Digital Marketing, Communications and Strategy for Healthcare Leaders

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Marketing Automation Helps Kindred Healthcare Deliver the Right Message at the Right Time to the Right Person Across All Channels

June 24, 2015

Is your organization like Kindred Healthcare—trying to do a lot with a lean marketing team? Kindred Healthcare provides post-acute, rehabilitation, hospice and home care services in 2,787 locations in nearly every state. Early in 2013, Kindred began working with marketing automation service provider Marketo to extend the reach of its field operations team. “What we Read More

Kindred Healthcare’s Marketing Automation Strategy Connects with Referral Sources and Consumers

June 19, 2015

How does a complex healthcare organization with multiple divisions operating in 47 states empower a lean clinical liaison team to engage potential referral sources? “We needed the ability to get our message out in a consistent way and in a way that would be much greater than our field operations team could do on their Read More

Learn How Kaiser Permanente Achieved a 69% Patient Portal Adoption Rate

June 17, 2015

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

Patient retention is one of the many things healthcare marketers need to stay on top of. Can your patient portal help you retain patients? Kaiser Permanente thinks so. “A 2012 Kaiser Permanente study published in the American Journal of Managed Care found that patients with online access to their patient information were 2.6 times more Read More

Kaiser Permanente, With 4.8 Million Portal Users, Says All Healthcare Systems Should Strive to Provide Easy and Convenient Care

June 16, 2015

In a recent article, we presented a recap of the HIMSS15 Patient Engagement Symposium. One of the presentations during the daylong symposium got our attention and we wanted to take a closer look. Judy Derman, Director of Member Engagement at Kaiser Permanente, shared impressive statistics on Kaiser’s portal, and how patients and providers are using Read More

Google Wants Your Hospital’s Site to be Legible and Usable on Mobile Devices: Are You Ready?

June 10, 2015

Have you ever read Google’s 10 philosophies or, in the company’s words, “Ten things we know to be true”? Today’s ezine is devoted to number 1, “Focus on the user and all else will follow,” and number 5, “You don’t need to be at your desk to need an answer.” These two explain the latest Read More

What Do Hospitals Need to Know About Google’s Latest Algorithm Change?

June 9, 2015

Mark Shipley, CEO and Strategy Director of Smith and Jones, a healthcare marketing agency specializing in hospitals and provider networks

Ask the Expert, with Mark Shipley The use of mobile devices to surf the Web has been steadily increasing, and Google recently made an algorithm change that proves mobile devices are here to stay. As of April 21, Google has begun favoring websites in mobile searches that are mobile-device friendly. And on May 5 Google Read More

Conversa Health’s Clinical Response Marketing Concept Recognizes that Clinicians Need Marketers for Patient Communications to be Effective

June 3, 2015

Wanted: Clinical Response Marketer. “This individual should have a strong grasp of consumer-friendly communications, be proficient in digital media including social media, and have the ability to lead the testing of different data collection and messaging approaches to find those that are most effective.” This is an excerpt from an actual job description posted by Read More

The Emergence of “Clinical Response Marketing”

June 2, 2015

Seasoned tech entrepreneurs Dr. Philip Marshall and West Shell III founded Conversa Health, headquartered in San Francisco, in 2013. Conversa’s platform delivers automated digital checkups, helping physicians manage relationships with patients between office visits. A Shared Vision Early in 2014, Marshall and Shell met with Dr. Danny Sands, a leading figure in patient engagement, to Read More

MyDigitalLife: App-Happy Patients and Providers Are Going Mobile—Are You Ready?

May 28, 2015

MyDigitalLife Last year the digital seesaw tipped irrevocably in the direction of mobile. As of January 2014, online users spent more time per month accessing the Internet through mobile devices than desktop computers. And when using mobile devices, they were far more likely to engage with mobile content using apps, not their mobile browser. Health Read More

Columbia Memorial Health Rebrands With a Focus on Wellness, Making Hay With “Locally Sourced” Theme

May 28, 2015

Columbia Memorial Health (CMH) in Hudson, New York is about two and a half hours from New York City and Boston, and a 45-minute drive from Albany. How does a small community hospital in upstate New York compete, when patients have easy access to their pick of world-class hospitals like Mt. Sinai and Mass General, Read More

“Patients Are the Most Underutilized Resource in Healthcare”—Patient Engagement Leaders Address the Current Challenges and the Road Ahead at HIMSS15 Symposium

May 27, 2015

eHealthcare Pulse The HIMSS15 Patient Engagement Symposium, one of 10 all-day pre-conference sessions, featured an impressive—and passionate—lineup of leaders representing government, providers, technology innovators, patients, and caregivers. #givememydamndata The central theme of the symposium, stressed throughout the day, was that patients need access to their clinical records to actively participate in their own care. But Read More

Ignore These 5 Digital Marketing Trends at Your Own Peril

May 27, 2015

Are you ready to run hundreds of micro-targeted campaigns each year? Kathy Divis, President of Greystone.Net (and member of the eHealthcare Strategy & Trends Editorial Advisory Board) thinks you should be. Not ready to stick your toe in the mobile waters? Divis says, “If you don’t have a mobile strategy, then you don’t have a Read More

The 5 Digital Trends Health Care Marketers Can No Longer Ignore

May 26, 2015

#HCMKTG SHORT TAKES In Part One of our two-part series, Kathy Divis, President of Greystone.Net shared her perspectives on the forces shaping healthcare marketing. Here in Part Two, Kathy shares “The 5 Digital Trends Marketers Can No Longer Ignore” from her presentation at the Healthcare Marketing and Physician Strategies Summit in Las Vegas in April Read More

Successful Pay-Per-Click Campaigns Justify Bigger Budgets for North Shore-LIJ

May 20, 2015

In this week’s ezine, we take a look at a case study we’ve recently posted online that explores how the North-Shore-LIJ Health System used successful digital marketing campaigns for specific service lines to not only drive profitable volume, but also to justify greater investment in this type of healthcare marketing campaign. What if you could Read More

North Shore-LIJ Health System Raises Brand Awareness and Drives Volume at a Low Cost Per Acquisition With Highly Measurable Digital Marketing Campaigns

May 20, 2015

What if you could reduce cost per acquisition by $200 or more compared to industry averages? “We’re running anywhere from 400 to 500 campaigns at a time across the country,” says J.K. Lloyd, President and Co-Founder of Eruptr, a Washington, D.C., digital marketing agency focused on healthcare. “We typically see campaigns that will convert for Read More

Digital Physician Relations Program Expands, Opens New Doors for MD Anderson Cancer Center

May 13, 2015

“I hear you knocking, but you can’t come in.” So go the words to the 70’s hit song. The world has changed for physician relations liaisons and sales reps trying to meet with overburdened physicians in person. Even if you can get your foot in the door, is this the best way to get your Read More

Digital Physician Relations Pilot Changes Model, Connects Referring Physicians to MD Anderson Cancer Center’s Digital Resources Using Social Media

May 13, 2015

Ask the Expert with Dan Dunlop Dan Dunlop, President and CEO at Jennings, and Lyle Green, Associate Vice President, Physician Relations, MD Anderson Cancer Center co-authored The Digital Future of Physician Relations, an article that appeared in eHST in August 2013. In it, they introduced the concept of using digital to reach out to referring physicians. Read More

10 Trends Dominating Digital Healthcare: Observations Inspired by Winners of the eHealthcare Leadership Awards

May 7, 2015

By Mark S. Gothberg The demands of healthcare reform and an increasingly competitive environment have led to accelerated digital innovation. During last year’s eHealthcare Leadership Awards program, I clearly observed that organizations have made major improvements in their websites and expanded social media. They are also using mobile applications to engage current and prospective customers Read More

ProHealth Care Manages Population Health for 150 Employers, 12,000 Employees, Significantly Expands Patient Base

May 6, 2015

ProHealth Care has had a long relationship with Aegis Health Group, an employer relationship management solution provider. Two years ago Aegis introduced OneCommunity, its employee wellness and engagement portal. ProHealth Care jumped on it as a way to help employees stay healthier and offer employers even greater insight into employee health risks. “I can let Read More

Wisconsin Health System Keeps Employees in Local Businesses Healthy, Builds Relationships with Current and Prospective Patients: How They Do It—and How You Can, Too

May 6, 2015

ProHealth Care in Waukesha, Wisconsin has been working with Aegis Health Group for 15 years. Aegis is a provider of population health and employer relationship management (ERM) solutions that help hospitals and health systems connect with employers and employees around wellness initiatives. The rationale for ERM is twofold, explains Aegis Senior Vice President Yale Miller. Read More

Ask the Expert: Kathy Divis Says Healthcare Marketers Need to Catch Up

April 29, 2015

Kathy Divis, President of Greystone.net and presenter at the recent Healthcare Marketing and Physician Strategies Summit in Las Vegas, gave us a lot to think about in her presentation, “Five Digital Trends Healthcare Marketers Can No Longer Ignore.” Sharing her perspective on the current state of healthcare marketing, she says, “Healthcare is behind many other Read More

What Major Forces Are Shaping Healthcare Marketing Today?

April 28, 2015

Ask the Expert with Kathy Divis Kathy Divis is President of Greystone.Net and a member of the eHealthcare Strategy & Trends Editorial Advisory Board. In a recent presentation at the Healthcare Marketing and Physician Strategies Summit, she discussed the most significant trends in healthcare marketing—and what hospitals and health systems should do now as a Read More

Not Just a Physician Directory: Two Hospitals Get More Bang for Their Buck Using Healthgrades Multi-Channel Marketing Platform

April 22, 2015

Citrus Valley Health Partners in California wants to drive volume to service lines, and gear up for value-based payment models. The health system selected Healthgrades as its CRM provider, and launched its first campaign in February 2014. “The numbers from last year were pretty stunning,” says Martin Kleinbart, Chief Strategy Officer. Aubrey Hinkson, Marketing Manager Read More

Digital Marketing Platforms: How Citrus Valley Health Partners Got “Stunning” Results and Georgia Regents Health System Made $40 for Every $1 Spent

April 21, 2015

Martin Kleinbart and Aubrey Hinkson are on opposite coasts, and they work for two very different healthcare organizations, Citrus Valley Health Partners in California, and Georgia Regents Health System (GR Health) in Augusta, Georgia. What they have in common is that they are both achieving a positive return on marketing investment, using Healthgrades’ multichannel marketing Read More

MidMichigan Health Multi-Channel Campaign Featuring Animated TV Spot Hits the Target

April 15, 2015

MidMichigan Health was succeeding at getting people in the community to participate in health risk assessments. The problem was, they were reaching the “worried well” and not people who needed intervention. To remedy the situation, MidMichigan launched an advertising campaign, working with creative agency Neathawk Dubuque & Packett. The centerpiece of the campaign is an Read More

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