Content Marketing

Choosing the Best CMS for Healthcare Consumer Engagement

The wrong CMS won't get the job done. This guide helps you find one that will

// Sponsored Post //

In today’s healthcare marketing landscape, you face a variety of challenges and competing priorities. Engaging consumers digitally is a top CEO priority, but only 26% of organizations feel “completely ready” to execute digital strategies. Meanwhile, CIOs prioritize preparing for and dealing with internet security, which affects your marketing team’s speed and flexibility in digital engagement.

Because of these complex demands, finding a CMS that satisfies everyone can be overwhelming.

Read Influence Health’s latest white paper, Choosing the Best CMS for Healthcare, now to learn how the right CMS can help you:

  • Create, edit, and publish content without heavy IT involvement
  • Easily personalize content with rich data insights
  • Track progress and effectiveness in real-time
  • Uphold security and scale efforts with cloud-based structure
  • Get Marketing and IT departments on the same page

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2017 Digital Marketing Trends in Healthcare [eBook]

2017 Digital Marketing Trends Survey eBook

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Get the data you need to plan your 2017 digital marketing initiatives.

In Geonetric’s recent Healthcare Digital Marketing survey, co-sponsored by eHealthcare Strategy & Trends, healthcare marketers just like you told us their top digital priorities and biggest challenges for 2017.

Download this eBook and benchmark your organization’s online strategies against peers and better understand the current state of digital marketing in healthcare. In addition, utilizing these valuable industry trends will help as you plan future marketing initiatives.

You will learn:

  • How budgets and teams are shifting
  • Which tactics and techniques are producing the most effective results
  • What your competitors are spending on digital
  • Where you should be focusing your web development energy
  • How the most effective healthcare marketers plan and track activities

Download now »

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Ask the Expert: What Does It Take to Win at Digital Marketing in Healthcare?

Ben Dillon, Chief Strategy Officer, Geonetric

[Hint: It isn’t size and budget that make a leader a leader.] // By Ben Dillon // For the past decade, Geonetric has performed its Digital Marketing in Healthcare survey to help healthcare marketers uncover industry trends, benchmark their own efforts, and better understand how to plan for upcoming digital initiatives. As part of the Read More

Case Study: Live Streaming of Surgery on Periscope Raises Awareness

It took an Olympic swimmer, Rio bronze medalist Cody Miller, to raise public awareness of pectus excavatum: a chest wall deformity characterized by a caved-in appearance. The condition can cause compression of the heart and lungs. Pectus excavatum can be corrected through a surgical procedure known as the Nuss procedure. Jackie Hurley is Surgical Coordinator for Read More

How Healthcare Organizations Should Leverage the Power of Marketing Automation

Robin Snow

“Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “[It] allows for personalized communication on a massive scale.” While the idea of automating marketing initiatives is undeniably appealing, what does it involve in practical terms? Read More

Mobile Strategy: Challenges and Successes at Johns Hopkins Medicine

Aaron Watkins, Senior Director of Internet Strategy at Johns Hopkins Medicine

After reading marketing automation software company Marketo’s Definitive Guide to Mobile Marketing, we asked Marketo how healthcare organizations compare to other types of organizations when it comes to mobile. Kristen Kaighn, Senior Product Marketing Manager, weighed in: “While 90 percent of healthcare providers claim to use mobile devices to engage with patients, only 48 percent Read More

Podcasts Satisfy Patients’ Demands for Convenient Content

Shel Holtz, Principal at Holtz Communication + Technology,

The Podcast Consumer 2016 survey reports that 57 million Americans ages 12 and up listened to a podcast within the past month, up 24 percent from 2015. As recently as 2013, only 42 percent of survey respondents who identified themselves as podcast listeners accessed podcasts from a mobile device; in 2016 that number has jumped Read More

Breaking Developments in Digital Healthcare Marketing

World Congress

On September 29-30, the World Congress convened its third annual Hospital Marketing and Communications Summit in Boston, with presenters from Cleveland Clinic, Novant Health, Main Line Health, Presence Health, Nationwide Children’s Hospital, Trinity Health, RWJBarnabas Health, and others. Several presentations discussed the evolution of hospital brands in an environment of consolidation. Presenters also explored the Read More

Real-World Mobile Strategy at Johns Hopkins Medicine

Johns Hopkins Medicine Logo

// By Jane Weber Brubaker // After reading marketing automation software company Marketo’s Definitive Guide to Mobile Marketing, we asked Marketo how healthcare organizations compare to other types of organizations when it comes to mobile. Kristen Kaighn, Senior Product Marketing Manager, weighed in. Then we spoke to a digital marketing executive at a major health Read More

What Is Marketing Automation and How Can You Leverage It at Your Healthcare Organization?

Robin Snow

// By Robin Snow // Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks. Higher-end marketing automation software provides marketing intelligence and advanced workflows that marketers can leverage to more efficiently and effectively communicate with targeted prospects and customers through multiple channels. Marketing automation is Read More

Podcasts: On-Demand and in Your Patient’s Pocket

Shel Holtz, Principal at Holtz Communication + Technology,

// By Jane Weber Brubaker // The growth rate of podcasting, a term coined more than 10 years ago, is accelerating today. Demand for all types of digital content is growing because mobile devices make it easy and convenient to access it. Additionally, consumers have grown to expect on-demand access to content at a time Read More

Digital Marketing Highlights from the World Congress Hospital Marketing and Communications Summit

World Congress

// By Jane Weber Brubaker // On September 29-30, the World Congress convened its third annual Hospital Marketing and Communications Summit in Boston, with presenters from Cleveland Clinic, Novant Health, Main Line Health, Presence Health, Nationwide Children’s Hospital, Trinity Health, RWJBarnabas Health, and others. Several presentations discussed the evolution of hospital brands in an environment Read More

Troubleshooting Your Digital Healthcare Marketing Strategy

Avinash Kaushik, Digital Marketing Evangelist at Google

Is it wrong to post ER wait times prominently on your homepage? It’s a fine strategy if you’re content to solve for a tiny fraction of your site visitors, say 2 percent. Avinash Kaushik, Digital Marketing Evangelist at Google, suggests instead: Why not create content and marketing strategies that meet the needs of 100 percent Read More

Top Healthcare Marketing Initiatives for 2017: Be Better, Faster, Smarter

Gary Druckenmiller, Marketing Practice Leader at Evariant

// Sponsored Post //

An eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists

Your Presenter:
Gary Druckenmiller, Marketing Practice Leader, Evariant

Are you ready to create marketing resolutions for 2017? The New Year is rapidly approaching, and it’s time to think about new ideas and strategies to meet the challenges that lie ahead.

In a dynamic new webinar, Gary Druckenmiller, Marketing Practice Leader at Evariant, will discuss the top initiatives that must be on your 2017 marketing roadmap. The presentation will dive into new marketing strategies you can start using today, share advice for resources planning, elaborate on tips for launching effective pilot programs, and review the important marketing metrics you need to start tracking now.

View this in-depth webinar now and get a head start on best practices for 2017.

You’ll learn how to:

  • Map your patient journey(s)
  • Get serious about your marketing technology (MarTech) stack
  • Achieve cross-functional alignment & collaboration
  • Use data effectively to drive strategic decisions
  • Focus on ROI—and other important marketing metrics
  • And much more…

Watch now »

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Technology as Engagement Tool at Intermountain Healthcare

Craig Kartchner, Senior Director of Marketing, Intermountain Healthcare

At Intermountain Healthcare, patient engagement is a top priority, and the organization is tackling the issue from all sides. We spoke with Craig Kartchner, Senior Director of Marketing, to get an update on Intermountain’s digital strategies, successes, and challenges. “We want it to be convenient and easy for people to access tools and resources that Read More

Why Facebook Ads Are Uniquely Positioned To Deliver Results for Healthcare Marketers

Last year, we spoke with Michael Sengbusch, then Chief Technology Officer at Brightwhistle, about Facebook advertising trends like custom audiences and lookalike audiences. We asked Sengbusch, now General Manager, Digital Marketing Cloud at InfluenceHealth, to give us an update on paid advertising on Facebook for hospitals and health systems. He continues to be very bullish Read More

What’s Your Healthcare Organization’s Mobile Readiness?

Ken Robbins

New Survey Data Reveals Growing Number of “Health-Sumers” Engage Using Mobile Devices // By Ken Robbins // The Internet offers a vast universe of information for consumers to sink their teeth into, and one area where that appetite has proven to be insatiable is healthcare. In a June 2016 survey of 1,000 consumers conducted by Read More

Why Isn’t My Hospital’s Digital Strategy Working?

Avinash Kaushik, Digital Marketing Evangelist at Google

Ask the Expert, with Avinash Kaushik // By Jane Weber Brubaker // Is it wrong to post ER wait times prominently on your homepage? It’s a fine strategy if you’re content to solve for a tiny fraction of your site visitors, say 2 percent. Avinash Kaushik, Digital Marketing Evangelist at Google, suggests instead: Why not Read More

Patient Engagement Through Digital at Intermountain Healthcare

Craig Kartchner, Senior Director of Marketing, Intermountain Healthcare

An Interview with Craig Kartchner, Senior Director of Marketing // By Jane Weber Brubaker // At Intermountain Healthcare, patient engagement is a top priority, and the organization is tackling the issue from all sides. We spoke with Craig Kartchner, Senior Director of Marketing, to get an update on Intermountain’s digital strategies, successes, and challenges. “We Read More

Online Reputation Management Success Kit for Healthcare Providers

// Sponsored Post //

Do you know what patients are saying about your healthcare organization online? If not, it’s time to find out. Neglect your online reputation and you will lose new admissions.

Online reviews have reshaped how healthcare providers are found, so it’s critical to understand how positive reviews attract potential patients, how negative ones drive them away, and what you can do to turn satisfied patients into online advocates.

This guide will give you the fundamentals of Online Reputation Management, to help you:

  • Earn more positive reviews
  • Raise your search ranking
  • Improve patient experience

Download your ebook now to get started »

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Digital Marketing in Healthcare Webinar

Ben Dillon, Chief Strategy Officer, Geonetric

// Sponsored Post //

Research Findings to Guide Your eHealth Strategies in 2017

A webinar for healthcare marketers and digital strategists

Sponsored by eHealthcare Strategy & Trends and Geonetric

Your Presenter:

  • Ben Dillon, Chief Strategy Officer, Geonetric

Digital budgets are increasing at hospitals and health systems across the country. Physician ratings and reviews are being added to provider directories at a rapid pace. Healthcare organizations cite a lack of time and budget as barriers to digital progress, but their digital agency partners tell a different story…

In a new webinar, Ben Dillon, Chief Strategy Officer at Geonetric, will share results from a just completed industry survey of digital strategy leaders at more than 200 healthcare organizations and agencies.

Healthcare marketers just like you told us their top digital priorities and biggest challenges for 2017.

View this in-depth webinar now, and you’ll walk away with valuable insights on everything from what your competitors are spending on digital to where you should be focusing your web development energy.

You’ll learn:

  • The new digital and web strategies your competitors are preparing to launch
  • How your organization’s online strategies stack up against peers
  • Whether your investments in digital marketing are in line with industry averages
  • How your team’s size and structure matches up against similar organizations
  • Plus much more…

Register now or learn more »

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Win at Mobile Search: 3 Strategies for Success for Healthcare Marketers

Jeremy Dietz

“Organic search is a valuable source of website traffic for hospitals and health plans,” says Jeremy Dietz, Executive Digital Editor at Coffey Communications. “To capture relevant search traffic, healthcare marketers need to build and maintain websites that meet current best practices for search engine optimization (SEO).” While the best way to make a site rank well is Read More