by Cheryl L. Serra What can you do with five minutes? As healthcare marketers are discovering, you can pack a lot of tears and tissue-grabbing—or guffaws, giggles, and sing-alongs— into five minutes. Healthcare organizations are increasingly turning to the power of video to showcase the emotional aspects of what they do, leveraging the relatively short Read More
by Ted Balowski Having an effective Web presence is critically important for a hospital or healthcare organization, but how should that presence appear for a brand with more than one location? Is it a good idea for a brand with multiple locations or offerings to consolidate efforts? In the past decade, there have been profound Read More
by Peter Hochstein A surgical team in blue scrubs stands silently in a circle under the intense lights of an operating room. They reach out to hold hands. Then one of them speaks: “Lord, we invite you to be the center of everything we do this morning. We ask you to be our hands and Read More
by Mike Maloney and Katrina VanTyne In 2012, Google published a landmark study about the hospital selection process, “The Digital Journey to Wellness.” According to the study, 75 percent of searches by prospective patients revolve around four specific areas: conditions, diseases, symptoms, and departments. Our web team at Fletcher Allen Health Care in Burlington, VT, Read More
by Mark S. Gothberg Conventional Thinking Often Wrong With its total national awareness far below that of Mayo Clinic and Johns Hopkins Medicine, Cleveland Clinic decided to take a novel approach to building the brand. In March 2012, Cleveland Clinic launched Health Hub, a site very different from the organization’s primary website at www.clevelandclinic.org, and Read More