Content management

Benchmarking Reveals Whether You’re a Leader or a Laggard

Ben Dillon

“Benchmarking your organization against your peers is something every health system wants to do,” says Ben Dillon, chief strategy officer at Geonetric and eHST Editorial Advisory Board member. “But in reality, how you compete is more nuanced than just comparing your organization to others by team or bed size. It’s neither easy to compare yourself to an average of Read More

Ask the Expert: What Differentiates a Healthcare Digital Marketing Leader?

Ben Dillon

Learn How Leading Healthcare Marketers Do Digital Differently and How to Propel Your Organization Forward // By Ben Dillon // Benchmarking your organization against your peers is something every health system wants to do. But in reality, how you compete is more nuanced than just comparing your organization to others by team or bed size. Read More

Coordination Is Key for Effective Digital Campaigns

Kaela Carey, digital evangelist at SPM Marketing & Communications

In today’s increasingly high-tech world, organizations may find it challenging to keep pace with the rapidly evolving digital landscape. But having a well-defined strategy in place and relying on a mix of planning tools can help tie all of the pieces together for organizations, according to Kaela Carey, digital evangelist at SPM Marketing & Communications. Read More

4 Tools to Help You Plan Successful Digital Campaigns

Kaela Carey, digital evangelist at SPM Marketing & Communications

// By Lisa D. Ellis // In today’s increasingly high-tech world, organizations may find it challenging to keep pace with the rapidly evolving digital landscape. But having a well-defined strategy in place and relying on a mix of planning tools can help tie all of the pieces together for organizations, according to Kaela Carey, digital Read More

eHealthcare Leadership Award Winners: They’re Simply the Best

eHealthcare Leadership Awards

// By Jane Weber Brubaker // It’s that time of year again. The call for entries for the 2018 eHealthcare Leadership Awards is open as of May 1. This year’s award winners will be announced at a gala luncheon on November 7 at the HCIC conference in Scottsdale, Arizona. Winners are selected from nearly 1,000 Read More

Alexa, Can You Help Our Patients and Still Stay HIPAA-Compliant?

Emily Kagan Trenchard, associate vice president of digital & innovations strategy, Northwell Health

The market for voice-controlled smart speakers is hot. The percentage of U.S. Wi-Fi connected households with devices like Amazon Echo and Google Home was up to 12.1 percent as of the end of November, after Black Friday and Cyber Monday, comScore reported. If that doesn’t get your attention, consider the growth rate between June (8.1 Read More

Alexa, What Are the Early Adopters Up To?

Jane Weber Brubaker

// By Jane Weber Brubaker // The market for voice-controlled smart speakers is hot. The percentage of U.S. Wi-Fi connected households with devices like Amazon Echo and Google Home was up to 12.1 percent as of the end of November, after Black Friday and Cyber Monday, comScore reported. If that doesn’t get your attention, consider Read More

From a Nonfunctional Website To Digital-First

City of Hope Logo

“When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “She had the experience Read More

City of Hope’s Digital-First Transformation

Robin Snow

// By Robin Snow // When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse. She had the experience to do it, having completed Read More

Putting Podcasts to Work for Continuing Medical Education Credits

// By Lisa D. Ellis // Advances in technology in recent years have made it possible for health systems to streamline their efforts on many levels, from evaluating and monitoring patients remotely to sharing medical information among multiple sites in real time. Some medical centers are also creating audio podcasts to educate patients, the general Read More

Website Engagement: What It Means and How To Achieve It

Dagmara Scalise, AVP strategic services and healthcare practice lead, Primacy

“As the virtual front door to your organization, your website is perhaps the most important marketing platform outside of your onsite patient experience and actual physical environment,” says Dagmara Scalise, AVP strategic services and healthcare practice lead, Primacy. “And yet, if you’re like most, there’s a good chance it’s outdated, unwieldly, or worst of all, underperforming Read More

Website Engagement: Marketing Doublespeak or Reachable Goal?

Dagmara Scalise, AVP strategic services and healthcare practice lead, Primacy

// By Dagmara Scalise // As the virtual front door to your organization, your website is perhaps the most important marketing platform outside of your onsite patient experience and actual physical environment. And yet, if you’re like most, there’s a good chance it’s outdated, unwieldly, or worst of all, underperforming on your marketing goals. (Assuming, Read More

CRM at the Helm of Long-Term Strategy at Boston Children’s

William Gagnon, senior director of global digital strategy and customer engagement at Boston Children’s

Managing change is hard, even for innovative organizations like Boston Children’s Hospital. “That’s something I hear in all the businesses I’ve worked with, from GE to Cigna to here,” says William Gagnon, senior director of global digital strategy and customer engagement at Boston Children’s. Digital transformation at Boston Children’s is laser-focused on making the shift Read More

Short-Term Wins, Long-Term Strategy: CRM at Boston Children’s Hospital

Boston Children's Logo - Square

// By Jane Weber Brubaker // Managing change is hard, even for innovative organizations like Boston Children’s Hospital. “That’s something I hear in all the businesses I’ve worked with, from GE to Cigna to here,” says William Gagnon, senior director of global digital strategy and customer engagement at Boston Children’s. Change is risky, and healthcare Read More

Mobile Strategy: Challenges and Successes at Johns Hopkins Medicine

Aaron Watkins, Senior Director of Internet Strategy 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

Breaking Developments in Digital Healthcare Marketing

World Congress

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

Real-World Mobile Strategy at Johns Hopkins Medicine

Johns Hopkins Medicine Logo

// 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

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

World Congress

// 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

Technology as Engagement Tool at Intermountain Healthcare

Craig Kartchner, Senior Director of Marketing, Intermountain Healthcare

At Intermountain Healthcare, patient engagement is a top priority, and the organization is tackling the issue from all sides. We spoke with Craig Kartchner, Senior Director of Marketing, to get an update on Intermountain’s digital strategies, successes, and challenges. “We want it to be convenient and easy for people to access tools and resources that Read More

Patient Engagement Through Digital at Intermountain Healthcare

Craig Kartchner, Senior Director of Marketing, Intermountain Healthcare

An Interview with Craig Kartchner, Senior Director of Marketing // By Jane Weber Brubaker // At Intermountain Healthcare, patient engagement is a top priority, and the organization is tackling the issue from all sides. We spoke with Craig Kartchner, Senior Director of Marketing, to get an update on Intermountain’s digital strategies, successes, and challenges. “We Read More

What to Do AFTER Your Brand-New Website Has Launched—Part Two

Dagmara Scalise, AVP strategic services and healthcare practice lead, Primacy

// By Dagmara Scalise // In Part One of my overview of post-website redesign launch priorities, I focused on four important strategies to demonstrate the effectiveness of your website investment, and keep momentum going: Measurement Optimization Local search Content strategy Here we will get to the next set of priorities after your website redesign.

#HCSM: How (and Why) To Get Your Doctors Tweeting

Kathy Wilets, Director of Public Relations and Content Marketing, UUHC

Do you have a hard time getting your physicians to tweet or blog or post anything at all on social media? So did University of Utah Health Care (UUHC) before the organization found a way to crack the code. “I’m not going to lie, most of them needed some convincing,” says Libby Mitchell, Social Media Read More

Keys To Selecting the Right Technology Vendor

Greystone.net logo square

When it comes to selecting software, implementation, or design vendors for major technology upgrades such as a content management system (CMS) or customer relationship management system (CRM), there’s a lot on the line. Even small healthcare organizations may have to pony up hundreds of thousands of dollars; for larger organizations, it could be in the Read More