// 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
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
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
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
// 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
// By Jane Weber Brubaker // 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 Read More
Imagine if the CEO of your top-rated health system turned to you and asked you to use marketing as a lever to change the culture of your organization. Sounds like a dream come true, right? For Paul Matsen, CMO of Cleveland Clinic, this level of support and confidence from the highest levels of the organization is not a Read More
New Survey Data Reveals Growing Number of “Health-Sumers” Engage Using Mobile Devices // By Ken Robbins // The Internet offers a vast universe of information for consumers to sink their teeth into, and one area where that appetite has proven to be insatiable is healthcare. In a June 2016 survey of 1,000 consumers conducted by Read More
// By Jane Weber Brubaker // How often does this happen? The CEO of your top-rated health system turns to your marketing team, and directs you to use marketing as a lever to change the culture of your organization. Marketers in many health systems may only dream of this level of support and confidence, but Read More
The most influential source in selecting a physician may be a recommendation from a friend or family member, but it doesn’t stop there. “When you get a recommendation from someone you know, one of the first things you do is look online to find more information about that physician,” says Matt Gove, Chief Consumer Officer Read More
// By Jane Weber Brubaker // In 2014, Piedmont Healthcare was the second health system to go live with physician star ratings based on Press Ganey survey data. “The reason we did it was because there’s no more powerful voice in helping consumers understand the experience with a service or product than the voice of Read More
By now, most of us have heard that the number of mobile users is finally surpassing the number of desktop users. Although this doesn’t necessarily mean desktop is going away—78 percent of digital users use both desktop and mobile platforms, according to a 2015 report from ComScore—what is startling is that the other 22 percent are Read More
In our self-service, digitally enabled world, healthcare consumers get annoyed when they can’t do something as basic as scheduling an appointment online. Ignoring patient demands for access and convenience can be a costly mistake, resulting in low satisfaction scores, or worse, losing out to competitors. A few years ago, Clinical Care Associates (CCA) decided it was time Read More
// By Jane Weber Brubaker // By now, most of us have seen the 2014 chart that shows the number of mobile users finally surpassing desktop users. Although this doesn’t necessarily mean desktop is going away—78 percent of digital users use both desktop and mobile platforms, according to a 2015 report from ComScore—what is startling Read More
Are your website visitors captive customers? When an organization fails to meet customer expectations—and the bar has been set high by industries outside of healthcare—the impact on brand can be great. More than a third of visitors to health system websites surveyed by Greystone.Net and Klein & Partners, creators of gSight™, a healthcare and hospital Read More
// By Jane Weber Brubaker // In our self-service, digitally enabled world, healthcare consumers wonder why they can’t do something as basic as scheduling an appointment online. Today, ignoring patient demands for access and convenience can be a costly mistake, resulting in low satisfaction scores, or worse, losing out to competitors who pay closer attention. Read More
Patients are consumers. They want convenience—especially online. They expect it, and when they don’t get it, they don’t like it. When they don’t like it, they may tell other people. If they’re really upset, they may use the large megaphone known as the Internet to tell the world. Wouldn’t it be great if they told Read More
// By Jane Weber Brubaker // “Every single touchpoint you have in healthcare, we should have the same consistent experience,” says Chantal Stephens of Orlando Health, formerly of Ritz-Carlton and Disney, two organizations renowned for exceptional customer service (eHST, January 2016). The implied word in this sentence is “positive”—a consistent positive experience. When any aspect Read More
// By Jane Weber Brubaker // Net Promoter Score is a mechanism that collects consumer feedback by asking the question: How likely is it that you would recommend [brand] to a friend or colleague? Memorial Hermann uses Net Promoter Score to measure consumer sentiment across a range of online experiences. “We can get a gauge Read More
Could your health system launch a brand-new digital marketing campaign on four weeks’ notice? When funding for a marketing campaign materialized in the fall of 2015, Lahey Health’s Specializing in You campaign was fast-tracked, with a mandate to be in market by October 1. “The first email I got from our [marketing and communications] team Read More
In early April, the Economist Intelligence Unit released results of its latest survey of top marketing executives, The Path to 2020: Marketers Seize the Customer Experience, commissioned by marketing automation company Marketo. The report captures the insights and opinions of global marketing leaders spanning multiple industries. We followed up with Marketo’s Chief Marketing Officer Sanjay Read More
“Massive amounts of private health information (PHI) are stored in Health Information Exchanges (HIEs) ready for analysis by those in the healthcare industry for the benefit of all,” notes Suni Munshani. “[But] the healthcare industry must find new ways to defend itself and its sensitive data from bad actors also keen to leverage the wealth Read More
// By Jane Weber Brubaker // How many health systems do you know that could launch their first ever digital campaign on four weeks’ notice? When funding for a marketing campaign materialized in the fall of 2015, Lahey Health’s Specializing in You campaign was fast-tracked, with a mandate to be in market by October 1. Read More
An Interview with Marketo CMO Sanjay Dholakia // By Jane Weber Brubaker // In early April, the Economist Intelligence Unit released results of its latest survey of top marketing executives, The Path to 2020: Marketers Seize the Customer Experience, commissioned by marketing automation company Marketo. The report captures the insights and opinions of global marketing Read More
// By Suni Munshani // Massive amounts of private health information (PHI) are stored in Health Information Exchanges (HIEs) ready for analysis by those in the healthcare industry for the benefit of all. But mobile and cloud technologies have blurred traditional enterprise perimeters and the healthcare industry must find new ways to defend itself and Read More