// By Neal Linkon // Few things are more routine — pre-pandemic, anyway — than the semiannual dental cleaning. Routine, that is, until the dentist stops in for a quick exam and asks: “How long have you had that white spot on your tongue?” I had no idea what she was talking about. But the Read More
// By Althea Fung // When Virtua Health, a southern New Jersey-based health system, acquired Lourdes Health System in 2019, the leadership team decided it would be a good time to continue to build on how the now five-hospital system was investing in its marketing initiatives. “[The marketing department] had an opportunity to build technology Read More
Predictions for 2021 are still anyone’s guess, according to Paul Szablowski: “The coronavirus continues to rage, and many economists are forecasting slow economic growth.” Nonetheless, Szablowski, an independent consultant and former senior vice president of brand experience at Texas Health Resources, sees room for hope: “Amid the uncertainty, there is opportunity. “Healthcare and digital health Read More
Give someone a good experience, gain their trust, and you’ll earn their loyalty. That’s consumerism, the bargain consumers strike with any company they do business with, whether they’re shopping for products or services — including healthcare services. “Healthcare consumerism is looking at everything through the lens of the patient, even starting before they become a Read More
// By Paul Szablowski // Predictions for 2021 are still anyone’s guess. The coronavirus continues to rage, and many economists are forecasting slow economic growth. Bloomberg reported in mid-November that the increase in COVID-19 cases and resulting new restrictions “threaten to temper momentum for the economic recovery even amid positive news about a vaccine.” Amid Read More
// By Jared Johnson // Now is an ideal time to explore opportunities for voice skills to improve a consumer’s healthcare experience. Seamus O’Reilly, senior director of content marketing and digital presence at Duke Health, and Matt Hummel, chief experience officer and vice president of consumer strategy and design at Paragon, presented on this topic Read More
The ratings and reviews that consumers post online can advance or damage the reputation of any organization, and healthcare is no exception. Online reputation management (ORM) and ongoing analysis of reviews have the potential to significantly improve the patient experience and positively influence customer lifetime value (CLV). BayCare Health System has spent the past two Read More
// By Dalal Haldeman, Ph.D. // The great difficulties we’ve faced in 2020 with regard to the COVID-19 pandemic are clear for us all, though our experiences may differ in the details, whether navigating patient surges or having our daily routines altered in ways both subtle and profound — or in the most horrific of Read More
// By Jane Weber Brubaker // Give me a good experience, gain my trust, and you’ll earn my loyalty. That’s consumerism, the bargain consumers strike with any company they do business with, whether they’re shopping for products or services — including healthcare services. “Healthcare consumerism is looking at everything through the lens of the patient, Read More
Is it possible for health systems to have their own version of “set it and forget it”? Can they really set up campaigns in their CRMs and let them run automatically based on pre-set rules? Maybe not right out of the gate, but with diligence, healthcare marketers can learn to crawl, then walk, then run Read More
// By Marlene Kurban // The ratings and reviews that consumers post online can advance or damage the reputation of any organization, and healthcare is no exception. Online reputation management (ORM) and ongoing analysis of reviews have the potential to significantly improve the patient experience and positively influence customer lifetime value (CLV). BayCare Health System Read More
// By Jane Weber Brubaker // Is it possible for health systems to have their own version of “set it and forget it”? Can they really set up campaigns in their CRMs and let them run automatically based on pre-set rules? Maybe not right out of the gate, but with diligence, healthcare marketers can learn Read More
Seventy-five percent of consumers prefer to do business with organizations that create personalized and relevant shopping experiences. But 60 percent of healthcare consumers report they don’t get that from healthcare organizations. There’s a huge opportunity to improve customer experience and increase conversions by bridging this gap.
Personalization can help connect the dots between consumer pain points and your healthcare services — helping consumers get value by more quickly and efficiently finding relevant information they seek, while allowing health systems to cross-promote services, improve loyalty, and drive patient volume. Done correctly, it’s a win-win.
In this session you’ll hear from experts who have worked with organizations including Duke Health, Geisinger, Johns Hopkins, and Cleveland Clinic. They’ll discuss how to use personalization tools to customize healthcare experiences while staying on the right side of HIPAA and the compliance department. You’ll get real-world examples and best practices to optimize your hospital website, leverage customer data safely, and deliver the more “Amazon-like” digital experience consumers expect.
The American Hospital Association estimates that hospitals and health systems across the country have lost more than $200 billion as a result of the pandemic, and total losses may top more than $320 billion by the end of 2020. With COVID-19 cases still surging, how will health systems address the healthcare needs of their communities Read More
Hospital digital teams continue to ask lots of questions about resuming and revising their digital marketing campaigns as COVID-19 infection rates continue to rise. For many, it continues to be a challenge to make decisions about how to revive key service-line campaigns while simultaneously mixing in COVID-19 informational messaging. JK Lloyd, president of Eruptr, recently Read More
“The COVID-19 pandemic has impacted every industry in the U.S., but not all in the same way or to the same degree,” says Ben Dillon of Geonetric. “Healthcare’s experience has been unique, with the combination of shutdowns early in the crisis coupled with costly emergency response plans for many health systems. Teams pivoted to focus Read More
“The COVID-19 pandemic has been a defining moment for humanity. It has been equally defining for healthcare,” says Carrie Liken, head of industry, healthcare at Yext. Here’s an excerpt from Liken’s new article: As long as COVID is part of our world, people will travel less for care, and they will search more for local Read More
The eHST Editorial Advisory Board is made up of leaders in the health care marketing field 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 eHST members like you should know about. I’m very pleased to announce that Read More
// By Jane Weber Brubaker // The eHealthcare Leadership Awards honor the very best websites and digital communications from a broad spectrum of healthcare organizations. Winners of the 21st Annual eHealthcare Leadership Awards were announced on November 17 at a special presentation at HCIC@Home, the virtual conference sponsored by Greystone.Net, our partner in presenting the Read More
// By Marlene Kurban // The American Hospital Association estimates that hospitals and health systems across the country have lost more than $200 billion as a result of the pandemic, and total losses may top more than $320 billion by the end of 2020. Patient volume declined significantly this year due to delayed care and canceled Read More
The COVID-19 outbreak has been challenging for healthcare organizations, but one positive for marketers is that the pandemic has presented new opportunities to engage consumers digitally. When patients can’t see their providers in the office, they use virtual care or telemedicine services. Rush University System for Health, a network of physicians and hospitals in the Read More
Ask the Expert, with JK Lloyd, President, Eruptr // By Jared Johnson // Hospital digital teams continue to ask lots of questions about resuming and revising their digital marketing campaigns as COVID-19 infection rates continue to rise. For many, it continues to be a challenge to make decisions about how to revive key service-line campaigns while Read More
What if you could create a customer engagement program in your urgent care service line that increases customer lifetime value by 22 percent?
Or increase the customer lifetime value of your primary care physician service line by 29 percent?
And what if you could document and prove those results based on a two-year scientific study that ties your customer engagement program’s impact to customer visit history?
That is precisely what BayCare Health System has done.
BayCare Health System has spent the last two years conducting a proactive “Review Requesting Program” in its urgent care and primary care physician service lines and analyzed the effect on clinical visit history and customer lifetime value.
Watch this webinar on demand, and learn from Ed Rafalski, BayCare Health System’s chief strategy and marketing officer how the program was executed and analyzed, and how it improved the health system’s business KPIs and clinical outcomes.
“Now more than ever before, reviews and star ratings influence consumers’ purchasing decisions, especially in retail,” says Ed Rafalski, Ph.D., MPH, FACHE, chief strategy and marketing officer, BayCare Health System. Here’s an excerpt from Ed’s new article: When it comes to healthcare, consumers are factoring pandemic safety measures taken by physicians and care facilities into Read More
// By Ed Rafalski // Using Customer Lifetime Value and ratings, organizations can identify the total cost of acquisition of new customers and the total incremental cost of retaining existing customers. BayCare Health has seen promising results with its proactive strategy. Now more than ever before, reviews and star ratings influence consumers’ purchasing decisions, especially in retail. Read More