Analytics

Blurred Lines: Marketing and Ethics in the Brave New World, Part 1

Danny Fell

// By Daniel Fell // The following article was adapted from the panel presentation Blurred Lines: Marketing and Ethics in the Brave New World held at the 2018 Healthcare Internet Conference (HCIC) in Scottsdale, Arizona. Panel members included Karen Corrigan, founder and CEO of Corrigan Consulting; David Feinberg, chief marketing officer at Mount Sinai Health Read More

How to Create a Personalized Web Experience Without Getting Creepy

Melanie Graham

// By Melanie Graham // When talking about healthcare provider websites, the word “personalization” will give most people pause. With today’s heightened awareness around patient privacy and HIPAA, how can a healthcare provider effectively personalize a website without going too far? This was a question Main Line Health faced in 2015-2016 when it took on Read More

Marketing Automation Can Help Create Personalized Patient Journeys

Rachel Neely, senior healthcare consultant, Evariant

A prospective patient interested in weight loss surgery finds out your organization holds bariatric surgery seminars. He fills out the online form to attend the upcoming session. Now what? If your organization uses a marketing automation (MA) platform, you have an opportunity to create personalized patient journeys. The use of marketing automation is growing steadily. Read More

How Scripps Health Uses Marketing Automation to Drive Results

Rachel Neely, senior healthcare consultant, Evariant

// By Althea Fung // A prospective patient interested in weight loss surgery finds out your organization holds bariatric surgery seminars. He fills out the online form to attend the upcoming session. Now what? If your organization uses a marketing automation (MA) platform, you have an opportunity to create personalized patient journeys. In a recent Read More

Ochsner Launches Website with Consumers (and CTAs) in Mind

Amber Welch, director of digital content for Ochsner Health System

We recently spoke with Amber Welch, director of digital content for Ochsner Health System, about Ochsner’s recent efforts in creating its new state-of-the-art website and tracking the results. eHST: How has the consumerization of healthcare impacted Ochsner Health System and how you operate online and through your website? AW: Our online patients expect to find what Read More

Digital Trends Affecting Healthcare in 2019

Chris Boyer, director of digital and analytics at University of Minnesota Health and Fairview Health

We asked Chris Boyer, 2018 Healthcare Internet Hall of Fame inductee, director of digital and analytics at University of Minnesota Health and Fairview Health, and host of the touch point podcast to weigh in on digital trends that will affect hospitals and health systems in 2019. Digital transformation is critical for all members of the Read More

Get the Most Out of Data Science Insights for Your Healthcare Marketing

Jared Johnson, manager, digital marketing services at Phoenix Children’s Hospital

Data-driven marketing is the holy grail in today’s environment of accountability. To get there, many organizations are investing in data scientists. Phoenix Children’s Hospital is one of them. In our new article, Jared Johnson shares his experience from Year One of having a data scientist on-board. Until very recently, Johnson was manager of marketing technology and Read More

Chris Boyer’s Crystal Ball: Top 7 Digital Trends in 2019

Chris Boyer, director of digital and analytics at University of Minnesota Health and Fairview Health

// By Sheryl Jackson // We asked Chris Boyer, 2018 Healthcare Internet Hall of Fame inductee, director of digital and analytics at University of Minnesota Health and Fairview Health, and host of the touch point podcast to weigh in on digital trends that will affect hospitals and health systems in 2019. Digital transformation is critical Read More

Healthcare Marketing Analytics: 6 Things We Learned with Our New Data Scientist

Jared Johnson, manager, digital marketing services at Phoenix Children’s Hospital

// By Jared Johnson // Data-driven marketing is the holy grail in today’s environment of accountability. To get there, many organizations are investing in data scientists. Phoenix Children’s Hospital is one of them. In this article, Jared Johnson, manager of marketing technology and analytics at Phoenix Children’s, shares his experience from Year One of having Read More

Hospital Digital Experience Index: Webinar on Demand

Dave Wieneke and Aaron Watkins

Details from the latest study of 15 top-ranked hospitals’ websites — and takeaways you can apply at your organization

// Sponsored Post //

An eHealthcare Strategy & Trends webinar on demand for healthcare marketers and digital strategists

Your Presenters:

  • Dave Wieneke, Healthcare Practice Director, Connective DX
  • Aaron Watkins, Senior Director of Internet Strategy & Digital Content Marketing, Johns Hopkins Medicine

The latest Hospital Digital Experience Index (HDX-15) is out — and it’s chock-full of actionable insights based on detailed benchmarking and analytics.

Get an expert tour of the best digital work happening among leading organizations like Johns Hopkins, Mayo Clinic, Cleveland Clinic, and others.

Dave Wieneke, healthcare practice director at Connective DX and lead developer of the HDX-15 methodology, will highlight the emerging trends and best practices observed across these 15 top websites.

Dave will be joined by special guest Aaron Watkins, senior director of internet strategy and digital content marketing at Johns Hopkins Medicine.

You’ll Learn:

  • How to better connect with and serve your community by reflecting and representing diversity on your website
  • Why this may the the year of the phone, and how you can use digital to support it
  • Where most of your website traffic may be coming from
  • How you can respect the patient journey and personalize the digital experience

Join us on January 23 and get insights from top healthcare organizations that will help you enhance the digital experience for your website visitors.

Watch now »

Why Healthcare Marketing Needs a New Approach to Analytics

Carrie Liken, head of healthcare industry at Yext

“We are in the New Age of Discovery,” says Carrie Liken, head of industry for healthcare at Yext. “It’s all about how a patient is exposed to and finds your health system, your brand, and your providers. Patients are discovering healthcare differently today than they did even two years ago. And this requires new ways of Read More

2018 eHealthcare Leadership Award Winners Announced

// By Jane Weber Brubaker // The eHealthcare Leadership Awards program recognizes the very best websites and digital communications efforts of a wide range of healthcare organizations. This year’s winners were announced November 7 at a special presentation in Scottsdale, Arizona during the Healthcare Internet Conference, produced by Greystone.Net. More than 200 organizations received recognition Read More

Watch Out for Content Cannibalization

Jonathan Catley, director of sales and marketing, MD Connect, Inc.

Competition is an essential part of healthcare marketing — it leads to innovation, helps improve the customer experience, and (hopefully) staves off complacency. In the battle for ranking in digital healthcare marketing, there is one competitor organizations should never go up against: themselves. Unfortunately, companies don’t just compete but get eaten alive, by their own Read More

Small Medical Practice Gets Big Results from LOCALiQ

Dean Mitchell, MD, president of Mitchell Medical Group

Creating and maintaining a strong digital presence can be difficult for any healthcare organization. But for smaller groups with fewer resources, it can be particularly tough to compete online with more established systems. That’s where the latest technological advances can make a real difference.  This was the case for Mitchell Medical Group in New York Read More

How Healthcare Marketers Can Leverage the New Google Marketing Platform

Melanie Graham

As a digital marketer, you know that staying on top of the latest analytics trends and algorithm changes is all part of the game. Nevertheless, the summer of 2018 really kept marketers on their toes, as Google made several big announcements that have shifted the way marketers use their ad and analytics platforms. In June, Read More

Cannibal Content: Is Your Content Eating Itself Alive?

Althea Fung

// By Althea Fung // Competition is an essential part of healthcare marketing — it leads to innovation, helps improve the customer experience, and (hopefully) staves off complacency. In the battle for ranking in digital healthcare marketing, there is one competitor organizations should never go up against: themselves. Unfortunately, companies don’t just compete but get Read More

Digital Marketing Strategy to Grow Medical Practice Brings Newsworthy Results

Dean Mitchell, MD, president of Mitchell Medical Group

// By Lisa D. Ellis // Creating and maintaining a strong digital presence can be difficult for any healthcare organization. But for smaller groups with fewer resources, it can be particularly tough to compete online with more established systems. That’s where the latest technological advances can make a real difference.  A Small Fish in a Read More

The Multiplier Effect of Digital Marketing

The Multiplier Effect of Digital Marketing - MedTouch ebook cover

// Sponsored Post //

Digital Marketing is changing at breakneck speed, but hospital marketers who combine three emerging technologies will gain outsized results, especially in a highly competitive market.

While retailers have long been able to implement advanced digital marketing techniques, technical and legal restrictions have hampered hospital marketers from gaining the actionable insights that are more readily available in traditional industries.

Marketers know that understanding the patient journey is important. However, activating insights requires synthesizing data across multiple touch points and driving consumers to optimal movement through different pathways.

The Good News? Hospitals Are No Longer Stuck

MedTouch combines three emerging disciplines that, when programmatically coordinated together, radically change the landscape for healthcare marketers:

  • Building combinations of data-driven ads at massive scale
  • Leveraging hyper-locality to match consumers to your digital geography
  • Using predictive attribution to determine appointment behavior

When combined, these techniques become the Multiplier Effect, compounding their value and reinforcing their benefits at a dramatic new scale.

Download your copy today!

Highlights: 2018-19 Best Hospitals and Best Hospital Digital Experience

Connective DX logo

Every August, U.S. News & World Report announces its “Best Hospitals Rankings and Ratings.” The “Honor Roll” is the top of the heap — a list of the 20 best hospitals overall. Inclusion on the Honor Roll is a highly coveted accolade, giving healthcare organizations a year’s worth of well-deserved bragging rights and strong motivation Read More