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
“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
// By Dagmara Scalise // In Part One of my overview of post-website redesign launch priorities, I focused on four important strategies to demonstrate the effectiveness of your website investment, and keep momentum going: Measurement Optimization Local search Content strategy Here we will get to the next set of priorities after your website redesign.
// By Jeremy Dietz // Organic search is a valuable source of website traffic for hospitals and health plans. To capture relevant search traffic, healthcare marketers need to build and maintain websites that meet current best practices for search engine optimization (SEO). It’s not always easy to know exactly what to do to make a Read More
By now, most of us have heard that the number of mobile users is finally surpassing the number of desktop users. Although this doesn’t necessarily mean desktop is going away—78 percent of digital users use both desktop and mobile platforms, according to a 2015 report from ComScore—what is startling is that the other 22 percent are Read More
In our self-service, digitally enabled world, healthcare consumers get annoyed when they can’t do something as basic as scheduling an appointment online. Ignoring patient demands for access and convenience can be a costly mistake, resulting in low satisfaction scores, or worse, losing out to competitors. A few years ago, Clinical Care Associates (CCA) decided it was time Read More
// By Jane Weber Brubaker // By now, most of us have seen the 2014 chart that shows the number of mobile users finally surpassing desktop users. Although this doesn’t necessarily mean desktop is going away—78 percent of digital users use both desktop and mobile platforms, according to a 2015 report from ComScore—what is startling Read More
Are your website visitors captive customers? When an organization fails to meet customer expectations—and the bar has been set high by industries outside of healthcare—the impact on brand can be great. More than a third of visitors to health system websites surveyed by Greystone.Net and Klein & Partners, creators of gSight™, a healthcare and hospital Read More
// By Jane Weber Brubaker // In our self-service, digitally enabled world, healthcare consumers wonder why they can’t do something as basic as scheduling an appointment online. Today, ignoring patient demands for access and convenience can be a costly mistake, resulting in low satisfaction scores, or worse, losing out to competitors who pay closer attention. Read More
Patients are consumers. They want convenience—especially online. They expect it, and when they don’t get it, they don’t like it. When they don’t like it, they may tell other people. If they’re really upset, they may use the large megaphone known as the Internet to tell the world. Wouldn’t it be great if they told Read More
Ask the Expert, with Ben Dillon // By Jane Weber Brubaker // Remember when Google was where you went to figure out where to go next? Now Google is more interested in having you find what you need right on the search engine results page. Google’s answers may be taking up much more of the Read More
// By Jane Weber Brubaker // “Every single touchpoint you have in healthcare, we should have the same consistent experience,” says Chantal Stephens of Orlando Health, formerly of Ritz-Carlton and Disney, two organizations renowned for exceptional customer service (eHST, January 2016). The implied word in this sentence is “positive”—a consistent positive experience. When any aspect Read More
// By Jane Weber Brubaker // Net Promoter Score is a mechanism that collects consumer feedback by asking the question: How likely is it that you would recommend [brand] to a friend or colleague? Memorial Hermann uses Net Promoter Score to measure consumer sentiment across a range of online experiences. “We can get a gauge Read More
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
St. Louis Children’s Hospital was an early adopter of mobile apps. Kid Care, its first app, launched more than six years ago as a symptom checker for parents. “Back in January 2010 it was just cool to have an app,” says John Odom, Webmaster at St. Louis Children’s. “But as we thought about it over Read More
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
// By Jane Weber Brubaker // St. Louis Children’s Hospital was an early adopter of mobile apps. Kid Care, its first app, launched more than six years ago as a symptom checker for parents. “Back in January 2010 it was just cool to have an app,” says John Odom, Webmaster at St. Louis Children’s. “But Read More
You’ve been working on your website redesign for many months. At key points along the way you solicited feedback from your physician committee and other stakeholders in your organization. Now you’re finally ready to let internal users test the site before the public launch. What are the right tools to use to get user feedback? Read More
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
// By Jane Weber Brubaker // You’ve been working on your website redesign for many months. At key points along the way you solicited feedback from your physician committee and other stakeholders in your organization. Now you’re finally ready to let internal users test the site before the public launch. Or maybe you revamped your Read More
// By Joel Philippsen // 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 and others that don’t work out so well. The Read More
// 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
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
Ever dream of driving a Ferrari? If you’re a health system, the equivalent is a completely tricked-out, customized, integrated technology platform that gives you all the information you need to tackle your market holistically. No more siloed B-to-B vs. B-to-C strategies. Lehigh Valley Health Network (LVHN) is living this dream as it prepares to roll Read More
“One of the most important things marketers and digital strategists can do is align their digital activities with marketing and organizational business goals,” says Daniel Fell. “But often, in the urgency to adopt these new technologies and move projects forward, good strategic thinking can take a back seat to just getting things done. That’s unfortunate Read More