Branding

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

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:

  • Pascal Bensoussan, Chief Product Officer, Reputation.com
  • Kirsten Saint Clair, Director of Business Development at Immediate Clinic

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.

View 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