Conversions

The Evolution of Email Marketing

Theresa Lockemy

// By Althea Fung // Marketers from Humana and Johns Hopkins Medicine weigh in on the value of email marketing. Effective strategies for consumer engagement are also more efficient for marketers. If you’re an email marketer, you’ve likely heard the refrain “Email marketing is dead” countless times. But that’s just not true. A Pew Research Read More

Collaboration: The New Gold Standard for Successful Healthcare Organizations

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.

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How AI Helps Streamline Social Media Marketing

chernis-kate-bradley-lately-ai

// By Althea Fung // Afraid AI is going to take over your job? Don’t be. “Marketers should … see AI not as a way to replace humans but to augment and enhance the important and necessary work we do,” says Lately.ai’s founder Kate Bradley Chernis. With more than 3.6 billion users worldwide, social media Read More

eHealthcare Leadership Awards: A Microcosm of Our Field

jane-brubaker

For more than two decades, the eHealthcare Leadership Awards have showcased creativity and innovation in digital communications that support healthcare organizations’ marketing and business goals, and enhance patient and consumer experiences. Here’s a message from the new co-chair of the awards, Susan Dubuque: I am honored to serve as co-chair for this year’s eHealthcare Leadership Read More

eHealthcare Leadership Awards Reflect the Evolution of Our Industry

Susan Dubuque, principal and co-founder of ndp

// By Susan Dubuque // For more than two decades, the eHealthcare Leadership Awards have showcased creativity and innovation in digital communications that support healthcare organizations’ marketing and business goals, and enhance patient and consumer experiences. I am honored to serve as co-chair for this year’s eHealthcare Leadership Awards. In preparing for this role, I Read More

It’s Time To Enter the 2022 eHealthcare Leadership Awards!

ehla-logo-squared

Spring is here, and it’s time to turn your attention to the 2022 eHealthcare Leadership Awards. We’re pleased to announce that this year’s Call for Entries is officially open! In addition to affecting our overall lives in innumerable ways, the pandemic has certainly presented us with many challenges as healthcare marketers. Budgets were slashed due Read More

Helping Consumers Find Care Everywhere

Scott-Katie-UPMC

// By Jane Weber Brubaker // At Northeast Georgia Health System and UPMC, improving access and making digital scheduling easier are top priorities. What does it actually mean for health systems to embark on a digital transformation journey? Among the priorities are making it easier for consumers to find and access the care they need Read More

Call for Entries for the 2022 eHealthcare Leadership Awards Is Open

Susan Dubuque, principal and co-founder of ndp

A Note from the President: I’m pleased to announce that Susan Dubuque will co-chair this year’s eHealthcare Leadership Awards. Susan is cofounder of NDP Agency, a marketing and advertising firm based in Richmond, Virginia, and a nationally recognized expert in behavioral marketing. She literally wrote the book on marketing’s role in health improvement, Gearing Up Read More

Screening Campaign Helps Patients Get Back on Track With Their Care

“This past year was a year of transformation for UCHealth,” says Bill Altorfer of Cured. “Although such transformation during the COVID pandemic was challenging, it also gave rise to opportunities to improve patient experience in ways that weren’t initially on UCHealth’s strategic roadmap.” Here’s an excerpt from Altorfer’s new article: What began in the fall Read More

The Right Patient at the Right Time: How UCHealth Uses Automated Messaging to Drive Patient Retention

Rose-Heather-UCHealth

// By Bill Altorfer // UCHealth piloted triggered email reminders for breast cancer screenings, generating almost 1,000 mammogram appointments. This past year was a year of transformation for UCHealth. Although such transformation during the COVID pandemic was challenging, it also gave rise to opportunities to improve patient experience in ways that weren’t initially on UCHealth’s Read More

Making Every Dollar Count When Budgets Are Limited

cannon-cathie-uconn-health

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

Overcoming Pandemic-Related Team Communications Challenges

Christopher_Pace

“Hospital and health system marketers and digital teams can stand tall at the end of 2021 and look back at a year in which they triumphed over some of their greatest challenges yet,” writes Jared Johnson of the Healthcare Rap podcast; he is also a member of the eHST Editorial Advisory Board.  Here’s an excerpt Read More

Coming Together for Patients: 2021 Year in Review

Edward-Marx

// By Jared Johnson // Hospital and health system marketers and digital teams can stand tall at the end of 2021 and look back at a year in which they triumphed over some of their greatest challenges yet. When considering everything that the industry went through and learned in 2021, it was a year that Read More

Reactivate Existing Patients to Boost Revenue

WebPT

“Patient churn is an expected part of any provider’s practice,” notes Shawn McKee of WebPT. “In fact, only 30 percent of physical therapy patients make it to the end of their treatment program before dropping out. As a result, practices may lose an average of $150,000 a year from patient dropout alone. “While the numbers Read More

Keep Them Coming Back for More: Top 4 Ways to Re-engage Patients

McKee-Shawn

// By Shawn McKee // Does your practice have a plan to reactivate patients? Sometimes all it takes is the right nudge to get patients to come back. It’s worth a lot to your practice when they do. Patient churn is an expected part of any provider’s practice. In fact, only 30 percent of physical Read More

What’s the Best Way to Measure Conversions?

Haldeman-Dalal

Healthcare marketers ask a common and essential question when launching campaigns or important projects: “What does success look like?” Marketing success is typically measured in converted leads and improved loyalty. But nurturing potential customers in hopes that they will become consumers can be challenging. One marketing leader decided to study the process of lead conversion. Read More

Defining Success: Study Gives Healthcare Market Tips on Measuring Conversions

Haldeman-Dalal

// By Althea Fung // Healthcare marketers ask a common and essential question when launching campaigns or important projects: “What does success look like?” Marketing success is typically measured in converted leads and improved loyalty. But nurturing potential customers in hopes that they will become consumers can be challenging. One marketing leader decided to study Read More

Submit Your Entry to the 2021 eHealthcare Leadership Awards!

It’s May, and if you’re part of the digital healthcare marketing community, you know what that means… the Call for Entries for the 2021 eHealthcare Leadership Awards is officially open! What a year it has been. Last year around this time, we were hoping the worst was over and we could begin to get back Read More

Call for Entries for the 2021 eHealthcare Leadership Awards Is Open

ehla-logo-squared

// By Jane Weber Brubaker // It’s May, and if you’re part of the digital healthcare marketing community, you know what that means… the Call for Entries for the 2021 eHealthcare Leadership Awards is officially open! What a year it has been. Last year around this time, we were hoping the worst was over and Read More

Yes, Consumerism Is Still a Factor When it Comes to Specialty Care

Heide Schulte, vice president of enterprise platform engagement at Healthgrades

Give someone a good experience, gain their trust, and you’ll earn their loyalty. That’s consumerism, the bargain consumers strike with any company they do business with, whether they’re shopping for products or services — including healthcare services. “Healthcare consumerism is looking at everything through the lens of the patient, even starting before they become a Read More

Well-Earned CRM “Magic” at Ochsner Health System

Is it possible for health systems to have their own version of “set it and forget it”? Can they really set up campaigns in their CRMs and let them run automatically based on pre-set rules? Maybe not right out of the gate, but with diligence, healthcare marketers can learn to crawl, then walk, then run Read More

Living the Dream of CRM at Ochsner Health System

// By Jane Weber Brubaker // Is it possible for health systems to have their own version of “set it and forget it”? Can they really set up campaigns in their CRMs and let them run automatically based on pre-set rules? Maybe not right out of the gate, but with diligence, healthcare marketers can learn Read More

How To Get the Marketing Dollars You Need in 2021

Tanya Andreadis, UCLA Health

The American Hospital Association estimates that hospitals and health systems across the country have lost more than $200 billion as a result of the pandemic, and total losses may top more than $320 billion by the end of 2020. With COVID-19 cases still surging, how will health systems address the healthcare needs of their communities Read More

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