// 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
In today’s increasingly high-tech world, organizations may find it challenging to keep pace with the rapidly evolving digital landscape. But having a well-defined strategy in place and relying on a mix of planning tools can help tie all of the pieces together for organizations, according to Kaela Carey, digital evangelist at SPM Marketing & Communications. Read More
// By Lisa D. Ellis // In today’s increasingly high-tech world, organizations may find it challenging to keep pace with the rapidly evolving digital landscape. But having a well-defined strategy in place and relying on a mix of planning tools can help tie all of the pieces together for organizations, according to Kaela Carey, digital Read More
“When a child wins the 6th-grade science fair, no one tells her, ‘Congrats! You’re going to make a great marketer one day!’ But maybe we should,” says Jared Johnson, a #DigitalHealth Top 100 Influencer and Phoenix Children’s manager of marketing technology and analytics. “The days of science and liberal arts being at opposite ends of 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 Jared Johnson // When a child wins the 6th-grade science fair, no one tells her, “Congrats! You’re going to make a great marketer one day!” But maybe we should. The days of science and liberal arts being at opposite ends of the career spectrum are fading away, replaced with a call for curious 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
Social media isn’t always an easy sell in the healthcare community. Not only do physicians have limited time to spend on social media, the platforms can be minefields of HIPAA and patient confidentiality violations. But at a time when value-based care is growing, communication between hospitals and providers is more important than ever. Social media, Read More
// By Melanie Graham // Social media isn’t always an easy sell in the healthcare community. Not only do physicians have limited time to spend on social media, the platforms can be minefields of HIPAA and patient confidentiality violations. But at a time when value-based care is growing, communication between hospitals and providers is more Read More
// By Ken Robbins // Go to any conference attended by healthcare marketers and you’ll hear the same sentiment: “We know we are lagging behind other industries, particularly in digital marketing.” There is no awareness problem. The issue is that many professionals stuck in the trenches are getting pulled from both sides. Executives really do 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
The strategic core of most hospital or health system websites is a strong and user-friendly physician directory, or “Find a Doctor” tool. Optimizing your strategy and your tool’s functionality is a digital healthcare marketing imperative. In last month’s article, Noel Coleman mapped five strategic goals for your “Find a Doctor” tool. In our new article, he offers Read More
8 Steps to Strengthen Your Physician Directory Tools and Build Your Patient Base // By Noel Coleman // No hospital or health system website today is complete without including a strong and user-friendly physician directory, or “Find a Doctor” tool. This means that if your organization has not yet ventured fully into this area, there’s 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
Last year, in an article on Lehigh Valley Health Network’s integrated CRM/PRM strategy, we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future. It’s been 18 months, and we wanted to find out how it’s going. The short answer is, it’s Read More
// By Jane Weber Brubaker // In a March 2016 article, “Gentlemen, Start Your Engines! Lehigh Valley Health Network Revs It Up with Integrated CRM/PRM Strategy,” we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future. It’s been 18 months, Read More
We recently asked Kathy Divis, president and co-founder of Greystone.Net, to weigh in on the top concerns of marketing executives in healthcare organizations. While acknowledging that there are many and diverse challenges in today’s complex environment, Divis is optimistic about the opportunities to choose and use technology to build meaningful relationships with patients. “I think Read More
Ask the Expert, with Kathy Divis // By Jane Weber Brubaker // What keeps chief marketing officers up at night? We asked Kathy Divis, president and co-founder of Greystone.Net, to weigh in on the top concerns of marketing executives in healthcare organizations. While acknowledging that there are many and diverse challenges in today’s complex environment, Read More
// By Jane Weber Brubaker // Lean business practices have been around ever since Toyota devised the “Toyota Production System” to transform its manufacturing processes. The idea was further refined in the book Lean Thinking, and distilled down to five core ideas¹: Value—specify the value desired by the customer Value Stream—identify the value stream for Read More