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3 Platinum Award Winners Show How Digital Marketing Is Done

Jane Weber Brubaker

// By Jane Weber Brubaker // As healthcare organizations grow in digital marketing sophistication, they raise the bar for others, creating powerful multichannel campaigns that drive measurable results. Three organizations achieved top honors in the category of Best Marketing Campaign in the 2017 eHealthcare Leadership Awards, winning Platinum Awards. This category gives organizations the opportunity Read More

How Big Data Can Help Boost Brand Awareness

South Nassau Communities Hospital (SNCH) in Oceanside, New York, knew it needed to elevate brand awareness in a market dominated by better-known hospitals on Long Island, and world-famous hospitals in nearby Manhattan. “They are the David in the sea of Goliaths in New York and Long Island,” says Bill Wax, president and founder of healthcare Read More

Big Data Delivers for South Nassau Communities Hospital

// By Jane Weber Brubaker // The old adage “If at first you don’t succeed, try, try again” is aspirational for innovators. Thomas Edison’s approach to innovation boiled down to two ideas: rapid iteration and a focus on customer needs. He defended his process against detractors who asked how it felt to fail 10,000 times Read More

Mayo Clinic and Cleveland Clinic: Two Award-Winning Websites

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

Mayo Clinic and Cleveland Clinic are ranked #1 and #2 in the country respectively by U.S. News & World Report. But that doesn’t automatically mean that their websites will live up to their stellar clinical reputations. But they did, according to the 2016 eHealthcare Leadership Awards judges. These institutions were the only two to garner Read More

eHealthcare Leadership Awards: A Closeup Look at Two Platinum Winners

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

// By Jane Weber Brubaker // Mayo Clinic and Cleveland Clinic are ranked #1 and #2 in the country respectively by U.S. News & World Report. But that doesn’t automatically mean that their websites will live up to their stellar clinical reputations. But they did, according to the 2016 eHealthcare Leadership Awards judges. These institutions Read More

Health System Develops Campaign To Promote Digital Helpline

Millennials are officially the largest generation, edging out baby boomers in 2016, according to the U.S. Census Bureau. By 2018, millennials will have more spending power than any other generation, and marketers are lining up to find ways to connect with them. So what do hospitals have to offer young, mostly healthy people? OhioHealth turned Read More

Troubleshooting Your Digital Healthcare Marketing Strategy

Avinash Kaushik, Digital Marketing Evangelist at Google

Is it wrong to post ER wait times prominently on your homepage? It’s a fine strategy if you’re content to solve for a tiny fraction of your site visitors, say 2 percent. Avinash Kaushik, Digital Marketing Evangelist at Google, suggests instead: Why not create content and marketing strategies that meet the needs of 100 percent Read More

Technology as Engagement Tool at Intermountain Healthcare

Craig Kartchner, Senior Director of Marketing, Intermountain Healthcare

At Intermountain Healthcare, patient engagement is a top priority, and the organization is tackling the issue from all sides. We spoke with Craig Kartchner, Senior Director of Marketing, to get an update on Intermountain’s digital strategies, successes, and challenges. “We want it to be convenient and easy for people to access tools and resources that Read More

Why Isn’t My Hospital’s Digital Strategy Working?

Avinash Kaushik, Digital Marketing Evangelist at Google

Ask the Expert, with Avinash Kaushik // By Jane Weber Brubaker // Is it wrong to post ER wait times prominently on your homepage? It’s a fine strategy if you’re content to solve for a tiny fraction of your site visitors, say 2 percent. Avinash Kaushik, Digital Marketing Evangelist at Google, suggests instead: Why not Read More

Patient Engagement Through Digital at Intermountain Healthcare

Craig Kartchner, Senior Director of Marketing, Intermountain Healthcare

An Interview with Craig Kartchner, Senior Director of Marketing // By Jane Weber Brubaker // At Intermountain Healthcare, patient engagement is a top priority, and the organization is tackling the issue from all sides. We spoke with Craig Kartchner, Senior Director of Marketing, to get an update on Intermountain’s digital strategies, successes, and challenges. “We Read More

Mayo Clinic Shares Healthcare Social Media Best Practices

Mayo Clinic Logo

“Dr. Will and Dr. Charlie Mayo were our first social networkers,” says Lee Aase, Director of Mayo Clinic Social Media Network. “They really believed that to do the best care for patients, they needed to learn from others, and they felt an obligation to share what they were learning in their practice.” The Mayo Clinic Social Media Read More

Video Patient Testimonials: The Power of Storytelling in Healthcare Marketing

// By Jane Weber Brubaker // Jack Banks is on the facilities staff of Columbus Regional Health. “One day during his lunch break he had a pulmonary embolism here at the hospital and he collapsed,” says Joel Philippsen, Digital Marketing Coordinator at Columbus Regional Health. In the video that follows, produced by Philippsen, Jack shares Read More

Get The Most Out of Your Hospital’s Online Video Content

Allen Gottfried, Manager of Internet and Online Strategies at Saint Peter’s Healthcare System

“If a picture is worth a thousand words, how much more is video worth?” asks Allen Gottfried, Manager of Internet and Online Strategies at Saint Peter’s Healthcare System in New Brunswick, New Jersey. “Last year, while attending HCIC in Orlando, I had the opportunity to speak about video marketing with digital marketers from healthcare systems Read More

How to Optimize Your Health System’s Video Content Online

Allen Gottfried, Manager of Internet and Online Strategies at Saint Peter’s Healthcare System

// Ask the Expert, with Allen Gottfried // If a picture is worth a thousand words, how much more is video worth? We are visual, and moving images capture our attention. More than 300 hours of video are uploaded every minute to YouTube. Video is becoming the preferred method of information consumption for many. Last Read More

Case Study: Creating a Social Media “Command Center”

Social media has become a critical component of the digital marketing mix for most healthcare organizations. Social media command centers are making it possible for lean marketing teams to listen, respond, and engage with growing numbers of consumers on multiple platforms, and share information across the organization. Some command centers are fishbowl-style physical spaces designed Read More

Successful Pay-Per-Click Campaigns Justify Bigger Budgets for North Shore-LIJ

In this week’s ezine, we take a look at a case study we’ve recently posted online that explores how the North-Shore-LIJ Health System used successful digital marketing campaigns for specific service lines to not only drive profitable volume, but also to justify greater investment in this type of healthcare marketing campaign. What if you could Read More

North Shore-LIJ Health System Raises Brand Awareness and Drives Volume at a Low Cost Per Acquisition With Highly Measurable Digital Marketing Campaigns

What if you could reduce cost per acquisition by $200 or more compared to industry averages? “We’re running anywhere from 400 to 500 campaigns at a time across the country,” says J.K. Lloyd, President and Co-Founder of Eruptr, a Washington, D.C., digital marketing agency focused on healthcare. “We typically see campaigns that will convert for Read More