Digital Marketing Highlights from the World Congress Hospital Marketing and Communications Summit

// By Jane Weber Brubaker //

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 impact of rising consumer expectations and the need to create experiences that deliver. The pathways consumers use to consume health content are increasing in number, but even within established channels, change is constant, and adaptation is necessary to survive. Presentations stressed the importance of measurement to prove the case for marketing investment, and the need for analytics solutions to crunch the data that supports decision-making.

In this article, we’ll share highlights from four presentations about content marketing, website usability, media mix modeling, and physician referral management. You’ll learn:

• What keeps Cleveland Clinic’s content maven up at night
• Why Andy Gradel thinks hospital websites should be like theme parks
• How Novant Health created an unbreakable media mix model
• How Presence Health plugs the holes in its leaky referral bucket
• And more

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