Analytics

CRM and Marketing Automation: A Tale of Two Strategies

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

Trinity Health plans to make all of its 87 hospitals accountable care organizations. As the system shifts from fee-for-service to fee-for-value and moves aggressively toward population health, marketing automation will be a key part of the strategy. “We’re going to pilot a marketing automation system at Saint Alphonsus,” said Sheree Esser, Trinity Health’s CRM Manager Read More

Redesigned Intranet Connects Health Network’s Large Employee Population

By Lisa D. Ellis How can one health system communicate most effectively with thousands of employees who work in different locations and on different schedules? This was the challenge recently facing Scripps Health, an integrated nonprofit health network in the San Diego area that has more than 14,000 employees working at five hospitals, 28 clinics, Read More

Can You Crack the Google Code?

Ask The Expert with Jenny Halasz If there’s one thing as loud as the bustle of a hospital ER, it’s the cacophony of voices declaring that they finally have the secret to ranking first on Google. With a constant stream of opinion, from professionals to laypeople declaring themselves expert, it can be very difficult to Read More

Context Is Key When It Comes to Accurate Analytics

by Tomy Ames In the last month’s issue of eHealthcare Strategy & Trends, we left off when things were getting good: The importance of context when it comes to looking at your key performance indicators (KPIs). This month, we’ll examine how to determine appropriate categories so that you can accurately assess your site’s successes and Read More

Contextual Analytics: In Search of Useful KPIs

by Tomy Ames While all good online marketing specialists employ some type of analytics reporting, oftentimes these one- or two-page automated reports contain only the typical key performance indicators (KPIs) for the entire site or section. KPIs such as visits/sessions, visitors, page views, pages/session, average session duration (time on site), and bounce rate can be Read More

How Do You Conduct a Holistic Web Audit to Increase Web Engagement?

Ask the Expert with Meredith Rose Many times, marketers stay so busy enhancing specific pieces of Web real estate or completing campaign-specific tasks requested by leadership, physicians, or the many other voices within organizations. These tasks can fill the days. Yet marketers have a much more focused and strategic task – building revenue for the Read More

Integrated Marketing: Measuring Results at the Medical University of South Carolina

by Kris Rusch With four hospitals and 120 off-campus care settings located throughout South Carolina, the Medical University of South Carolina (MUSC) relies heavily on integrated marketing, according to Jane E. Kelley, MUSC’s interactive marketing manager. Integrated marketing is defined in numerous ways, but the term generally refers to deploying a strategic blend of traditional Read More

Mobile Analytics: How They Differ, How They Enable

by Thomas Ames “I have a mobile site.” It’s the quote heard around the world. But what does it mean to have a mobile site? Some organizations have an app, others have a dedicated mobile site that differs almost com­pletely from their main consumer site, and still others simply make their site’s design responsive to Read More

Is Your Appointment Booking System Ready for the 21st Century?

by Kris Rusch Scheduling medical and dental ap­pointments can be a source of frustra­tion for patients and providers alike. Patients often complain of long lags between the time they realize they need to see a practitioner and the date of the next available appointment. For people wanting to see specialty care pro­viders, the next available Read More

eNews Pulse, May 2014

RESOURCES Social Media Analytics Tools Adopted by 61 Percent of Marketers, finds a study conducted by Demand Metric and sponsored by NetBase. The major cited uses of analytics were for campaign tracking (60 percent), brand analysis (48 per­cent), competitive intelligence (40 percent), and customer care (36 per­cent). Other key findings in the study were: Social Read More

PinnacleHealth Creates Three Paths to Consumer Engagement

by Mark S. Gothberg “People always talk about how great Amazon.com is and how all websites should be like it. But a healthcare site shouldn’t be like Amazon, where a consumer buys a book and then browses the site for other things of interest to buy. People have very specific interests in healthcare, and a Read More

What Are the Top Web Design Trends Today? Not Just Responsive Design

Ask The Expert with Ben Dillon With the growing number of ways that consumers access the Inter­net, responsive design is fast becoming the industry standard for hospital web­sites. Responsive design enables websites to adapt to the device being used, presenting an optimal experi­ence on smartphones, tablets, and desktops. Research by Geonetric, an online solutions company, Read More

How Should We Align Our Hospital Strategy With Generational Shifts and Values?

Ask The Expert with Ted Balowski With the healthcare Web environment rapidly changing, new technologies are constantly emerging and are being adopted in varying degrees by demographic target groups. Now, four generations have unprecedented access to healthcare information and the providers that deliver it. According to a 2013 survey by Econsultancy, four in 10 global Read More

How Do You Build an Effective Dashboard for Digital Marketing?

Susan Solomon

Ask The Expert with Susan Solomon Eleven years ago, Kay Franks, marketing manager for St. Louis Children’s Hospital, got wind that budget re­ductions were on the horizon and it looked like her website budget was on the chopping block. That was all she needed to get cracking on building a compre­hensive dashboard to demonstrate the Read More

How Do I ‘Easily’ Calculate ROI in Service-Line Marketing?

Ask The Expert with Scott McRae Calculating return on investment for a service-line marketing campaign can be elu­sive and is not for the faint of heart. How­ever, demonstrating that your marketing efforts contrib­ute to your organization’s bottom line communicates the value of your function and benefits your career. Where to begin To demonstrate the calculation Read More

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