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Boots on the Ground: How One Marketing Team Has Been Coping with COVID

Pam Landis, vice president of digital engagement, Hackensack Meridian Health

COVID-19 has challenged the American health system. As the disease spread across the country infecting more than a million people, hospitals jumped into action to save lives and minimize the virus’ spread. Part of that lifesaving care has been happening outside of the hospital grounds — it’s happening in the homes of the marketing and Read More

Physician Social Media Strategies Used by Mayo Clinic

Lee Aase, director of the Mayo Clinic Social Media Network

How many of your hospital’s physicians are active on social media? Most hospital marketing teams don’t know the answer, but they should, says Lee Aase, director of the Mayo Clinic Social Media Network. Aase says that hospital physicians who engage in social media can impact reputation scores that account for about 25 percent of a Read More

Don’t Lose Sight of Your Humanity Amidst Your Technology

“Technology is ubiquitous. And it seems to me that in many cases, personal interactions have suffered with its growth. As I ponder the effects of a digitized world, I wonder about its consequences for healthcare consumers,” says Christy Pretzinger of WriterGirl, a nationally recognized healthcare content consultancy. Here’s an excerpt from Pretzinger’s new article: When we Read More

I’m Human. Are You?

// By Christy Pretzinger // When I began freelancing in the early ’90s, a fax machine was the only so-called “digital” equipment I had. When I had conference calls, I put my dog in the other room so my clients wouldn’t know I was working from home. Obviously, times have changed. Technology is ubiquitous. And Read More

Is Video Right for You? Three Ways To Tell.

Denise Roberts McKee, chief story strategist, About Face Media

You see them everywhere — on TV, social media, billboards, and even your doctor’s waiting room. Videos. It’s no surprise that many organizations are turning to videos to connect to consumers. Insivia, an Ohio-based marketing agency, reports that viewers retain 95 percent of a message when they watch it in a video, compared to 10 Read More

Using Documentary Storytelling to Tell Your Hospital’s Brand Story

Althea Fung

// By Althea Fung // You see them everywhere — on TV, social media, billboards, and even your doctor’s waiting room. Videos. It’s no surprise that many organizations are turning to videos to connect to consumers. Insivia, an Ohio-based marketing agency, reports that viewers retain 95 percent of a message when they watch it in Read More

Cleveland Clinic Adds Podcasts To Marketing Mix

Amanda Todorovich, senior director of content and creative services at Cleveland Clinic

Podcasting is a medium that has swept nearly every industry, and experts and amateurs around the globe are producing and publishing thousands of episodes every day. The list of topics is endless, and it seems nearly everyone is plugged into a podcast while commuting or exercising. So it only makes sense for Cleveland Clinic, one Read More

Small Medical Practice Gets Big Results from LOCALiQ

Dean Mitchell, MD, president of Mitchell Medical Group

Creating and maintaining a strong digital presence can be difficult for any healthcare organization. But for smaller groups with fewer resources, it can be particularly tough to compete online with more established systems. That’s where the latest technological advances can make a real difference.  This was the case for Mitchell Medical Group in New York Read More

Digital Marketing Strategy to Grow Medical Practice Brings Newsworthy Results

Dean Mitchell, MD, president of Mitchell Medical Group

// By Lisa D. Ellis // Creating and maintaining a strong digital presence can be difficult for any healthcare organization. But for smaller groups with fewer resources, it can be particularly tough to compete online with more established systems. That’s where the latest technological advances can make a real difference.  A Small Fish in a Read More

Penn Medicine’s Secret to Success? Analytics.

Penn Medicine Shield Logo

When you consider the elements needed for quality content, what do you think of? Skilled copywriters may come to mind, or maybe you think of killer creative from a professional graphic designer. But what about data? It may not be the first thing that pops into your head, but analytics are a key part of Read More

Content + Analytics: Penn Medicine’s Formula for Success

Suzanne Sawyer, senior vice president and chief marketing communications officer for Johns Hopkins Medicine

// By Melanie Graham // When you consider the elements needed for quality content, what do you think of? Skilled copywriters may come to mind, or maybe you think of killer creative from a professional graphic designer. But what about data? It may not be the first thing that pops into your head, but analytics Read More

Data-Driven Marketing, A Successful Bariatric Campaign, and More

David Duvall, senior vice president and chief marketing and communications officer, Novant Health

There’s so much to keep up with in our world of healthcare marketing, and in our new feature, Snippets, we want to give you brief highlights from some of the things that catch our attention in the digital realm, snippets of webinars, podcasts, and other content that just might help you solve your latest challenge. Read More

3 Platinum Award Winners Show How Digital Marketing Is Done

Jane Weber Brubaker

// 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

A New, Smarter CRM for Healthcare Marketers

Trilliant Healthcare Logo Square

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

Next-Generation CRM: Intelligent, Individualized, Automated

Darin Szilagyi, Methodist

// 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

Are Your Social Media Channels Braced for Crisis?

University of Texas MD Anderson Cancer Center Logo

Most health systems today have an established social media presence. But is it ready and able to flex in times of emergency? When Hurricane Harvey struck the greater Houston area in August 2017, it left widespread flooding and devastation in its wake. With roads impassable and power outages in many areas, the University of Texas MD Read More