Content Marketing
Subtopics: Brand Journalism, Blogging, Content Strategy, Artificial Intelligence (AI), Generative AI, Large Language Models (LLMs), Email, Infographics, Healthcare Podcasts, Video, PR, etc.

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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

eHealthcare Leadership Award Winners: They’re Simply the Best

eHealthcare Leadership Awards

// By Jane Weber Brubaker // It’s that time of year again. The call for entries for the 2018 eHealthcare Leadership Awards is open as of May 1. This year’s award winners will be announced at a gala luncheon on November 7 at the HCIC conference in Scottsdale, Arizona. Winners are selected from nearly 1,000 Read More

Call for Entries — 2018 eHealthcare Leadership Awards

eHealthcare Leadership Awards

The Call for Entries for the 2018 eHealthcare Leadership Awards is now open. This leading awards program, which draws some 1,000 entries, exclusively recognizes the very best websites and digital communications of healthcare organizations (both large and small), online health companies, pharmaceutical/medical equipment firms, agencies/suppliers, and business improvement initiatives. These awards highlight the role of Read More

A New, Smarter CRM for Healthcare Marketers

Trilliant Healthcare Logo Square

Demands on health system marketing departments for growth and accountability are relentless. Data-driven marketing is the new imperative, yet marketing departments typically run lean, with lean budgets. Digital marketers have to be experts in web development, content management, social media, digital advertising, attribution modeling, multichannel marketing, and lately, big data, artificial intelligence, and machine learning. Read More

Next-Generation CRM: Intelligent, Individualized, Automated

Darin Szilagyi, Methodist

// By Jane Weber Brubaker // Demands on health system marketing departments for growth and accountability are relentless. Data-driven marketing is the new imperative, yet marketing departments typically run lean, with lean budgets. Digital marketers have to be experts in web development, content management, social media, digital advertising, attribution modeling, multichannel marketing, and lately, big Read More

An App That Facilitates Physician Referrals

Social media and mobile apps are an important part of any healthcare marketer’s toolkit; these technologies are crucial in building brand awareness and increasing patient volume. But what about their use in driving physician referrals? Most of the time a healthcare referral is made, it is made by a physician, not a consumer or patient. Read More

Alexa, Can You Help Our Patients and Still Stay HIPAA-Compliant?

Emily Kagan Trenchard, associate vice president of digital & innovations strategy, Northwell Health

The market for voice-controlled smart speakers is hot. The percentage of U.S. Wi-Fi connected households with devices like Amazon Echo and Google Home was up to 12.1 percent as of the end of November, after Black Friday and Cyber Monday, comScore reported. If that doesn’t get your attention, consider the growth rate between June (8.1 Read More

Alexa, What Are the Early Adopters Up To?

Jane Weber Brubaker

// By Jane Weber Brubaker // The market for voice-controlled smart speakers is hot. The percentage of U.S. Wi-Fi connected households with devices like Amazon Echo and Google Home was up to 12.1 percent as of the end of November, after Black Friday and Cyber Monday, comScore reported. If that doesn’t get your attention, consider Read More

Cherry Garcia, Chunky Monkey, and Your Healthcare Organization

What do Ben & Jerry’s ice cream, Time Inc., and other consumer brands and products have in common with your healthcare organization? More than you might think, when it comes to digital consumer engagement. Everyone knows Ben & Jerry’s ice cream. In fact, just thinking of the name may make you drool for a pint Read More

Are Your Marketing Efforts Underutilizing LinkedIn?

linkedin logo

With a very different audience and focus from its social media brethren, LinkedIn has always been a unique challenge for healthcare marketers. But with half a billion users (as of April 2017), LinkedIn is not a space to ignore. Putting resources behind this channel may not be easy, but it’s worth the effort to reach Read More

What Is AMP and How Can It Help My Healthcare Brand?

google amp accelerated mobile pages logo

Experts explain Google’s Accelerated Mobile Page (AMP) Project and how healthcare marketers can use it in their mobile content strategy. // By Melanie Graham // When it comes to webpage content, a mobile-first mindset is crucial. As of January 2017, some 77 percent of Americans owned a smartphone, and roughly 1 in 10 of those Read More

How Healthcare Marketers Can Leverage Instagram

Instagram

There’s no denying Instagram’s rapid rise in popularity. As of September 2017, the photo-sharing channel had more than 800 million monthly active users — double the amount it had just two years prior. On top of its massive growth, Instagram also has been rolling out a slew of new features what seems like almost monthly. Read More

Healthcare Marketers Unlock the Power of Instagram

Instagram

// By Melanie Graham // How Advocate Health Care Powers Up on Instagram — Plus Advice from UCLA Health’s Experience with the Photo Sharing Platform There’s no denying Instagram’s rapid rise in popularity. As of September 2017, the photo-sharing channel had more than 800 million monthly active users — double the amount it had just Read More

Common SEO Myths That Can Hurt Healthcare Websites

Kyle Mills, manager of online marketing at Practis

“In the big picture of digital marketing, SEO is truly the most misunderstood portion,” says Kyle Mills, manager of online marketing at Practis, a North Carolina-based healthcare digital marketing agency. One of the biggest myths around SEO is that websites can be optimized once and have long-term success. The fact is that SEO is not Read More

Debunking Myths About Healthcare and Pharma SEO

Kyle Mills, manager of online marketing at Practis

Why Healthcare Marketers Should Think Beyond Title Tags and URLs // By Melanie Graham // For some healthcare marketers, search engine optimization (SEO) is a big, scary unknown. There seems to be a lot of mystery around how it works, what changes are being made, and what you should do to get your web content Read More

From a Nonfunctional Website To Digital-First

City of Hope Logo

“When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “She had the experience Read More

Should You Leap Into Facebook Live Streaming?

Amanda Rayno, Brigham and Women

There’s no denying the popularity of Facebook’s live video feature. Within a year of its site-wide launch in April 2016, broadcasts quadrupled, and one in five videos on the platform was live. For marketers, Facebook Live is a new and exciting way to engage with audiences. But live video can come with some hesitation and Read More

City of Hope’s Digital-First Transformation

Robin Snow

// By Robin Snow // When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse. She had the experience to do it, having completed Read More

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