Return on Investment (ROI)

Assess How You’re Collecting and Using Your Healthcare Data

Optum

“From digital data streams to artificial intelligence and predictive analytics, the prevalence and use of marketing data is growing exponentially,” says Daniel Fell of Optum. “According to a recent State of Marketing report from Salesforce, the median number of data sources used by marketers grew 50 percent from 2019 to 2021. And the report showed Read More

What Will it Take to Move Healthcare to Full Digital Enablement?

Margo Schneider

“I really hope that in the next 10 years the term ‘digital health’ is retired because all healthcare will be digitally enabled,” says Margo Schneider, senior director of digital strategy at UW Medicine. Schneider, along with Tara Nooteboom, director of strategic and digital growth at Rush System for Health, and Prem Batchu-Green, customer experience designer Read More

Sustaining and Accelerating Digital Health Innovation in a Post-COVID World

Tara Nooteboom, manager of digital patient engagement, Rush

// By Jane Weber Brubaker // “I really hope that in the next 10 years the term ‘digital health’ is retired because all healthcare will be digitally enabled,” says Margo Schneider, senior director of digital strategy at UW Medicine. Schneider, with co-panelists Tara Nooteboom, director of strategic and digital growth at Rush System for Health, Read More

Leverage Your EHR To Boost Your Marketing Efforts

Ryan Younger, Virtua Health

When Virtua Health, a southern New Jersey-based health system, acquired Lourdes Health System in 2019, the leadership team decided it would be a good time to continue to build on how the now five-hospital system was investing in its marketing initiatives. “[The marketing department] had an opportunity to build technology platforms that could help them Read More

How Virtua Health Turned Its EHR into a Powerful Marketing Tool

Chris Hemphill, director, client AI & operations, SymphonyRM

// By Althea Fung // When Virtua Health, a southern New Jersey-based health system, acquired Lourdes Health System in 2019, the leadership team decided it would be a good time to continue to build on how the now five-hospital system was investing in its marketing initiatives. “[The marketing department] had an opportunity to build technology Read More

How To Get the Marketing Dollars You Need in 2021

Tanya Andreadis, UCLA Health

The American Hospital Association estimates that hospitals and health systems across the country have lost more than $200 billion as a result of the pandemic, and total losses may top more than $320 billion by the end of 2020. With COVID-19 cases still surging, how will health systems address the healthcare needs of their communities Read More

Why Search Query Optimization Is Vital for Paid Search Success

Hardy Kalisher

// By Hardy Kalisher // To thrive in healthcare’s hyper-competitive search arena, your organization’s paid search needs to be able to hit the nail on the head perfectly every time. Search query optimization (SQO) is a vital first step in setting your paid search up to maximize your ROI. Many paid search efforts begin with Read More

What’s Trending in Healthcare CRM?

Ask the Expert, with Daniel Quinn, Vice President of Business Strategy and Analytics, LionShare Marketing // By Jared Johnson // The role of data in the lives of marketers continues to expand. Customer relationship management (CRM) software has brought some of the most sophisticated data uses to healthcare marketing, including segmentation and personalization. But as Read More

ROI Matters, Even If No One Is Asking

Ben Dillon

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

Consider All the Variables When Evaluating Your Marketing ROI

Jessica Walker

When you claim an impressive-sounding healthcare marketing ROI for a marketing initiative, are you undermining your credibility by not considering all the variables in your calculation? “With case volumes slipping and persistent competitive threats to operating margins, many healthcare marketers look to purchase multiple solutions — CRMs, digital marketing services/tools, targeting lists, among others — Read More

Is Online Ad Fraud Hurting the ROI of Your Digital Campaigns?

TAG-logo

If you have money to burn on digital advertising, then pay no attention to this article. But if you’re like most health systems, you’re scrambling to prove that the ad dollars you’ve been allotted are netting great results that warrant bigger budgets. So what happens if a big chunk of your online ads is never Read More