Ask the Expert, with Scott Mowery, Director of Digital Services at Cleveland Clinic // By Jane Weber Brubaker // Scott Mowery, Director of Digital Services at Cleveland Clinic, presented at HCIC 2015. His background in e-commerce intrigued us. We wanted to know how it shaped his approach to digital marketing in healthcare. We also wanted Read More
Scott Mowery, Director of Digital Services at Cleveland Clinic, presented at HCIC 2015. He used to work at American Greetings Interactive, and his background in e-commerce intrigued us. According to Scott, there’s a lot of overlap between e-commerce and healthcare marketing: “At American Greetings [my whole job was about] seeing how many subscribers turned into paying Read More
In early 2015, we spoke with Sheree Esser, Consumer Engagement Marketing Manager at Trinity Health, about a planned marketing automation pilot at Saint Alphonsus in Boise, Idaho. We recently followed up with Esser to find out the results of the pilot. The first step was to make sure the email list was deliverable, and that Read More
Sixty-six percent of respondents to Nielsen’s 2015 Global Trust in Advertising survey say they trust consumer opinions posted online. Reviews are the third-most-trusted source, after recommendations from friends and family (83 percent), and branded websites (70 percent). Yet Pew Research statistics indicate that only 3 to 4 percent of consumers write online reviews of treatments, hospitals, Read More
// By Jane Weber Brubaker // In March, we spoke with Sheree Esser, Consumer Engagement Marketing Manager at Trinity Health, about a planned marketing automation pilot at Saint Alphonsus in Boise, Idaho. We followed up with Esser to find out the results of the pilot. The purpose of the pilot was to see if email Read More
To say that the past couple of years at Nebraska Medicine have been a busy time would be an understatement. As if launching a new name and brand weren’t enough, Nebraska Medicine completed the clinical integration of three separate entities into one operating unit, all while dealing with the international press as one of three Read More
// By Jane Weber Brubaker // The CEO of Kindred Hospital in Mansfield, Texas was concerned. A patient and the patient’s family member had previously committed to coming to the facility. “Then they went online, and they read the reviews, and they came back and told [the facility] that they were not coming any longer,” Read More
To say that the past couple of years at Nebraska Medicine have been a busy time would be an understatement. As if launching a new name and brand weren’t enough, Nebraska Medicine completed the clinical integration of three separate entities into one operating unit, all while dealing with the international press as one of three Read More
Your health system’s marketing messages focus on the positive attributes of your organization and all the great services you have to offer. They capture the essence of your brand. But what do your patients actually say about you and the care they receive from your providers? Are you delivering on your brand promise from their Read More
Leading-Edge Healthcare Organizations Now Promote Physician Reviews Online—Why It Works // By Jane Weber Brubaker // Your health system’s marketing messages focus on the positive attributes of your organization and all the great services you have to offer. They capture the essence of your brand. But what do your patients actually say about you and Read More
“Hospitals are becoming savvier at using their website vehicles to convert prospective patients in the ‘golden moment’ when those prospects are making active healthcare decisions,” says Stephen Moegling. Moegling is a partner at Franklin Street, a healthcare branding and digital marketing firm based in Richmond, Virginia. “In addition, because the decision-making for complex healthcare solutions Read More
Are you about to embark on a major overhaul of your health system’s website? A before-and-after user experience survey could help you prove that the investment was worth every penny. Or, maybe you just launched your new website and are itching to find out what site visitors think of it. gSight℠, a new Web experience Read More
// By Stephen Moegling // The Internet is the primary source for consumers to search for products and services instantly. Healthcare solutions are no exception. Hospitals are becoming savvier at using their website vehicles to convert prospective patients in the “golden moment” when those prospects are making active healthcare decisions. In addition, because the decision-making Read More
// By Jane Weber Brubaker // Are you about to embark on a major overhaul of your health system’s website? A before-and-after user experience survey could help you prove that the investment was worth every penny. Or did you just launch your new website and you’re itching to find out how site visitors like it, Read More
“Healthcare portals are huge,” says Caty Wolf, Manager of Marketing Communications at WellSpan Health, an integrated health system in central Pennsylvania. Wolf is responsible for CRM and marketing automation. She works with LionShare’s business intelligence and CRM platform, DIATA®. WellSpan is using marketing automation to acquire and activate consumers on its patient portal. “[A portal Read More
Your paid search campaign looks like a winner, but did other channels influence a patient to click on that search ad? An immature cross-channel attribution model and incomplete understanding of the data could lead you to overspend in one channel and underspend time and budget in another. This is just one of many pitfalls Kyra Hagan, Read More
// By Kyra Hagan // Good marketers continually try to figure out which strategies and tactics will work best to achieve or exceed their goals. They spend days, sometimes weeks, compiling metrics and spreadsheets attempting to both understand and clearly articulate the story hiding within the data. But let’s face it—when it comes to effectively Read More
// Ask the Expert, with Caty Wolf // Caty Wolf is Manager of Marketing Communications at WellSpan Health, an integrated health system in central Pennsylvania. She is responsible for CRM and marketing automation, and works with LionShare’s business intelligence and CRM platform, DIATA®. WellSpan is using marketing automation to acquire and activate consumers on its Read More
Recently, we published “Precision Digital Marketing: Penn Medicine’s Journey of Innovation.” There were so many takeaways and lessons to be learned from the Penn Medicine experience we asked the lead voices in that article to share more in a new webinar. I’m happy to announce that they have agreed, and on Sept. 3, Suzanne Sawyer, Read More
// Ask the Expert, with Mark Shipley // To measure the effectiveness of your hospital’s marketing programs, design campaigns around analytics. It’s impossible to measure ROI at the end of a campaign if the goals weren’t established at the beginning. Think of measurement as a cyclical process. All marketing campaigns should begin and end with Read More
More and more people are using mobile devices to access and consume digital content. In response to this growing trend, Google is now giving preferential treatment to mobile-friendly websites in search results from mobile devices. So if your site isn’t mobile-friendly, how big a problem is it? Has organic search fallen off a cliff? To Read More
The results of an Economist Intelligence Unit survey, commissioned by Marketo, indicate that 99% of marketers plan to invest in marketing technologies in the next year. Here are other key findings: Impact on Revenue Of the B2C marketers surveyed, more than half (55%) feel that their marketing departments are regarded as little more than a Read More
Is your organization like Kindred Healthcare—trying to do a lot with a lean marketing team? Kindred Healthcare provides post-acute, rehabilitation, hospice and home care services in 2,787 locations in nearly every state. Early in 2013, Kindred began working with marketing automation service provider Marketo to extend the reach of its field operations team. “What we Read More
How does a complex healthcare organization with multiple divisions operating in 47 states empower a lean clinical liaison team to engage potential referral sources? “We needed the ability to get our message out in a consistent way and in a way that would be much greater than our field operations team could do on their Read More
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