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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The 2025 eHealthcare Leadership Awards Are Now Open

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// By Susan Dubuque // The 2025 eHealthcare Leadership Awards Call for Entries is officially open! Now in their 26th year, the eHealthcare Leadership Awards celebrate excellence in healthcare digital marketing, recognizing standout websites, apps, videos, campaigns, and digital initiatives that drive marketing and business success across the industry. The deadline for entries is June 27, 2025.

Tuned In: Award-Winning Podcasts That Connect and Engage

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Tuesday | May 6, 2025 | 2 p.m. Eastern

Panelists:

  • Bill Klaproth, Director of Marketing and Production, DoctorPodcasting
  • Karen Busse, Director of Continuing Medical Education, Norton Healthcare
  • Jordana Taylor, Marketing Manager, BayCare Health System
  • Kim Marcum, Assistant Vice President, Strategic Communications and Content, Orlando Health
  • Bonnie Ward, Market Director of Marketing and Communications, CommonSpirit Health

Moderator:

  • Susan Dubuque, Contributing Editor, eHealthcare Strategy & Trends and Co-Chair, 2025 eHealthcare Leadership Awards

Here’s a preview of what you’ll learn:

  • The latest trends shaping healthcare podcasting.
  • Orlando Health’s approach to tackling Taboo Topics — those embarrassing questions patients want to know about but are afraid to ask.
  • The way Norton Healthcare uses MedChat to deliver CME credits to providers.
  • How View from the Bed at CommonSpirit Health fosters honest, doctor-free conversations with patients.
  • BayCare HealthChat’s strategy for keeping consumers engaged with timely health and wellness content.

Register Now  »

UCI Health: New Hospitals, New Patients, New Website

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// By Amanda Green // It takes hard work to make something look easy. UCI Health, the clinical enterprise of the University of California, Irvine, was overdue for a website update. Learn how UCI Health refreshed its website to improve searchability, integrate clinical trials, and optimize content, and set the foundation for future enhancements.

How The Christ Hospital Health Network Turned Webinars Into a Winning CRM Strategy

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In June 2022, The Christ Hospital Health Network launched a new brand promise to deliver “Everything it Takes” to benefit the patient. Nine months later, the digital marketing team executed against that platform with a strategically designed CRM campaign. Learn how this award-winning campaign has become a content marketing showstopper.

Digital Showcase: UCSF’s Digital Campaign Promotes Seizure-Free Life

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// By Susan Dubuque // Approximately 3.4 million people suffer from seizures, yet few healthcare systems commit marketing resources to help patients who are seeking solutions. UCSF Health offers new hope and the possibility of a seizure-free life. Discover the strategic approach, digital tactics, and creative elements that provide life-changing options for patients with epilepsy.

9 Strategies for healthcare reputation management

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A free white paper, published by Birdeye

In this guide, you’ll learn:

  • Connect with patients on the most effective channels
  • Leverage online reviews to build trust and attract new patients
  • Position your practice as a top choice with Google Seller Ratings
  • Turn insights into actionable strategies to delight patients

Download Now  »

How Influencers Can Supercharge Your Marketing Campaign

Erin Killion

Short-form video content shared by influencers on TikTok, Instagram, and YouTube reshapes how people consume health and wellness information, especially among younger generations. Influencer marketing taps into this growing trend. Read on for tips on how to get started with influencer marketing and how to plan and implement a successful campaign.

What Is a Custom GPT, and Why Would You Need One?

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// By Jane Weber Brubaker // People create custom GPTs to do everything from plan weekly meals to teach them a new language. How can custom GPTs help healthcare marketers? In our Q&A with Diane Hammons, we explore why you might choose to build a custom GPT, how to create one, and some healthcare-specific use cases.

Inside Marshfield Clinic’s Strategy for Navigating AI and Zero-Click Searches

Martha van Berkel

Artificial intelligence reshapes how audiences find information online and changes the way marketers approach search engine strategies. When Marshfield Clinic’s organic search traffic hit a low point, the digital team optimized the health system’s content using schema markup. Read on to learn how to restructure your website content to align with AI models.

10 Topics Your Experts Can Weigh in on Using Social Media

Melissa Sher

Many years ago, I worked for HuffPost. One of the most popular articles published answered a simple reader question: How germy are lemon garnishes that restaurants put in drinks? It’s probably not a surprise that this story went uber-viral. Read on for topic ideas that may inspire your next social media post.

Leveraging the Power of Social Media Influencers

Katie Steeb

// By Wendy Margolin // Short-form video content shared by influencers on TikTok, Instagram, and YouTube reshapes how people consume health and wellness information, especially among younger generations. Influencer marketing taps into this growing trend. Read on for tips on how to get started with influencer marketing and how to plan and implement a successful campaign.

Engaging Today’s Healthcare Consumer: Winning Content Strategies from Trinity Health of New England and Walmart Health

Julie Williams, Regional Marketing Manager, Trinity Health of New England

Connecting with healthcare audiences has never been more challenging — or critical. In a recent Member Roundtable, panelists shared their approaches to content strategy — what works, what’s evolving, and how they navigate today’s healthcare challenges. Here, we explore key takeaways from the discussion, including strategies for improving engagement, measuring success, and staying ahead.

How to Adapt to the Rise of AI-Driven Search

Katie Schneekloth

// By Devin Healy // Artificial intelligence reshapes how audiences find information online and changes the way marketers approach search engine strategies. When Marshfield Clinic’s organic search traffic hit a low point, the digital team optimized the health system’s content using schema markup. Read on to learn how to restructure your website content to align with AI models.

How Mount Sinai’s CEO Uses Social Media to Elevate Healthcare Leadership

Chloe Politis

Executives increasingly are expected to engage with their industry, employees, and the public through social media. Mount Sinai Health System uses LinkedIn to position its CEO as a personable leader in the healthcare space. Read on to learn strategies to grow the online influence of your leaders and elevate your organization’s reputation.

10 Outstanding Hospital Social Media Posts that Educate, Engage, and Inspire

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This past September, Healthline and YouGov asked Americans where they got their health information in the past year. Fifty-two percent of respondents said they use social media. Read on for inspiration from hospitals around the country that post regular content in a variety of formats helping make social media a little healthier.

Memorial Hermann “Moments” Campaign Shares Powerful First-Person Stories of Healing

Memorial Hermann logo

Kel’s deeply personal story is told entirely in the first person. So is Sarah’s story, chronicling her risky surgery to remove a mass of abnormal blood vessels. Their stories are featured in Memorial Hermann’s “Moments” campaign. Explore how this campaign showcases transformative experiences taking place at Memorial Hermann through in-depth, first-person storytelling.

Award-Winning Content Strategies from Trinity Health of New England and Walmart Health

Emilie Ansel headshot

// By Susan Dubuque // Connecting with healthcare audiences has never been more challenging — or critical. In a recent Member Roundtable, panelists shared their approaches to content strategy — what works, what’s evolving, and how they navigate today’s healthcare challenges. Here, we explore key takeaways from the discussion, including strategies for improving engagement, measuring success, and staying ahead.

Unveiling the Power of Influencer Marketing in Healthcare

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Presented February 26, 2025

Your Presenters:

  • Aundrea Leckie, Associate Director, Account Management (West), Open Influence
  • Erin Killion, Director of Client Strategy, Healthcare, Goodway Group
  • Katie Steeb, Senior Media Manager, Goodway Group

What You’ll Learn:

  • Counter misinformation
    With approximately 80% of internet users searching for health information online, influencers can serve as trusted messengers to correct misinformation and provide credible guidance.
  • Boost patient engagement
    Nearly 70% of consumers trust influencer recommendations over traditional ads, making it a highly effective strategy for reaching health-conscious audiences.
  • Build trust
    90% of respondents 18-24 years of age trust medical information shared by health professionals on their social media networks.
  • Navigate compliance
    We’ll discuss best practices for working with influencers while maintaining HIPAA compliance and ethical integrity.

Watch Now  »

Social CEO: How Mount Sinai Elevates Executive Thought Leadership on LinkedIn

Mount Sinai Health System logo

// By Althea Fung // Executives increasingly are expected to engage with their industry, employees, and the public through social media. Mount Sinai Health System uses LinkedIn to position its CEO as a personable leader in the healthcare space. Read on to learn strategies to grow the online influence of your leaders and elevate your organization’s reputation.

Helping Your Healthcare Providers Thrive on Social Media

Melissa Sher

// By Melissa Sher // This past September, Healthline and YouGov asked Americans where they got their health information in the past year. Fifty-two percent of respondents said they use social media. Read on for inspiration from hospitals around the country that post regular content in a variety of formats helping make social media a little healthier.

OSU Wexner Transforms Mental Health Access with Innovative Digital Solutions

Allison Ward

Mental health challenges are a growing crisis impacting people of all ages in communities across the nation. The Ohio State University Wexner Medical Center uplifted its mental healthcare by revamping its website content, making it more accessible and patient-friendly. Discover how this health system’s web content guides patients to essential mental healthcare.

Moments That Shape Us: The Power of First-Person Storytelling

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// By Melissa Sher // Kel’s deeply personal story is told entirely in the first person. So is Sarah’s story, chronicling her risky surgery to remove a mass of abnormal blood vessels. Their stories are featured in Memorial Hermann’s “Moments” campaign. Explore how this campaign showcases transformative experiences taking place at Memorial Hermann through in-depth, first-person storytelling.

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