Content Marketing

COVID-19 and Google: What You Need to Know Now

// By David Sturtz // Healthcare doesn’t stop, especially in a crisis. Healthcare marketers need to deliver timely, accurate information now more than ever. There’s no doubt Google is a key player in your communication strategy. As you think about how to work with Google, there are a few important questions to keep in mind Read More

Physician Social Media Strategies Used by Mayo Clinic

Lee Aase, director of the Mayo Clinic Social Media Network

How many of your hospital’s physicians are active on social media? Most hospital marketing teams don’t know the answer, but they should, says Lee Aase, director of the Mayo Clinic Social Media Network. Aase says that hospital physicians who engage in social media can impact reputation scores that account for about 25 percent of a Read More

Best Practices for Creating a Multilingual Healthcare Website

Matt Hauser, senior vice president of content solutions at TransPerfect

The number of people in the U.S. who speak a language other than English is growing. One in five U.S. residents age 5 and older speaks a language other than English at home. That number has more than doubled since 1990. In the nation’s largest cities — New York City, Los Angeles, Houston, Chicago, and Read More

“Engagement” Is Not Enough

Jeffrey Stewart, assistant vice president of digital communications at VITAS Healthcare

Healthcare marketing is all about continuous learning. It’s a little like climbing a mountain. Just when you think you’ve reached the summit, you find there’s another crest, and then another. But unlike mountain climbing, there is no final destination in healthcare marketing, and that’s what makes it interesting, at least for those who aren’t content Read More

How To Bring Out the Best During Your Physician Interviews

Dan Dunlop, president, Jennings Healthcare Marketing

It’s hard to imagine that a renowned surgeon or C-suite executive has insecurities, but when it comes to being in front of a video camera — or any type of media — people are people. And some are just not comfortable in that environment. As an interviewer, it’s your job to assess the situation and Read More

Fine-Tuning Content for Conversions

Jane Weber Brubaker

// By Jane Weber Brubaker // How VITAS Healthcare’s content strategy is evolving to better serve site visitors and meet business objectives. Healthcare marketing is all about continuous learning. It’s a little like climbing a mountain. Just when you think you’ve reached the summit, you find there’s another crest, and then another. But unlike mountain Read More

The Art of the Interview: What Works — and What Doesn’t

// By Marcia Simon, APR // It’s hard to imagine that a renowned surgeon or C-suite executive has insecurities, but when it comes to being in front of a video camera — or any type of media — people are people. And some are just not comfortable in that environment. As an interviewer, it’s your Read More

2019: Change and Competition for Healthcare Marketers

“Toward the beginning of a new year, everyone gets excited about trends,” says Ben Dillon of Geonetric. “But trends don’t start or end in a single year. Sometimes they are more of a movement, something that has been building momentum over the past several years.” In our new article, Dillon takes a look back on Read More

How Data Can Create a Better Brand Experience

Drew Diskin, director of marketing technology for Virtua Health

Data available to marketers today is key to creating brand experiences that last, but only when used at patients’ decision points. Drew Diskin, director of marketing technology for Virtua Health, recently shared how the healthcare system underwent a departmental transformation that resulted in a unique approach to being agile with data. eHST: In general, where Read More

Driving Brand Experience with Data

Ask the Expert, with Drew Diskin, Director of Marketing Technology, Virtua Health // By Jared Johnson // Data available to marketers today is key to creating brand experiences that last, but only when used at patients’ decision points. Drew Diskin, director of marketing technology for Virtua Health, recently shared with me how the healthcare system Read More

Trends, Predictions, and the User Experience Movement

Learn the biggest takeaways from 2019, what to expect for 2020, and why user experience is at the heart of it all. // By Ben Dillon // Toward the beginning of a new year, everyone gets excited about trends. But trends don’t start or end in a single year. Sometimes they are more of a Read More

Don’t Lose Sight of Your Humanity Amidst Your Technology

“Technology is ubiquitous. And it seems to me that in many cases, personal interactions have suffered with its growth. As I ponder the effects of a digitized world, I wonder about its consequences for healthcare consumers,” says Christy Pretzinger of WriterGirl, a nationally recognized healthcare content consultancy. Here’s an excerpt from Pretzinger’s new article: When we Read More

I’m Human. Are You?

// By Christy Pretzinger // When I began freelancing in the early ’90s, a fax machine was the only so-called “digital” equipment I had. When I had conference calls, I put my dog in the other room so my clients wouldn’t know I was working from home. Obviously, times have changed. Technology is ubiquitous. And Read More

Is Your Content Ready for Voice Search? It Needs To Be.

“Soon, if your household doesn’t have a voice assistant, you’ll be in the minority,” says Ahava Leibtag, president and owner of Aha Media Group. “NPR reports that 14 million people in the U.S. got their first smart speaker device in 2018.” Leibtag says healthcare websites need voice-optimized health content now more than ever. Here’s an Read More

HCIC 2019: A Good Time and a Good Education

Kathy Divis, president and co-founder of Greystone.Net

Sneak Peek at 23rd Annual Greystone.Net Healthcare Internet Conference // By Jane Weber Brubaker // HCIC is a little like the gathering of the clans. “I’ve had people tell me that they feel like this is their tribe,” says Kathy Divis, president and co-founder of Greystone.Net, producers of HCIC, the annual Healthcare Internet Conference. “They Read More

Content When Content Wasn’t Cool: 10 Years Later

Rebecca Stewart, executive content strategist, Hartford HealthCare

On any given week across the state of Connecticut, there are broadcast segments on four local news networks, radio stations, and social media. What makes these segments different? They are all produced by an in-house strategic content and production team at Hartford HealthCare. The team of four people responsible for developing content for Hartford HealthCare Read More

Engaging Audiences with Live Video Broadcasting

Tools like Facebook Live work, with upfront planning and strategic thinking // By Sheryl S. Jackson // On any given week across the state of Connecticut, there are broadcast segments on four local news networks, radio stations, and social media. What makes these segments different? They are all produced by an in-house strategic content and Read More

Why a Customized Online Consumer Experience Is Essential

Carrie Liken, head of healthcare industry at Yext

“Personalization has been creeping into our lives over the past 5 to 10 years. It’s gotten even more intense with the release of the iPhone,” says Carrie Liken, head of industry for healthcare at Yext. “No two smartphone home screens are the same.” Here’s an excerpt from Liken’s new eHST article: Starbucks has personalized our Read More

Marketing Strategies That Serve Public Health Initiatives

Kate Gillmer, digital engagement specialist, Jennings

A 2011 survey conducted by the Robert Wood Johnson Foundation (RWJF) found that 85 percent of physicians believe unmet social needs lead to worse health for all Americans. Yet only 20 percent of physicians feel confident or very confident in their ability to address social determinants of health that impact their patients’ health and well-being. Read More

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