Against a backdrop of rapidly emerging digital marketing tools, the venerable website deserves as much attention as ever. // By Paul DeLeeuw // Your website should be your best salesperson. It’s often the first point of contact with your company’s products and services for the majority of potential customers. Anything from a Google search to Read More
Contemporary solutions leveraging AI, big data, and proven customer platforms provide a breakthrough opportunity for health system growth when it is most needed. When data and technology are used to view patient and provider behavior in the market holistically, new opportunities come to light. // By Rich Phillips // Never before has the role of Read More
Health system marketing is more than gathering marketing pixel data — it’s about creating measurable business growth that offers real value and builds long-term loyalty. Amid the turbulence of healthcare privacy reforms, marketers are caught up in a tug of war between adherence and effectiveness. While debates about tracking pixels, OCR’s guidance, and evolving state Read More
// By Shawn Gross // Health system marketing is more than gathering marketing pixel data — it’s about creating measurable business growth that offers real value and builds long-term loyalty. Amid the turbulence of healthcare privacy reforms, marketers are caught up in a tug of war between adherence and effectiveness. While debates about tracking pixels, OCR’s Read More
In an era of heightened patient expectations and evolving consumer behaviors, the digital customer experience has emerged as a critical component in healthcare marketing, playing a pivotal role in delivering personalized care, enhancing patient satisfaction, and driving organizational growth. Slowly but surely, leaders of healthcare organizations are recognizing the strategic value that marketing brings to Read More
// By Jane Weber Brubaker // Two research reports examine the state of marketing and digital customer experience across industries. Slowly but surely, leaders of healthcare organizations are recognizing the strategic value that marketing brings to the table. Technology adoption and increasing competence in its use to meet consumers at the point of their need Read More
The rapid, COVID-driven pace of innovation that some saw as the pandemic’s silver lining is slowing down. As we pick up where we left off, we see that some of the challenges that were dogging provider organizations before the onset of the pandemic are still there. CRM is one example. Many healthcare organizations that have Read More
// By Jane Weber Brubaker // Baptist Health in Jacksonville, Florida knew it needed to consolidate its data and technology platforms to make them usable for marketing and to better serve consumers, patients, and internal stakeholders. The rapid, COVID-driven pace of innovation that some saw as the pandemic’s silver lining is slowing down. As we Read More
Healthcare CRM is evolving as health systems face new challenges and new expectations. Marketers at hospitals and health systems have spent the better part of a decade building the business case to invest in CRM platforms and the talent to run them, but the conversation is shifting due to challenging financial pressures and changes in Read More
// By Jared Johnson // As CRM has matured, expectations have changed. Digital leaders at HonorHealth discuss the challenges and opportunities, and the importance of close collaboration between strategy and operations to help internal clients achieve success. Marketers at hospitals and health systems have spent the better part of a decade building the business case Read More
Why travel by horse and buggy when you can drive a Tesla? That’s the metaphor used by three presenters at a recent conference to explain how MedStar Health went from the dark ages of measurement to a souped-up analytics platform that enables insightful, actionable, and easy-to-understand reporting. Ben Waxman, president of Tessellati, LLC, jokes that Read More
// By Jane Weber Brubaker // Do your marketing dollars drive results for your organization? Without the right analytics tools, it’s hard to know — or prove. Why travel by horse and buggy when you can drive a Tesla? That’s the metaphor three presenters at SHSMD Connections 2022 — the annual conference of the Society Read More
Primary care plays a central role in the healthcare delivery system. But the COVID-19 pandemic upended primary care services. As a result, many primary care physicians closed their offices, offered reduced services, or used virtual care services to connect with patients. But when offices began to reopen, patients remained reticent to return. So is a Read More
// By Althea Fung // Sometimes patients need a nudge to get back to care. A CRM platform and a winning strategy drove positive results for this Louisiana-based health system. Primary care plays a central role in the healthcare delivery system. But the COVID-19 pandemic upended primary care services. As a result, many primary care Read More
“I’ve been a healthcare marketer for what seems like a very long time (20 years), with a big chunk of that at Scripps Health in San Diego,” writes Marc Needham, chief growth officer for Combinaut. “Over that very long period, I’ve seen lots of seemingly impossible problems vanish and other problems that seemed easily remedied Read More
// By Marc Needham // A fully integrated and transparent funnel allows you to focus your efforts where they’re going to really make a difference. When my kids first meet other kids their age, they perform a funny little ritual. There’s typically some introductory small talk and then they start to drill for common interests, Read More
In healthcare, CRM is often referred to as the software itself — as a noun — versus the activity of managing customers — a verb. In some cases, it’s a checkbox for a technology neither mapped to organizational goals nor mapped to driving metrics that matter to the health system. Innovative health systems have started Read More
Ask the Expert, with Alan Tam, Vice President of Marketing, Actium Health // By Jared Johnson // This month’s featured expert believes that CRM implementations in healthcare should deliver on business metrics that matter — revenue growth, cost reduction, patient outcomes, and ROI. In healthcare, CRM is often referred to as the software itself — Read More
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
// By Jane Weber Brubaker // At Northeast Georgia Health System and UPMC, improving access and making digital scheduling easier are top priorities. What does it actually mean for health systems to embark on a digital transformation journey? Among the priorities are making it easier for consumers to find and access the care they need Read More
// 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
Connecticut is a small state with a large number of healthcare facilities to choose from — and now even drug stores turned health hubs are competing for the same patients. “There’s a lot of noise out there,” says Cathie Cannon, assistant vice president of health communications at UConn Health. “Consumers have a lot of options Read More
// By Jane Weber Brubaker // Connecticut is a small state with a large number of healthcare facilities to choose from — and now even drug stores turned health hubs are competing for the same patients. “There’s a lot of noise out there,” says Cathie Cannon, assistant vice president of health communications at UConn Health. Read More
“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
// By Daniel Fell // From digital data streams to artificial intelligence and predictive analytics, the prevalence and use of marketing data is growing exponentially. 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