Digital Marketing, Communications and Strategy for Healthcare Leaders

Content Audit

Strategic Web Consolidation: How Michigan Medicine Streamlined Its Digital Presence

May 8, 2024

In a time when digital presence is paramount, many healthcare organizations may face the challenge of maintaining a cohesive online identity. At Michigan Medicine, the academic medical center of the University of Michigan, departments across the medical school, research facilities, and health centers developed independent websites to communicate externally. But without a centralized governance structure, Read More

Digital Transformation of Michigan Medicine Through Strategic Web Consolidation

April 29, 2024

// By Althea Fung // Faced with fragmented digital identities across departments, Michigan Medicine, the academic medical center of the University of Michigan, unified its digital presence, overcoming the lack of centralized governance. Discover how Michigan Medicine streamlined 300 websites into four, unifying its brand identity and enhancing the user experience.

Strategic Repurposing: How to Get the Most Out of Your Content

March 6, 2024

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

Four Ways to Repurpose Your Content

February 12, 2024

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

A Recipe for Success: Leveraging Market Research Insights to Support Patients

October 18, 2023

On a journey to “future proof” its marketing, Fresenius Kidney Care started in the most unlikely of places: recipes. As with any chronic illness, diet dramatically affects a patient’s success. But a kidney disease-friendly diet has more restrictions and requirements than most. One in seven U.S. adults have kidney disease, and one in three don’t Read More

Helping Kidney Patients Thrive: How to Support Patients On Every Step of the Care Journey

October 9, 2023

// By Wendy Margolin // A case study on how Fresenius Kidney Care used market research insights to support more kidney patients everywhere they are. On a journey to “future proof” its marketing, Fresenius Kidney Care started in the most unlikely of places: recipes. As with any chronic illness, diet dramatically affects a patient’s success. Read More

5 Areas of Digital Operations You Shouldn’t Compromise on When Finances Are Tight

March 22, 2023

“When you’re asked to make budget cuts, some things should not be on the chopping block,” writes JoAnne Gritter in a new article. “Who will visit your website or download your app today? What about in the future? Who in your health system will be responsible for serving patients, clinicians, and other visitors after your Read More

Managing Your Online Presence When Money Is Tight: Where Not to Scrimp and Save

March 13, 2023

// By JoAnne Gritter // An ounce of prevention is worth a pound of cure. When you’re asked to make budget cuts, some things should not be on the chopping block. Who will visit your website or download your app today? What about in the future? Who in your health system will be responsible for Read More

How One Health System Successfully Redesigned its Website in the Midst of COVID-19

November 16, 2022

With millions of Americans at home during the COVID-19 pandemic, many people turned to the internet to learn more about the novel virus. That caused a surge in traffic on hospital websites and social media channels. According to a report from Baldwin publishing, one hospital marketing director who manages more than 80 websites reported a Read More

Increased Web Traffic Prompts NYC Health + Hospitals to Redesign Website

November 7, 2022

// By Althea Fung // New York City was in the crosshairs of COVID-19 more than once, first as the epicenter of the pandemic, and more recently when Omicron struck. In the midst of the crisis, the city’s public hospital system found a way to redesign its website. With millions of Americans at home during Read More

What Are the Benefits of Doing a Website Content Audit?

May 1, 2022

// By Jane Weber Brubaker // “Ask the Expert” with Jeremy Dietz, Executive Digital Editor at Coffey Communications A website can be like a snowball, picking up more and more content as time goes on. Or it can be like your basement, a convenient place to store things that you’re not sure what to do Read More