Digital Marketing, Communications and Strategy for Healthcare Leaders

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Digital Marketing Highlights from the World Congress Hospital Marketing and Communications Summit

October 26, 2016

// 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

Technology as Engagement Tool at Intermountain Healthcare

October 12, 2016

Craig Kartchner, AVP of growth and performance, HonorHealth

At Intermountain Healthcare, patient engagement is a top priority, and the organization is tackling the issue from all sides. We spoke with Craig Kartchner, Senior Director of Marketing, to get an update on Intermountain’s digital strategies, successes, and challenges. “We want it to be convenient and easy for people to access tools and resources that Read More

Why Facebook Ads Are Uniquely Positioned To Deliver Results for Healthcare Marketers

October 5, 2016

Last year, we spoke with Michael Sengbusch, then Chief Technology Officer at Brightwhistle, about Facebook advertising trends like custom audiences and lookalike audiences. We asked Sengbusch, now General Manager, Digital Marketing Cloud at InfluenceHealth, to give us an update on paid advertising on Facebook for hospitals and health systems. He continues to be very bullish Read More

Patient Engagement Through Digital at Intermountain Healthcare

September 28, 2016

An Interview with Craig Kartchner, Senior Director of Marketing // By Jane Weber Brubaker // At Intermountain Healthcare, patient engagement is a top priority, and the organization is tackling the issue from all sides. We spoke with Craig Kartchner, Senior Director of Marketing, to get an update on Intermountain’s digital strategies, successes, and challenges. “We Read More

What Are the Latest Trends in Facebook Advertising for Hospitals?

August 31, 2016

Ask the Expert, with Michael Sengbusch // By Jane Weber Brubaker // Last year, we spoke with Michael Sengbusch, then Chief Technology Officer at Brightwhistle, about Facebook advertising trends like custom audiences and lookalike audiences. We asked Sengbusch, now General Manager, Digital Marketing Cloud at InfluenceHealth, to give us an update on paid advertising on Read More

Mayo Clinic Shares Healthcare Social Media Best Practices

August 24, 2016

“Dr. Will and Dr. Charlie Mayo were our first social networkers,” says Lee Aase, Director of Mayo Clinic Social Media Network. “They really believed that to do the best care for patients, they needed to learn from others, and they felt an obligation to share what they were learning in their practice.” The Mayo Clinic Social Media Read More

Mayo Clinic’s Commitment to Sharing Best Practices Extends to Social Media

August 3, 2016

// By Jane Weber Brubaker // The time change between China and the U.S. made it relatively easy to connect with Lee Aase, Director of Mayo Clinic Social Media Network; it was Wednesday evening on the East Coast, and Thursday morning in Beijing—12 hours apart. Aase was on a two-week trip to China in June, Read More

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

July 8, 2016

// 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

Gundersen Health System Partners with Medicom Health Interactive to Help Patients Take Care of Themselves

July 5, 2016

// By Jane Weber Brubaker // While many health systems focus on driving volume in high-margin service lines, Gundersen Health System is beginning to think about things differently. “About two years ago we started looking at how to shift our marketing from driving volume to building relationships, and helping consumers engage in their health and Read More

Get The Most Out of Your Hospital’s Online Video Content

March 9, 2016

Allen Gottfried, Manager of Internet and Online Strategies at Saint Peter’s Healthcare System

“If a picture is worth a thousand words, how much more is video worth?” asks Allen Gottfried, Manager of Internet and Online Strategies at Saint Peter’s Healthcare System in New Brunswick, New Jersey. “Last year, while attending HCIC in Orlando, I had the opportunity to speak about video marketing with digital marketers from healthcare systems Read More

How to Optimize Your Health System’s Video Content Online

March 1, 2016

// Ask the Expert, with Allen Gottfried // If a picture is worth a thousand words, how much more is video worth? We are visual, and moving images capture our attention. More than 300 hours of video are uploaded every minute to YouTube. Video is becoming the preferred method of information consumption for many. Last Read More

Why Orlando Health Shifted to a Patient-First Strategy

January 6, 2016

The social media budget at Orlando Health will double next year. But the health system’s social media strategy was anything but robust four years ago when Chantal Stephens came on board as Director of Marketing and Physician Sales. “Social media at the time was a very small part of the marketing story. It was a Read More

Orlando Health’s Patient-First Strategy Led by Disney, Ritz-Carlton Veteran

January 3, 2016

// By Jane Weber Brubaker // The social media budget at Orlando Health will double next year. But the health system’s social media strategy was anything but robust four years ago when Chantal Stephens came on board as Director of Marketing and Physician Sales. “Social media at the time was a very small part of Read More

Case Study: Creating a Social Media “Command Center”

December 30, 2015

Social media has become a critical component of the digital marketing mix for most healthcare organizations. Social media command centers are making it possible for lean marketing teams to listen, respond, and engage with growing numbers of consumers on multiple platforms, and share information across the organization. Some command centers are fishbowl-style physical spaces designed Read More

Social Media Command Centers Help Johns Hopkins and Sharp Streamline Operations and Increase Visibility

December 30, 2015

// By Jane Weber Brubaker // Social media has become a critical component of the digital marketing mix for most healthcare organizations. Social media command centers are making it possible for lean marketing teams to listen, respond, and engage with growing numbers of consumers on multiple platforms, and share information across the organization. Some command Read More

Blogging Maximizes Impact and Reduces Workload for Nebraska Medicine

December 2, 2015

To say that the past couple of years at Nebraska Medicine have been a busy time would be an understatement. As if launching a new name and brand weren’t enough, Nebraska Medicine completed the clinical integration of three separate entities into one operating unit, all while dealing with the international press as one of three Read More

Nebraska Medicine Launches Blogs, Reduces Spend on Traditional Media

December 1, 2015

Are You Making Faulty Assumptions About What’s Driving Your Online Marketing Results?

August 26, 2015

Your paid search campaign looks like a winner, but did other channels influence a patient to click on that search ad? An immature cross-channel attribution model and incomplete understanding of the data could lead you to overspend in one channel and underspend time and budget in another. This is just one of many pitfalls Kyra Hagan, Read More

Two-Tiered Performance Measurement: The Gold Standard for Modern Marketing

August 20, 2015

// By Kyra Hagan // Good marketers continually try to figure out which strategies and tactics will work best to achieve or exceed their goals. They spend days, sometimes weeks, compiling metrics and spreadsheets attempting to both understand and clearly articulate the story hiding within the data. But let’s face it—when it comes to effectively Read More

What Are the Best Ways to Measure the Effectiveness of Health Care Marketing Campaigns? 3 Steps to Effective Metrics

July 23, 2015

Mark Shipley, CEO and Strategy Director of Smith and Jones, a healthcare marketing agency specializing in hospitals and provider networks

// Ask the Expert, with Mark Shipley // To measure the effectiveness of your hospital’s marketing programs, design campaigns around analytics. It’s impossible to measure ROI at the end of a campaign if the goals weren’t established at the beginning. Think of measurement as a cyclical process. All marketing campaigns should begin and end with Read More

Two Health Systems Deliver Digital Tools To Meet Expectations For Pregnancy and Childbirth Patients

July 15, 2015

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

When it comes to patient education, expectant mothers want as much information as they can get their hands on. The problem is how to keep it all organized and accessible. Park Nicollet Health Services, based in St. Louis Park, Minnesota needed to streamline. “We had a lot of patient handouts that were given on the Read More

Park Nicollet Health Services and PinnacleHealth Follow Patients’ Lead, Create Digital Content and Apps For Pregnancy and Childbirth Patients

July 15, 2015

When it comes to patient education, expectant mothers are eager consumers of information. Hospitals have traditionally provided education through office visits, in-person classes, and printed materials appropriate for each stage of the pregnancy journey. As consumers migrated first to the Web and more recently to engaging with content through mobile devices, the expectations for patient Read More

“Ask Dr. Internet” Campaign Drives New Patients to MidMichigan Health

April 15, 2015

We’ve all done it. A strange symptom appears out of nowhere and we go straight to the Internet to diagnose it, usually coming up with something far scarier than it actually turns out to be. That insight about human behavior provided the creative inspiration for MidMichigan Health’s “Ask Dr. Internet” TV commercial, the centerpiece of Read More

Precision Digital Marketing: Penn Medicine’s Journey of Innovation

April 6, 2015

Penn Medicine, the University of Pennsylvania Health System, has a long and venerable history. The School of Medicine was the first in the nation, and the Hospital of the University of Pennsylvania the first teaching hospital. In keeping with its legacy of innovation, Penn Medicine today continues to chart new territory, reaching new and existing Read More

Social Media for Direct Response: Zooming In On Facebook Targeting Tools

March 3, 2015

Piedmont Healthcare in Atlanta and digital marketing solutions provider BrightWhistle were featured in our January article “Building a Facebook Community Creates Marketing Opportunities for Atlanta’s Piedmont Healthcare.” The article was based on a presentation at the 2014 Healthcare Internet Conference (HCIC) given by Matt Gove, CMO at Piedmont and Michael Sengbusch CTO at BrightWhistle. We Read More

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