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
// By Jane Weber Brubaker // 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 Read More
// By Jane Weber Brubaker // A consumer’s experience on a website may be less than perfect at times. In most cases a badly designed website isn’t life-threatening, but in healthcare, being able to find the right information at the right time could actually make a difference. Are health system websites equal to the task? Read More
// By Jane Weber Brubaker // Live video is not for the faint of heart. Consider the jaw-dropping gaffe at this year’s Academy Awards, when Warren Beatty got the wrong envelope and broke the hearts of the La La Land producers. So why does the social media team at Children’s Hospital of Wisconsin love live Read More
“You’re spending a lot to attract potential patients, but how well are you converting them, or nurturing them once you get their attention?” asks Kris Altiere, director of marketing and creative at Sequence Health. “Are you able to see where they are in the sequence of actions you’re trying to get them to take? Do Read More
// By Emily Kagan Trenchard // I just got back from HIMSS 2017 in Orlando, Florida, and if this national conference of health IT professionals had a message, it was this: Patient engagement is the goal, so interoperability is the key. Why is that? Because to truly boost consumer engagement, we need to get our Read More
Business development consultant Marlene Kurban poses an interesting question for healthcare marketers: “If your CEO walked up to you in the hallway at your hospital next week and asked you what return on investment your hospital is getting for your marketing efforts, could you accurately answer the question?” Alicia Shoemaker, senior account manager at Nationwide Read More
Don Stanziano is corporate vice president of marketing and communications at Scripps Health, an integrated healthcare delivery network in San Diego with five acute care hospitals; 30 ambulatory clinics; 14,000 employees; 3,000 physicians; and $2.9 billion in annual revenue. Stanziano leads branding, public relations, internal communications, and call center marketing, as well as digital-first demand Read More
If you’ve ever taken the subway in New York from Grand Central Station, you’ve witnessed a highly efficient capacity utilization model. As soon as the line at one turnstile gets a little shorter than the others, transit riders immediately shift over to it, and whatever surplus capacity was there takes a split second to disappear. Read More
// By Jane Weber Brubaker // If you’ve ever taken the subway in New York from Grand Central Station, you’ve witnessed a highly efficient capacity utilization model. As soon as the line at one turnstile gets a little shorter than the others, transit riders immediately shift over to it, and whatever surplus capacity was there Read More
Ask the Expert, with Don Stanziano // By Jane Weber Brubaker // Don Stanziano is corporate vice president of marketing and communications at Scripps Health, an integrated healthcare delivery network in San Diego with five acute care hospitals; 30 ambulatory clinics; 14,000 employees; 3,000 physicians; and $2.9 billion in annual revenue. Stanziano leads branding, public Read More
// By Marlene Kurban // If your CEO walked up to you in the hallway at your hospital next week and asked you what return on investment your hospital is getting for your marketing efforts, could you accurately answer the question? “Four years ago we could not answer that question. Today we can,” says Alicia Read More
// By Kris Altiere // You’re spending a lot to attract potential patients, but how well are you converting them, or nurturing them once you get their attention? Are you able to see where they are in the sequence of actions you’re trying to get them to take? Do you know when they stall? Do Read More
Mayur Gupta is a marketing technology visionary with diverse industry background including C-level executive positions at Healthgrades, Kimberly-Clark, and Spotify. “The world is dramatically changing,” Gupta notes. “We finally have the consumer as the protagonist. [The main character is] no longer the retailer or the seller. The evolution that has happened over the past 10 Read More
Is there a great divide between healthcare marketers and executive leadership? And if there is, what can each side do to close the gap? A lively discussion took place at the 2016 SHSMD conference when Jerry Hobbs, president of Prairie Dog|TCG reprised his popular session, “The Naked CEO: Surveys Say CEOs Are Not Impressed with Read More
// By Ajay Khanna // With the emergence of value-based delivery models, the approach to healthcare is significantly evolving. In addition, there has been a significant shift in patient expectations. Patients today are looking for experiences similar to what they get as a consumer of retail, banking, or hospitality. They want to engage with the Read More
Ask the Expert, with Marketing Technologist Mayur Gupta // By Jane Weber Brubaker // Mayur Gupta is a marketing technology visionary with diverse industry background including C-level executive positions at Healthgrades, Kimberly-Clark, and Spotify. In eHST’s latest interview, Gupta discusses the evolution of marketing from a multi-industry perspective, and shares his thoughts on how digital Read More
Looking for a technology solution to stay in closer touch with patients between visits? Maybe your patients over age 50 haven’t scheduled their colonoscopy yet. Some patients may need closer contact after being discharged from the hospital, or they have a chronic condition like diabetes, hypertension, or COPD and need to be monitored between office Read More
// By Jane Weber Brubaker // Is there a great divide between healthcare marketers and executive leadership? And if there is, what can each side do to close the gap? A lively discussion took place at the 2016 SHSMD conference when Jerry Hobbs, president of Prairie Dog|TCG reprised his popular session, “The Naked CEO: Surveys Read More
Digital marketing in healthcare continues to evolve and grow in sophistication, according to Kathy Divis, president and co-founder of Greystone.Net (and member of the eHealthcare Strategy & Trends Editorial Advisory Board), and she has the data to prove it. “In our digital survey [The State of Digital Marketing in Healthcare Moving Toward 2017] we asked our Read More
“[In 2016], more than 205 U.S. digital advertising professionals working for publishers were surveyed about the state of the digital advertising marketplace and the issues they believe matter most. Sixty-nine percent said they were extremely or very concerned about viewability, identifying it as the top issue impacting the market,” says Boz Boschen, Digital Media Director Read More
// By Jane Weber Brubaker // Looking for a technology solution to stay in closer touch with patients between visits? Maybe your patients over age 50 haven’t scheduled their colonoscopy yet. Some patients may need closer contact after being discharged from the hospital, or they have a chronic condition like diabetes, hypertension, or COPD and Read More
// By Jane Weber Brubaker // Digital marketing in healthcare continues to evolve and grow in sophistication, according to Kathy Divis, President and Co-Founder of Greystone.Net, and she has the data to prove it. “In our digital survey [The State of Digital Marketing in Healthcare Moving Toward 2017] we asked our respondents to compare their activities Read More
In this sidebar to our interview with Kathy Divis, we share some key data from their recent survey findings.
// By Jane Weber Brubaker // Nigel Murray is the Chief Executive Officer of the Waikato District Health Board, headquartered in Hamilton, New Zealand. One of 20 district health boards (DHBs) in the country, it includes the largest hospital in the southern hemisphere. The Waikato DHB serves a population of 400,000 within the local urban Read More