Your paid search campaign looks like a winner, but did other channels influence a patient to click on that search ad? An immature cross-channel attribution model and incomplete understanding of the data could lead you to overspend in one channel and underspend time and budget in another. This is just one of many pitfalls Kyra Hagan, Read More
// By Kyra Hagan // Good marketers continually try to figure out which strategies and tactics will work best to achieve or exceed their goals. They spend days, sometimes weeks, compiling metrics and spreadsheets attempting to both understand and clearly articulate the story hiding within the data. But let’s face it—when it comes to effectively Read More
// By Jane Weber Brubaker // What happens to patients with chronic diseases between office visits? What if their vital signs need to be checked more often than every few months? As health systems shift to population health management, staying connected with high-risk patients is one way to prevent conditions from escalating. Many healthcare organizations, Read More
As hospitals and health organizations move toward population health and engage in value-based contracting, managing patients with chronic diseases effectively and efficiently has risen to the top of the agenda. “It would be great if the patient is giving you information every day in a way that helps drive workflow around urgency and kicking out Read More
// Ask the Expert, with Caty Wolf // Caty Wolf is Manager of Marketing Communications at WellSpan Health, an integrated health system in central Pennsylvania. She is responsible for CRM and marketing automation, and works with LionShare’s business intelligence and CRM platform, DIATA®. WellSpan is using marketing automation to acquire and activate consumers on its Read More
// By Jane Weber Brubaker // In June, Aurora Health Care in Wisconsin announced its investment in StartUp Health, a global entrepreneurship development company. “Aurora Health Care is taking a lead investor role in StartUp Health to help expedite the review and adoption of innovations designed to transform the delivery of care,” says Rick Klein, Executive Read More
Either due to industry consolidation, or because your digital know-how is very much in demand, you may find yourself in a new healthcare organization more than once in your career. Andy Gradel became System Director of Digital Marketing for Main Line Health in Philadelphia about a year ago. We asked him how he approached his Read More
// By Andy Gradel // My father spent practically his entire career working for the same company. With the change of our workforce from a production-driven economy to a service and information-driven model, staying with the same company more than a decade has become more and more rare. In fact, the U.S. Bureau of Labor Read More
One way to accelerate consumer-facing digital technologies in established health care organizations is to carve out a dedicated team focused on innovation. “When Massachusetts General Hospital formed the Healthcare Transformation Lab, a startup group within the 200-year-old institution, the organization made technology in healthcare delivery a priority,” says Shawn Gross, Chief Digital Strategist and Health Read More
Mass General’s Healthcare Innovation Lab and White Rhino’s Addictive Health Lab explore consumer-centric apps and technologies with the goal of delivering a higher level of personalized service, satisfaction and a better overall patient experience. // By Shawn Gross // “As patients behave more like consumers, healthcare organizations need to deliver a higher level of personalized Read More
Recently, we published “Precision Digital Marketing: Penn Medicine’s Journey of Innovation.” There were so many takeaways and lessons to be learned from the Penn Medicine experience we asked the lead voices in that article to share more in a new webinar. I’m happy to announce that they have agreed, and on Sept. 3, Suzanne Sawyer, Read More
Like many hospital websites, the Genesis Health site saw a significant increase in traffic from mobile devices last year and the digital team knew it was time to move to a responsive design. The new mobile-friendly website went live earlier this year. “You can view it on a smart phone, tablet and PC and it 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 help point us to the developments and the people our readers should know about. Read More
// By Jane Weber Brubaker // Google dropped a bomb on website owners in February, announcing that mobile-friendly websites would get favorable treatment in search results starting on April 21. “Users will find it easier to get relevant, high quality search results that are optimized for their devices,” said Google. Good news for users, but Read More
// Ask the Expert, with Mark Shipley // To measure the effectiveness of your hospital’s marketing programs, design campaigns around analytics. It’s impossible to measure ROI at the end of a campaign if the goals weren’t established at the beginning. Think of measurement as a cyclical process. All marketing campaigns should begin and end with Read More
More and more people are using mobile devices to access and consume digital content. In response to this growing trend, Google is now giving preferential treatment to mobile-friendly websites in search results from mobile devices. So if your site isn’t mobile-friendly, how big a problem is it? Has organic search fallen off a cliff? To Read More
// By Jane Weber Brubaker // On April 21, Google’s new algorithm was released. Mobile-friendly websites will now be preferred for mobile searches. Was this the beginning of Mobilegeddon? Are non-mobile-friendly sites getting punished? We asked Chris Boyer, Senior Vice President, Digital at ReviveHealth (former AVP, Digital Strategy at North Shore LIJ) to weigh in Read More
When it comes to patient education, expectant mothers want as much information as they can get their hands on. The problem is how to keep it all organized and accessible. Park Nicollet Health Services, based in St. Louis Park, Minnesota needed to streamline. “We had a lot of patient handouts that were given on the Read More
When it comes to patient education, expectant mothers are eager consumers of information. Hospitals have traditionally provided education through office visits, in-person classes, and printed materials appropriate for each stage of the pregnancy journey. As consumers migrated first to the Web and more recently to engaging with content through mobile devices, the expectations for patient Read More
Getting lost is no fun. Getting lost when you’re already under a lot of stress is even worse. “Usually people are here because of a life-changing event and more often than not it is not a positive life-changing event, so it is a very stressful situation,” says Peter Haigney, Director of Public Relations at Robert Read More
Robert Wood Johnson University Hospital and the National Institutes of Health adopt Connexient’s wayfinding solution for patient and employee apps. // By Jane Weber Brubaker // “Would you tell me which way I ought to go from here?” asked Alice of the Cheshire Cat. “That depends a good deal on where you want to get Read More
Chronic diseases cause 70 percent of deaths in the U.S., and hypertension is one of the most pervasive chronic diseases. “A third of all adults in the U.S. have it,” says Dr. Richard Milani, Ochsner Health’s Chief Clinical Transformation Officer. “Only half of adults with high blood pressure have it under control. It’s a big Read More
eHealthcare Pulse April 24 was a big day in the technology world. The Apple Watch was released. On the same day, Ochsner Health, the largest not-for-profit health system in Louisiana, announced that it was the first hospital in the nation to manage patients suffering from chronic diseases, using the new Apple Watch. “Chronic disease is Read More
The results of an Economist Intelligence Unit survey, commissioned by Marketo, indicate that 99% of marketers plan to invest in marketing technologies in the next year. Here are other key findings: Impact on Revenue Of the B2C marketers surveyed, more than half (55%) feel that their marketing departments are regarded as little more than a Read More
Pressures abound in healthcare, and for some young physicians, change can’t come soon enough. “I experienced the pains a lot of people are expressing with the healthcare system in terms of the inefficiencies, care delivery, time with patients, what it means to have the patient-physician relationship, and administrative burdens now as compared to 10 years Read More