Content Marketing

Precision Digital Marketing: Penn Medicine’s Journey of Innovation

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

5-Star Reviews Drive Prospects to Vascular Surgeon; How Effective is Your System for Capturing and Promoting Good Physician Reviews?

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

Trinity Health and Christus Health Drive ROI with CRM

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.

CRM and Marketing Automation: A Tale of Two Strategies

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

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

Social Media for Direct Response: Zooming In On Facebook Targeting Tools

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

Is Organic Reach Dead on Facebook?

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

LinkedIn: 4 Hospitals, 4 Unique Strategies

linkedin logo

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

Getting Your Money’s Worth from Social Media: Promoted Posts Pay Off

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

Teach Your Physicians and Staff How to Blog Effectively

// by Grace Jones // Starting a hospital blog can often seem like a daunting task. What should we name the blog? What topics should it be about? Who is our audience? How often should we post? These are all good questions to ask when starting a blog. Yet none of them matters if you Read More

Creating Your Own Newsroom: Brand Journalism Offers New Strategy for Hospitals

by Sheryl S. Jackson How does a healthcare marketer cut through the noise of all of the advertising and promotional messages directed at consumers today? Obviously, the answer involves sending the message through the right media at the right target, but some health systems are adding a new tool to the marketing mix—brand journalism. “This Read More

Viral Videos Provide Multiple Ways to Share Organizational Stories

by Cheryl L. Serra What can you do with five minutes? As healthcare marketers are discovering, you can pack a lot of tears and tissue-grabbing—or guffaws, giggles, and sing-alongs— into five minutes. Healthcare organizations are increasingly turning to the power of video to showcase the emotional aspects of what they do, leveraging the relatively short Read More

Context Is Key When It Comes to Accurate Analytics

by Tomy Ames In the last month’s issue of eHealthcare Strategy & Trends, we left off when things were getting good: The importance of context when it comes to looking at your key performance indicators (KPIs). This month, we’ll examine how to determine appropriate categories so that you can accurately assess your site’s successes and Read More

How Strong CTAs Drive Online Activity at Baylor

by Lindsey Sharp A hospital website, in and of itself, generally won’t bring patients in the door and create long-standing doctor-patient relationships. However, when you combine a strong content marketing strategy with strategically placed calls-to-action (CTAs), you not only educate and engage visitors but also connect them with the people and services at your facility Read More

Did You Get the Msg About Healthcare, Texting, and HIPAA Compliance?

by Jennifer Busick Here’s the problem: You need a way to get critical healthcare information about a patient to a healthcare professional—or a group of healthcare professionals. Maybe a nurse needs to know that vital test results are ready. Perhaps an emergency room physician needs a neurosurgery consult. Or, perhaps the need is as simple Read More

Using Condition Content to Lead Patients to You Online

by Mike Maloney and Katrina VanTyne In 2012, Google published a landmark study about the hospital selection process, “The Digital Journey to Wellness.” According to the study, 75 percent of searches by prospective patients revolve around four specific areas: conditions, diseases, symptoms, and departments. Our web team at Fletcher Allen Health Care in Burlington, VT, Read More

On-Site, Broadcast-Quality Studios Put Hospitals in the News

by Theresa Jacobellis Jacobellis It’s a hospital media person’s dream: a major news stor with a healthcare angle breaks, and your hospital happens to employ the nation’s foremost expert on the subject. Unfortunately, unless you are located in New York, Atlanta, or another major market, your chances of landing an interview with a national news Read More