Analytics

Google’s Plans for Improving Healthcare

As technology giants Google, Amazon, Microsoft, and others forge ahead with plans to improve healthcare, many in the industry are wondering just what they plan to do and how they plan to do it. David Feinberg, MD, vice president of Google Health and former president and CEO of Geisinger in Pennsylvania, discussed Google’s plans during Read More

Using Today’s MarTech to Delight Customers

Ask the Expert, with Scott Brinker, Editor, chiefmartec.com // By Jared Johnson // Marketing technology, or MarTech, is essential for improving the experience we deliver to customers and the efficiency by which we allow those customer journeys to happen. But a lot has changed in a relatively short amount of time, so we need to Read More

Google Health Chief Outlines Multi-Pronged Plan to Improve Healthcare

Jim-Samuel

// By Jim Samuel // How Google plans to use technology to improve patients’ lives around the world As technology giants Google, Amazon, Microsoft, and others forge ahead with plans to improve healthcare, many in the industry are wondering just what they plan to do and how they plan to do it. David Feinberg, MD, Read More

What Can Influencers Tell Us About Our Industry?

Jane Weber Brubaker

Each year, Modern Healthcare honors 100 influential healthcare leaders, voted to the list by their peers and senior editors of the publication. What are these leaders doing to help the industry move forward? What is the impact of their leadership initiatives on their own organizations and on the industry as a whole? Beyond checking to Read More

When Google Gets It Wrong, Patients (and You) Suffer

Megan Yezak, marketing manager at MidMichigan Health

Anyone who’s been to a large hospital campus can relate to how hard it is to figure out where to go, even with GPS and Google Maps. Should you go in the north entrance or the south entrance? Is your doctor in the main hospital building or another building? Is parking lot A, B, or Read More

How To Get Your Ads in Front of Your Target Audience

Marc Reifenrath, co-founder and president of Spinutech

According to a Deloitte Global survey, more than three-quarters of North Americans use at least one form of ad-blocking. The survey found that 31 percent of Americans use ad-blocking software on their desktop computers, and 20 percent say they use a mobile ad-blocker. With a significant number of people using ad-blocking tools, marketers face an Read More

Banner Ads in the Age of Ad-Blocking

Althea Fung

// By Althea Fung // Digital advertising has always been and will always be a moving target, as the online audience matures and platforms become more sophisticated. To win in this environment, it’s essential to keep pace with emerging trends and adapt accordingly. Atop the building next to my apartment is a billboard that reads: Read More

“Engagement” Is Not Enough

Jeffrey Stewart, assistant vice president of digital communications at VITAS Healthcare

Healthcare marketing is all about continuous learning. It’s a little like climbing a mountain. Just when you think you’ve reached the summit, you find there’s another crest, and then another. But unlike mountain climbing, there is no final destination in healthcare marketing, and that’s what makes it interesting, at least for those who aren’t content Read More

Fine-Tuning Content for Conversions

Jane Weber Brubaker

// By Jane Weber Brubaker // How VITAS Healthcare’s content strategy is evolving to better serve site visitors and meet business objectives. Healthcare marketing is all about continuous learning. It’s a little like climbing a mountain. Just when you think you’ve reached the summit, you find there’s another crest, and then another. But unlike mountain Read More

What’s Trending in Healthcare CRM?

Ask the Expert, with Daniel Quinn, Vice President of Business Strategy and Analytics, LionShare Marketing // By Jared Johnson // The role of data in the lives of marketers continues to expand. Customer relationship management (CRM) software has brought some of the most sophisticated data uses to healthcare marketing, including segmentation and personalization. But as Read More

The Cost of Not Having Healthcare CRM

The Cost of Not Having Healthcare CRM

// Sponsored Post //

Has your health system delayed the decision to move away from an ineffective CRM system? Or hesitated to invest in one at all?

This non-decision can be costing your organization in missed opportunities: Patients left unengaged. Prospective patients unacquired. Market share lost.

Download this new white paper today to arm yourself and your team to make the case for investment in CRM at your health system.

You’ll get insights into:

  • Key benefits a modern CRM system offers
  • Why CRM systems represent an investment, not an expense
  • The opportunity costs of not leveraging CRM
  • How CRM systems help with both acquisition and retention
  • Why you can no longer afford to rely on manual marketing efforts

Download your copy today

How Data Can Create a Better Brand Experience

Drew Diskin, director of marketing technology for Virtua Health

Data available to marketers today is key to creating brand experiences that last, but only when used at patients’ decision points. Drew Diskin, director of marketing technology for Virtua Health, recently shared how the healthcare system underwent a departmental transformation that resulted in a unique approach to being agile with data. eHST: In general, where Read More

Driving Brand Experience with Data

Ask the Expert, with Drew Diskin, Director of Marketing Technology, Virtua Health // By Jared Johnson // Data available to marketers today is key to creating brand experiences that last, but only when used at patients’ decision points. Drew Diskin, director of marketing technology for Virtua Health, recently shared with me how the healthcare system Read More

Double Your Search Impact Without Spending One Dollar More

Double Your Search Impact Without Spending One Dollar More

// Sponsored Post //

Most hospital marketers have a sneaking suspicion that some of their digital spend goes to waste. But they struggle to pinpoint the source of the problem.

This whitepaper will give you a framework to investigate the effectiveness of your current spend and develop a path to double your impact without doubling your budget.

We’ll explore dynamics unique to healthcare campaigns, provide clear expectations about what results you should expect, and show you how to find reliable third-party data to validate your improvements.

Download your copy and you’ll come away with these three critical healthcare digital marketing takeaways:

  • The fundamental campaign types for healthcare digital advertising
  • How to choose the best model for your campaigns and set the right KPIs to take control of your spend
  • Best practices based on years of practical experience to get a comprehensive benchmark and diagnose campaign issues

Embrace these ideas and you can leapfrog ahead of your competition while they continue to spend twice as much for digital advertisements.

Download your copy today

Who’s In Charge of Your Brand Management? Google.

“Healthcare organizations are finding out that winning in today’s highly competitive and increasingly digital market requires a new approach — one that aligns marketing and brand management with patient experience (PX),” says Patric Wiesmann of Reputation.com. “And that alignment is happening more often on Google and not your healthcare organization’s website.” Here’s an excerpt from Read More

The Definitive Guide to Healthcare CRM

// Sponsored Post //

Free white paper published by Healthgrades

A Practical Guide for Successful CRM Selecton, Implementation and Value Creation

Download this eBook and get the answers to all your questions and more including:

  • What is Healthcare CRM and how can it help my organization?
  • Why is CRM so hot right now?
  • How does CRM fit in directly with the rest of my martech stack?
  • What are the common and advanced features of CRM tools?
  • How do I build a business case and convince internal stakeholders to act?
  • What does the future of CRM look like?

We’ve also included worksheets that you can use to figure out whether your organization is ready for CRM and how it will help you increase your revenue and attain high priority business goals.

The silos that once bound clinical and behavioral data up to this point — EHRs, lab data, content management systems, and the like — can now largely be eliminated with a variety of integration techniques, most notably using standards-based application programming interfaces (APIs). With APIs, you can feed disparate data sources into a single centralized platform, which, for the purposes of healthcare marketing, means a CRM. There, clinical and behavioral data is meshed with consumer marketing data, crucially enabling organizations to engage with consumers in a more refined, relevant, and personalized way.

Download your copy today

Beyond Advertising: The State of Healthcare Digital Transformation

Jared Johnson

Ask the Expert with Shawn Gross, Vice President, Digital Transformation at ReviveHealth // By Jared Johnson // Digital transformation is more than improving internal operational efficiencies, creating a digital workplace, or doing more innovative advertising. It means offering real improvements in convenience, usefulness, ease, and other qualities people value. Here, Shawn Gross, vice president, digital Read More

Digital Marketers: Learn the Art of Failing Fast

Chris Pace, senior director of digital marketing at Banner Health

Marketing teams frequently ask how to structure teams, develop leaders, and address consumers. In our new article by Jared Johnson, Chris Pace, senior director of digital marketing at Banner Health, shares his perspective on how to overcome these common challenges and win as a team. Here’s an excerpt: eHST: In general, where should healthcare marketers Read More

Keys To Optimizing Smart Healthcare

Sachin Kalra is vice president, client partner - Mobile & IoT at Infostretch Corporation

“As the journey toward 5G networks continues, smart healthcare applications empowered by it have the potential to revolutionize the way patients, healthcare providers, hospitals, insurance companies, and others in the healthcare ecosystem engage,” says Sachin Kalra, vice president, client partner – Mobile & IoT at Infostretch Corporation, a digital-first professional services firm based in Santa Read More

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