// Devin Healy // Artificial intelligence reshapes how audiences find information online and changes the way marketers approach search engine strategies. When Marshfield Clinic’s organic search traffic hit a low point, the digital team optimized the health system’s content using schema markup. Read on to learn how to restructure your website content to align with AI models.
Executives increasingly are expected to engage with their industry, employees, and the public through social media. Mount Sinai Health System uses LinkedIn to position its CEO as a personable leader in the healthcare space. Read on to learn strategies to grow the online influence of your leaders and elevate your organization’s reputation.
This past September, Healthline and YouGov asked Americans where they got their health information in the past year. Fifty-two percent of respondents said they use social media. Read on for inspiration from hospitals around the country that post regular content in a variety of formats helping make social media a little healthier.
// By Melissa Sher // Many years ago, I worked for HuffPost. One of the most popular articles published answered a simple reader question: How germy are lemon garnishes that restaurants put in drinks? It’s probably not a surprise that this story went uber-viral. Read on for topic ideas that may inspire your next social media post.
Kel’s deeply personal story is told entirely in the first person. So is Sarah’s story, chronicling her risky surgery to remove a mass of abnormal blood vessels. Their stories are featured in Memorial Hermann’s “Moments” campaign. Explore how this campaign showcases transformative experiences taking place at Memorial Hermann through in-depth, first-person storytelling.
// By Susan Dubuque // Connecting with healthcare audiences has never been more challenging — or critical. In a recent Member Roundtable, panelists shared their approaches to content strategy — what works, what’s evolving, and how they navigate today’s healthcare challenges. Here, we explore key takeaways from the discussion, including strategies for improving engagement, measuring success, and staying ahead.
Presented February 26, 2025
Your Presenters:
What You’ll Learn:
// By Althea Fung // Executives increasingly are expected to engage with their industry, employees, and the public through social media. Mount Sinai Health System uses LinkedIn to position its CEO as a personable leader in the healthcare space. Read on to learn strategies to grow the online influence of your leaders and elevate your organization’s reputation.
// By Melissa Sher // This past September, Healthline and YouGov asked Americans where they got their health information in the past year. Fifty-two percent of respondents said they use social media. Read on for inspiration from hospitals around the country that post regular content in a variety of formats helping make social media a little healthier.
Mental health challenges are a growing crisis impacting people of all ages in communities across the nation. The Ohio State University Wexner Medical Center uplifted its mental healthcare by revamping its website content, making it more accessible and patient-friendly. Discover how this health system’s web content guides patients to essential mental healthcare.
// By Melissa Sher // Kel’s deeply personal story is told entirely in the first person. So is Sarah’s story, chronicling her risky surgery to remove a mass of abnormal blood vessels. Their stories are featured in Memorial Hermann’s “Moments” campaign. Explore how this campaign showcases transformative experiences taking place at Memorial Hermann through in-depth, first-person storytelling.
// By Susan Dubuque // Mental health challenges are a growing crisis impacting people of all ages in communities across the nation. The Ohio State University Wexner Medical Center uplifted its mental healthcare by revamping its website content, making it more accessible and patient-friendly. Discover how this health system’s web content guides patients to essential mental healthcare.
// By Melissa Sher // In her newsletter about social media, writer Rachel Karten shared advice from Dan Titmuss, a marketing expert who helps arts organizations connect with audiences: “Your brand’s ordinary is your audience’s extraordinary.” Keep reading for behind-the-scenes or day-in-the-life examples from other hospitals. They may inspire you to share something extraordinary about your hospital.
Presented January 30, 2025
Panelists:
What You Will Learn:
// By Melissa Sher // Patient stories are the best way to remind audiences that at the heart of healthcare are people. We’ve selected 10 powerful stories from the past year that may inspire you when it comes to creating your next video. Explore our selections and the storytelling moments that make these videos stand out.
Effectively engaging with patients, physicians, employees, and community members means going beyond traditional communication methods. Orlando Health has embraced this challenge head-on, creating an expansive digital communication strategy that meets people where they are. Discover how this omnichannel strategy drives engagement, builds trust, and delivers measurable impact across all audiences.
Those who work in social media for a hospital or large healthcare institution may feel choice overload regularly. The task of choosing what to highlight and how to highlight it can feel overwhelming. Here, we highlight 25 Instagram posts from your colleagues at hospitals across the country that stand out.
// By Susan Dubuque // Effectively engaging with patients, physicians, employees, and community members means going beyond traditional communication methods. Orlando Health has embraced this challenge head-on, creating an expansive digital communication strategy that meets people where they are. Discover how this omnichannel strategy drives engagement, builds trust, and delivers measurable impact across all audiences.
// By Melissa Sher // Those who work in social media for a hospital or large healthcare institution may feel choice overload regularly. The task of choosing what to highlight and how to highlight it can feel overwhelming. Here, we highlight 25 Instagram posts from your colleagues at hospitals across the country that stand out.
Cleveland Clinic first joined TikTok in March 2020 to combat COVID-19 misinformation. In the nearly five years since its TikTok debut, the marketing team at Cleveland Clinic has learned a great deal about creating short-form health content that resonates on the platform. Learn more in our Q&A with Amanda Todorovich.
Websites play a crucial role in how consumers access information and make decisions. When designed properly, websites provide convenient, easy access to products, services, and information, and drive engagement and loyalty. Learn how Vanderbilt Health leveraged a comprehensive health library and headless CMS to boost engagement and conversions.
Email is one of the most effective channels to engage and motivate patients to act. In this article, we look at four health systems that garnered awards for Best Email Content at the 2023 eHealthcare Leadership Awards. We explore their winning entries and the strategies and tactics they used to drive conversions.
// By Melissa Sher // Cleveland Clinic first joined TikTok in March 2020 to combat COVID-19 misinformation. In the nearly five years since its TikTok debut, the marketing team at Cleveland Clinic has learned a great deal about creating short-form health content that resonates on the platform. Learn more in our Q&A with Amanda Todorovich.
// By Althea Fung // Websites play a crucial role in how consumers access information and make decisions. When designed properly, websites provide convenient, easy access to products, services, and information, and drive engagement and loyalty. Learn how Vanderbilt Health leveraged a comprehensive health library and headless CMS to boost engagement and conversions.
Artificial intelligence has recently established its presence in search through features like Google’s AI overviews, Bing’s integration with Microsoft Copilot, and the Perplexity AI search engine. As these AI search engines and integrations become more prevalent, digital marketers still need to focus on what has been their goal all along: findability.
So what can healthcare organizations do to stand out, stay findable, weather these changes, and understand how they’re performing in this new age of AI search?