Branding

Integrated CRM/PRM: A Strategy for Health System Marketing Success

Last year, in an article on Lehigh Valley Health Network’s integrated CRM/PRM strategy, we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future. It’s been 18 months, and we wanted to find out how it’s going. The short answer is, it’s Read More

Keep Your Community Benefit Reports Relevant

CentraCare Health Community Benefit Report Home Page Screen Capture

Community benefit reports have been an important component of hospital communication strategies for many years. For nonprofit healthcare systems, this reporting mechanism is required to demonstrate the positive impact they have had on community health to retain tax exemptions and other benefits. But as consumers’ information consumption habits have changed, the format and role of Read More

Fresh Facebook Strategies That Maximize Visibility

Aaron Watkins, senior director of internet strategy and digital content marketing at Johns Hopkins Medicine

Any marketer will tell you that Facebook is one of the most powerful tools your brand can harness. It continues to show its strength as the most popular social media app, growing its active user base to more than 2 million and posting one successful quarter after another. But with more competition, new users, and Read More

Digital-First Approach with Emphasis on Video Strengthens Community Benefit Reports and Annual Reports

Anthony Gardner, vice president of marketing & communications at CentraCare Health

// By Lisa D. Ellis // Community benefit reports have been an important component of hospital communication strategies for many years. For nonprofit healthcare systems, this reporting mechanism is required to demonstrate the positive impact they have had on community health to retain tax exemptions and other benefits. But as consumers’ information consumption habits have Read More

Healthcare Marketers Look to Analytics, Live Video for Facebook Success

Melanie Graham

How healthcare brands are freshening up their Facebook strategy with testing, targeted audiences, and Facebook Live. // By Melanie Graham // Any marketer will tell you that Facebook is one of the most powerful tools your brand can harness. It continues to show its strength as the most popular social media app, growing its active Read More

Joe Healthcare Marketer, You Are Cordially Invited to the C-Suite

// By Jane Weber Brubaker // In a March 2016 article, “Gentlemen, Start Your Engines! Lehigh Valley Health Network Revs It Up with Integrated CRM/PRM Strategy,” we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future. It’s been 18 months, Read More

The Front Door Is NOT Your Hospital’s Website: Why Reputation Management Matters

// By Jane Weber Brubaker // Hospitals and health systems think of their websites as the digital “front door” to their organizations, but before consumers get there, search engine results could steer them away to competitors with higher star ratings and more positive reviews. Reputation is everything. The sheer number of places consumers post information Read More

What Keeps Healthcare CMOs Up at Night

Kathy Divis, President, Greystone.Net

We recently asked Kathy Divis, president and co-founder of Greystone.Net, to weigh in on the top concerns of marketing executives in healthcare organizations. While acknowledging that there are many and diverse challenges in today’s complex environment, Divis is optimistic about the opportunities to choose and use technology to build meaningful relationships with patients. “I think Read More

What Are the Top 3 Challenges Healthcare Chief Marketing Officers Face?

Kathy Divis, president and co-founder of Greystone.Net

Ask the Expert, with Kathy Divis // By Jane Weber Brubaker // What keeps chief marketing officers up at night? We asked Kathy Divis, president and co-founder of Greystone.Net, to weigh in on the top concerns of marketing executives in healthcare organizations. While acknowledging that there are many and diverse challenges in today’s complex environment, Read More

Why It Pays To Broaden Your Concept of “Patient Experience”

Matt Gove, chief consumer officer of Piedmont Healthcare

Your brand is the sum of the experiences a customer has with you, says Matt Gove, chief consumer officer at Piedmont Healthcare in Georgia. This definition goes beyond the conventional scope of patient experience, or as Gove consistently refers to it: customer experience. While patient experience historically has been a clinical initiative, with the bulk of Read More

Customer Experience the Piedmont Way

Matt Gove, chief consumer officer of Piedmont Healthcare

// By Jane Weber Brubaker // Your brand is the sum of the experiences a customer has with you, says Matt Gove, chief consumer officer at Piedmont Healthcare in Georgia. This definition goes beyond the conventional scope of patient experience, or as Gove consistently refers to it: customer experience. Patient experience historically has been a Read More

Technology That Engages Patients Emotionally

Shawn Gross, White Rhino

“The robotic yet charming voice of Alexa can help you find a good movie, make a payment on your credit card, get airline fares for a trip to Dublin, or see how many calories are in the banana you’re eating,” notes Shawn Gross, Chief Digital Strategist at White Rhino. “With an estimated 11 million devices Read More

Alexa, Find Me a Doctor

Shawn Gross, White Rhino

// By Shawn Gross // The robotic yet charming voice of Alexa can help you find a good movie, make a payment on your credit card, get airline fares for a trip to Dublin, or see how many calories are in the banana you’re eating. With an estimated 11 million devices sold, the Amazon Echo Read More

Replace Your Expensive Brochures With Mobile Apps

Printing patient education pamphlets, brochures, and information kits isn’t cheap. It’s one thing if patients actually use them. But do they? Two hospitals thought mobile apps might be a better solution. Luke Poppish is executive director of the OB/GYN service line at South Shore Hospital near Boston, Massachusetts. “Anecdotally, we were hearing that moms would get their Read More

Goodbye, Bulky Patient Handbooks; Hello, Service Line Apps

eHealthcare Pulse // By Jane Weber Brubaker // Printing patient education pamphlets, brochures, and information kits isn’t cheap. It’s one thing if patients actually use them. But do they? Two hospitals thought mobile apps might be a better solution. Luke Poppish is executive director of the OB/GYN service line at South Shore Hospital near Boston, Read More

Smartphone App Helps Excela Health Connect with Email-Averse Employees

// By Samantha Drake // The internal communications team at Excela Health, a community health system outside of Pittsburgh, had numerous ways to connect with employees, from the HR newsletter to a variety of social media platforms. Yet employees continuously complained they didn’t know what was going on. “People would text ‘Nobody ever tells us Read More

How Big Data Can Help Boost Brand Awareness

South Nassau Communities Hospital (SNCH) in Oceanside, New York, knew it needed to elevate brand awareness in a market dominated by better-known hospitals on Long Island, and world-famous hospitals in nearby Manhattan. “They are the David in the sea of Goliaths in New York and Long Island,” says Bill Wax, president and founder of healthcare Read More

Podcasts: A “New” Way for Physicians to Earn CMEs

UAB Med Cast logo

Advances in technology in recent years have made it possible for health systems to streamline their efforts on many levels, from evaluating and monitoring patients remotely to sharing medical information among multiple sites in real time. Some medical centers are also creating audio podcasts to educate patients, the general public, and even clinical staff, according Read More

Big Data Delivers for South Nassau Communities Hospital

// By Jane Weber Brubaker // The old adage “If at first you don’t succeed, try, try again” is aspirational for innovators. Thomas Edison’s approach to innovation boiled down to two ideas: rapid iteration and a focus on customer needs. He defended his process against detractors who asked how it felt to fail 10,000 times Read More

Mayo Clinic and Cleveland Clinic: Two Award-Winning Websites

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

Mayo Clinic and Cleveland Clinic are ranked #1 and #2 in the country respectively by U.S. News & World Report. But that doesn’t automatically mean that their websites will live up to their stellar clinical reputations. But they did, according to the 2016 eHealthcare Leadership Awards judges. These institutions were the only two to garner Read More

eHealthcare Leadership Awards: A Closeup Look at Two Platinum Winners

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

// By Jane Weber Brubaker // Mayo Clinic and Cleveland Clinic are ranked #1 and #2 in the country respectively by U.S. News & World Report. But that doesn’t automatically mean that their websites will live up to their stellar clinical reputations. But they did, according to the 2016 eHealthcare Leadership Awards judges. These institutions Read More

Think You’re Not in the Customer Service Business? Think Again.

Kyra Hagan

“Outside of healthcare, customer experience drives business,” notes Kyra Hagan, senior vice president and general manager, marketing & communications at Influence Health. “Retailers and hospitality providers have realized explosive revenue growth and brand loyalty by deploying best practices in customer engagement. Unfortunately, the healthcare industry has fallen behind by not truly treating prospects and patients Read More

Learning to Treat Healthcare Consumers Like Customers

Kyra Hagan

// By Kyra Hagan // Outside of healthcare, customer experience drives business. Retailers and hospitality providers have realized explosive revenue growth and brand loyalty by deploying best practices in customer engagement. What are those best practices? World-class customer experience requires tightly integrating cross-channel data to bridge digital and in-person encounters. Unfortunately, the healthcare industry has Read More

Ask the Expert: Rolling Out a Brand Overhaul

Nick Ragone, chief marketing officer of Ascension

Nick Ragone is senior vice president and chief marketing and communications officer at Ascension, the largest nonprofit health system in the U.S., with 2,500 sites of care in 24 states and the District of Columbia. He leads the “One Ascension” effort from the marketing side. “We decided as an organization that we really needed to Read More

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