Ask the Expert, with Mark Shipley The use of mobile devices to surf the Web has been steadily increasing, and Google recently made an algorithm change that proves mobile devices are here to stay. As of April 21, Google has begun favoring websites in mobile searches that are mobile-device friendly. And on May 5 Google Read More
Columbia Memorial Health (CMH) in Hudson, New York is about two and a half hours from New York City and Boston, and a 45-minute drive from Albany. How does a small community hospital in upstate New York compete, when patients have easy access to their pick of world-class hospitals like Mt. Sinai and Mass General, Read More
Are you ready to run hundreds of micro-targeted campaigns each year? Kathy Divis, President of Greystone.Net (and member of the eHealthcare Strategy & Trends Editorial Advisory Board) thinks you should be. Not ready to stick your toe in the mobile waters? Divis says, “If you don’t have a mobile strategy, then you don’t have a Read More
#HCMKTG SHORT TAKES In Part One of our two-part series, Kathy Divis, President of Greystone.Net shared her perspectives on the forces shaping healthcare marketing. Here in Part Two, Kathy shares “The 5 Digital Trends Marketers Can No Longer Ignore” from her presentation at the Healthcare Marketing and Physician Strategies Summit in Las Vegas in April Read More
“I hear you knocking, but you can’t come in.” So go the words to the 70’s hit song. The world has changed for physician relations liaisons and sales reps trying to meet with overburdened physicians in person. Even if you can get your foot in the door, is this the best way to get your Read More
Ask the Expert with Dan Dunlop Dan Dunlop, President and CEO at Jennings, and Lyle Green, Associate Vice President, Physician Relations, MD Anderson Cancer Center co-authored The Digital Future of Physician Relations, an article that appeared in eHST in August 2013. In it, they introduced the concept of using digital to reach out to referring physicians. Read More
By Mark S. Gothberg The demands of healthcare reform and an increasingly competitive environment have led to accelerated digital innovation. During last year’s eHealthcare Leadership Awards program, I clearly observed that organizations have made major improvements in their websites and expanded social media. They are also using mobile applications to engage current and prospective customers Read More
Citrus Valley Health Partners in California wants to drive volume to service lines, and gear up for value-based payment models. The health system selected Healthgrades as its CRM provider, and launched its first campaign in February 2014. “The numbers from last year were pretty stunning,” says Martin Kleinbart, Chief Strategy Officer. Aubrey Hinkson, Marketing Manager Read More
Martin Kleinbart and Aubrey Hinkson are on opposite coasts, and they work for two very different healthcare organizations, Citrus Valley Health Partners in California, and Georgia Regents Health System (GR Health) in Augusta, Georgia. What they have in common is that they are both achieving a positive return on marketing investment, using Healthgrades’ multichannel marketing Read More
MidMichigan Health was succeeding at getting people in the community to participate in health risk assessments. The problem was, they were reaching the “worried well” and not people who needed intervention. To remedy the situation, MidMichigan launched an advertising campaign, working with creative agency Neathawk Dubuque & Packett. The centerpiece of the campaign is an Read More
We’ve all done it. A strange symptom appears out of nowhere and we go straight to the Internet to diagnose it, usually coming up with something far scarier than it actually turns out to be. That insight about human behavior provided the creative inspiration for MidMichigan Health’s “Ask Dr. Internet” TV commercial, the centerpiece of Read More
Few would disagree that healthcare has lagged behind other industries in adoption of digital marketing strategies and technologies. Suzanne Sawyer, Chief Marketing Officer at Penn Medicine, the University of Pennsylvania Health System, made it her mission to change that in her own organization. “The discipline of marketing is changing and evolving,” says Sawyer. “We’ve been Read More
Penn Medicine, the University of Pennsylvania Health System, has a long and venerable history. The School of Medicine was the first in the nation, and the Hospital of the University of Pennsylvania the first teaching hospital. In keeping with its legacy of innovation, Penn Medicine today continues to chart new territory, reaching new and existing Read More
When Dr. Tif Siragusa asks new patients why they chose him they say, “Because you had good reviews.” Siragusa’s reviews on Healthgrades and Vitals have more than doubled in less than two years since he began using a reputation management service developed by Boston-based MDConnect. The service, ReviewMD, is built around a dedicated review website, Read More
In this article, we speak to marketers in charge of CRM and marketing automation at Trinity Health and Christus Health to explore how the systems have enabled more targeted content marketing campaigns and better tracking, decreased the cost of campaigns, and improved ROI.
Trinity Health plans to make all of its 87 hospitals accountable care organizations. As the system shifts from fee-for-service to fee-for-value and moves aggressively toward population health, marketing automation will be a key part of the strategy. “We’re going to pilot a marketing automation system at Saint Alphonsus,” said Sheree Esser, Trinity Health’s CRM Manager Read More
Piedmont Healthcare in Atlanta and digital marketing solutions provider BrightWhistle were featured in our January article “Building a Facebook Community Creates Marketing Opportunities for Atlanta’s Piedmont Healthcare.” The article was based on a presentation at the 2014 Healthcare Internet Conference (HCIC) given by Matt Gove, CMO at Piedmont and Michael Sengbusch CTO at BrightWhistle. We Read More
Late last year, Facebook announced on its blog, “Pages that post promotional creative should expect their organic distribution to fall significantly over time.” In a related post on the same day, Facebook assured businesses that, “Pages still matter — a lot,” and for emphasis, added, “In October, for instance, nearly a billion people visited Facebook Read More
Ask the Expert with Ben Dillon In a recent discussion on the SHSMD list serv, a member asked: “For those of you with more than one hospital and/or multiple facilities…are there multiple Facebook pages for each hospital or do you consolidate your Facebook presence into one location? Do you also have service line or departmental Read More
If you Google “deadly cancers” you’ll probably find a link to the Top Five Most Dangerous Cancers in Men and Women on page one of the search results page. The article and infographic was posted by Iowa-based UnityPoint Health, the fourth largest nondenominational health system in the U.S. UnityPoint has been busy optimizing its website Read More
You never know which posts are going to get people’s attention on LinkedIn. Michael Yoder, Social Media Consultant at Spectrum Health was pleasantly surprised by the results of this post: The post generated 14,000 impressions and 300 clicks. Many hospitals effectively use LinkedIn as an extension of their efforts to recruit in-demand health care professionals—and Read More
By Spencer Hunt What’s the best strategy for hospitals using LinkedIn? Consider these two examples. The updates Vanderbilt University Medical Center posts on its LinkedIn page frequently congratulate doctors on their awards and promotions. Advances in malaria and scoliosis research are celebrated, and job openings at the Nashville hospital—particularly for nurses—are featured. Almost 500 miles Read More
By Sheryl S. Jackson Online appointment request forms are not a new idea. In fact, physician offices and hospitals have incorporated them into their website design as one way to increase convenience to patients. At Barnes-Jewish Hospital (BJH), however, a strategic approach to information or appointment request forms has proven to be an effective marketing Read More
By Ed Lamb Memorial University Medical Center appears to have answered the question of how few full-time employees a large regional health system needs to maintain a comprehensive website, active accounts on all major social media platforms and a digital marketing program that produces impressive returns on investments. The number is two, with neither working Read More
by Ed Lamb “When you have a Facebook post that is generating good organic engagement, putting a little money behind it can really produce great results.” Amanda Mauck, the Digital Marketing Manager for Le Bonheur Children’s Hospital, and her chief consultant partner at Social Innovation, Lannie Byrd, shared this insight in separate interviews with eHealthcare Read More