Never before has the role of the healthcare marketing leader been more crucial to health system performance. Following waves of COVID, the resulting depletion of both operational capacity and emotional stamina forced health systems to grapple with the brutal combination of rising costs and diminishing access. The ensuing reductions in staffing and closing of services Read More
Contemporary solutions leveraging AI, big data, and proven customer platforms provide a breakthrough opportunity for health system growth when it is most needed. When data and technology are used to view patient and provider behavior in the market holistically, new opportunities come to light. // By Rich Phillips // Never before has the role of Read More
The new generation of mobile communications networks isn’t quite here yet, but it’s coming, and marketers need to get ready for it. The advent of 5G, or 5th generation mobile network, will continue to fuel the meteoric rise of mobile communications that has taken place over the past two decades. In a session at the Read More
// By Arthur Hill // The new generation of mobile communications networks isn’t quite here yet, but it’s coming, and marketers need to get ready for it. The advent of 5G, or 5th generation mobile network, will continue to fuel the meteoric rise of mobile communications that has taken place over the past two decades. Read More
With user experience research tools, organizations can identify the experiential issues that real consumers face when visiting their websites. Regardless of how talented your design team may be, the key thing to remember is this: The designers are not your end user. User experience (UX) research provides a thorough understanding of who your consumers are, Read More
// By Ben Dillon // With user experience research tools, organizations can identify the experiential issues that real consumers face when visiting their websites. Regardless of how talented your design team may be, the key thing to remember is this: The designers are not your end user. User experience (UX) research provides a thorough understanding Read More
How often does a CEO ask what it would take to become the best healthcare content producer in the world — in two years — and then give you the resources to do it? Amanda Todorovich, executive director of content marketing at Cleveland Clinic, freely admits that the scope of what she and her team Read More
// By Jane Weber Brubaker // Five principles for leading your organization’s digital marketing efforts. Amanda Todorovich, Cleveland Clinic’s executive director of content marketing, freely admits that the scope of what she and her team are tasked with is not typical. How often does a CEO ask what it would take to become the best 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
When starting a health system website revamp, numerous decisions have to be made. What are the priorities? Who will have the final word? How will you align your decisions with your health system’s strategic plan? But most importantly, how will you engage your stakeholders and win their approval when doing a health system website revamp? Read More
// By Jane Weber Brubaker // When it comes to web redesign, everyone thinks they’re an expert. Here are some tips from the real experts on how to navigate those internal conversations. It can feel like a tug of war to be a digital marketer in a health system. Sometimes you win, and sometimes you Read More
We were intrigued by the first two words of a presentation given by two marketing leaders from Ochsner Health at the 2021 Healthcare Internet Conference (HCIC): Beyond ROI. Healthcare marketers have learned that provable ROI, or return on investment, helps them make the case for increased investment. But what’s beyond that? So much more, it Read More
“The terms ‘content marketing’ and ‘content strategy’ get slung around like so many shiny, whole tunas at Pike’s Place Market in Seattle,” says Ahava Leibtag of Aha Media Group. “As content production in healthcare has increased, the need for tools and documentation to keep teams aligned and efficient has also risen.” Here’s an excerpt from Read More
// By Jane Weber Brubaker // While many health systems struggle to consolidate data that exists in silos, Ochsner Health’s marketing team has succeeded in wrestling its data to the ground. Insights gleaned from the data are revealing opportunities for investment in new strategic growth initiatives. We were intrigued by the first two words of Read More
// By Ahava Leibtag // When we speak to executives, our colleagues, teams, and vendors, it’s in our best interest to use these terms consistently to avoid confusion and frustration. The terms “content marketing” and “content strategy” get slung around like so many shiny, whole tunas at Pike’s Place Market in Seattle. As content production Read More
Connecticut is a small state with a large number of healthcare facilities to choose from — and now even drug stores turned health hubs are competing for the same patients. “There’s a lot of noise out there,” says Cathie Cannon, assistant vice president of health communications at UConn Health. “Consumers have a lot of options Read More
// By Jane Weber Brubaker // Connecticut is a small state with a large number of healthcare facilities to choose from — and now even drug stores turned health hubs are competing for the same patients. “There’s a lot of noise out there,” says Cathie Cannon, assistant vice president of health communications at UConn Health. Read More