Content Marketing

Cannibal Content: Is Your Content Eating Itself Alive?

Althea Fung

// By Althea Fung // Competition is an essential part of healthcare marketing — it leads to innovation, helps improve the customer experience, and (hopefully) staves off complacency. In the battle for ranking in digital healthcare marketing, there is one competitor organizations should never go up against: themselves. Unfortunately, companies don’t just compete but get Read More

Digital Marketing Strategy to Grow Medical Practice Brings Newsworthy Results

Dean Mitchell, MD, president of Mitchell Medical Group

// By Lisa D. Ellis // Creating and maintaining a strong digital presence can be difficult for any healthcare organization. But for smaller groups with fewer resources, it can be particularly tough to compete online with more established systems. That’s where the latest technological advances can make a real difference.  A Small Fish in a Read More

Highlights: 2018-19 Best Hospitals and Best Hospital Digital Experience

Connective DX logo

Every August, U.S. News & World Report announces its “Best Hospitals Rankings and Ratings.” The “Honor Roll” is the top of the heap — a list of the 20 best hospitals overall. Inclusion on the Honor Roll is a highly coveted accolade, giving healthcare organizations a year’s worth of well-deserved bragging rights and strong motivation Read More

Want to Earn Media from Top Influencers? Avoid These 6 Mistakes

Stephen Panico, chief growth officer of Buzzstream

// By Lisa D. Ellis // Your digital marketing content is honed to perfection, but have you packaged it to resonate with key influencers who can help you extend your presence? Your answer could be the difference between success and failure, says Stephen Panico, chief growth officer of Buzzstream. Making Meaningful Connections to Build Your Read More

Capturing Tomorrow’s Patient Today

Phase 2 cover capturing tomorrow's patient today

// Sponsored Post //

The healthcare landscape continues to evolve but the importance of the patient remains constant.

As new technology emerges, consumer behavior changes. Patients are no exception. To provide your patients with the best care you need to go beyond what your Electronic Health Record or Patient Portal can provide. There is a valuable opportunity to aid them in their health and wellness goals, and therefore develop strong and long lasting relationships. To do so, you must understand them and address their digital patient experience as part of their overall patient experience.

Based on a new survey of patients and caregivers, this report will help you:

  • Understand what the digital patient experience is and how it varies based on age.
  • Identify areas for improvement in your patient’s digital experience, specifically in the key 18 – 44 audience.
  • Address the PHI concerns for your organization and your patients.
  • Demonstrate to senior leadership how the digital touchpoints that are part of the patient experience are a way to develop lifelong relationships with them.

Data for this report was collected via an online survey of more than 1,100 patients who accessed healthcare for themselves or someone else within the past 12 months, with most accessing healthcare within the month prior to the survey.

Download your copy today!

Penn Medicine’s Secret to Success? Analytics.

Penn Medicine Shield Logo

When you consider the elements needed for quality content, what do you think of? Skilled copywriters may come to mind, or maybe you think of killer creative from a professional graphic designer. But what about data? It may not be the first thing that pops into your head, but analytics are a key part of Read More

Content + Analytics: Penn Medicine’s Formula for Success

Suzanne Sawyer, vice president and chief marketing officer at Penn Medicine

// By Melanie Graham // When you consider the elements needed for quality content, what do you think of? Skilled copywriters may come to mind, or maybe you think of killer creative from a professional graphic designer. But what about data? It may not be the first thing that pops into your head, but analytics Read More

Data-Driven Marketing, A Successful Bariatric Campaign, and More

David Duvall, senior vice president and chief marketing and communications officer, Novant Health

There’s so much to keep up with in our world of healthcare marketing, and in our new feature, Snippets, we want to give you brief highlights from some of the things that catch our attention in the digital realm, snippets of webinars, podcasts, and other content that just might help you solve your latest challenge. Read More

How and Why To Create Customer Journey Maps for Hospitals

Shawn Gross is chief digital strategist, healthcare practice lead, at White Rhino

“Great content marketing starts with understanding the customer’s journey,” says Shawn Gross, chief digital strategist, healthcare practice lead, at White Rhino. “Journey mapping has become a favorite marketing tool for visualizing the customer’s experience. But what exactly are journey maps, how do you create them, and what is the best way to apply them to Read More

Craft Your Messaging To Each Stage of the Patient Journey

Susan Dubuque, principal and co-founder of ndp

You don’t need to be an industry expert to know that today’s healthcare structure is experiencing tremendous change. Organizations are grappling with new technology as well as adjusting to reimbursement models that involve taking on more risk for patients’ health and well-being. These changes affect healthcare operations and administration, and they also trickle down to Read More

Stages of Behavioral Change + CRM: A Winning Strategy for Healthcare Marketers

Melanie Graham

// By Melanie Graham // You don’t need to be an industry expert to know that today’s healthcare structure is experiencing tremendous change. Organizations are grappling with new technology as well as adjusting to reimbursement models that involve taking on more risk for patients’ health and well-being. These changes affect healthcare operations and administration, and Read More

The Science of Hospital Journey Mapping

Shawn Gross is chief digital strategist, healthcare practice lead, at White Rhino

// By Shawn Gross // Great content marketing starts with understanding the customer’s journey. Journey mapping has become a favorite marketing tool for visualizing the customer’s experience. But what exactly are journey maps, how do you create them, and what is the best way to apply them to hospital marketing? At first glance, a customer’s Read More

Benchmarking Reveals Whether You’re a Leader or a Laggard

Ben Dillon

“Benchmarking your organization against your peers is something every health system wants to do,” says Ben Dillon, chief strategy officer at Geonetric and eHST Editorial Advisory Board member. “But in reality, how you compete is more nuanced than just comparing your organization to others by team or bed size. It’s neither easy to compare yourself to an average of Read More

3 Platinum Award Winners Show How Digital Marketing Is Done

Jane Weber Brubaker

// By Jane Weber Brubaker // As healthcare organizations grow in digital marketing sophistication, they raise the bar for others, creating powerful multichannel campaigns that drive measurable results. Three organizations achieved top honors in the category of Best Marketing Campaign in the 2017 eHealthcare Leadership Awards, winning Platinum Awards. This category gives organizations the opportunity Read More

Definitive Guide to Healthcare CMS

Influence Health Definitive Guide to Healthcare CMS

// Sponsored Post //

Download this guide and get the answers to all your questions and more including:

  • Does my organization need a new healthcare website and content management system (CMS) solution?
  • What deployment model is right for us?
  • How do changing consumer behaviors impact our selection?
  • What common and advanced features should a contemporary healthcare CMS include?
  • What steps should we take to select the right CMS for our needs?
  • How do we build a business case and convince internal stakeholders to act?
  • How does my organization advance its personalization strategy?
  • How do we measure CMS success?
  • What does the future of healthcare CMS look like?

We’ve also included tactical tips and a worksheet to walk you through the process of selecting a CMS and implementing a new hospital website (or websites), including creating a shared vision and roadmap for overall organizational success.

Website strategy today means figuring out how to meet consumer expectations and deliver value to drive engagement, loyalty, and more. If your progress against rising healthcare consumer expectations is painfully slow, it might be time to move away from your legacy web content management system to a web solution with the feature sets, architecture, deployment model, and cost structure that can speed up your digital transformation efforts.

Download your copy today »

Ask the Expert: What Differentiates a Healthcare Digital Marketing Leader?

Ben Dillon

Learn How Leading Healthcare Marketers Do Digital Differently and How to Propel Your Organization Forward // By Ben Dillon // Benchmarking your organization against your peers is something every health system wants to do. But in reality, how you compete is more nuanced than just comparing your organization to others by team or bed size. Read More

Coordination Is Key for Effective Digital Campaigns

Kaela Carey, digital evangelist at SPM Marketing & Communications

In today’s increasingly high-tech world, organizations may find it challenging to keep pace with the rapidly evolving digital landscape. But having a well-defined strategy in place and relying on a mix of planning tools can help tie all of the pieces together for organizations, according to Kaela Carey, digital evangelist at SPM Marketing & Communications. Read More

4 Tools to Help You Plan Successful Digital Campaigns

Kaela Carey, digital evangelist at SPM Marketing & Communications

// By Lisa D. Ellis // In today’s increasingly high-tech world, organizations may find it challenging to keep pace with the rapidly evolving digital landscape. But having a well-defined strategy in place and relying on a mix of planning tools can help tie all of the pieces together for organizations, according to Kaela Carey, digital Read More

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