Editorial Advisory Board

What Keeps Healthcare CMOs Up at Night

Kathy Divis, President, Greystone.Net

We recently asked Kathy Divis, president and co-founder of Greystone.Net, to weigh in on the top concerns of marketing executives in healthcare organizations. While acknowledging that there are many and diverse challenges in today’s complex environment, Divis is optimistic about the opportunities to choose and use technology to build meaningful relationships with patients. “I think Read More

What Are the Top 3 Challenges Healthcare Chief Marketing Officers Face?

Kathy Divis, president and co-founder of Greystone.Net

Ask the Expert, with Kathy Divis // By Jane Weber Brubaker // What keeps chief marketing officers up at night? We asked Kathy Divis, president and co-founder of Greystone.Net, to weigh in on the top concerns of marketing executives in healthcare organizations. While acknowledging that there are many and diverse challenges in today’s complex environment, Read More

Customer Experience the Piedmont Way

Matt Gove, chief consumer officer of Piedmont Healthcare

// By Jane Weber Brubaker // Your brand is the sum of the experiences a customer has with you, says Matt Gove, chief consumer officer at Piedmont Healthcare in Georgia. This definition goes beyond the conventional scope of patient experience, or as Gove consistently refers to it: customer experience. Patient experience historically has been a Read More

The Changing Role of Marketing in Healthcare Transformation

Tony Slonim, MD, DrPH, president and chief executive officer at Renown Health

“As we continue to travel down the path of healthcare transformation, there are key individuals—healthcare leaders and innovators—whose ideas and actions are helping to shape the new look of healthcare delivery in America. Tony Slonim, MD, DrPH, is one such individual,” says Dan Dunlop, president and CEO of Jennings and member of the eHealthcare Strategy & Read More

The Role of Innovation and Technology in Healthcare Transformation

Tony Slonim, MD, DrPH, president and chief executive officer at Renown Health

// By Dan Dunlop // As we continue to travel down the path of healthcare transformation, there are key individuals—healthcare leaders and innovators—whose ideas and actions are helping to shape the new look of healthcare delivery in America. Tony Slonim, MD, DrPH, is one such individual. Dr. Slonim is president and chief executive officer of Read More

Pandora Powers Targeted Reach to Healthcare Consumers for Hartford HealthCare

Hartford HealthCare

About one-fourth of the U.S. population listens to Pandora. That’s 82 million active listeners every month. Pandora’s free, ad-supported personalized music streaming service generated more than $1 billion in advertising revenue in 2016. Healthcare advertisers like OhioHealth, featured in a recent eHST article, are getting impressive results on Pandora. We were intrigued. We wanted to Read More

7 Ways Pandora Drives Results for Healthcare Advertisers

// By Jane Weber Brubaker // About one-fourth of the U.S. population listens to Pandora. That’s 82 million active listeners every month. Pandora’s free, ad-supported personalized music streaming service generated more than $1 billion in advertising revenue in 2016. Healthcare advertisers like OhioHealth, featured in a recent eHST article, are getting impressive results on Pandora. Read More

2017 Digital Marketing Trends in Healthcare [eBook]

2017 Digital Marketing Trends Survey eBook

// Sponsored Post //

Get the data you need to plan your 2017 digital marketing initiatives.

In Geonetric’s recent Healthcare Digital Marketing survey, co-sponsored by eHealthcare Strategy & Trends, healthcare marketers just like you told us their top digital priorities and biggest challenges for 2017.

Download this eBook and benchmark your organization’s online strategies against peers and better understand the current state of digital marketing in healthcare. In addition, utilizing these valuable industry trends will help as you plan future marketing initiatives.

You will learn:

  • How budgets and teams are shifting
  • Which tactics and techniques are producing the most effective results
  • What your competitors are spending on digital
  • Where you should be focusing your web development energy
  • How the most effective healthcare marketers plan and track activities

Download now »

Download now »

Top Healthcare Digital Marketing Trends To Watch in 2017

Kathy Divis, President, Greystone.Net

Digital marketing in healthcare continues to evolve and grow in sophistication, according to Kathy Divis, president and co-founder of Greystone.Net (and member of the eHealthcare Strategy & Trends Editorial Advisory Board), and she has the data to prove it. “In our digital survey [The State of Digital Marketing in Healthcare Moving Toward 2017] we asked our Read More

Gearing Up for 2017: Interview with Kathy Divis

Kathy Divis, President, Greystone.Net

// By Jane Weber Brubaker // Digital marketing in healthcare continues to evolve and grow in sophistication, according to Kathy Divis, President and Co-Founder of Greystone.Net, and she has the data to prove it. “In our digital survey [The State of Digital Marketing in Healthcare Moving Toward 2017] we asked our respondents to compare their activities Read More

Ask the Expert: What Does It Take to Win at Digital Marketing in Healthcare?

Ben Dillon, Chief Strategy Officer, Geonetric

[Hint: It isn’t size and budget that make a leader a leader.] // By Ben Dillon // For the past decade, Geonetric has performed its Digital Marketing in Healthcare survey to help healthcare marketers uncover industry trends, benchmark their own efforts, and better understand how to plan for upcoming digital initiatives. As part of the Read More

Podcasts Satisfy Patients’ Demands for Convenient Content

Shel Holtz, Principal at Holtz Communication + Technology,

The Podcast Consumer 2016 survey reports that 57 million Americans ages 12 and up listened to a podcast within the past month, up 24 percent from 2015. As recently as 2013, only 42 percent of survey respondents who identified themselves as podcast listeners accessed podcasts from a mobile device; in 2016 that number has jumped Read More

Podcasts: On-Demand and in Your Patient’s Pocket

Shel Holtz, Principal at Holtz Communication + Technology,

// By Jane Weber Brubaker // The growth rate of podcasting, a term coined more than 10 years ago, is accelerating today. Demand for all types of digital content is growing because mobile devices make it easy and convenient to access it. Additionally, consumers have grown to expect on-demand access to content at a time Read More

Starred Reviews Work for Amazon—and Piedmont Healthcare

Matt Gove, chief consumer officer of Piedmont Healthcare

The most influential source in selecting a physician may be a recommendation from a friend or family member, but it doesn’t stop there. “When you get a recommendation from someone you know, one of the first things you do is look online to find more information about that physician,” says Matt Gove, Chief Consumer Officer Read More

Digital Marketing in Healthcare Webinar

Ben Dillon, Chief Strategy Officer, Geonetric

// Sponsored Post //

Research Findings to Guide Your eHealth Strategies in 2017

A webinar for healthcare marketers and digital strategists

Sponsored by eHealthcare Strategy & Trends and Geonetric

Your Presenter:

  • Ben Dillon, Chief Strategy Officer, Geonetric

Digital budgets are increasing at hospitals and health systems across the country. Physician ratings and reviews are being added to provider directories at a rapid pace. Healthcare organizations cite a lack of time and budget as barriers to digital progress, but their digital agency partners tell a different story…

In a new webinar, Ben Dillon, Chief Strategy Officer at Geonetric, will share results from a just completed industry survey of digital strategy leaders at more than 200 healthcare organizations and agencies.

Healthcare marketers just like you told us their top digital priorities and biggest challenges for 2017.

View this in-depth webinar now, and you’ll walk away with valuable insights on everything from what your competitors are spending on digital to where you should be focusing your web development energy.

You’ll learn:

  • The new digital and web strategies your competitors are preparing to launch
  • How your organization’s online strategies stack up against peers
  • Whether your investments in digital marketing are in line with industry averages
  • How your team’s size and structure matches up against similar organizations
  • Plus much more…

Register now or learn more »

Download now »

IBM Watson Health: How Smart Computers Can Revolutionize Healthcare Marketing

Suzanne Sawyer, Vice President, Portfolio Marketing at IBM Watson Health

IBM’s cognitive computer Watson became a household name and overnight sensation in 2011 when it beat two of Jeopardy’s top contestants, smoothly handling the show’s lineup of cleverly named categories and obscure facts. Soon after Watson’s victory, IBM began to get inquiries from physicians, particularly oncologists, interested in knowing if cognitive technology could be applied Read More

Suzanne Sawyer, Vice President, Portfolio Marketing at IBM Watson Health, Joins eHealthcare Strategy & Trends Editorial Advisory Board

Suzanne Sawyer, Vice President, Portfolio Marketing at IBM Watson Health

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 point us to developments and people our members should know about. I’m very pleased Read More

Precision Healthcare Marketing

Penn thumbnail logo

// Sponsored Post //

How to Improve Patient Engagement, Revenue, and Profitability—Lessons from Penn Medicine’s Transformation to Data-Driven Digital Marketing

Originally presented September 3, 2015.
Your Presenters:

  • Suzanne Sawyer, Chief Marketing Officer, Penn Medicine
  • Rob Grant, Co-Founder and Executive Vice President, Evariant

Members can watch this on-demand webinar below. (Not a member yet? Start your trial membership and watch now.)

In this webinar, which was originally presented on Sept. 3, 2015, Suzanne Sawyer, then Chief Marketing Officer of Penn Medicine (now Vice President, Portfolio Marketing at IBM Watson Health, and member of the eHealthcare Strategy & Trends Editorial Advisory Board), shares lessons learned from transforming her organization from traditional marketing to digital and data-driven methods, and how this four-year journey helped Penn Medicine reach new patients and better engage with its current ones. We guarantee you’ll gain insight that will help your own organization make its marketing more targeted, more accountable, and more profitable.

Suzanne and her team successfully implemented a technology platform that supports more targeted marketing and communications with patients, consumers, and referring physicians. They created a robust digital marketing program that is trackable, highly targeted, and very effective.

Penn chose Evariant as its CRM provider. Over the past four years, they’ve collaborated on 100 digital campaigns that have generated more than 20,000 digital leads, 38% of which have converted to patients. You’ll get the inside scoop on their approach, from platform implementation, data integration, and staffing, to campaign deployment, analytics, and a reliable ROI. Find out how their continuous learning approach to digital marketing has improved results (and how yours can, too!)

You’ll learn:

  • How—and why—Penn Medicine transformed its marketing function to be more digitally focused and data driven.
  • The results of Penn Medicine’s 100 digital campaigns, and how to use what its marketers learned to transform your organization’s marketing success.
  • The most effective marketing communications strategies for increasing cross selling/upselling to patients and other consumers.
  • What the Penn marketing team analyzed—and the value of using those analytics—to better manage and assess campaigns.
  • Practical tips that will help you find the right CRM solution for your organization.
  • How to build a marketing technology platform that supports targeted marketing and better communication with patients, consumers, and referring physicians.
  • How to get good results using Penn’s continuous learning approach to digital marketing.

Download now »

Cognitive Technology in Healthcare: Looking to the Future with IBM Watson Health

Suzanne Sawyer, Vice President, Portfolio Marketing at IBM Watson Health

// By Jane Weber Brubaker // IBM’s cognitive computer Watson became a household name and overnight sensation in 2011 when it beat two of Jeopardy’s top contestants, smoothly handling the show’s lineup of cleverly named categories and obscure facts: “Dialing for Dialects for $800,” says Watson, choosing a category in the opening round. Host Alex Read More

Beyond Your Responsively Designed Website: Why You Need a Mobile Strategy Now

Neal Linkon, Director of Digital Engagement, Children’s Hospital of Wisconsin

// By Jane Weber Brubaker // By now, most of us have seen the 2014 chart that shows the number of mobile users finally surpassing desktop users. Although this doesn’t necessarily mean desktop is going away—78 percent of digital users use both desktop and mobile platforms, according to a 2015 report from ComScore—what is startling Read More

Loyalty and Rewards Programs in Healthcare Marketing: A Trend To Watch

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

A March 2016 editorial in JAMA authored by three University of Michigan physicians, “Health System Loyalty Programs: An Innovation in Customer Care and Service,” begins as follows: “Many people belong to loyalty programs for coffee shops, hotel chains, or airlines. Despite a highly consumer-oriented approach in some health systems, similar types of loyalty programs have Read More

1 2 3