If you ask Google to solve the mystery of any random thing happening to your body, chances are you’ll find an answer from Cleveland Clinic high up on page 1 of the search engine results page. How does it consistently rank so high for such a large number of health-related questions?
// By Jane Weber Brubaker // If you ask Google to solve the mystery of any random thing happening to your body, chances are you’ll find an answer from Cleveland Clinic high up on page 1 of the search engine results page. How does it consistently rank so high for such a large number of health-related questions?
Partnering, piloting, and proceeding with cautious optimism are hallmarks of Cleveland Clinic’s methodology for incorporating AI into the marketing communications workflow. Learn how Cleveland Clinic optimizes AI to enhance its marketing efforts and discover 7 tips on how to effectively adopt AI in a large health system.
// By Wendy Margolin // Partnering, piloting, and proceeding with cautious optimism are hallmarks of Cleveland Clinic’s methodology for incorporating AI into the marketing communications workflow. Learn how Cleveland Clinic optimizes AI to enhance its marketing efforts and discover 7 tips on how to effectively adopt AI in a large health system.
AI is a fast-moving train. Innovative health systems are jumping on board, testing new tools, and finding new use cases. Generative AI revolutionizes marketing and communications, offering unprecedented opportunities for customer engagement and personalization. According to a survey from Botco.ai, a generative AI chatbot company, 73 percent of marketing departments use generative AI to produce Read More
AI is a fast-moving train. Innovative health systems are jumping on board, testing new tools, and finding new use cases. // By Althea Fung // Generative AI revolutionizes marketing and communications, offering unprecedented opportunities for customer engagement and personalization. According to a survey from Botco.ai, a generative AI chatbot company, 73 percent of marketing departments Read More
Hospitals and healthcare organizations produce an astounding amount of content. Thousands of blog posts, service line pages, emails, social media posts and other collateral probably come out of your department every year. But knowing these stats makes all your efforts and content production worth it: 77 percent of health searches begin online. 95 percent of Read More
The opportunities of digital advertising are practically limitless, but it takes a disciplined approach to strategy to make the most of it. Who isn’t a fan of digital advertising? Using online channels to reach your target audience is a fundamental part of most marketing programs; it just makes sense given the amount of time consumers Read More
Don’t forget the mountain of content you’ve already created. There’s precious metal in there, just waiting for some polish so it can sparkle once again. // By Ahava Leibtag // Hospitals and healthcare organizations produce an astounding amount of content. Thousands of blog posts, service line pages, emails, social media posts and other collateral probably Read More
The opportunities of digital advertising are practically limitless, but it takes a disciplined approach to strategy to make the most of it. // By Dan Dunlop and Jared Johnson // Who isn’t a fan of digital advertising? Using online channels to reach your target audience is a fundamental part of most marketing programs; it just Read More
What if you had to reach only one audience with your hospital content? Your communications would be more targeted and powerful. You’d know your audience better and deliver content they’re more likely to read. That’s exactly what the team at MU Health Care in Columbia, Missouri, does with its “Live Healthy” blog and related wellness Read More
One smaller academic hospital shares how it delivers content its target demographic craves. // By Wendy Margolin // What if you had to reach only one audience with your hospital content? Your communications would be more targeted and powerful. You’d know your audience better and deliver content they’re more likely to read. That’s exactly what Read More
// By Jane Weber Brubaker // When it comes to media consumption, digital is winning. And that goes for physicians, not just consumers. Quality content, available on digital channels, raises awareness of your services, and forges strong connections with engaged referring physicians. When your health system is launching a major new service line and rapidly Read More
Ohio State Wexner Medical Center faced a challenge. It wanted to combine blog content and news from several high-performing system websites into a single mega site called Ohio State Health & Discovery. But much of the content it planned to use had earned high rankings in Google’s search engine results pages (SERP), including many placements Read More
In today’s climate of diminishing trust in institutions, how do you attract patients in a way that both highlights your organization’s services and builds longlasting trust with your healthcare brand? “Of all the marketing tips for healthcare, the most important (and simplest) one is this: express empathy,” says Wendy Margolin in a new article. “Empathy Read More
// By Wendy Margolin // In a climate of diminishing trust in institutions, healthcare organizations can use empathy in storytelling to attract patients. Of all the marketing tips for healthcare, the most important (and simplest) one is this: express empathy. Empathy draws your reader or viewer in. It makes them imagine themselves in the story, Read More
// By Jim Samuel // E Pluribus Unum — Out of Many, One. It’s on the back of every dollar bill but can also be applied to health systems that consolidate content into a single hub. Ohio State Wexner Medical Center faced a challenge. It wanted to combine blog content and news from several high-performing Read More
The pandemic had a silver lining. It took a wrecking ball to the walls that have separated internal departments within health systems. Organizations battling COVID-19 had to break down the silos, join forces, and learn to collaborate in new ways. These newly acquired skills are valuable in a post-pandemic world as well.
Health systems that forge internal alliances unleash their collective strengths and leverage competitive strengths to lead their organizations and the industry in innovation and transformation.
This report is a collection of our best articles on the value of collaboration, with interviews from healthcare leaders who have successfully built coalitions, worked across departmental lines, and brought teams together to accomplish what their organizations needed most.
Nebraska Medicine is a global leader in infectious diseases, and its experts have been in demand since the earliest days of the pandemic — locally, regionally, nationally, and internationally. Nebraska Medicine held the first U.S. COVID-19 press conference in January 2020, well before a global pandemic was declared by the World Health Organization. The following Read More
// By Jane Weber Brubaker // Nebraska Medicine is a global leader in infectious diseases, and its experts have been in demand since the earliest days of the pandemic — locally, regionally, nationally, and internationally. Nebraska Medicine held the first U.S. COVID-19 press conference in January 2020, well before a global pandemic was declared by Read More
Versatile podcasts can stand on their own as a popular source of content, but they are also a great way to stoke the content-generation engine, especially for healthcare communications and marketing programs. “It all starts with a podcast,” says Bill Klaproth, director of marketing and production for DoctorPodcasting by RadioMD. Klaproth, who provides podcast services Read More
// By Wendy Stark Healy // Podcasts are a win-win. They provide great information to the community, engage potential patients, and help organizations market their services with versatile content that can be reused. Versatile podcasts can stand on their own as a popular source of content, but they are also a great way to stoke Read More
As the COVID-19 Delta variant spreads rapidly across the country, there is an increasingly urgent need to overcome vaccine hesitancy and access to care issues among the unvaccinated. Michigan Medicine is fielding a comprehensive vaccine hesitancy communications initiative that is strongly influenced by University of Michigan (U-M) research stressing the importance of being empathetic to Read More
// By Brian Griffin // As the COVID-19 Delta variant spreads rapidly across the country, there is an increasingly urgent need to overcome vaccine hesitancy and access to care issues among the unvaccinated. Michigan Medicine’s communications strategy is based on research that shows patients want empathy, not lectures or bullying. Healthcare providers on the frontlines Read More
Among the many adjustments hospital and health system marketers have made during the coronavirus pandemic is placing a greater emphasis on internal communications. In many cases, the shift has been dramatic. Alan Shoebridge, director of marketing and communication at Salinas Valley Memorial Healthcare System (SVMHS) in west-central California, estimates that from the spring of 2020 Read More