Digital Marketing, Communications and Strategy for Healthcare Leaders

Video

Digital Physician Relations Pilot Changes Model, Connects Referring Physicians to MD Anderson Cancer Center’s Digital Resources Using Social Media

May 13, 2015

Ask the Expert with Dan Dunlop Dan Dunlop, President and CEO at Jennings, and Lyle Green, Associate Vice President, Physician Relations, MD Anderson Cancer Center co-authored The Digital Future of Physician Relations, an article that appeared in eHST in August 2013. In it, they introduced the concept of using digital to reach out to referring physicians. Read More

10 Trends Dominating Digital Healthcare: Observations Inspired by Winners of the eHealthcare Leadership Awards

May 7, 2015

By Mark S. Gothberg The demands of healthcare reform and an increasingly competitive environment have led to accelerated digital innovation. During last year’s eHealthcare Leadership Awards program, I clearly observed that organizations have made major improvements in their websites and expanded social media. They are also using mobile applications to engage current and prospective customers Read More

MidMichigan Health Multi-Channel Campaign Featuring Animated TV Spot Hits the Target

April 15, 2015

MidMichigan Health was succeeding at getting people in the community to participate in health risk assessments. The problem was, they were reaching the “worried well” and not people who needed intervention. To remedy the situation, MidMichigan launched an advertising campaign, working with creative agency Neathawk Dubuque & Packett. The centerpiece of the campaign is an Read More

“Ask Dr. Internet” Campaign Drives New Patients to MidMichigan Health

April 15, 2015

We’ve all done it. A strange symptom appears out of nowhere and we go straight to the Internet to diagnose it, usually coming up with something far scarier than it actually turns out to be. That insight about human behavior provided the creative inspiration for MidMichigan Health’s “Ask Dr. Internet” TV commercial, the centerpiece of Read More

Brand Consolidation and Targeted Content Drive Results for Unitypoint Health

February 18, 2015

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

If your service area covers three states, and your health system’s name only includes one state, it’s time for a change. That’s what Iowa Health System concluded in 2013 when it changed its name to UnityPoint Health. The change was more than just a solution to a geographic misnomer. It represented an overhaul of the Read More

UnityPoint Health’s Consumer-Centric Content Strategy Drives Search Engine Rankings, Traffic and Referrals

February 17, 2015

If you Google “deadly cancers” you’ll probably find a link to the Top Five Most Dangerous Cancers in Men and Women on page one of the search results page. The article and infographic was posted by Iowa-based UnityPoint Health, the fourth largest nondenominational health system in the U.S. UnityPoint has been busy optimizing its website Read More

Online Patient Lead-Gen Forms: A Valid Way to Attract New Patients And Grow Service Lines

February 1, 2015

By Sheryl S. Jackson Online appointment request forms are not a new idea. In fact, physician offices and hospitals have incorporated them into their website design as one way to increase convenience to patients. At Barnes-Jewish Hospital (BJH), however, a strategic approach to information or appointment request forms has proven to be an effective marketing Read More

Take Two: Team Size Does Not Limit Digital Marketing Success at Georgia’s Memorial Health

February 1, 2015

By Ed Lamb Memorial University Medical Center appears to have answered the question of how few full-time employees a large regional health system needs to maintain a comprehensive website, active accounts on all major social media platforms and a digital marketing program that produces impressive returns on investments. The number is two, with neither working Read More

Video Remote Interpreting Technology Helps Patients, Providers, and the Bottomline

January 28, 2015

A growing percentage of the U.S. population does not speak English – greater than 35% in some states. How can hospitals and health systems cope with this potential safety issue? How does a teenager tell his doctor he has a “dolor de estómago” (stomach ache) if the doctor doesn’t speak Spanish? If an elderly woman Read More

Video Remote Interpreting Translates to Lower Costs and Improved Efficiency

January 28, 2015

By Lisa D. Ellis The latest technological approaches are helping healthcare facilities do their job better—and more efficiently—than ever before, right down to the very last detail. In fact, that’s where Video Remote Interpreting (VRI) comes in, offering on-demand video interpretation services to facilitate accurate communication for patients who are hearing impaired or have language Read More

Viral Videos Provide Multiple Ways to Share Organizational Stories

November 1, 2014

by Cheryl L. Serra What can you do with five minutes? As healthcare marketers are discovering, you can pack a lot of tears and tissue-grabbing—or guffaws, giggles, and sing-alongs— into five minutes. Healthcare organizations are increasingly turning to the power of video to showcase the emotional aspects of what they do, leveraging the relatively short Read More

What Should Digital Healthcare Directors Focus on in 2014? Part Two

December 1, 2013

Ask The Expert with Mark S. Gothberg Winners of the 2013 eHealthcare Leadership Awards, the competition’s 14th year, were recognized in November in New Orleans during a presentation at a healthcare Internet conference sponsored by Atlanta-based Greystone.Net. The November issue of eHealthcare Strategy & Trends listed the winners. Last month’s “Ask the Expert” column discussed Read More

My Internet … Personal Solutions, October 2013

October 1, 2013

Reference Source with a Click How often do you use Google to learn more about something in an online article, such as the location of a town, a person’s background, or the definition of a word? Rather than leave the Web page, get the browser add-on from Curiyo. Once installed on your computer, Curiyo identifies Read More

Salem Health Uses Video to Get Big Media to Pay Attention; Vehicle Leads New Marketing Push

September 1, 2013

by Mark S. Gothberg Here’s a dilemma that faces many organizations. The hospital is sizable, but network television originates in a city located about an hour’s drive away and outside the organization’s primary and secondary service areas. Television stations have long-standing relationships with major healthcare organizations in their city and do not view the hospital Read More

The Digital Future of Physician Relations

August 1, 2013

// By Lyle Green and Dan Dunlop // In May 2013, a group of physician relations professionals and thought leaders gathered in Houston to develop a vision for the future of physician relations. Recognizing the growing adoption of digital media by medical professionals, the assembled experts sought to define the future role of the physician Read More

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