Customer Relationship Management (CRM)

Why Accurate Customer Data Is So Crucial – and Complex

Optum

“The data needed to run a modern healthcare marketing program is becoming vaster and more complex every day, and marketers will require ever more sophisticated tools to manage this data more efficiently and effectively in the future,” says Daniel Fell. Fell is a senior strategist with Optum and a member of the eHealthcare Strategy & Read More

A Targeted Campaign Boosts Lung Cancer Screenings at Trinity Michigan

Trinity Health Logo

“When it became clear in March 2020 that the coronavirus outbreak in the U.S. had reached pandemic heights, federal health officials and cancer societies urged Americans to delay routine cancer screenings,” says Bradley Wensel, EVP and chief customer officer at Healthgrades. “Providers and consumers heeded those recommendations, which led to an abrupt drop in screenings, Read More

Why It’s Crucial To Be Proactive About Your Reviews and Star Ratings

“Now more than ever before, reviews and star ratings influence consumers’ purchasing decisions, especially in retail,” says Ed Rafalski, Ph.D., MPH, FACHE, chief strategy and marketing officer, BayCare Health System. Here’s an excerpt from Ed’s new article: When it comes to healthcare, consumers are factoring pandemic safety measures taken by physicians and care facilities into Read More

The Economic Value of Star Ratings and Reviews in Healthcare

// By Ed Rafalski // Using Customer Lifetime Value and ratings, organizations can identify the total cost of acquisition of new customers and the total incremental cost of retaining existing customers. BayCare Health has seen promising results with its proactive strategy. Now more than ever before, reviews and star ratings influence consumers’ purchasing decisions, especially in retail. Read More

Video Is on the Rise in the Post-COVID World

Dan-Dunlop-and-Jared-Johnson

In Part I of a special two-article series for eHST, Dan Dunlop and Jared Johnson discussed a phased approach to marketing during the peak of the crisis and a plan for coming out of it. In Part II of the series, they discuss some of the new opportunities that are emerging during a time of Read More

Preparing Your Post-Pandemic Marketing Strategy, Part II

Dan-Dunlop-and-Jared-Johnson

Leveraging New Opportunities Pushed Forward by the Coronavirus // By Dan Dunlop and Jared Johnson // In Part I of this two-article series, we discussed a phased approach to marketing during the peak of the crisis and a plan for coming out of it. Here, we’ll talk about some of the new opportunities that are Read More

Your Regular Marketing Plan Is Out the Window Right Now. Do This Instead.

Alan Shoebridge, director of marketing and communications at Salinas Valley Memorial Healthcare System

The COVID-19 pandemic has forced healthcare organizations to develop and execute crisis marketing plans. A crisis marketing plan addresses brand management with the goal of avoiding disconnects and establishes processes for rapidly redirecting messaging from service line campaigns to patient safety and health. Alan Shoebridge, director of marketing at Salinas Valley Memorial Healthcare System and Read More

Why You Need a Crisis Marketing Plan During the COVID-19 Pandemic

Jared Johnson

Ask the Expert with Alan Shoebridge, Director of Marketing, Salinas Valley Memorial Healthcare System // By Jared Johnson // The COVID-19 pandemic has forced healthcare organizations to develop and execute crisis marketing plans. A crisis marketing plan addresses brand management with the goal of avoiding disconnects and establishes processes for rapidly redirecting messaging from service Read More