Aaron Watkins, Senior Director of Internet Strategy at Johns Hopkins Medicine

Mobile Strategy: Challenges and Successes at Johns Hopkins Medicine

After reading marketing automation software company Marketo’s Definitive Guide to Mobile Marketing, we asked Marketo how healthcare organizations compare to other types of organizations when it comes to mobile. Kristen Kaighn, Senior Product Marketing Manager, weighed in: “While 90 percent of healthcare providers claim to use mobile devices to engage with patients, only 48 percent Read More

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World Congress

Breaking Developments in Digital Healthcare Marketing

On September 29-30, the World Congress convened its third annual Hospital Marketing and Communications Summit in Boston, with presenters from Cleveland Clinic, Novant Health, Main Line Health, Presence Health, Nationwide Children’s Hospital, Trinity Health, RWJBarnabas Health, and others. Several presentations discussed the evolution of hospital brands in an environment of consolidation. Presenters also explored the Read More

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Johns Hopkins Medicine Logo

Real-World Mobile Strategy at Johns Hopkins Medicine

// By Jane Weber Brubaker // After reading marketing automation software company Marketo’s Definitive Guide to Mobile Marketing, we asked Marketo how healthcare organizations compare to other types of organizations when it comes to mobile. Kristen Kaighn, Senior Product Marketing Manager, weighed in. Then we spoke to a digital marketing executive at a major health Read More

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World Congress

Digital Marketing Highlights from the World Congress Hospital Marketing and Communications Summit

// By Jane Weber Brubaker // On September 29-30, the World Congress convened its third annual Hospital Marketing and Communications Summit in Boston, with presenters from Cleveland Clinic, Novant Health, Main Line Health, Presence Health, Nationwide Children’s Hospital, Trinity Health, RWJBarnabas Health, and others. Several presentations discussed the evolution of hospital brands in an environment Read More

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Matt Gove, chief consumer officer of Piedmont Healthcare

Starred Reviews Work for Amazon—and Piedmont Healthcare

The most influential source in selecting a physician may be a recommendation from a friend or family member, but it doesn’t stop there. “When you get a recommendation from someone you know, one of the first things you do is look online to find more information about that physician,” says Matt Gove, Chief Consumer Officer Read More

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Matt Gove, chief consumer officer of Piedmont Healthcare

At Piedmont Healthcare, the Most Powerful Marketing Tool Is the Voice of the Consumer

// By Jane Weber Brubaker // In 2014, Piedmont Healthcare was the second health system to go live with physician star ratings based on Press Ganey survey data. “The reason we did it was because there’s no more powerful voice in helping consumers understand the experience with a service or product than the voice of Read More

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What Do Customers Hate About Your Hospital’s Website?

Are your website visitors captive customers? When an organization fails to meet customer expectations—and the bar has been set high by industries outside of healthcare—the impact on brand can be great. More than a third of visitors to health system websites surveyed by Greystone.Net and Klein & Partners, creators of gSight™, a healthcare and hospital Read More

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Captive Customers: Do Your Patients Visit Your Website Because They Want To or Because They Have To?

// By Jane Weber Brubaker // “Every single touchpoint you have in healthcare, we should have the same consistent experience,” says Chantal Stephens of Orlando Health, formerly of Ritz-Carlton and Disney, two organizations renowned for exceptional customer service (eHST, January 2016). The implied word in this sentence is “positive”—a consistent positive experience. When any aspect Read More

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