some organizations, the phone is the primary marketing channel consumers use to make contact — and to convert into patients. For these organizations the phone experience is critical to success. Today we’ll look at new digital tools that can help this once-analog channel optimize customer experience and increase conversions.
I’m very pleased to announce that Jane Weber Brubaker has been promoted to the role of Executive Editor of Plain-English Health Care. Jane has been the editor of eHealthcare Strategy & Trends since 2015 and is chair of the eHealthcare Leadership Awards. She contributed several of our most popular articles to Strategic Health Care Marketing between 2013 and 2015, and currently produces and moderates Plain-English Health Care’s webinars.
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How well are providers meeting the expectations of healthcare consumers? Two recent surveys shed some light on the issue.
Doctor.com surveyed 1,718 patients in 2018 to assess their needs and preferences regarding the customer experience of healthcare.
The latest survey from Kaufman Hall, on the other hand, focuses on consumerism from the provider side, and offers an analysis of where 425 respondents from 200 healthcare organizations rate.
“As many as 50 to 90 percent of adults struggle with health literacy,” states Stacy Robison, MPH, MCHES, president and co-founder of CommunicateHealth, Inc. “This is because medical information is very complex and full of jargon.” In addition, she points out that the stress of a patient’s healthcare journey further hinders that person’s ability to wade Read More
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 you could predict a potential event in the next Read More
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 are a key part of Read More
There’s so much to keep up with in our world of healthcare marketing, and in our 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 help you solve your latest challenge. Read More
“Great content marketing starts with understanding the customer’s journey,” says Shawn Gross, chief digital strategist, healthcare practice lead, at White Rhino. “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 Read More
“Ranking high on search engine results pages (SERP) is probably the most important endeavor for any healthcare marketing department,” says Mark Samber, senior vice president, digital strategy, at MERGE Atlanta. “After all, 60 to 70 percent of your potential customers (patients) search Google for providers. It is imperative that the bulk of your resources — Read More
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 of Fast Company’s Most Creative People for 2018, Jefferson Read More
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 they also trickle down to Read More
“Benchmarking your organization against your peers is something every health system wants to do,” says Ben Dillon, chief strategy officer at Geonetric and eHST Editorial Advisory Board member. “But in reality, how you compete is more nuanced than just comparing your organization to others by team or bed size. It’s neither easy to compare yourself to an average of Read More
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 can be a little overwhelming and disjointed. Recently, innovators at Nemours Children’s Read More
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 organizations to collect feedback and insights Read More
In today’s increasingly high-tech world, organizations may find it challenging to keep pace with the rapidly evolving digital landscape. But having a well-defined strategy in place and relying on a mix of planning tools can help tie all of the pieces together for organizations, according to Kaela Carey, digital evangelist at SPM Marketing & Communications. 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
“When a child wins the 6th-grade science fair, no one tells her, ‘Congrats! You’re going to make a great marketer one day!’ But maybe we should,” says Jared Johnson, a #DigitalHealth Top 100 Influencer and Phoenix Children’s manager of marketing technology and analytics. “The days of science and liberal arts being at opposite ends of Read More
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 in 2011. This program has been Read More
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 Catalyst. Developed by digital consultancy IBM Read More
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 head to the urgent care Read More