Digital Strategy

The 9 Essential Questions You Need to Answer Before You Redesign

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White Paper published by MedTouch

Address these steps head on to help you reduce risks to your budget, timeline, and internal political capital and position your team for success.

Over the last fifteen years at MedTouch, we’ve strategized, designed, and built hundreds of websites for healthcare organizations. And over that time, there are some themes we’ve observed with what it takes to get a successful project complete.

Download this brand-new whitepaper to discover 9 essential questions you need to answer to make your website redesign project a success.

Ignore them, and you risk wasting time, money, and internal credibility.

Answer them and you will avoid the most common pitfalls of hospital website redesign efforts.

Our hope is by identifying the need for these questions, you can ensure your team is working to resolve roadblocks before they happen.

Download your copy today

2019 Healthcare Digital Marketing Trends Survey

2019 Healthcare Digital Marketing Trends Survey ebook

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Free ebook download, sponsored by Geonetric and eHealthcare Strategy & Trends

We are pleased to share the results of the 2019 Healthcare Digital Marketing Trends Survey.

Download this report to get data to benchmark your organization — and also to discover insights that will help you plan for the future of your digital operations.

This is Geonetric’s ninth survey over 14 years, and the third in partnership with eHealthcare Strategy & Trends. We’re thrilled to have our largest number of participants ever, with 307 responses (267 providers and 40 vendors).

Our goal is to provide actionable insights and strategies you can use to advance your digital efforts. To achieve this, our survey takes a unique approach, highlighting how leaders execute digital marketing differently, comparing viewpoints of providers with those of their agencies, and looking at the intersections of questions for deeper insights.

Changes for 2019

Each year we iterate to ensure the data is useful and to explore new, emerging topics. This year we polled a group of multi-year survey takers and enlisted an advisory board to provide insider viewpoints on how to report data in meaningful ways.

Big Insights Await

This year’s survey produced many interesting — and some unexpected — findings, that you’ll learn when you download the survey results ebook. Among them, you’ll discover:

  • How actual staff investment by healthcare organizations differs from what was previously reported/believed
  • The most critical differentiators for leading organizations, and what rose to the top of marketers’ rankings for the first time
  • How organizations have succeeded and in what ways they still struggle to leverage customer relationship management (CRM) systems
  • And much, much more.

Realize Your Vision

We hear over and over again how this research helps justify budget requests, secure resources, and make digital the centerpiece of healthcare marketing. We hope it does the same for you.

Download your copy today

The State of Healthcare Digital Marketing

Ben Dillon

Survey Results Are In! Everything You Need to Know to Make the Best Decisions This Year!

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

Your Presenter:
Ben Dillon, Chief Strategy Officer, Geonetric


The 9th edition of Geonetric’s Healthcare Digital Marketing Trends Survey is an indispensable resource. It will give you an inside view based on data from over 300 organizations — more than 260 hospitals and health systems and more than 40 agency partners who responded to the 2019 edition of the survey, the largest ever.

This year, Geonetric incorporated feedback from multi-year survey takers who confirmed that this data is a “must have” planning tool for all healthcare digital marketers.

This webinar will be a SNEAK PEEK at the survey report — be sure to attend and you’ll be among the first to see this year’s results!

You’ll Learn:

  • Whether your organization is a leader, average, or lagging compared to the industry overall
  • How much leaders are spending on digital marketing, and the percentage digital marketing is of the overall marketing budget
  • The top goals healthcare marketing teams are working towards
  • How your peers and competitors are using digital technology, from CRM to personalization
  • How leading healthcare organizations structure their teams, determine budgets, manage business listings, allocate resources, and much more.

Watch now »

Adopting Consumer-Centric Technology to Become a Market Differentiator and Transformation Leader

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Free White Paper by Healthgrades & Gartner

Want to learn more about how your investments in technology can pay off?

New research from Gartner takes you through the Hype Cycle for Consumer Engagement with Healthcare and Wellness to guide impactful investments in new technology.

Technology is the new front door to healthcare, conveniently connecting consumers with providers. Seamless access to care is now an expectation of modern patients, leaving health systems to figure out the best ways to provide a centralized view into their organization, physicians, and services.

In this new white paper, you’ll learn how to identify technology solutions that help address consumer needs – such as patient self-scheduling – to make the right investments and set the organization up as a market leader.

Discover this important research and more.

Download your copy today

Online Reputation Management: It’s More Than Ratings and Reviews

Lindsay Neese Burton, Healthcare Marketing Director, Reputation.com and Amanda Henson, Director of Online Reputation Management, Kindred Healthcare

How Kindred Healthcare leverages insights from online reviews to improve its online reputation, attract new patients, and enhance care

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

Your Presenters:


Building a positive reputation for your organization and physicians online has never been more critical:

  • 88 percent of consumers start their search for a provider online
  • 80 percent want to read six or more reviews to assess a provider
  • Search engines use reviews as part of their ranking algorithms — more reviews, and recent reviews, ensure your doctors and locations rank high
  • Positive online sentiment drives measurable patient satisfaction, predicting an increase in HCAHPS scores of as much as 17 percent according a recent assessment.

In this on-demand webinar, Lindsay Neese Burton, healthcare marketing director at Reputation.com, will share the latest trends in reputation management. “It’s more than just responding to patient reviews,” she says. “It is an orchestration of multiple digital and operational efforts that creates a virtuous cycle and drives new business.

Joining Lindsay, Amanda Henson, director of online reputation management at Kindred Healthcare will show how Kindred’s strategy ensures consumers find and choose Kindred — and how incorporating feedback from online reviews improves the patient experience.

You’ll learn:

  • The essential elements of a robust reputation management strategy — beyond ratings and reviews
  • How online reputation management optimizes search, supports acquisition of new patients, and helps you improve patient experience
  • How Reputation Score provides an index to monitor and improve your organization’s digital presence
  • How to engage your operations teams and create action plans based on feedback

Watch now and learn how you can create a robust and consistent online presence for every physician and location, improve your rankings, and attract more patients.

Watch now »

Hospital Digital Experience Index: Webinar on Demand

Dave Wieneke and Aaron Watkins

Details from the latest study of 15 top-ranked hospitals’ websites — and takeaways you can apply at your organization

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

Your Presenters:

  • Dave Wieneke, Healthcare Practice Director, Connective DX
  • Aaron Watkins, Senior Director of Internet Strategy & Digital Content Marketing, Johns Hopkins Medicine

The latest Hospital Digital Experience Index (HDX-15) is out — and it’s chock-full of actionable insights based on detailed benchmarking and analytics.

Get an expert tour of the best digital work happening among leading organizations like Johns Hopkins, Mayo Clinic, Cleveland Clinic, and others.

Dave Wieneke, healthcare practice director at Connective DX and lead developer of the HDX-15 methodology, will highlight the emerging trends and best practices observed across these 15 top websites.

Dave will be joined by special guest Aaron Watkins, senior director of internet strategy and digital content marketing at Johns Hopkins Medicine.

You’ll Learn:

  • How to better connect with and serve your community by reflecting and representing diversity on your website
  • Why this may the the year of the phone, and how you can use digital to support it
  • Where most of your website traffic may be coming from
  • How you can respect the patient journey and personalize the digital experience

Join us on January 23 and get insights from top healthcare organizations that will help you enhance the digital experience for your website visitors.

Watch now »

2018 eHealthcare Leadership Award Winners Announced

// By Jane Weber Brubaker // The eHealthcare Leadership Awards program recognizes the very best websites and digital communications efforts of a wide range of healthcare organizations. This year’s winners were announced November 7 at a special presentation in Scottsdale, Arizona during the Healthcare Internet Conference, produced by Greystone.Net. More than 200 organizations received recognition Read More

The Evolving Patient Experience: Meeting Your Patients Everywhere They Search

The Evolving Patient Experience: Meeting Your Patients Everywhere They Search

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Is your health system prepared to meet patients everywhere they’re searching for health information?

A year and a half ago, Yext conducted a survey of 1,000 patients who had gone online to find a physician, hospital, or other healthcare provider in the past 12 months to learn how they search for — and make decisions about — providers.

In January 2018, we conducted two new studies: one follow-up to our previous study, and one with a focus on how voice and intelligent systems are changing how patients are finding health information.

Download now and learn how patients:

  • Search for individual providers
  • Find information outside of health systems’ websites
  • Expect online transactions
  • Look for a provider’s insurance
  • Use multiple devices to find healthcare information

Get your copy of this new report to see the full results of Yext’s Patient Search Behavior Survey and learn what changes you need to make to ensure that patients have all the necessary information during the moments that matter, across all platforms and devices, everywhere they search.

Download your copy today!

The Multiplier Effect of Digital Marketing

The Multiplier Effect of Digital Marketing - MedTouch ebook cover

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Digital Marketing is changing at breakneck speed, but hospital marketers who combine three emerging technologies will gain outsized results, especially in a highly competitive market.

While retailers have long been able to implement advanced digital marketing techniques, technical and legal restrictions have hampered hospital marketers from gaining the actionable insights that are more readily available in traditional industries.

Marketers know that understanding the patient journey is important. However, activating insights requires synthesizing data across multiple touch points and driving consumers to optimal movement through different pathways.

The Good News? Hospitals Are No Longer Stuck

MedTouch combines three emerging disciplines that, when programmatically coordinated together, radically change the landscape for healthcare marketers:

  • Building combinations of data-driven ads at massive scale
  • Leveraging hyper-locality to match consumers to your digital geography
  • Using predictive attribution to determine appointment behavior

When combined, these techniques become the Multiplier Effect, compounding their value and reinforcing their benefits at a dramatic new scale.

Download your copy today!

Capturing Tomorrow’s Patient Today

Phase 2 cover capturing tomorrow's patient today

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The healthcare landscape continues to evolve but the importance of the patient remains constant.

As new technology emerges, consumer behavior changes. Patients are no exception. To provide your patients with the best care you need to go beyond what your Electronic Health Record or Patient Portal can provide. There is a valuable opportunity to aid them in their health and wellness goals, and therefore develop strong and long lasting relationships. To do so, you must understand them and address their digital patient experience as part of their overall patient experience.

Based on a new survey of patients and caregivers, this report will help you:

  • Understand what the digital patient experience is and how it varies based on age.
  • Identify areas for improvement in your patient’s digital experience, specifically in the key 18 – 44 audience.
  • Address the PHI concerns for your organization and your patients.
  • Demonstrate to senior leadership how the digital touchpoints that are part of the patient experience are a way to develop lifelong relationships with them.

Data for this report was collected via an online survey of more than 1,100 patients who accessed healthcare for themselves or someone else within the past 12 months, with most accessing healthcare within the month prior to the survey.

Download your copy today!

Content + Analytics: Penn Medicine’s Formula for Success

Suzanne Sawyer, vice president and chief marketing officer at Penn Medicine

// By Melanie Graham // When you consider the elements needed for quality content, what do you think of? Skilled copywriters may come to mind, or maybe you think of killer creative from a professional graphic designer. But what about data? It may not be the first thing that pops into your head, but analytics Read More

Benchmarking Reveals Whether You’re a Leader or a Laggard

Ben Dillon

“Benchmarking your organization against your peers is something every health system wants to do,” says Ben Dillon, chief strategy officer at Geonetric and eHST Editorial Advisory Board member. “But in reality, how you compete is more nuanced than just comparing your organization to others by team or bed size. It’s neither easy to compare yourself to an average of Read More

4 Models for a Consumer-Centric Hospital Website

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Before redesigning your hospital website in 2018, consider these 4 models.

Hospital websites have traditionally been structured as static brochureware — featuring limited functionality and transactional capabilities. But with healthcare consumerism in full swing, the new standard for hospital website redesign is inspired by best practices from leading B2B and B2C brands that treat their sites as living, breathing experiences.

In this eBook, you’ll learn about four modern and practical models for a more consumer-centric hospital website that also delivers measurable ROI for your C-suite. Explore how you can:

  • Create a scalable platform for integrated service line marketing programs
  • Weave inbound and content marketing strategies throughout your site
  • Deliver a more personalized web experience with the help of your EHR
  • Manage important internal cultural shifts as you embark on a redesign

You’ll also get a behind-the-scenes look at one redesign that earned recognition from the eHealthcare Leadership Awards for its Google-inspired search.

Get the eBook »

Ask the Expert: What Differentiates a Healthcare Digital Marketing Leader?

Ben Dillon

Learn How Leading Healthcare Marketers Do Digital Differently and How to Propel Your Organization Forward // By Ben Dillon // Benchmarking your organization against your peers is something every health system wants to do. But in reality, how you compete is more nuanced than just comparing your organization to others by team or bed size. Read More

IBM Marketing Catalyst: A Preconfigured Healthcare Marketing Stack

leveraging watson and adobe graphic

What do you get when you cross IBM Watson with five Adobe marketing tools? A smart, HIPAA-compliant, preconfigured marketing stack curated for healthcare that doesn’t take years to implement. That’s the case IBM is hoping to prove to healthcare and life sciences organizations with its new offering, IBM Marketing Catalyst. Developed by digital consultancy IBM Read More

eHealthcare Leadership Award Winners: They’re Simply the Best

eHealthcare Leadership Awards

// By Jane Weber Brubaker // It’s that time of year again. The call for entries for the 2018 eHealthcare Leadership Awards is open as of May 1. This year’s award winners will be announced at a gala luncheon on November 7 at the HCIC conference in Scottsdale, Arizona. Winners are selected from nearly 1,000 Read More

Call for Entries — 2018 eHealthcare Leadership Awards

eHealthcare Leadership Awards

The Call for Entries for the 2018 eHealthcare Leadership Awards is now open. This leading awards program, which draws some 1,000 entries, exclusively recognizes the very best websites and digital communications of healthcare organizations (both large and small), online health companies, pharmaceutical/medical equipment firms, agencies/suppliers, and business improvement initiatives. These awards highlight the role of Read More

Healthcare Digital Marketing Update

Ben Dillon, Chief Strategy Officer, Geonetric

Get the Latest Market Research Findings to Shape Your Strategy in 2018 and Beyond

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

Webinar on Demand — Watch Now

Your Presenter:

  • Ben Dillon, Chief Strategy Officer, Geonetric

How does your healthcare organization compare to your competition when it comes to the structure of your digital team, digtal budget and plans for the future? Are you maintaining your edge … or falling behind?

Watch now and find out!

The 2018 Healthcare Digital Marketing Trends Survey collected input from more than 240 healthcare marketers at hospitals and health systems as well as vendors and agencies.

In a 60-minute webinar on April 18, Ben Dillon, chief strategy officer at Geonetric, will share key takeaways from this just completed survey.

Watch Now »

A New Tool That Could Transform Your Patient Communications

Progressive Web App (PWA) Characteristics

What if you could make your website more engaging and easier to access for patients on the go — even when they don’t have access to the internet — while improving your electronic communication and reducing your costs? While this may sound like a tall order, progressive web apps (PWAs) can help you accomplish all Read More

Why Progressive Web Apps Should Be on Your Roadmap

Michael Spinosa, CEO of Unleashed Technologies

// By Lisa D. Ellis // What if you could make your website more engaging and easier to access for patients on the go — even when they don’t have access to the internet — while improving your electronic communication and reducing your costs? While this may sound like a tall order, progressive web apps Read More

Choosing a Winning Online Scheduling Tool

Cover Image: Choosing a winning online scheduling tool, key considerations for health system executives

Key Considerations for Health System Executives

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Speed and convenience. This is the mantra of today’s tech-savvy consumers, who want instant access to information that can inform their decision-making, as well as a convenient way to follow through with an online appointment or purchase.

In the healthcare industry, more than 60% of patients say they would switch physicians to get an appointment quickly, and, more importantly, 40% of patients would switch physicians for online access to appointments.

Unfortunately, healthcare systems have struggled to keep pace with consumer expectations. System complexity, information silos, a delay in technology adoption, and physician resistance have all stood in the way of giving patients what they really want: the ability to schedule healthcare appointments online.

The healthcare systems that can capitalize on this growing market opportunity will reap critical advantages in patient satisfaction and long-term loyalty.

This brand-new guide will help healthcare system executives understand the choices available and key considerations in implementing an online scheduling tool.

 
Download Now »
 

Attract More Patients to Your Healthcare Organization

Lindsay Neese Burton and Amber Welch

How Ochsner Health System Leverages Technology to Proactively Manage Online Reputation — and How You Can Too

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

Webinar on Demand — Watch Now

Your Presenters:

Healthcare consumers search for more information when making decisions about their care than ever before. And far too often the information they find online about doctors and facilities is incorrect or insufficient.

What your potential patients find — or don’t find — about your service lines and physicians when they search online can make or break your organization’s ability to bring in new patients and retain existing ones.

Few organizations have the resources to manually maintain accurate listings for every location and physician across a growing multitude of social platforms, search engines, and review sites — from Google and Facebook to Healthgrades and Vitals. Some have tried — and failed — to keep up with the sheer number of ever-changing variables.

But with the right technology, organizations can gain control over their information, and consumers benefit from access to current, comprehensive, and accurate information when choosing a doctor.

Watch this webinar on demand now and learn how Ochsner Health System uses a technology solution to proactively manage its online presence — and ensure it is a consistently strong contender for consumers’ attention when seeking a provider.

Watch now »

Are Your Marketing Efforts Underutilizing LinkedIn?

linkedin logo

With a very different audience and focus from its social media brethren, LinkedIn has always been a unique challenge for healthcare marketers. But with half a billion users (as of April 2017), LinkedIn is not a space to ignore. Putting resources behind this channel may not be easy, but it’s worth the effort to reach Read More

Blockchain-Enabled Solutions to Persistent Healthcare Problems

John Halamka

Remember the Winkleveii? The aggrieved Harvard twins of Facebook fame?  They’re in the news again, this time as the “first Bitcoin billionaires.” Moneywatch reported in December that the $11 million they collectively invested in Bitcoin in 2013, was valued at more than $1.7 billion. So what does Bitcoin have to do with healthcare? Or digital Read More

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