Experts explain Google’s Accelerated Mobile Page (AMP) Project and how healthcare marketers can use it in their mobile content strategy. // By Melanie Graham // When it comes to webpage content, a mobile-first mindset is crucial. As of January 2017, some 77 percent of Americans owned a smartphone, and roughly 1 in 10 of those Read More
Sometimes a technology solution adopted by healthcare administrators and clinicians produces unexpected benefits for marketers. CHRISTUS Physician Group, with operations in Texas, Louisiana, Arkansas, and New Mexico, wanted to streamline patient check-in during office visits and improve collection of outstanding balances. To achieve these goals, the organization piloted, then implemented, a digital patient check-in solution Read More
// By Jane Weber Brubaker // Sometimes a technology solution adopted by healthcare administrators and clinicians produces unexpected benefits for marketers. CHRISTUS Physician Group, with operations in Texas, Louisiana, Arkansas, and New Mexico, wanted to streamline patient check-in during office visits and improve collection of outstanding balances. To achieve these goals, the organization piloted, then Read More
// By Jane Weber Brubaker // What if 20 percent of your website visitors were prevented from fully engaging with your content, or found it just too frustrating to spend much time on your site? Web design has come a long way toward making digital experiences more consumer-friendly, personalized, and mobile-friendly. But unless you’ve experienced Read More
The media, including social media, are buzzing about AI, or artificial intelligence. As of this writing in late November, the top trending article on Facebook is “Facebook Is Using Artificial Intelligence to Spot Suicidal Tendencies in Its Users.” On LinkedIn, it is “Where Will AI Increase and Decrease Costs in Healthcare?” Is AI just the Read More
// By Jane Weber Brubaker // The media, including social media, are buzzing about AI, or artificial intelligence. As of this writing in late November, the top trending article on Facebook is “Facebook Is Using Artificial Intelligence to Spot Suicidal Tendencies in Its Users.” On LinkedIn, it is “Where Will AI Increase and Decrease Costs 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
As the number of users accessing the internet from mobile devices continues to climb, an optimized mobile experience is becoming a must-have for healthcare and other industries. How long does it take your hospital website to load on a mobile device? According to a study by Google, 22 seconds is the average time to fully load Read More
// By Jane Weber Brubaker // As the number of users accessing the internet from mobile devices continues to climb, an optimized mobile experience is becoming a must-have for healthcare and other industries. Although many hospitals and health systems have incorporated responsive web design into their websites, that may be just the starting point. The Read More
// By Ahava Leibtag // In the spring of 2016, the marketing team at Aurora Health Care (Aurora) turned to Aha Media Group (Aha Media) to help it enhance and optimize its Heart and Vascular website content. The heart and vascular content, while warm and friendly, did not include the standout differentiators—such as nationally renowned Read More
“Outside of healthcare, customer experience drives business,” notes Kyra Hagan, senior vice president and general manager, marketing & communications at Influence Health. “Retailers and hospitality providers have realized explosive revenue growth and brand loyalty by deploying best practices in customer engagement. Unfortunately, the healthcare industry has fallen behind by not truly treating prospects and patients Read More
Managing change is hard, even for innovative organizations like Boston Children’s Hospital. “That’s something I hear in all the businesses I’ve worked with, from GE to Cigna to here,” says William Gagnon, senior director of global digital strategy and customer engagement at Boston Children’s. Digital transformation at Boston Children’s is laser-focused on making the shift Read More
// By Kyra Hagan // Outside of healthcare, customer experience drives business. Retailers and hospitality providers have realized explosive revenue growth and brand loyalty by deploying best practices in customer engagement. What are those best practices? World-class customer experience requires tightly integrating cross-channel data to bridge digital and in-person encounters. Unfortunately, the healthcare industry has Read More
// By Jane Weber Brubaker // Managing change is hard, even for innovative organizations like Boston Children’s Hospital. “That’s something I hear in all the businesses I’ve worked with, from GE to Cigna to here,” says William Gagnon, senior director of global digital strategy and customer engagement at Boston Children’s. Change is risky, and healthcare Read More
A growing percentage of consumers with employer-sponsored health insurance are choosing high-deductible health plans that have lower premiums. Citing data from the Kaiser Family Foundation, Becker’s reported that 24 percent of employees enrolled in high-deductible health plans in 2015, up from just 4 percent in 2006. The downside of HDHPs is that out-of-pocket costs are Read More
// By Amber Welch // Need to book a hotel? Customer ratings and reviews are just a click away. Shopping for a car? You can easily compare features and overall quality on Consumer Reports. Looking for a new yoga class? Read the reviews. But what about choosing a hospital, perhaps the most important purchase in Read More
// By Jane Weber Brubaker // The nature of our health system in the U.S. is that it is massively complicated, with many variables that impact price. It’s extremely challenging for health systems to give an answer to a patient who asks a seemingly simple question: How much will this cost me? First a provider Read More
In most cases, a badly designed website isn’t life-threatening, but in healthcare, being able to find the right information at the right time could actually make a difference. Are health system websites equal to the task? How easy do they make it for consumers to quickly find what they’re looking for? HDX-15, the Hospital Digital Read More
// By Jane Weber Brubaker // A consumer’s experience on a website may be less than perfect at times. In most cases a badly designed website isn’t life-threatening, but in healthcare, being able to find the right information at the right time could actually make a difference. Are health system websites equal to the task? Read More
// By Jane Weber Brubaker // In 2002, years before patient portals were a checkbox to qualify for meaningful use incentives under healthcare reform, MD Anderson Cancer Center created its own patient portal. But the motivation was not financially driven. “Patients were walking around with huge amounts of paper. You would see people—I’m not lying—with Read More
In 2002, years before patient portals were a checkbox to qualify for meaningful use incentives under healthcare reform, MD Anderson Cancer Center created its own patient portal. myMDAnderson was launched in 2002. It gave patients a personalized electronic hub to organize all their information, and 24/7 online access. The tool has stood the test of time, Read More
“Imagineering is a concept created by Walt Disney in 1952 as ‘the blending of creative imagination with technical know-how,’” says Andy Gradel, system director of digital marketing for Main Line Health in Philadelphia. “At its core, imagineering is rooted in storytelling, with projects using extensive theming, atmosphere, and attention to detail in an attempt to create attractions Read More
Digital marketing in healthcare continues to evolve and grow in sophistication, according to Kathy Divis, president and co-founder of Greystone.Net (and member of the eHealthcare Strategy & Trends Editorial Advisory Board), and she has the data to prove it. “In our digital survey [The State of Digital Marketing in Healthcare Moving Toward 2017] we asked our Read More
// By Jane Weber Brubaker // Digital marketing in healthcare continues to evolve and grow in sophistication, according to Kathy Divis, President and Co-Founder of Greystone.Net, and she has the data to prove it. “In our digital survey [The State of Digital Marketing in Healthcare Moving Toward 2017] we asked our respondents to compare their activities Read More