Online Communities

From a Nonfunctional Website To Digital-First

City of Hope Logo

“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

City of Hope’s Digital-First Transformation

Robin Snow

// 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

Case Study: Live Streaming of Surgery on Periscope Raises Awareness

It took an Olympic swimmer, Rio bronze medalist Cody Miller, to raise public awareness of pectus excavatum: a chest wall deformity characterized by a caved-in appearance. The condition can cause compression of the heart and lungs. Pectus excavatum can be corrected through a surgical procedure known as the Nuss procedure. Jackie Hurley is Surgical Coordinator for Read More

Pinning = Winning for University of Utah Health Care

Are you using Pinterest as part of your healthcare marketing efforts? If not, is it because the ROI seems questionable? Jen Jenkins, a Content Manager at University of Utah Health Care, and Kelley Whalen, a Senior Marketing Manager of Marketing Development for University of Kentucky Health Care, think the return is well worth it—and they Read More

Case Study: Creating a Social Media “Command Center”

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

Community Building: It’s Not All About You

Dan Dunlop, Jennings

“If you’ve worked in healthcare marketing for more than a few months, you’ve undoubtedly faced a request from a service line leader who wants to see a photo of himself or his team prominently featured in an ad,” says Dan Dunlop, president and CEO of Jennings, an advertising and brand development agency, and member of the Read More

Community Building vs. Narcissism in Healthcare Marketing

Dan Dunlop, Jennings

// By Dan Dunlop // Think about how you act when you host a dinner party. You are strategic when you develop the guest list, and bring people together who have commonalities. You greet people as they arrive and introduce them to others. And you facilitate conversation by suggesting interesting topics and by filling in Read More