Digital Marketing, Communications and Strategy for Healthcare Leaders

Service Line Marketing

Sprint to Success: Lessons from Targeting a Niche Audience at the Chicago Marathon

November 25, 2024

// By Wendy Margolin // In the fall of 2023, when HIPAA laws left a giant black hole in healthcare providers’ targeted marketing campaigns, UChicago Medicine marketers successfully targeted a niche audience, using digital programmatic out-of-home (pDOOH) advertising, geofencing, and geopathing. Learn how this tactic allows them to target visitors while also capturing audience information for retargeting.

AI Overviews Dominate SERPs: How Healthcare Marketers Are Adapting to Zero-Click Searches

October 16, 2024

First Google drove organic results lower down on the SERP, favoring paid ads instead. Now Google’s AI Overviews has taken the top spot. Content marketers are raising their game to compete for traffic. Discover how predictive analytics, health journey content series, and immersive content are driving results for three major health systems.

How to Target Your Patient Audience in the Age of Zero-Clicks

September 30, 2024

// By Wendy Margolin // First Google drove organic results lower down on the SERP, favoring paid ads instead. Now Google’s AI Overviews has taken the top spot. Content marketers are raising their game to compete for traffic. Discover how predictive analytics, health journey content series, and immersive content are driving results for three major health systems.

Discover How Leading Health Systems Use Integrated Marketing to Grow Service Lines

August 28, 2024

Integrated campaigns can play a significant role in product line marketing by unifying messaging and enhancing brand consistency and visibility. This approach helps reach diverse target audiences and engage with consumers at multiple touchpoints. Discover how UChicago Medicine, University of Michigan Health-Sparrow, and Siteman Cancer Center develop successful integrated marketing campaigns.

Award-Winning Integrated Marketing Campaigns to Support Product Line Marketing: Part 2

August 5, 2024

// By Susan Dubuque // Integrated campaigns can play a significant role in product line marketing by unifying messaging and enhancing brand consistency and visibility. This approach helps reach diverse target audiences and engage with consumers at multiple touchpoints. Discover how UChicago Medicine, University of Michigan Health-Sparrow, and Siteman Cancer Center develop successful integrated marketing campaigns.

9 Pitfalls of Digital Advertising

February 28, 2024

The opportunities of digital advertising are practically limitless, but it takes a disciplined approach to strategy to make the most of it. Who isn’t a fan of digital advertising? Using online channels to reach your target audience is a fundamental part of most marketing programs; it just makes sense given the amount of time consumers Read More

Geisinger and Henry Ford Health Leverage Epic Cheers to Fuel Marketing Efforts

February 14, 2024

Epic is the dominant player in electronic health records, with U.S. hospital market share of 35.9 percent, according to May 2023 research from KLAS, reported by Becker’s. This figure represents 47.6 percent of beds — nearly double that of Epic’s closest competitor, Oracle Cerner (25.8 percent), which gained hospitals but lost beds year over year. Read More

9 Digital Advertising Pitfalls: Ignore Them at Your Peril

February 5, 2024

The opportunities of digital advertising are practically limitless, but it takes a disciplined approach to strategy to make the most of it. // By Dan Dunlop and Jared Johnson // Who isn’t a fan of digital advertising? Using online channels to reach your target audience is a fundamental part of most marketing programs; it just Read More

Epic Cheers Update

January 26, 2024

Two major U.S. health systems share why they like Epic’s CRM. // By Jane Weber Brubaker // Epic is the dominant player in electronic health records, with U.S. hospital market share of 35.9 percent, according to May 2023 research from KLAS, reported by Becker’s. This figure represents 47.6 percent of beds — nearly double that Read More

Marketing Magic? Virtua Health Integrates CRM Data and Predictive AI to Deliver Targeted Messaging

January 10, 2024

Imagine tracking the direct patient journey from receiving a piece of marketing content to undergoing life-saving surgery. You could measure the direct correlation of your hospital marketing communication team’s effort to improve patient outcomes. It’s every healthcare marketer’s dream — to save lives while also proving your department’s worth. That’s precisely what Virtua Health’s marketing Read More

The Power of Personalized Patient Retention Marketing

November 27, 2023

How Virtua Health tracked marketing efforts to revenue dollars and patient outcomes. // By Wendy Margolin // Imagine tracking the direct patient journey from receiving a piece of marketing content to undergoing life-saving surgery. You could measure the direct correlation of your hospital marketing communication team’s effort to improve patient outcomes. It’s every healthcare marketer’s Read More

Northern Light Health Campaign Counters Loneliness by Reconnecting People With Care

March 29, 2023

If you’ve been feeling lonely lately, you’re not alone. Unfortunately, loneliness is steadily rising in the U.S. In 2019, a study on loneliness from Cigna found that three in five Americans (61 percent) reported feeling lonely, compared to about 54 percent in 2018. The COVID-19 pandemic only worsened the loneliness epidemic in this country. Cigna’s Read More

Northern Light Health Tackles Loneliness with ‘How Are You?’ Campaign

March 20, 2023

// By Althea Fung // Loneliness is an epidemic worsened by the pandemic. It hits some age groups harder than others. A campaign designed to help people assess their level of loneliness is helping people connect with one another and the care they need. If you’ve been feeling lonely lately, you’re not alone. Unfortunately, loneliness Read More

Healthcare CRM is Evolving. Platforms Are Complex and the Stakes Are High. Are You Ready?

February 15, 2023

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

Where Healthcare CRM Is Headed in 2023 and Beyond

February 9, 2023

// 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

5 Key Principles for Leading Your Health System’s Digital Marketing Efforts

February 1, 2023

How often does a CEO ask what it would take to become the best healthcare content producer in the world — in two years — and then give you the resources to do it? Amanda Todorovich, executive director of content marketing at Cleveland Clinic, freely admits that the scope of what she and her team Read More

When It Comes to Content, Cleveland Clinic Is Never Content

January 23, 2023

// By Jane Weber Brubaker // Five principles for leading your organization’s digital marketing efforts. Amanda Todorovich, Cleveland Clinic’s executive director of content marketing, freely admits that the scope of what she and her team are tasked with is not typical. How often does a CEO ask what it would take to become the best Read More

Digital Content Drives Visibility for Specialists at Baptist Health

January 16, 2023

// By Jane Weber Brubaker // When it comes to media consumption, digital is winning. And that goes for physicians, not just consumers. Quality content, available on digital channels, raises awareness of your services, and forges strong connections with engaged referring physicians. When your health system is launching a major new service line and rapidly Read More

Is Web Personalization Worth the Investment? How Two Health Systems Are Making the Case

August 31, 2022

As a healthcare marketer, how can you justify the investment required for web personalization? While web personalization is perceived by many healthcare systems to enhance their digital marketing and improve the customer experience, a sizeable number of organizations find the tools challenging and have difficulty measuring success. Geonetric’s 2021 Healthcare Digital Marketing Trends survey showed Read More

Take Your Personalized Approach to Care to the Web

August 23, 2022

// By Marlene Kurban // Delivering a highly personalized web experience to consumers can increase patient volume and engagement. While web personalization is perceived by many healthcare systems to enhance their digital marketing and improve the customer experience, a sizeable number of organizations find the tools challenging and have difficulty measuring success. Geonetric’s 2021 Healthcare Read More

AI Investment Paid Off for Virtua Health When Pandemic Hit

July 20, 2022

When New Jersey’s Virtua Health decided to add customer relationship management (CRM), artificial intelligence (AI), and predictive analytics to its technology toolkit in 2018, the marketing team knew the addition would significantly impact the organization’s ability to interact with the community and reach targeted audiences with specific messages. “We started our journey about four years Read More

Even Artificial Intelligence Could Not Predict What Was to Come

June 13, 2022

// By Jim Samuel // Learn how a South Jersey health system’s 2018 decision to adopt artificial intelligence and predictive analytics paid off during the COVID-19 pandemic and its aftermath. When South Jersey’s Virtua Health decided to add customer relationship management (CRM), artificial intelligence (AI), and predictive analytics to its technology toolkit in 2018, the Read More