// By Melanie Graham // With a very different audience and focus from its social media brethren, LinkedIn has always been a unique challenge for healthcare marketers. But with half a billion users (as of April 2017), LinkedIn is not a space to ignore. Putting resources behind this channel may not be easy, but it’s Read More
// By Jane Weber Brubaker // Remember the Winkleveii? The aggrieved Harvard twins of Facebook fame? They’re in the news again, this time as the “first Bitcoin billionaires.” Moneywatch reported in December that their collective $11 million investment in Bitcoin in 2013 was valued at more than $1.7 billion. So what does Bitcoin have to Read More
When it comes to webpage content, a mobile-first mindset is crucial. As of January 2017, some 77 percent of Americans owned a smartphone, and roughly 1 in 10 of those users relied on smartphones to access the internet. With this growing user base in mind, Google created the Accelerated Mobile Page Project (AMP) in 2016. Read More
Experts explain Google’s Accelerated Mobile Page (AMP) Project and how healthcare marketers can use it in their mobile content strategy. // By Melanie Graham // When it comes to webpage content, a mobile-first mindset is crucial. As of January 2017, some 77 percent of Americans owned a smartphone, and roughly 1 in 10 of those Read More
Sometimes a technology solution adopted by healthcare administrators and clinicians produces unexpected benefits for marketers. CHRISTUS Physician Group, with operations in Texas, Louisiana, Arkansas, and New Mexico, wanted to streamline patient check-in during office visits and improve collection of outstanding balances. To achieve these goals, the organization piloted, then implemented, a digital patient check-in solution Read More
// By Jane Weber Brubaker // Sometimes a technology solution adopted by healthcare administrators and clinicians produces unexpected benefits for marketers. CHRISTUS Physician Group, with operations in Texas, Louisiana, Arkansas, and New Mexico, wanted to streamline patient check-in during office visits and improve collection of outstanding balances. To achieve these goals, the organization piloted, then Read More
Sometimes a powerful story is best left to speak for itself. And having the right platform to share it can help it be heard. That’s what Northwell Health recently learned when it decided to take an understated approach to its digital marketing efforts for a new pediatric kidney transplant program at Cohen Children’s Medical Center Read More
There’s no denying Instagram’s rapid rise in popularity. As of September 2017, the photo-sharing channel had more than 800 million monthly active users — double the amount it had just two years prior. On top of its massive growth, Instagram also has been rolling out a slew of new features what seems like almost monthly. Read More
// By Lisa D. Ellis // Sometimes a powerful story is best left to speak for itself. And having the right platform to share it can help it be heard. That’s what Northwell Health recently learned when it decided to take an understated approach to its digital marketing efforts for a new pediatric kidney transplant Read More
// By Melanie Graham // How Advocate Health Care Powers Up on Instagram — Plus Advice from UCLA Health’s Experience with the Photo Sharing Platform There’s no denying Instagram’s rapid rise in popularity. As of September 2017, the photo-sharing channel had more than 800 million monthly active users — double the amount it had just Read More
Are you reaching the right people with your digital advertising without crossing any ethical lines? The latest programmatic technology makes it easier than ever to gather insights to help you connect with your target audience. But in the process, there are some land mines you’ll need to avoid. The exploding popularity of personal devices, from Read More
New Advisory Group Sets Guidelines for Programmatic Healthcare Advertising // By Lisa D. Ellis // Are you reaching the right people with your digital advertising without crossing any ethical lines? The latest programmatic technology makes it easier than ever to gather insights to help you connect with your target audience. But in the process, there Read More
What if 20 percent of your website visitors were prevented from fully engaging with your content, or found it just too frustrating to spend much time on your site? Web design has come a long way toward making digital experiences more consumer-friendly, personalized, and mobile-friendly. But unless you’ve experienced what it’s like to interact with Read More
// By Jane Weber Brubaker // What if 20 percent of your website visitors were prevented from fully engaging with your content, or found it just too frustrating to spend much time on your site? Web design has come a long way toward making digital experiences more consumer-friendly, personalized, and mobile-friendly. But unless you’ve experienced Read More
The media, including social media, are buzzing about AI, or artificial intelligence. As of this writing in late November, the top trending article on Facebook is “Facebook Is Using Artificial Intelligence to Spot Suicidal Tendencies in Its Users.” On LinkedIn, it is “Where Will AI Increase and Decrease Costs in Healthcare?” Is AI just the Read More
// By Jane Weber Brubaker // The media, including social media, are buzzing about AI, or artificial intelligence. As of this writing in late November, the top trending article on Facebook is “Facebook Is Using Artificial Intelligence to Spot Suicidal Tendencies in Its Users.” On LinkedIn, it is “Where Will AI Increase and Decrease Costs Read More
How health systems can translate their physical access approach into digital catchment strategies
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All health system leaders must define how to build and maintain a footprint that effectively serves their organization’s identified communities and populations.
This is the core of a catchment strategy: determining the mechanisms used to “catch” patients. Health systems have historically split their catchment efforts between two primary categories: physical clinical care sites and marketing strategies that drive awareness of the system and generate traffic to their facilities.
As the modern consumer is turning more to digital solutions to meet their healthcare needs, strategies for driving awareness and traffic require not only a well-established physical footprint, but also a diversified online presence. Creating an optimal digital footprint offers a unique opportunity to increase access, inform resource deployment, and ultimately, drive patient volume and growth.
The strategic core of most hospital or health system websites is a strong and user-friendly physician directory, or “Find a Doctor” tool. Optimizing your strategy and your tool’s functionality is a digital healthcare marketing imperative. In last month’s article, Noel Coleman mapped five strategic goals for your “Find a Doctor” tool. In our new article, he offers Read More
We use our cellphones to deposit money, send email, and track our daily step count. We also use them to constantly communicate, whether it’s through social media, texting, and (rarely, it seems) phone calls. With countless apps and new technology increasing our communication channels, shouldn’t it be easier to communicate with healthcare providers? Unfortunately, that Read More
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Applying Retail Best Practices to Healthcare Marketing
The age of healthcare consumer experience is here to stay, but understanding what that means and how to translate traditional retail customer experience tactics to healthcare can be confusing. This ebook gives you concrete tips and strategies for bringing that Amazon-like experience to healthcare marketing.
This guide examines how Amazon accomplishes great customer experience management through a mobile first strategy, data-based user experience design, conversion optimization, and personalization then shows you where you can apply these same principles to your own website, provider profiles, and more.
// By Melanie Graham // For many of us, our cellphones have been woven into nearly every part of our daily lives. We use them to deposit money, send email, and track our daily step count. We also use them to constantly communicate, whether it’s through social media, texting, and (rarely, it seems) phone calls. Read More
8 Steps to Strengthen Your Physician Directory Tools and Build Your Patient Base // By Noel Coleman // No hospital or health system website today is complete without including a strong and user-friendly physician directory, or “Find a Doctor” tool. This means that if your organization has not yet ventured fully into this area, there’s Read More
“In the big picture of digital marketing, SEO is truly the most misunderstood portion,” says Kyle Mills, manager of online marketing at Practis, a North Carolina-based healthcare digital marketing agency. One of the biggest myths around SEO is that websites can be optimized once and have long-term success. The fact is that SEO is not Read More
Why Healthcare Marketers Should Think Beyond Title Tags and URLs // By Melanie Graham // For some healthcare marketers, search engine optimization (SEO) is a big, scary unknown. There seems to be a lot of mystery around how it works, what changes are being made, and what you should do to get your web content Read More
“When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “She had the experience Read More