// By Melanie Graham // With a very different audience and focus from its social media brethren, LinkedIn has always been a unique challenge for healthcare marketers. But with half a billion users (as of April 2017), LinkedIn is not a space to ignore. Putting resources behind this channel may not be easy, but it’s Read More
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 users relied on smartphones to access the internet. With this growing user base in mind, Google created the Accelerated Mobile Page Project (AMP) in 2016. Read More
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 powerful story is best left to speak for itself. And having the right platform to share it can help it be heard. That’s what Northwell Health recently learned when it decided to take an understated approach to its digital marketing efforts for a new pediatric kidney transplant program at Cohen Children’s Medical Center Read More
// By Lisa D. Ellis // Sometimes a powerful story is best left to speak for itself. And having the right platform to share it can help it be heard. That’s what Northwell Health recently learned when it decided to take an understated approach to its digital marketing efforts for a new pediatric kidney transplant Read More
Are you reaching the right people with your digital advertising without crossing any ethical lines? The latest programmatic technology makes it easier than ever to gather insights to help you connect with your target audience. But in the process, there are some land mines you’ll need to avoid. The exploding popularity of personal devices, from Read More
New Advisory Group Sets Guidelines for Programmatic Healthcare Advertising // By Lisa D. Ellis // Are you reaching the right people with your digital advertising without crossing any ethical lines? The latest programmatic technology makes it easier than ever to gather insights to help you connect with your target audience. But in the process, there 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
“In the big picture of digital marketing, SEO is truly the most misunderstood portion,” says Kyle Mills, manager of online marketing at Practis, a North Carolina-based healthcare digital marketing agency. One of the biggest myths around SEO is that websites can be optimized once and have long-term success. The fact is that SEO is not Read More
Why Healthcare Marketers Should Think Beyond Title Tags and URLs // By Melanie Graham // For some healthcare marketers, search engine optimization (SEO) is a big, scary unknown. There seems to be a lot of mystery around how it works, what changes are being made, and what you should do to get your web content Read More
“When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “She had the experience Read More
// By Robin Snow // When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse. She had the experience to do it, having completed 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
Winners of the 2017 eHealthcare Leadership Awards were announced today at a special keynote presentation at the Healthcare Internet Conference in Austin, Texas. Over 200 organizations, representing a broad industry spectrum, received recognition for their outstanding websites and digital communications. A total of 116 individuals familiar with healthcare and the internet judged the entries. See Read More
For Jonno Boyer-Dry, creating a chatbot for cancer patients wasn’t a project based on financial goals or institutional efficiency. It was something that emerged out of personal experience. “Part of what is maddening about being a cancer patient is that resources and information are incredibly disaggregated,” says Boyer-Dry, who was diagnosed with Hodgkin lymphoma three Read More
From small operations to large-scale providers, human-first is the key to a successful chatbot platform // By Melanie Graham // For Jonno Boyer-Dry, creating a chatbot for cancer patients wasn’t a project based on financial goals or institutional efficiency. It was something that emerged out of personal experience. “Part of what is maddening about being Read More
Last year, in an article on Lehigh Valley Health Network’s integrated CRM/PRM strategy, we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future. It’s been 18 months, and we wanted to find out how it’s going. The short answer is, it’s Read More
// By Jane Weber Brubaker // In a March 2016 article, “Gentlemen, Start Your Engines! Lehigh Valley Health Network Revs It Up with Integrated CRM/PRM Strategy,” we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future. It’s been 18 months, Read More
// By Jane Weber Brubaker // Hospitals and health systems think of their websites as the digital “front door” to their organizations, but before consumers get there, search engine results could steer them away to competitors with higher star ratings and more positive reviews. Reputation is everything. The sheer number of places consumers post information Read More
We recently asked Kathy Divis, president and co-founder of Greystone.Net, to weigh in on the top concerns of marketing executives in healthcare organizations. While acknowledging that there are many and diverse challenges in today’s complex environment, Divis is optimistic about the opportunities to choose and use technology to build meaningful relationships with patients. “I think Read More
Ask the Expert, with Kathy Divis // By Jane Weber Brubaker // What keeps chief marketing officers up at night? We asked Kathy Divis, president and co-founder of Greystone.Net, to weigh in on the top concerns of marketing executives in healthcare organizations. While acknowledging that there are many and diverse challenges in today’s complex environment, Read More