“Great user experiences don’t just boost conversions. They demonstrate respect for patients’ time, create a sense of trust, and improve health outcomes,” writes Marc Needham. “Math and I never got along very well when I was a kid. I scraped by but found it difficult to get excited about the subject, a fact reflected in Read More
AMCs are places where the quest for knowledge intertwines seamlessly with the commitment to healing. At the heart of every Academic Medical Center (AMC) beats a rhythm of innovation and progress. Now, overlay a complex digital ecosystem, where innovation is the currency of progress. In this dynamic landscape there’s a formidable challenge looming on the Read More
This year marks the silver anniversary of the eHealthcare Leadership Awards. Join us as we celebrate 25 years of industry innovation and honor your accomplishments from the past year. The Call for Entries is officially open! The eHealthcare Leadership Awards recognize outstanding health websites and digital initiatives, highlighting the role of digital communications in achieving Read More
In a time when digital presence is paramount, many healthcare organizations may face the challenge of maintaining a cohesive online identity. At Michigan Medicine, the academic medical center of the University of Michigan, departments across the medical school, research facilities, and health centers developed independent websites to communicate externally. But without a centralized governance structure, Read More
Provider data management plays a critical role in enhancing the patient experience, but it takes the right strategy and technologies to execute successfully. Health systems can struggle to see all the benefits of managing provider data when they are juggling revenue growth, controlling costs, recruiting and retaining talent, evolving digital tools, and other priorities. Four Read More
The U.S. Department of Health & Human Services (HHS) has just offered its first update to its 2022 guidance on online tracking technologies and HIPAA compliance. The guidance gives some reassurance and some red flags for healthcare marketers when it comes to tracking technologies, sharing consumer data, and maintaining HIPAA compliance. Its original guidance in Read More
One benefit of mixing and mingling at industry events is that you might discover another service provider with solutions that complement your own. That was the story behind Innovaccer’s acquisition of Cured earlier this year. Cured cofounder and CEO Andrew Sawyer says, “We had obviously started to see them in market at conferences and as Read More
AI is a fast-moving train. Innovative health systems are jumping on board, testing new tools, and finding new use cases. Generative AI revolutionizes marketing and communications, offering unprecedented opportunities for customer engagement and personalization. According to a survey from Botco.ai, a generative AI chatbot company, 73 percent of marketing departments use generative AI to produce Read More
When your website doesn’t reflect who you are today, it’s time for a change. Connecticut Children’s launched its new website in January. “The last time we had a major overhaul was in 2017, so in website years, that is ancient in many ways,” says Christina DiBona, marketing director. She describes the old site’s navigation as Read More
What does it really mean to embrace a privacy-first communications approach? That’s just one of the many questions we wanted to answer during a recent webinar, Privacy-First: How to Ensure Your Healthcare Marketing Aligns with HIPAA. This webinar was presented on February 1, 2024 by eHealthcare Strategy & Trends. The panel discussion explored safer ways Read More
Each year, the eHealthcare Leadership Awards recognizes excellence in healthcare digital marketing. The 2023 awards ceremony was held in November at HCIC in Los Angeles, and throughout this year, we showcase award-winning entries. Best Rich Media is one of 30 categories healthcare organizations and their agencies could enter. According to Google, “Rich media is a digital Read More
Hospitals and healthcare organizations produce an astounding amount of content. Thousands of blog posts, service line pages, emails, social media posts and other collateral probably come out of your department every year. But knowing these stats makes all your efforts and content production worth it: 77 percent of health searches begin online. 95 percent of Read More
The opportunities of digital advertising are practically limitless, but it takes a disciplined approach to strategy to make the most of it. Who isn’t a fan of digital advertising? Using online channels to reach your target audience is a fundamental part of most marketing programs; it just makes sense given the amount of time consumers Read More
The high cost and amount of churn in the healthcare CRM market have had many marketing leaders wondering if the huge investment they made was worth it. And those who still shop for the right solution wonder where to turn. But the need for flexible solutions that meet organizational needs has never been greater, as Read More
Epic is the dominant player in electronic health records, with U.S. hospital market share of 35.9 percent, according to May 2023 research from KLAS, reported by Becker’s. This figure represents 47.6 percent of beds — nearly double that of Epic’s closest competitor, Oracle Cerner (25.8 percent), which gained hospitals but lost beds year over year. Read More
2023 was a tough year for healthcare marketers. Budgets were cut, priorities slid in a dozen different directions at once, and tools we’ve used for decades became poisoned chalices locked behind glass by our Security and Compliance teams. 2024 looks like it is going to be a year of recovery: healthier margins, more favorable patient Read More
While there is a lot of noise and hype around AI, healthcare marketers see the benefits of taking a practical approach. Real-world examples can inspire us and showcase AI’s transformative impact on consumer engagement, internal communications, and even healthcare recruitment. Four panelists presented on this topic on eHealthcare Strategy & Trends’ webinar, December 13, 2023. Read More
What if you had to reach only one audience with your hospital content? Your communications would be more targeted and powerful. You’d know your audience better and deliver content they’re more likely to read. That’s exactly what the team at MU Health Care in Columbia, Missouri, does with its “Live Healthy” blog and related wellness Read More
Using social media as a tool for customer service is a cornerstone of digital marketing in the 21st century. But it isn’t as simple as firing off a series of posts on X in response to angry customers. In fact, responding to customers when they are angry is merely one component of a broader social Read More
Imagine tracking the direct patient journey from receiving a piece of marketing content to undergoing life-saving surgery. You could measure the direct correlation of your hospital marketing communication team’s effort to improve patient outcomes. It’s every healthcare marketer’s dream — to save lives while also proving your department’s worth. That’s precisely what Virtua Health’s marketing Read More
In today’s healthcare environment, enhancing organizational culture has never been more important or challenging. It requires dedicated focus and the need for marketers to adapt to more diverse employee, leader, and physician communication needs. How do you build and maintain a strong organizational culture in a rapidly growing health system? That’s the challenge Lehigh Valley Read More
In December 2021, Callista Dammann and Jody Ganschinietz sat in their boss’s office watching a short homemade video on repeat. They were about to attempt what teens and young adults do daily by riding on the coattails of the latest viral TikTok video content. But the stakes were high for these two, serving as senior Read More
It’s no exaggeration to say 2023 has been the Year of AI — and the use of AI technologies in healthcare marketing is no exception. You can probably rattle off a host of marketing benefits. There are seemingly unlimited new AI tools every day to accelerate strategic priorities and get more work done in less Read More
The issue of pixel tracking tied to third-party website analytics tools was the big story of 2022 and 2023. It’s been about a year and a half — June 2022 to be exact — since several leading technology media outlets published the results of a joint study by The Markup and STAT News. The study Read More
Healthcare marketers have been scrambling to find ways to reclaim the data analytics they’ve grown accustomed to while also staying in compliance with HIPAA and its latest dictates, published in a bulletin from HHS last December. On the other side of the fence, the AdTech world has been working just as feverishly to retain its Read More