// By Jane Weber Brubaker // As healthcare organizations grow in digital marketing sophistication, they raise the bar for others, creating powerful multichannel campaigns that drive measurable results. Three organizations achieved top honors in the category of Best Marketing Campaign in the 2017 eHealthcare Leadership Awards, winning Platinum Awards. This category gives organizations the opportunity Read More
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
Health systems today are looking for ways to engage patients, and one important way is through electronic health records (EHRs) and patient portals. To spur organizations to expand their use of EHRs and improve patient engagement, the Centers for Medicare and Medicaid Services (CMS) launched the EHR Incentive Program in 2011. This program has been Read More
// By Lisa D. Ellis // Health systems today are looking for ways to engage patients, and one important way is through electronic health records (EHRs) and patient portals. To spur organizations to expand their use of EHRs and improve patient engagement, the Centers for Medicare and Medicaid Services (CMS) launched the EHR Incentive Program Read More
// 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
Demands on health system marketing departments for growth and accountability are relentless. Data-driven marketing is the new imperative, yet marketing departments typically run lean, with lean budgets. Digital marketers have to be experts in web development, content management, social media, digital advertising, attribution modeling, multichannel marketing, and lately, big data, artificial intelligence, and machine learning. Read More
// By Jane Weber Brubaker // Demands on health system marketing departments for growth and accountability are relentless. Data-driven marketing is the new imperative, yet marketing departments typically run lean, with lean budgets. Digital marketers have to be experts in web development, content management, social media, digital advertising, attribution modeling, multichannel marketing, and lately, big Read More
Depending on how your marketing organization is structured, questioning how much a particular marketing initiative contributes to overall conversions may be stepping on someone’s toes. Everyone wants to take credit for positive results, but smart organizations dig deeper to understand all the variables that could impact conversions, such as: How many marketing touches does it Read More
How Children’s National Health System Foundation Collapsed Its Cost Per Dollar Raised // By Jane Weber Brubaker // Depending on how your marketing organization is structured, questioning how much a particular marketing initiative contributes to overall conversions may be stepping on someone’s toes. Everyone wants to take credit for positive results, but smart organizations dig Read More
“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
// 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
Community benefit reports have been an important component of hospital communication strategies for many years. For nonprofit healthcare systems, this reporting mechanism is required to demonstrate the positive impact they have had on community health to retain tax exemptions and other benefits. But as consumers’ information consumption habits have changed, the format and role of Read More
// By Lisa D. Ellis // Community benefit reports have been an important component of hospital communication strategies for many years. For nonprofit healthcare systems, this reporting mechanism is required to demonstrate the positive impact they have had on community health to retain tax exemptions and other benefits. But as consumers’ information consumption habits have Read More
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
“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
// 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
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
// 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
In this sidebar to our interview with Kathy Divis, we share some key data from their recent survey findings.
[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
“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
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
// 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
// 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
// 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