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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Mayo Clinic Shares Healthcare Social Media Best Practices

Mayo Clinic Logo

“Dr. Will and Dr. Charlie Mayo were our first social networkers,” says Lee Aase, Director of Mayo Clinic Social Media Network. “They really believed that to do the best care for patients, they needed to learn from others, and they felt an obligation to share what they were learning in their practice.” The Mayo Clinic Social Media Read More

#HCSM: How (and Why) To Get Your Doctors Tweeting

Kathy Wilets, Director of Public Relations and Content Marketing, UUHC

Do you have a hard time getting your physicians to tweet or blog or post anything at all on social media? So did University of Utah Health Care (UUHC) before the organization found a way to crack the code. “I’m not going to lie, most of them needed some convincing,” says Libby Mitchell, Social Media Read More

Establishing a Shared Vision and Roadmap for Patient Engagement and Customer Experience: It’s Complicated!

Kyra Hagan

// By Kyra Hagan // One of the most significant transformations in healthcare today revolves around consumers’ growing interest and involvement in their health. The consumerism of healthcare has profound implications for marketers, care delivery teams, and IT professionals. New challenges as well as opportunities are emerging, and deciding when and how to leverage technology Read More

How To Fast-Track a Digital Campaign Launch

Toni-Lynn Hansen, Director of Interactive Communications, Lahey Health

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

Leverage Retail Strategies To Drive Your Healthcare Business

Ken Robbins

Is retail strategy relevant to your work as a healthcare marketer? The answer is a resounding yes, according to Ken Robbins, Founder and President of award-winning digital agency Response Mine Interactive (RMI). “Techniques used to increase conversions for larger retail organizations can be very successfully applied to healthcare,” he says. He offers the following stats in support Read More

Keys To Selecting the Right Technology Vendor

Greystone.net logo square

When it comes to selecting software, implementation, or design vendors for major technology upgrades such as a content management system (CMS) or customer relationship management system (CRM), there’s a lot on the line. Even small healthcare organizations may have to pony up hundreds of thousands of dollars; for larger organizations, it could be in the Read More

How To Rank #1 for Cancer Care: Best Practices for Healthcare SEO

“An ever-increasing number of consumers search the Internet for medical and health information, and within healthcare, as in many industries, there is fierce competition for search traffic,” observes Marlene Kurban, a business development consultant and freelance writer with more than 20 years of experience in the behavioral healthcare field. “A targeted SEO strategy, combined with relevant, Read More

How Can Healthcare Organizations Select the Right Technology Vendor?

Greystone.net logo square

Ask the Expert, with Mike Schneider, Co-Founder, and Farrah Hunt Thompson, Director of Consulting, at Greystone.Net // By Jane Weber Brubaker // When it comes to selecting software, implementation, or design vendors for  major technology upgrades such as a content management system (CMS) or customer relationship management system (CRM), there’s a lot on the line. Even Read More

Take Two: Improve Your Video Storytelling Skills

Joel Philippsen, Digital Marketing Coordinator at Columbus Regional Health, believes in learning from his mistakes. “Video storytelling skills are developed over time. There are a lot of variables, and regardless of how much you prepare, don’t expect to get it completely right your first time. Over the years I’ve found techniques and situations that work well Read More

Video Patient Testimonials: The Power of Storytelling in Healthcare Marketing

// By Jane Weber Brubaker // Jack Banks is on the facilities staff of Columbus Regional Health. “One day during his lunch break he had a pulmonary embolism here at the hospital and he collapsed,” says Joel Philippsen, Digital Marketing Coordinator at Columbus Regional Health. In the video that follows, produced by Philippsen, Jack shares Read More

Your Website Redesign Is Just the Beginning: What To Do Next

Dagmara Scalise, AVP strategic services and healthcare practice lead, Primacy

The website redesign that has utterly consumed you and your team for the past year (or more) is finally completed. What now? While you should take some time to step back and bask in your success, says Dagmara Scalise of full-service digital agency Primacy, there’s still a lot to do. “Your website is the foundation of your Read More

Get The Most Out of Your Hospital’s Online Video Content

Allen Gottfried, Manager of Internet and Online Strategies at Saint Peter’s Healthcare System

“If a picture is worth a thousand words, how much more is video worth?” asks Allen Gottfried, Manager of Internet and Online Strategies at Saint Peter’s Healthcare System in New Brunswick, New Jersey. “Last year, while attending HCIC in Orlando, I had the opportunity to speak about video marketing with digital marketers from healthcare systems Read More

Now What? What to Do AFTER Your Brand-New Website Has Launched

Hint: It’s not taking up a new hobby. // By Dagmara Scalise // So, the website redesign you and your team have been consumed by for the past year or two is finally finished and launched. Congratulations. Take a few minutes to bask in the glow of your well-deserved success. A redesign is an enormous Read More

How to Optimize Your Health System’s Video Content Online

Allen Gottfried, Manager of Internet and Online Strategies at Saint Peter’s Healthcare System

// Ask the Expert, with Allen Gottfried // If a picture is worth a thousand words, how much more is video worth? We are visual, and moving images capture our attention. More than 300 hours of video are uploaded every minute to YouTube. Video is becoming the preferred method of information consumption for many. Last Read More

Is Open-Source Software the Right Solution For Your Hospital, Health System, or Physician Group?

Ken Rickard

“Medicine, like science, depends on the free exchange of information to produce the best outcomes for patients,” says Ken Rickard. “Software should be designed with the same goal in mind.” Rickard is the Director of Professional Services at Chicago-based consulting and development firm Palantir.net. He believes software decisions are a crucial element of healthcare strategy. “Software Read More

Pinning = Winning for University of Utah Health Care

Are you using Pinterest as part of your healthcare marketing efforts? If not, is it because the ROI seems questionable? Jen Jenkins, a Content Manager at University of Utah Health Care, and Kelley Whalen, a Senior Marketing Manager of Marketing Development for University of Kentucky Health Care, think the return is well worth it—and they Read More

Case Studies Reveal Vital Importance of Healthcare Transparency

Northwell Health Logo

“The best way to change a culture is to be transparent,” says Emily Kagan Trenchard, Associate Vice President of Digital Strategy at Northwell Health (formerly North Shore-LIJ). “When you pull back the curtain, everyone wants to tidy up the room.” Kagan Trenchard and co-presenter Chris Boyer, Senior Vice President of ReviveHealth, shared their perspectives on Read More

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