A little over two years ago, Jill Austin, chief marketing officer at Vanderbilt University Medical Center (VUMC), was given a challenge by her CEO. “Vanderbilt, at the time, had gotten a lot of recognition for being way out in front on social media,” says Chris Bevolo, author of Joe Public Doesn’t Care About Your Hospital, Read More
Is there a great divide between healthcare marketers and executive leadership? And if there is, what can each side do to close the gap? A lively discussion took place at the 2016 SHSMD conference when Jerry Hobbs, president of Prairie Dog|TCG reprised his popular session, “The Naked CEO: Surveys Say CEOs Are Not Impressed with Read More
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 eHST members like you should know about. I’m Read More
Looking for a technology solution to stay in closer touch with patients between visits? Maybe your patients over age 50 haven’t scheduled their colonoscopy yet. Some patients may need closer contact after being discharged from the hospital, or they have a chronic condition like diabetes, hypertension, or COPD and need to be monitored between office Read More
“Imagineering is a concept created by Walt Disney in 1952 as ‘the blending of creative imagination with technical know-how,’” says Andy Gradel, system director of digital marketing for Main Line Health in Philadelphia. “At its core, imagineering is rooted in storytelling, with projects using extensive theming, atmosphere, and attention to detail in an attempt to create attractions Read More
Digital marketing in healthcare continues to evolve and grow in sophistication, according to Kathy Divis, president and co-founder of Greystone.Net (and member of the eHealthcare Strategy & Trends Editorial Advisory Board), and she has the data to prove it. “In our digital survey [The State of Digital Marketing in Healthcare Moving Toward 2017] we asked our Read More
There is no shortage of digital innovation in any field these days, but in healthcare, there has been an explosion of interest in developing digital solutions for the industry’s most pressing problems. The challenge has been that the culture of innovation and entrepreneurship is often at odds with complex, risk-averse, highly regulated healthcare organizations. Amazon Read More
“[In 2016], more than 205 U.S. digital advertising professionals working for publishers were surveyed about the state of the digital advertising marketplace and the issues they believe matter most. Sixty-nine percent said they were extremely or very concerned about viewability, identifying it as the top issue impacting the market,” says Boz Boschen, Digital Media Director Read More
It took an Olympic swimmer, Rio bronze medalist Cody Miller, to raise public awareness of pectus excavatum: a chest wall deformity characterized by a caved-in appearance. The condition can cause compression of the heart and lungs. Pectus excavatum can be corrected through a surgical procedure known as the Nuss procedure. Jackie Hurley is Surgical Coordinator for Read More
“Patients turn to online doctor profiles to learn something meaningful about the person who’s going to be managing their health,” says Shawn Gross, Chief Digital Strategist, Healthcare Practice Lead for White Rhino in Lexington, Massachusetts. “But often these profiles are little more than an abbreviated resume: an academic history, professional credentials, and a headshot. They rarely convey Read More
In a recent eHST “Ask the Expert” column with Avinash Kaushik, Digital Evangelist at Google and Co-Founder of Market Motive Inc., we briefly touched on the concept of economic value in the context of web analytics and website goals. “Without goals and goal values, you are not doing web analytics,” says Kaushik. Goals are conversions, Read More
“Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “[It] allows for personalized communication on a massive scale.” While the idea of automating marketing initiatives is undeniably appealing, what does it involve in practical terms? Read More
After reading marketing automation software company Marketo’s Definitive Guide to Mobile Marketing, we asked Marketo how healthcare organizations compare to other types of organizations when it comes to mobile. Kristen Kaighn, Senior Product Marketing Manager, weighed in: “While 90 percent of healthcare providers claim to use mobile devices to engage with patients, only 48 percent Read More
The Podcast Consumer 2016 survey reports that 57 million Americans ages 12 and up listened to a podcast within the past month, up 24 percent from 2015. As recently as 2013, only 42 percent of survey respondents who identified themselves as podcast listeners accessed podcasts from a mobile device; in 2016 that number has jumped Read More
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 of consolidation. Presenters also explored the Read More
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 of your online ads is never Read More
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 create content and marketing strategies that meet the needs of 100 percent Read More
Imagine if the CEO of your top-rated health system turned to you and asked you to use marketing as a lever to change the culture of your organization. Sounds like a dream come true, right? For Paul Matsen, CMO of Cleveland Clinic, this level of support and confidence from the highest levels of the organization is not a Read More
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 want it to be convenient and easy for people to access tools and resources that Read More
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 Facebook for hospitals and health systems. He continues to be very bullish Read More
The most influential source in selecting a physician may be a recommendation from a friend or family member, but it doesn’t stop there. “When you get a recommendation from someone you know, one of the first things you do is look online to find more information about that physician,” says Matt Gove, Chief Consumer Officer Read More
“Organic search is a valuable source of website traffic for hospitals and health plans,” says Jeremy Dietz, Executive Digital Editor at Coffey Communications. “To capture relevant search traffic, healthcare marketers need to build and maintain websites that meet current best practices for search engine optimization (SEO).” While the best way to make a site rank well is Read More
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. Soon after Watson’s victory, IBM began to get inquiries from physicians, particularly oncologists, interested in knowing if cognitive technology could be applied Read More
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
We interviewed Chris Boyer, Senior Vice President, Digital at ReviveHealth, 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 marketing can become with the right strategies, competencies, tools, and technologies. Where is Read More