How Do You Build an Effective Dashboard for Digital Marketing?

Susan Solomon

Ask The Expert with Susan Solomon Eleven years ago, Kay Franks, marketing manager for St. Louis Children’s Hospital, got wind that budget re­ductions were on the horizon and it looked like her website budget was on the chopping block. That was all she needed to get cracking on building a compre­hensive dashboard to demonstrate the Read More

Using Google Analytics to Drive Marketing Decisions

by Mark S. Gothberg Going Beyond Website Visits and Page Views “We used to focus all our attention on how many people were visiting our website, what content they were interested in, what was the level of engagement,” says Joe Ebeling, e-business and marketing supervisor at Barnes-Jewish Hospital in St. Louis. “Now, we look at Read More

eNews Pulse, September 2013

WEBSITES/MOBILE APPLICATIONS Information on New State Health Insurance Exchanges for con­sumers is the subject of a new site at The site has a Spanish language version. New Healthcare Blog presented by and written by the chair of the Council of Accountable Physician Practices and CEO of the Permanente Medical Group, Robert Pearl, MD. Read More

My Internet … Personal Solutions, September 2013

Eyeglasses Online Afraid to buy glasses online even though you could save a ton of money? Now has come out with an app that uses 3Dfit technology to allow consumers to accurately see how frames look and fit without stepping into a store. Available currently only at the iTunes app store.  

Web Takes … September 2013 Picks

Children’s Hospital of Pittsburgh of UPMC This site reflects a growing trend in hospital websites – simplicity. The home page features a strong visual image in the banner area, a half-dozen global links that can be ex­panded to give access to virtually anything a site visitor might want to find, and a highly visible Read More

Salem Health Uses Video to Get Big Media to Pay Attention; Vehicle Leads New Marketing Push

by Mark S. Gothberg Here’s a dilemma that faces many organizations. The hospital is siz­able, but network television origi­nates in a city located about an hour’s drive away and outside the organization’s primary and second­ary service areas. Television stations have long-standing relationships with major healthcare organizations in their city and do not view the hospital Read More

The Digital Future of Physician Relations

by Lyle Green and Dan Dunlop In May 2013, a group of physician relations profes­sionals and thought leaders gathered in Houston to develop a vision for the future of physician relations. Recognizing the growing adoption of digital media by medical profes­sionals, the assembled experts sought to define the future role of the physician relations specialist Read More

My Internet … Personal Solutions, August 2013

Track Your Fitness Regimen Fitbit, which tracks your steps, calo­ries burned, and other metrics, has been on the market for a number of years. This great little device is now available in different colors and de­signs and can send information to smartphones as well as computers. The latest versions, the Zip and the Flex, are Read More

eNews Pulse, August 2013

WEBSITES/MOBILE APPLICATIONS Capital BlueCross Challenges Students to Develop Innovative Web-Based Tools or Mobile Apps to Improve Healthcare. Available to students age 18 and older, the challenge supports innovative ideas in one of three categories: financial, telemedical, and experiential. Top prize is $15,000. Work must be original and sub­mitted by November 22. Details at RESOURCES Read More

The Power of Storytelling

by Mark S. Gothberg “Humans are fundamentally emo­tional – rather than analytical – in how they process information and make decisions, and there is no bet­ter way to connect with someone’s emotions than through stories,” says Betsy Chapin Taylor, principal consultant for Third Sector Strategy, a healthcare philanthropy consulting firm. Compelling communication weaves together emotion, Read More

Web Takes … August 2013 Picks

Hartford Hospital It has been a dozen years since this site was reviewed. The site for this Connecticut institution was out­standing back then, and with changes over the years, it is out­standing today. Most hospital sites fail to identify the organization’s key service lines. Yes, many sites will highlight a few serv­ices in their Read More

A Different Approach to Patient Billing

by Mark S. Gothberg Patient billing has become an even bigger issue for healthcare providers. Patients used to be responsible for about 10 percent of hospital and physician bills. But high-deductible health plans have driven up patient responsibility, which now averages 26 percent and will soon reach 30 percent, according to John Talaga, vice president Read More

How Can Digital Technology Support Brand Building?

Ask The Expert with Mike Reinhardt Arguments are made regularly that a brand is an organization’s most valuable asset. A chief marketing officer of Coca-Cola once said that if the company lost all of its facilities and people, he could rebuild the com­pany – provided he retained the rights to the brand. He said he Read More

Embrace Blogging to Generate Real Patient Connections

by Mark S. Gothberg Healthcare organiza­tions are infatuated with Facebook, Twitter, and YouTube. They are the “hot” social media networks. While these vehicles can draw large audiences, they often do not provide the same “marketing pull” opportunities and the level of interaction that can take place with a strong and effective blog. “In healthcare, it’s Read More

eNews Pulse, July 2013

RESOURCES Unique Online Patient-Physician Consultation launched in March at To preserve the patient-physician relationship, the patient’s health history is collected using an intuitive questionnaire, which is then transmitted to the pa­tient’s personal physician. Software allows the physician to interpret the patient’s symptoms and return a customized care plan, including a prescription order sent to Read More

Animations Available Wherever You Go on the Web

by Mark S. Gothberg There is probably nothing more dy­namic and educational than viewing medical animations of the human anatomy, disease conditions, and medical procedures. But developing lifelike animations in multiple for­mats is not easy or inexpensive. And while having a robust website is an absolute requirement for any hospi­tal (or hospital system) to attract Read More

My Internet … Personal Solutions, July 2013

An App to Relax By Is there anyone out there who isn’t stressed or anxious over work, fam­ily, or just life in general? There are a number of smartphone apps de­signed to reduce all your anxieties, as detailed by Judith Newman in the April 5 issue of The New York Times. Most of the apps Read More

Meridian Health Uses Multiple Marketing Channels to Grow Pediatric Services

by Mark S. Gothberg Four years ago, Meridian Health de­cided it had all the care components and expertise to seamlessly coordi­nate a full range of children’s health­care needs. It could provide a pediatric continuum, from preven­tion and wellness to illness diagnosis to treatment to recovery to research and education. But exactly how should it communicate Read More

How Do I ‘Easily’ Calculate ROI in Service-Line Marketing?

Ask The Expert with Scott McRae Calculating return on investment for a service-line marketing campaign can be elu­sive and is not for the faint of heart. How­ever, demonstrating that your marketing efforts contrib­ute to your organization’s bottom line communicates the value of your function and benefits your career. Where to begin To demonstrate the calculation Read More

Web Takes … July 2013 Picks

Alamance Regional Medical Center This unusually designed site for a Burlington, NC, hospital is a real pleasure to visit. Except for a dark green background at the top of pages, the background is gray. Layered on top of the gray are multi­colored navigational links on the left. Colorful blocks that promote key features seemingly Read More

UAB Medicine Develops a Mobile Application with Clear Business Benefits

by Mark S. Gothberg Hospitals have de­veloped all kinds of mobile applications, from those featuring a medical encyclo­pedia to ER wait times to health tracking. But a unique application has been launched by the marketing team at UAB Medicine, also known as the University of Alabama at Birming­ham Health System. The application supports workers’ compensation Read More

Michigan Challenges an Obesity Epidemic with Integrated Marketing, Interactivity, and Corporate Co-Sponsors

by Peter Hochstein This story contains implicit lessons not only for hospital marketers, but also for public health specialists, companies seeking to be good corporate citizens, politicians, and anybody who wants to do some­thing positive about behavior-related health issues. Moreover, it demonstrates how an interactive advertising campaign that asks participants to meet specific goals can Read More