Analytics

Are Your Online Ads Being Seen?

Boschen Boz, ndp

“[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

Hiding in Plain Sight: A Solution to Patient Engagement You May Already Have

Allison Hart, Vice President of Marketing Communications at West

// 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

Gearing Up for 2017: Interview with Kathy Divis

Kathy Divis, President, Greystone.Net

// 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

Ask the Expert: What Does It Take to Win at Digital Marketing in Healthcare?

Ben Dillon, Chief Strategy Officer, Geonetric

[Hint: It isn’t size and budget that make a leader a leader.] // By Ben Dillon // For the past decade, Geonetric has performed its Digital Marketing in Healthcare survey to help healthcare marketers uncover industry trends, benchmark their own efforts, and better understand how to plan for upcoming digital initiatives. As part of the Read More

Do You Accurately Value Your Hospital’s Website Conversions?

Avinash Kaushik, Digital Marketing Evangelist at Google

In a recent eHST “Ask the Expert” column with Avinash Kaushik, Digital Evangelist at Google and Co-Founder of Market Motive Inc., we briefly touched on the concept of economic value in the context of web analytics and website goals. “Without goals and goal values, you are not doing web analytics,” says Kaushik. Goals are conversions, Read More

Online Ad Viewability: Is One Second Really Enough?

Boschen Boz, ndp

// By Boz Boschen // Earlier this year, 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. Read More

How Healthcare Organizations Should Leverage the Power of Marketing Automation

Robin Snow

“Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “[It] allows for personalized communication on a massive scale.” While the idea of automating marketing initiatives is undeniably appealing, what does it involve in practical terms? Read More

Breaking Developments in Digital Healthcare Marketing

World Congress

On September 29-30, the World Congress convened its third annual Hospital Marketing and Communications Summit in Boston, with presenters from Cleveland Clinic, Novant Health, Main Line Health, Presence Health, Nationwide Children’s Hospital, Trinity Health, RWJBarnabas Health, and others. Several presentations discussed the evolution of hospital brands in an environment of consolidation. Presenters also explored the Read More

Is Online Ad Fraud Hurting the ROI of Your Digital Campaigns?

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If you have money to burn on digital advertising, then pay no attention to this article. But if you’re like most health systems, you’re scrambling to prove that the ad dollars you’ve been allotted are netting great results that warrant bigger budgets. So what happens if a big chunk of your online ads is never Read More

What Is Your Hospital Website Worth?

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

// By Jane Weber Brubaker // In a recent eHST “Ask the Expert” column with Avinash Kaushik, Digital Evangelist at Google and Co-Founder of Market Motive Inc., we briefly touched on the concept of economic value in the context of web analytics and website goals. “Without goals and goal values, you are not doing web Read More

What Is Marketing Automation and How Can You Leverage It at Your Healthcare Organization?

Robin Snow

// By Robin Snow // Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks. Higher-end marketing automation software provides marketing intelligence and advanced workflows that marketers can leverage to more efficiently and effectively communicate with targeted prospects and customers through multiple channels. Marketing automation is Read More

Digital Marketing Highlights from the World Congress Hospital Marketing and Communications Summit

World Congress

// By Jane Weber Brubaker // On September 29-30, the World Congress convened its third annual Hospital Marketing and Communications Summit in Boston, with presenters from Cleveland Clinic, Novant Health, Main Line Health, Presence Health, Nationwide Children’s Hospital, Trinity Health, RWJBarnabas Health, and others. Several presentations discussed the evolution of hospital brands in an environment Read More

Troubleshooting Your Digital Healthcare Marketing Strategy

Avinash Kaushik, Digital Marketing Evangelist at Google

Is it wrong to post ER wait times prominently on your homepage? It’s a fine strategy if you’re content to solve for a tiny fraction of your site visitors, say 2 percent. Avinash Kaushik, Digital Marketing Evangelist at Google, suggests instead: Why not create content and marketing strategies that meet the needs of 100 percent Read More

Top Healthcare Marketing Initiatives for 2017: Be Better, Faster, Smarter

Gary Druckenmiller, Marketing Practice Leader at Evariant

// Sponsored Post //

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

Your Presenter:
Gary Druckenmiller, Marketing Practice Leader, Evariant

Are you ready to create marketing resolutions for 2017? The New Year is rapidly approaching, and it’s time to think about new ideas and strategies to meet the challenges that lie ahead.

In a dynamic new webinar, Gary Druckenmiller, Marketing Practice Leader at Evariant, will discuss the top initiatives that must be on your 2017 marketing roadmap. The presentation will dive into new marketing strategies you can start using today, share advice for resources planning, elaborate on tips for launching effective pilot programs, and review the important marketing metrics you need to start tracking now.

View this in-depth webinar now and get a head start on best practices for 2017.

You’ll learn how to:

  • Map your patient journey(s)
  • Get serious about your marketing technology (MarTech) stack
  • Achieve cross-functional alignment & collaboration
  • Use data effectively to drive strategic decisions
  • Focus on ROI—and other important marketing metrics
  • And much more…

Watch now »

Download now »

Why Facebook Ads Are Uniquely Positioned To Deliver Results for Healthcare Marketers

Last year, we spoke with Michael Sengbusch, then Chief Technology Officer at Brightwhistle, about Facebook advertising trends like custom audiences and lookalike audiences. We asked Sengbusch, now General Manager, Digital Marketing Cloud at InfluenceHealth, to give us an update on paid advertising on Facebook for hospitals and health systems. He continues to be very bullish Read More

Eliminating Online Ad Fraud: There’s a New Sheriff in Town

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// By Jane Weber Brubaker // If you have money to burn on digital advertising, then pay no attention to this article. But if you’re like most health systems, you’re scrambling to prove that the ad dollars you’ve been allotted are netting great results that warrant bigger budgets. So what happens if a big chunk Read More

Why Isn’t My Hospital’s Digital Strategy Working?

Avinash Kaushik, Digital Marketing Evangelist at Google

Ask the Expert, with Avinash Kaushik // By Jane Weber Brubaker // Is it wrong to post ER wait times prominently on your homepage? It’s a fine strategy if you’re content to solve for a tiny fraction of your site visitors, say 2 percent. Avinash Kaushik, Digital Marketing Evangelist at Google, suggests instead: Why not Read More

Starred Reviews Work for Amazon—and Piedmont Healthcare

Matt Gove, chief consumer officer of Piedmont Healthcare

The most influential source in selecting a physician may be a recommendation from a friend or family member, but it doesn’t stop there. “When you get a recommendation from someone you know, one of the first things you do is look online to find more information about that physician,” says Matt Gove, Chief Consumer Officer Read More

Online Reputation Management Success Kit for Healthcare Providers

// Sponsored Post //

Do you know what patients are saying about your healthcare organization online? If not, it’s time to find out. Neglect your online reputation and you will lose new admissions.

Online reviews have reshaped how healthcare providers are found, so it’s critical to understand how positive reviews attract potential patients, how negative ones drive them away, and what you can do to turn satisfied patients into online advocates.

This guide will give you the fundamentals of Online Reputation Management, to help you:

  • Earn more positive reviews
  • Raise your search ranking
  • Improve patient experience

Download your ebook now to get started »

Download now »

Digital Marketing in Healthcare Webinar

Ben Dillon, Chief Strategy Officer, Geonetric

// Sponsored Post //

Research Findings to Guide Your eHealth Strategies in 2017

A webinar for healthcare marketers and digital strategists

Sponsored by eHealthcare Strategy & Trends and Geonetric

Your Presenter:

  • Ben Dillon, Chief Strategy Officer, Geonetric

Digital budgets are increasing at hospitals and health systems across the country. Physician ratings and reviews are being added to provider directories at a rapid pace. Healthcare organizations cite a lack of time and budget as barriers to digital progress, but their digital agency partners tell a different story…

In a new webinar, Ben Dillon, Chief Strategy Officer at Geonetric, will share results from a just completed industry survey of digital strategy leaders at more than 200 healthcare organizations and agencies.

Healthcare marketers just like you told us their top digital priorities and biggest challenges for 2017.

View this in-depth webinar now, and you’ll walk away with valuable insights on everything from what your competitors are spending on digital to where you should be focusing your web development energy.

You’ll learn:

  • The new digital and web strategies your competitors are preparing to launch
  • How your organization’s online strategies stack up against peers
  • Whether your investments in digital marketing are in line with industry averages
  • How your team’s size and structure matches up against similar organizations
  • Plus much more…

Register now or learn more »

Download now »

Win at Mobile Search: 3 Strategies for Success for Healthcare Marketers

Jeremy Dietz

“Organic search is a valuable source of website traffic for hospitals and health plans,” says Jeremy Dietz, Executive Digital Editor at Coffey Communications. “To capture relevant search traffic, healthcare marketers need to build and maintain websites that meet current best practices for search engine optimization (SEO).” While the best way to make a site rank well is Read More

IBM Watson Health: How Smart Computers Can Revolutionize Healthcare Marketing

Suzanne Sawyer, Vice President, Portfolio Marketing at IBM Watson Health

IBM’s cognitive computer Watson became a household name and overnight sensation in 2011 when it beat two of Jeopardy’s top contestants, smoothly handling the show’s lineup of cleverly named categories and obscure facts. Soon after Watson’s victory, IBM began to get inquiries from physicians, particularly oncologists, interested in knowing if cognitive technology could be applied Read More

Precision Healthcare Marketing

Penn thumbnail logo

// Sponsored Post //

How to Improve Patient Engagement, Revenue, and Profitability—Lessons from Penn Medicine’s Transformation to Data-Driven Digital Marketing

Originally presented September 3, 2015.
Your Presenters:

  • Suzanne Sawyer, Chief Marketing Officer, Penn Medicine
  • Rob Grant, Co-Founder and Executive Vice President, Evariant

Members can watch this on-demand webinar below. (Not a member yet? Start your trial membership and watch now.)

In this webinar, which was originally presented on Sept. 3, 2015, Suzanne Sawyer, then Chief Marketing Officer of Penn Medicine (now Vice President, Portfolio Marketing at IBM Watson Health, and member of the eHealthcare Strategy & Trends Editorial Advisory Board), shares lessons learned from transforming her organization from traditional marketing to digital and data-driven methods, and how this four-year journey helped Penn Medicine reach new patients and better engage with its current ones. We guarantee you’ll gain insight that will help your own organization make its marketing more targeted, more accountable, and more profitable.

Suzanne and her team successfully implemented a technology platform that supports more targeted marketing and communications with patients, consumers, and referring physicians. They created a robust digital marketing program that is trackable, highly targeted, and very effective.

Penn chose Evariant as its CRM provider. Over the past four years, they’ve collaborated on 100 digital campaigns that have generated more than 20,000 digital leads, 38% of which have converted to patients. You’ll get the inside scoop on their approach, from platform implementation, data integration, and staffing, to campaign deployment, analytics, and a reliable ROI. Find out how their continuous learning approach to digital marketing has improved results (and how yours can, too!)

You’ll learn:

  • How—and why—Penn Medicine transformed its marketing function to be more digitally focused and data driven.
  • The results of Penn Medicine’s 100 digital campaigns, and how to use what its marketers learned to transform your organization’s marketing success.
  • The most effective marketing communications strategies for increasing cross selling/upselling to patients and other consumers.
  • What the Penn marketing team analyzed—and the value of using those analytics—to better manage and assess campaigns.
  • Practical tips that will help you find the right CRM solution for your organization.
  • How to build a marketing technology platform that supports targeted marketing and better communication with patients, consumers, and referring physicians.
  • How to get good results using Penn’s continuous learning approach to digital marketing.

Download now »