Marketing Campaign

Collaboration: The New Gold Standard for Successful Healthcare Organizations

The pandemic had a silver lining. It took a wrecking ball to the walls that have separated internal departments within health systems. Organizations battling COVID-19 had to break down the silos, join forces, and learn to collaborate in new ways. These newly acquired skills are valuable in a post-pandemic world as well.

Health systems that forge internal alliances unleash their collective strengths and leverage competitive strengths to lead their organizations and the industry in innovation and transformation.

This report is a collection of our best articles on the value of collaboration, with interviews from healthcare leaders who have successfully built coalitions, worked across departmental lines, and brought teams together to accomplish what their organizations needed most.

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How AI Helps Streamline Social Media Marketing

chernis-kate-bradley-lately-ai

// By Althea Fung // Afraid AI is going to take over your job? Don’t be. “Marketers should … see AI not as a way to replace humans but to augment and enhance the important and necessary work we do,” says Lately.ai’s founder Kate Bradley Chernis. With more than 3.6 billion users worldwide, social media Read More

When Evaluating Effectiveness of Marketing Initiatives, Don’t Stop at ROI

Gaudin-Alex-Ochsner-squared

We were intrigued by the first two words of a presentation given by two marketing leaders from Ochsner Health at the 2021 Healthcare Internet Conference (HCIC): Beyond ROI. Healthcare marketers have learned that provable ROI, or return on investment, helps them make the case for increased investment. But what’s beyond that? So much more, it Read More

Salesforce Gives Marketers Top Tips to Drive Growth in Email Marketing

Rachel Boyles

// By Althea Fung // Email marketing is still the preferred channel for personalized communications among all age groups. Are you making the most of it? People often say that email marketing is dead, but that’s not true. A 2021 study by Bluecore and NAPCO Research found that email is the most preferred communication channel Read More

Beyond ROI: How Can You Use Your Marketing Data to Understand Patient Needs, Support Operational Growth, and Inform Business Strategy?

Amber Welch, director of digital content for Ochsner Health System

// By Jane Weber Brubaker // While many health systems struggle to consolidate data that exists in silos, Ochsner Health’s marketing team has succeeded in wrestling its data to the ground. Insights gleaned from the data are revealing opportunities for investment in new strategic growth initiatives. We were intrigued by the first two words of Read More

How Nebraska Medicine Stepped Up Its Already-Robust Communications During COVID

Lococo-Frank-Nebraska-Med

Nebraska Medicine is a global leader in infectious diseases, and its experts have been in demand since the earliest days of the pandemic — locally, regionally, nationally, and internationally. Nebraska Medicine held the first U.S. COVID-19 press conference in January 2020, well before a global pandemic was declared by the World Health Organization. The following Read More

How To Optimize the 3 R’s: Right Care, Right Time, Right Setting

Thomas-Craig-LucernaHealth

If your health system participates in value-based contracting, you have a vested interest in making sure you’re optimizing the three R’s: right care, right time, right setting. Easier said than done. So what is the secret to orchestrating all the variables that go into a patient’s decision to get care, choose a provider, and make Read More

Reactivate Existing Patients to Boost Revenue

WebPT

“Patient churn is an expected part of any provider’s practice,” notes Shawn McKee of WebPT. “In fact, only 30 percent of physical therapy patients make it to the end of their treatment program before dropping out. As a result, practices may lose an average of $150,000 a year from patient dropout alone. “While the numbers Read More

How to Shift from Managing Complexity to Creating Value

Lynn Locke headshot

// By Jane Weber Brubaker // If your health system participates in value-based contracting, you have a vested interest in making sure you’re optimizing the three R’s: right care, right time, right setting. Easier said than done. So what is the secret to orchestrating all the variables that go into a patient’s decision to get Read More

Keep Them Coming Back for More: Top 4 Ways to Re-engage Patients

McKee-Shawn

// By Shawn McKee // Does your practice have a plan to reactivate patients? Sometimes all it takes is the right nudge to get patients to come back. It’s worth a lot to your practice when they do. Patient churn is an expected part of any provider’s practice. In fact, only 30 percent of physical Read More

What’s the Best Way to Measure Conversions?

Haldeman-Dalal

Healthcare marketers ask a common and essential question when launching campaigns or important projects: “What does success look like?” Marketing success is typically measured in converted leads and improved loyalty. But nurturing potential customers in hopes that they will become consumers can be challenging. One marketing leader decided to study the process of lead conversion. Read More

Defining Success: Study Gives Healthcare Market Tips on Measuring Conversions

Haldeman-Dalal

// By Althea Fung // Healthcare marketers ask a common and essential question when launching campaigns or important projects: “What does success look like?” Marketing success is typically measured in converted leads and improved loyalty. But nurturing potential customers in hopes that they will become consumers can be challenging. One marketing leader decided to study Read More

Well-Earned CRM “Magic” at Ochsner Health System

Is it possible for health systems to have their own version of “set it and forget it”? Can they really set up campaigns in their CRMs and let them run automatically based on pre-set rules? Maybe not right out of the gate, but with diligence, healthcare marketers can learn to crawl, then walk, then run Read More

Living the Dream of CRM at Ochsner Health System

// By Jane Weber Brubaker // Is it possible for health systems to have their own version of “set it and forget it”? Can they really set up campaigns in their CRMs and let them run automatically based on pre-set rules? Maybe not right out of the gate, but with diligence, healthcare marketers can learn Read More

How To Learn More From the Data You Are Already Collecting

Brandy Hill, director of marketing and public relations at Riverview Health

Health systems and hospitals can use data they already have to help set marketing priorities and determine the best use of their budgets, according to Brandy Hill, director of marketing and public relations at Riverview Health in Noblesville, Indiana, and Mahek Thakkar, manager of integrated marketing at Healthgrades. Hill says Riverview’s experience showed that brand Read More

Riverview Health Mines Data to Uncover New Opportunities and Drive Growth

Jim-Samuel

// By Jim Samuel // Health systems and hospitals can use data they already have to help set marketing priorities and determine the best use of their budgets. That was just one of the lessons identified during “Using Analytics to Inform, Plan, and Optimize Marketing,” a presentation given during the 2020 Healthcare Marketing and Physician Read More