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
When you think of influencer marketing, do celebrities like LeBron James and Taylor Swift and their millions of followers come to mind? Ochsner Health is thinking small, successfully leveraging “micro-influencers” — those with 1,000 followers or more — to get the word out in Louisiana about choosing healthy habits. Ochsner chose to tap into the Read More
Editor’s Note: We’ve done a lot of Q&A’s over the years, but never with AI. Until now. The following interview takes place with a conversational chatbot called Pi, recently released by the company Inflection AI, started by LinkedIn cofounder Reid Hoffman in 2022. Inflection AI is working on a variety of machine learning and generative Read More
Winners of the 24th Annual eHealthcare Leadership Awards were announced on November 5, at a special Awards Presentation held during the Healthcare Internet Conference (HCIC). The eHealthcare Leadership Awards recognize outstanding health websites and digital initiatives, highlighting the role of digital communications in achieving healthcare organizations’ business objectives. This leading awards program draws approximately 1,000 entries annually. It exclusively recognizes Read More
Digital marketing got a lot riskier when HHS rolled out its “Use of Online Tracking Technologies by HIPAA Covered Entities and Business Associates” bulletin last December. What steps should you take to manage the risks? Change often feels like the only constant in the world of healthcare marketing. And oh, what a year of change! Read More
How is it possible that a health system operating in four U.S. states and three countries in Central and South America with 50,000 employees would be invisible to search engines — unless you searched on it by name? Take cardiology for example. CHRISTUS Health has a 100-bed heart hospital in Tyler, Texas. It is the Read More
Have questions about how to manage tracking technologies in light of HHS/OCR guidance? So do your peers. Here are some answers from two technology leaders. “When HHS and OCR opened up a huge can of worms last December, they created some chaos in the universe of healthcare marketers who work for entities covered by HIPAA,” Read More
On a journey to “future proof” its marketing, Fresenius Kidney Care started in the most unlikely of places: recipes. As with any chronic illness, diet dramatically affects a patient’s success. But a kidney disease-friendly diet has more restrictions and requirements than most. One in seven U.S. adults have kidney disease, and one in three don’t Read More
Against a backdrop of rapidly emerging digital marketing tools, the venerable website deserves as much attention as ever. Your website should be your best salesperson. It’s often the first point of contact with your company’s products and services for the majority of potential customers. Anything from a Google search to a radio ad or a Read More
Never before has the role of the healthcare marketing leader been more crucial to health system performance. Following waves of COVID, the resulting depletion of both operational capacity and emotional stamina forced health systems to grapple with the brutal combination of rising costs and diminishing access. The ensuing reductions in staffing and closing of services Read More
How well do you really understand your target audience? Whether that’s patients, prospective employees, donors, or any other stakeholders you want to reach and influence, it’s easy to make incorrect assumptions about why they behave the way they do. In the digital realm, social listening tools help organizations hear what people say online, and analyze Read More
There’s no question that ChatGPT possesses power that users are only beginning to understand. Unleashing its potential in your healthcare marketing strategy starts with learning how to craft strong prompts. Writing is one of the most important business functions. And now, any savvy AI user can produce coherent writing with a few keystrokes. But there’s Read More
Health system marketing is more than gathering marketing pixel data — it’s about creating measurable business growth that offers real value and builds long-term loyalty. Amid the turbulence of healthcare privacy reforms, marketers are caught up in a tug of war between adherence and effectiveness. While debates about tracking pixels, OCR’s guidance, and evolving state Read More
This year in Los Angeles. Last year in Miami. HCIC spans the country the same way it covers the digital healthcare landscape — coast to coast and end to end. #HCIC23, the latest edition of the must-attend conference for digital healthcare marketers, promises to showcase the industry’s best practices and get attendees up to speed Read More
If we’ve heard it once, we’ve heard it a thousand times: Content is king. But content on its own — even expert, authoritative, and trustworthy content — doesn’t automatically help patients find the right doctor and make an appointment online. “We had the hypothesis that we have this great content … but how do we Read More
Any location can become the scene of mass carnage — even a hospital. An AI-powered technology solution that aims to prevent deadly incidents has recently caught the attention of hospitals and health systems looking to improve the safety of patients and providers. Providers in U.S. hospitals have to deal with the results of gun violence Read More
With AI in full swing, healthcare marketers must learn to navigate a whole new world of challenges, opportunities, and uncertainty. We asked Amanda Todorovich, executive director of digital marketing at Cleveland Clinic, to share her impressions from Marketing AI Institute’s annual conference, MAICON 2023, held July 26-28. Here’s what she said: “Artificial Intelligence (AI) is Read More
Althea Fung learned an important lesson about her healthcare needs during a dermatologist visit as a young adult. During a discussion about dry skin, the dermatologist asked Fung, who is Black and wears dreadlocks, about her hair care routine. She responded that she washes her hair about every three weeks. After years of experience maintaining Read More
The new generation of mobile communications networks isn’t quite here yet, but it’s coming, and marketers need to get ready for it. The advent of 5G, or 5th generation mobile network, will continue to fuel the meteoric rise of mobile communications that has taken place over the past two decades. In a session at the Read More
Have large language models like ChatGPT finally catapulted us into a world where machines and humans can work collaboratively, each doing what suits them best? The conventional wisdom is that we should all “work at the top of our license” — whatever that is in our own context — spending less time on repetitive, rote Read More
With user experience research tools, organizations can identify the experiential issues that real consumers face when visiting their websites. Regardless of how talented your design team may be, the key thing to remember is this: The designers are not your end user. User experience (UX) research provides a thorough understanding of who your consumers are, Read More
Boston Children’s recently posted a job description for an AI prompt engineer to join its Innovation and Digital Health Accelerator. The ideal candidate needs a “strong background in AI/ML, data science, and natural language processing, as well as experience in healthcare research and operations.” This came only months after the November 2022 release of ChatGPT, Read More