Branding

Pandora Powers Targeted Reach to Healthcare Consumers for Hartford HealthCare

Hartford HealthCare

About one-fourth of the U.S. population listens to Pandora. That’s 82 million active listeners every month. Pandora’s free, ad-supported personalized music streaming service generated more than $1 billion in advertising revenue in 2016. Healthcare advertisers like OhioHealth, featured in a recent eHST article, are getting impressive results on Pandora. We were intrigued. We wanted to Read More

Healthcare Price Transparency: A Work in Progress

Baptist Health Expense Navigator

A growing percentage of consumers with employer-sponsored health insurance are choosing high-deductible health plans that have lower premiums. Citing data from the Kaiser Family Foundation, Becker’s reported that 24 percent of employees enrolled in high-deductible health plans in 2015, up from just 4 percent in 2006. The downside of HDHPs is that out-of-pocket costs are Read More

What Is Ascension’s Marketing Vision for the Future?

Nick Ragone, chief marketing officer of Ascension

Ask the Expert, with Nick Ragone // By Jane Weber Brubaker // 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 Read More

7 Ways Pandora Drives Results for Healthcare Advertisers

// By Jane Weber Brubaker // About one-fourth of the U.S. population listens to Pandora. That’s 82 million active listeners every month. Pandora’s free, ad-supported personalized music streaming service generated more than $1 billion in advertising revenue in 2016. Healthcare advertisers like OhioHealth, featured in a recent eHST article, are getting impressive results on Pandora. Read More

How 5 Health Systems Are Tackling Price Transparency

Average Price of Vaginal Delivery, by Facility. Source: HCI3 Report Card on State Price Transparency Laws—July 2016

// By Jane Weber Brubaker // The nature of our health system in the U.S. is that it is massively complicated, with many variables that impact price. It’s extremely challenging for health systems to give an answer to a patient who asks a seemingly simple question: How much will this cost me? First a provider Read More

Where Do You Rank on the Hospital Digital Experience Index?

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? How easy do they make it for consumers to quickly find what they’re looking for? HDX-15, the Hospital Digital Read More

A Multichannel Strategy Focusing Attention on Cancer Care

NewYork-Presbyterian Logo Square

We’ve written extensively about the need for different skills in healthcare marketing. A recurring theme is: MarCom is out and MarTech is in. But the truth is, we need both. The goal of everything we do as marketers is to communicate clearly and effectively, no matter which channel we’re doing it in. One thing healthcare Read More

Health System Develops Campaign To Promote Digital Helpline

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

The 4 Pillars of Online Reputation Management for Healthcare Organizations

Pascal Bensoussan and Kirsten Saint Clair

// Sponsored Post //

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


Your Presenters:

77 percent of healthcare seekers begin their search for doctors online. If effective online reputation management isn’t an integral part of your marketing plan, you’re likely losing out on potential new admissions and revenue.

View this in-depth webinar now and discover how to optimize your online presence.

You’ll learn how to:

  • Drive more walk-ins and admissions through positive patient feedback
  • Build review volume for all your locations
  • Respond to reviews in a HIPAA-compliant manner
  • Manage your online reputation across all locations

Plus, you’ll hear how Immediate Clinic, an urgent care provider with 16 facilities in two states, increased ratings, visits and revenue after implementing its reputation management program.

Download now »

What Healthcare Executives Really Think of the Marketing Department

Jerry Hobbs, president of Prairie Dog|TCG

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

Healthcare CEOs Tell Marketers To Be Players, Not Victims

Jerry Hobbs, president of Prairie Dog|TCG

// 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

2017 Digital Marketing Trends in Healthcare [eBook]

2017 Digital Marketing Trends Survey eBook

// Sponsored Post //

Get the data you need to plan your 2017 digital marketing initiatives.

In Geonetric’s recent Healthcare Digital Marketing survey, co-sponsored by eHealthcare Strategy & Trends, healthcare marketers just like you told us their top digital priorities and biggest challenges for 2017.

Download this eBook and benchmark your organization’s online strategies against peers and better understand the current state of digital marketing in healthcare. In addition, utilizing these valuable industry trends will help as you plan future marketing initiatives.

You will learn:

  • How budgets and teams are shifting
  • Which tactics and techniques are producing the most effective results
  • What your competitors are spending on digital
  • Where you should be focusing your web development energy
  • How the most effective healthcare marketers plan and track activities

Download now »

Download now »

A Disney Strategy That Can Transform Your Website

Andy Gradel, System Director of Digital Marketing, Main Line Health

“Imagineering is a concept created by Walt Disney in 1952 as ‘the blending of creative imagination with technical know-how,’” says Andy Gradel, system director of digital marketing for Main Line Health in Philadelphia. “At its core, imagineering is rooted in storytelling, with projects using extensive theming, atmosphere, and attention to detail in an attempt to create attractions Read More

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

Have You “Imagineered” Your Site Lately?

Andy Gradel, System Director, Digital Marketing at Main Line Health

// By Andy Gradel // Imagineering is a concept created by Walt Disney in 1952 as “the blending of creative imagination with technical know-how.” At its core, imagineering is rooted in storytelling, with projects using extensive theming, atmosphere, and attention to detail in an attempt to create attractions and themed layouts that will successfully lead 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

Reimagining the Online Doctor Profile

Shawn Gross, White Rhino

3 Strategies to Build Patient Trust and Drive More Online Appointments // By Shawn Gross // Patients turn to online doctor profiles to learn something meaningful about the person who’s going to be managing their health. But often these profiles are little more than an abbreviated resume: an academic history, professional credentials, and a headshot. Read More

Mobile Strategy: Challenges and Successes at Johns Hopkins Medicine

Aaron Watkins, Senior Director of Internet Strategy at Johns Hopkins Medicine

After reading marketing automation software company Marketo’s Definitive Guide to Mobile Marketing, we asked Marketo how healthcare organizations compare to other types of organizations when it comes to mobile. Kristen Kaighn, Senior Product Marketing Manager, weighed in: “While 90 percent of healthcare providers claim to use mobile devices to engage with patients, only 48 percent 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

Real-World Mobile Strategy at Johns Hopkins Medicine

Johns Hopkins Medicine Logo

// By Jane Weber Brubaker // After reading marketing automation software company Marketo’s Definitive Guide to Mobile Marketing, we asked Marketo how healthcare organizations compare to other types of organizations when it comes to mobile. Kristen Kaighn, Senior Product Marketing Manager, weighed in. Then we spoke to a digital marketing executive at a major health Read More