Design

Have You “Imagineered” Your Site Lately?

Andy Gradel, System Director, Digital Marketing at Main Line Health

// By Andy Gradel // Imagineering is a concept created by Walt Disney in 1952 as “the blending of creative imagination with technical know-how.” At its core, imagineering is rooted in storytelling, with projects using extensive theming, atmosphere, and attention to detail in an attempt to create attractions and themed layouts that will successfully lead Read More

How To Create Engaging Physician Profiles That Get Results

Shawn Gross, White Rhino

“Patients turn to online doctor profiles to learn something meaningful about the person who’s going to be managing their health,” says Shawn Gross, Chief Digital Strategist, Healthcare Practice Lead for White Rhino in Lexington, Massachusetts. “But often these profiles are little more than an abbreviated resume: an academic history, professional credentials, and a headshot. They rarely convey Read More

Do You Accurately Value Your Hospital’s Website Conversions?

Avinash Kaushik, Digital Marketing Evangelist at Google

In a recent eHST “Ask the Expert” column with Avinash Kaushik, Digital Evangelist at Google and Co-Founder of Market Motive Inc., we briefly touched on the concept of economic value in the context of web analytics and website goals. “Without goals and goal values, you are not doing web analytics,” says Kaushik. Goals are conversions, Read More

Reimagining the Online Doctor Profile

Shawn Gross, White Rhino

3 Strategies to Build Patient Trust and Drive More Online Appointments // By Shawn Gross // Patients turn to online doctor profiles to learn something meaningful about the person who’s going to be managing their health. But often these profiles are little more than an abbreviated resume: an academic history, professional credentials, and a headshot. 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

What Is Your Hospital Website Worth?

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

// By Jane Weber Brubaker // In a recent eHST “Ask the Expert” column with Avinash Kaushik, Digital Evangelist at Google and Co-Founder of Market Motive Inc., we briefly touched on the concept of economic value in the context of web analytics and website goals. “Without goals and goal values, you are not doing web 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

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 »

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

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

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

Digital Marketing in Healthcare Webinar

Ben Dillon, Chief Strategy Officer, Geonetric

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…

Watch now »

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

What to Do AFTER Your Brand-New Website Has Launched—Part Two

Dagmara Scalise, AVP strategic services and healthcare practice lead, Primacy

// 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.

How Have Healthcare Websites Fared After Google’s Mobile-Friendly Updates?

Jeremy Dietz

// 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

You Don’t Offer Online Appointment Scheduling? You’re Leaving Money on the Table

Penn thumbnail logo

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

Beyond Your Responsively Designed Website: Why You Need a Mobile Strategy Now

Neal Linkon, Director of Digital Engagement, Children’s Hospital of Wisconsin

// 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

What Do Customers Hate About Your Hospital’s Website?

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

Captive Customers: Do Your Patients Visit Your Website Because They Want To or Because They Have To?

// 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

Net Promoter Score: Are Your Patients Promoters, Passives, or Detractors?

Memorial Hermann Logo Square

// 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