// By Melanie Graham // After a virtual conference in 2020 and a scaled-back event in 2021, HCIC is ready for a return to normal this year in Miami. With new session formats, an exciting slate of topics, and a beautiful setting, this is a conference that healthcare professionals won’t want to miss. After two Read More
Google’s Universal Analytics is ending. Are you ready? In March, Google announced that it plans to officially retire the current version of Google Analytics and require all users to move to the next generation, Google Analytics 4, or GA4, by July 1, 2023. That’s nearly a year from now, and you may be tempted to Read More
// By Rachael Sauceman // Now is the time to start getting ready for Google’s transition to GA4 in July 2023. In March, Google announced that it plans to officially retire the current version of Google Analytics and require all users to move to the next generation, Google Analytics 4, or GA4, by July 1, Read More
// By Jane Weber Brubaker // “Ask the Expert” with Jeremy Dietz, Executive Digital Editor at Coffey Communications A website can be like a snowball, picking up more and more content as time goes on. Or it can be like your basement, a convenient place to store things that you’re not sure what to do Read More
“The COVID-19 pandemic has been a defining moment for humanity. It has been equally defining for healthcare,” says Carrie Liken, head of industry, healthcare at Yext. Here’s an excerpt from Liken’s new article: As long as COVID is part of our world, people will travel less for care, and they will search more for local Read More
// By Carrie Liken // The COVID-19 pandemic has been a defining moment for humanity. It has been equally defining for healthcare. As long as COVID is part of our world, people will travel less for care, and they will search more for local care that is convenient to them. If you use this to Read More
Connecting the dots. That’s the value provided by a customer relationship management (CRM) database, a tool health system marketing and communications leaders increasingly use to deliver precision marketing to consumers and calculate accurate return on investment (ROI). Yet having a CRM is only one part of the digital marketing puzzle. Hospitals experiencing the highest level Read More
// By Kyle Hardner // Connecting the dots. That’s the value provided by a customer relationship management (CRM) database, a tool health system marketing and communications leaders increasingly use to deliver precision marketing to consumers and calculate accurate return on investment (ROI). According to the 5th Annual Digital Marketing Report from Greystone and Klein & Read More
Insights from popular survey reveal the real state of ROI reporting in healthcare digital marketing and what savvy leaders can do about it. // By Ben Dillon // A senior marketing leader at a large health system once told me that her ultimate career goal was to get finance to treat her department as a Read More
Bozeman Health is a rural health system serving southwest Montana, with two hospitals, 20 clinics, and 150 providers. “Montana is an interesting puzzle when it comes to healthcare because we are about 90 percent of the size of California with about a million people,” says Joshua Francis, Bozeman Health’s webmaster and digital strategist. (California’s population Read More
Insight from the Bozeman Health Digital Team // By Jane Weber Brubaker // Bozeman Health is a rural health system serving southwest Montana, with two hospitals, 20 clinics, and 150 providers. “Montana is an interesting puzzle when it comes to healthcare because we are about 90 percent of the size of California with about a Read More
It’s been more than five years since Duke Health relaunched its consumer website (DukeHealth.org), but the redesign process is far from over. “We planned for our website to evolve into an engaging user experience as we learned more about our audience, who they are, and why they’re coming to our site,” says Debbe Geiger, director Read More
// By Melanie Graham // It’s been more than five years since Duke Health relaunched its consumer website (DukeHealth.org), but the redesign process is far from over. “We planned for our website to evolve into an engaging user experience as we learned more about our audience, who they are, and why they’re coming to our Read More
// By Ramya Sriram // In August 2018, Google made an update to its core search algorithm that affected thousands of websites worldwide. The update was nicknamed “Medic” after Barry Schwartz, CEO of New York-based web services firm RustyBrick, reported that more than 41 percent of the websites impacted were healthcare-related. The update aimed to Read More
“We are in the New Age of Discovery,” says Carrie Liken, head of industry for healthcare at Yext. “It’s all about how a patient is exposed to and finds your health system, your brand, and your providers. Patients are discovering healthcare differently today than they did even two years ago. And this requires new ways of Read More
As a digital marketer, you know that staying on top of the latest analytics trends and algorithm changes is all part of the game. Nevertheless, the summer of 2018 really kept marketers on their toes, as Google made several big announcements that have shifted the way marketers use their ad and analytics platforms. In June, Read More
// By Carrie Liken // We are in the New Age of Discovery. It’s all about how a patient is exposed to and finds your health system, your brand, and your providers. Patients are discovering healthcare differently today than they did even two years ago. And this requires new ways of approaching your marketing strategies Read More
// By Melanie Graham // As a digital marketer, staying on top of the latest analytics trends and algorithm changes is all part of the game. Nevertheless, the summer of 2018 really kept marketers on their toes, as Google made several big announcements that have shifted the way marketers use their ad and analytics platforms. Read More
“Ranking high on search engine results pages (SERP) is probably the most important endeavor for any healthcare marketing department,” says Mark Samber, senior vice president, digital strategy, at MERGE Atlanta. “After all, 60 to 70 percent of your potential customers (patients) search Google for providers. It is imperative that the bulk of your resources — Read More
// By Mark Samber, PhD // Ranking high on search engine results pages (SERP) is probably the most important endeavor for any healthcare marketing department. After all, 60 to 70 percent of your potential customers (patients) search Google for providers. It is imperative that the bulk of your resources — infrastructure and marketing spend — Read More
// 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
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
In a recent eHST “Ask the Expert” column with Avinash Kaushik, Digital Evangelist at Google and Co-Founder of Market Motive Inc., we briefly touched on the concept of economic value in the context of web analytics and website goals. “Without goals and goal values, you are not doing web analytics,” says Kaushik. Goals are conversions, Read More
// By Jane Weber Brubaker // In a recent eHST “Ask the Expert” column with Avinash Kaushik, Digital Evangelist at Google and Co-Founder of Market Motive Inc., we briefly touched on the concept of economic value in the context of web analytics and website goals. “Without goals and goal values, you are not doing web Read More