Robin Snow

City of Hope’s Digital-First Transformation

// 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

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Are You Meeting Healthcare Consumer Expectations?

Insights from New Study of Healthcare Consumers’ Digital Experience // By Becky Barney-Villano // Retail has done it for years. Restaurants have, too. Even the banking industry is now meeting consumer expectations for on-demand services with such capabilities as mobile deposits, and complicated mortgages are being closed with a few clicks from a smartphone. Healthcare Read More

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Kris Altiere, Director of Marketing and Creative at Sequence Health

The Value of Following Patients Through the Care Continuum

“You’re spending a lot to attract potential patients, but how well are you converting them, or nurturing them once you get their attention?” asks Kris Altiere, director of marketing and creative at Sequence Health. “Are you able to see where they are in the sequence of actions you’re trying to get them to take? Do Read More

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Kris Altiere, Director of Marketing and Creative at Sequence Health

Effective Patient Management Strategies Provide Better Quality of Care and Return on Marketing Dollars

// By Kris Altiere // You’re spending a lot to attract potential patients, but how well are you converting them, or nurturing them once you get their attention? Are you able to see where they are in the sequence of actions you’re trying to get them to take? Do you know when they stall? Do Read More

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Kathy Divis, President, Greystone.Net

Top Healthcare Digital Marketing Trends To Watch in 2017

Digital marketing in healthcare continues to evolve and grow in sophistication, according to Kathy Divis, president and co-founder of Greystone.Net (and member of the eHealthcare Strategy & Trends Editorial Advisory Board), and she has the data to prove it. “In our digital survey [The State of Digital Marketing in Healthcare Moving Toward 2017] we asked our Read More

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Kathy Divis, President, Greystone.Net

Gearing Up for 2017: Interview with Kathy Divis

// By Jane Weber Brubaker // Digital marketing in healthcare continues to evolve and grow in sophistication, according to Kathy Divis, President and Co-Founder of Greystone.Net, and she has the data to prove it. “In our digital survey [The State of Digital Marketing in Healthcare Moving Toward 2017] we asked our respondents to compare their activities Read More

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Key Takeaways from the “The State of Digital Marketing in Healthcare Moving Toward 2017” survey from Greystone.Net and Klein & Partners

In this sidebar to our interview with Kathy Divis, we share some key data from their recent survey findings.

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Ben Dillon, Chief Strategy Officer, Geonetric

Ask the Expert: What Does It Take to Win at Digital Marketing in Healthcare?

[Hint: It isn’t size and budget that make a leader a leader.] // By Ben Dillon // For the past decade, Geonetric has performed its Digital Marketing in Healthcare survey to help healthcare marketers uncover industry trends, benchmark their own efforts, and better understand how to plan for upcoming digital initiatives. As part of the Read More

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Robin Snow

How Healthcare Organizations Should Leverage the Power of Marketing Automation

“Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “[It] allows for personalized communication on a massive scale.” While the idea of automating marketing initiatives is undeniably appealing, what does it involve in practical terms? 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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Robin Snow

What Is Marketing Automation and How Can You Leverage It at Your Healthcare Organization?

// By Robin Snow // Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks. Higher-end marketing automation software provides marketing intelligence and advanced workflows that marketers can leverage to more efficiently and effectively communicate with targeted prospects and customers through multiple channels. Marketing automation is 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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Kyra Hagan

Establishing a Shared Vision and Roadmap for Patient Engagement and Customer Experience: It’s Complicated!

// By Kyra Hagan // One of the most significant transformations in healthcare today revolves around consumers’ growing interest and involvement in their health. The consumerism of healthcare has profound implications for marketers, care delivery teams, and IT professionals. New challenges as well as opportunities are emerging, and deciding when and how to leverage technology Read More

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Chris Behan

Crucial Factors To Consider When Redesigning Your Healthcare Organization’s Website

“A complete redesign and development of your website can be a daunting process for any size organization, and the challenges posed may be wide-ranging,” says Chris Behan, President and Founder of Socius Marketing in Tampa, FL. “If all goes well, there is much to gain, and organizations can move forward rapidly. But more often than Read More

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Chris Behan

Ask the Expert: What Are the Critical Factors to Consider During a Website Redesign?

// By Chris Behan // With so many healthcare organizations planning or undergoing major website redesigns, the need for expert guidance to ensure success has never been greater. We asked Web content and search engine optimization expert Chris Behan, President and Founder of Socius Marketing, to weigh in on some of the potential pitfalls, and Read More

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Trinity Health Logo

Case Study: Successful Email Campaign Drives Engagement and Event Registrations

In early 2015, we spoke with Sheree Esser, Consumer Engagement Marketing Manager at Trinity Health, about a planned marketing automation pilot at Saint Alphonsus in Boise, Idaho. We recently followed up with Esser to find out the results of the pilot. The first step was to make sure the email list was deliverable, and that Read More

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Sheree Esser

Trinity Health’s Marketing Automation Pilot: Email Reduces Need for Direct Mail

// By Jane Weber Brubaker // In March, we spoke with Sheree Esser, Consumer Engagement Marketing Manager at Trinity Health, about a planned marketing automation pilot at Saint Alphonsus in Boise, Idaho. We followed up with Esser to find out the results of the pilot. The purpose of the pilot was to see if email Read More

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