The Health System Digital Front Door: Enhancing Patient Access, Engagement, and Experience

A new eHealthcare Strategy & Trends member roundtable, featuring winners from the 2023 eHealthcare Leadership Awards

Wednesday | August 7, 2024 | 2 p.m. Eastern

Your Panelists:

• Jennifer Segalini, VP of Strategy at Phase2
• Amanda Jones, Senior Director of Digital Engagement at Geisinger
• Jennifer Mackendree, System Director of Marketing at Health First
• Nardeep Singh, Marketing Technology Manager at Renown Health

In this session, you’ll learn:

• The breadth, scope, and depth of DFD strategies and tools
• Best practices for implementing a DFD
• Practical tips for enhancing patient engagement and satisfaction
• How a DFD can impact marketing outcomes
• How to prioritize DFD investments for maximum impact
• And much more!

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How to Future-Proof Your Healthcare Website

Your Presenters:

• Kevin Smith, Assistant Vice President, Digital Engagement, Baptist Health (KY)
• Matt Schwabel, Executive Director, Marketing Technology & Operations, UNC Health
• Michael Kinkaid, Chief Technology Officer, Reason One
• Stephen Barry, Product Owner, Lee Health

You’ll learn:

• How to evaluate your current state and define the desired future state
• Considerations for selecting the right technology
• Best practices for gaining buy-in from stakeholders
• How to develop a plan and timeline
• Why a web steering committee is essential
• How to measure success
• And much much more!

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Mobile Apps for Healthcare Providers: Your Patients Need More Than Just a Portal.

An investment in mobile is essential to compete in today’s healthcare marketplace. But should you build or buy?

Meeting customers where they are — on devices they use, in ways that are familiar and seamless — continues to separate leaders from laggards in the healthcare provider space.

Mobile-first strategies, particularly mobile apps, have become a critical part of these efforts.

The mobile app conversation is not a simple one, even if the choices themselves are relatively straightforward: build your own proprietary mobile app or use an existing EHR-provided app, such as Epic’s MyChart.

Download this new white paper today to get insights on how to lead your organization to the right decision.

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Healthcare Digital Marketing Trends Survey 2024

Download our eBook to see how your efforts compare with other healthcare providers, and what tactics you should consider prioritizing to help your organization reach its marketing goals. Who knows — with this valuable information, you may end up as one of our marketing Leaders in a future edition of the survey!

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Vital Signs: The State of Healthcare Digital Marketing, 2024

This free webinar will give marketers the insights you need to stay on top of how the healthcare marketing industry is changing.

Your Presenter

• Ben Dillon, Chief Executive Officer, Geonetric

You’ll Learn:

• Where budgets and staffing are being adjusted after healthcare’s post-pandemic financial crisis
• What digital investments health systems are prioritizing in the coming year
• How health systems are adapting to the recent HIPAA guidance on marketing tracking technology
• The variety of ways healthcare marketers are using generative AI tools and the barriers that exist
• And much more!

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The 2024 eHealthcare Leadership Awards Are Open—Submit Your Entries Today!

This year marks the silver anniversary of the eHealthcare Leadership Awards. Join us as we celebrate 25 years of industry innovation and honor your accomplishments from the past year. The Call for Entries is officially open! The eHealthcare Leadership Awards recognize outstanding health websites and digital initiatives, highlighting the role of digital communications in achieving Read More

The Remix — The Evolution of the Digital Front Door

This new free guide will help you answer:

• What is the history of the Digital Front Door and what factors have influenced its status today?
• With so much industry and technology disruption, where will the Digital Front Door go next?
• What are the main areas of investment to consider in evolving your Digital Front Door? And how do you measure up?
• What expertise do you need to cultivate a smart and effective Digital Front Door?
• And much more!

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25 Years of Celebrating Excellence: eHealthcare Leadership Awards Are Open

// By Susan Dubuque // This year marks the silver anniversary of the eHealthcare Leadership Awards. Join us as we celebrate 25 years of industry innovation and honor your accomplishments from the past year. The eHealthcare Leadership Awards recognize outstanding health websites and digital initiatives. The Call for Entries is officially open!

Reimagining CRM for Health Systems with an Enterprise-Wide Approach

Watch our webinar and hear from a top industry expert who will share how CRM has evolved and discuss best practices that can help your organization take full advantage of state-of-the-art CRM capabilities.

You’ll learn:

• What the current state of CRM is in healthcare, and why it often falls short.
• How to structure CRM for enterprise-wide success.
• Best practices for implementation, governance, and strategy.
• How to set priorities that align with the strategic plan when launching campaigns.
• How a CRM can scale communications using real-time data and rules-based automated campaigns.
• What to consider when choosing a CRM solution.
  And much much more!

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Enhancing Patient Experience with Effective Provider Data Management Strategies

Your Presenters:

• Jeff Stewart, VP of Strategic Marketing, CHRISTUS Health
• Val Lopez, Assistant Vice President, Digital Marketing and Technology, Baptist Health
• Jessica West, Director, Content & Media, Piedmont
• Keir Bradshaw, EVP, Solution Consultant, MERGE

You’ll learn:

• Insights into how precise provider data impacts patient trust and the overall efficiency of healthcare delivery systems.
• How innovative technologies and systems can assist in the effective management and maintenance of provider data to ensure compliance and enhance patient care.
• Best practices for implementing a robust provider data management strategy that can directly improve the patient experience.

And much much more!

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Winning Strategies for Digital Physician Engagement [Member Roundtable]

Join us for a discussion with 3 leaders from organizations that won awards in the Best Digital Physician Engagement category in the 2023 eHealthcare Leadership Awards

Your Panelists:

• Emilie Ansel, CEO, Private Health News
• Shannon Cummins, VP of Business Development, Unlock Health
• Garland Stansell, Chief Communications Officer, Children’s of Alabama

Moderated by:

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

You’ll learn:

• How your organization can implement a physician engagement effort that is aligned with your strategic marketing goals
• The physician engagement tactics our panelists have found most effective — from the tried and true to the new and cutting edge
• How you can make physician involvement mutually beneficial
• Details of their winning physician engagement initiatives

And much more!

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Privacy-First: How to Ensure Your Healthcare Marketing Aligns with HIPAA

Your Presenters:

• Ray Mina, Head of Marketing, Freshpaint
• Doriann Cain, Partner, Faegre Drinker
• Bridget O’Connor, COO, Fortalice Solutions
• Edward Rafalski, Chief Strategy & Marketing Officer, BayCare Health System

You’ll learn:

• What it means to be privacy-first.
• Who needs to be involved in process change.
• How to have constructive conversations with legal and compliance.
• Why web trackers don’t comply with HIPAA.
• Which tools you need a BAA (Business Associate Agreement) for.
• What to do if you can’t get a BAA.

And much much more!

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Focus on ChatGPT and Large Language Models: Exploring AI’s New Role in Healthcare Marketing

In this new report from eHealthcare Strategy & Trends, we’ll take you through the first full year of ChatGPT, exploring the opportunities, risks, and practical uses of generative AI in healthcare communication.

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Healthcare Personalization Guide

Unlock the Power of Healthcare Personalization While Respecting Patient Privacy

You’ll learn:  

• Do’s and don’ts for personalizing digital health experiences
• How to balance personalization and patient privacy under current regulations
• Expert insights from Phase2’s data privacy and digital experience specialists
• And much more!

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Practical Applications of AI in Healthcare Marketing: Elevating Patient & Employee Engagement and ROI

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists

Your Presenters:

• Jenny Collopy, VP, Chief Marketing and Communications Officer, The Christ Hospital Health Network
• John Elder, Co-Founder and CEO, Supernatural
• Mike Barrett, Co-Founder and CSO, Supernatural
• Bianca Chaer, Strategist, Supernatural

You’ll learn:

• An overview of the general AI landscape: different types of AI, how they are used, and presenters’ point of view on the use of these tools.
• How to do more than just “Use ChatGPT”
• The current landscape of AI in healthcare marketing, specifically how more relevant content can help improve marketing outcomes.
• Where AI is making an impact for people in their day-to-day workflow, right now.
• How AI can help understand and address the needs of different populations effectively.
• How AI can customize content to live across multiple platforms for a variety of different audiences.
• How AI can help optimize healthcare marketing campaigns — specifically:
  • How AI can help you understand the competitive environment
  • How you can use AI to make content
  • How you can use AI to evaluate that content
  • How you can use AI for channel strategy and media planning

And much much more!

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Focus on Privacy/Tracking: Strategies to Navigate the Risks and Maintain Compliance

In this exclusive report from eHealthcare Strategy & Trends, you’ll get a comprehensive look at the current privacy/tracking landscape in healthcare marketing. Through expert insights and in-depth
interviews, we’ll provide you with practical tips and strategies to help you navigate the complexities of privacy and tracking in your healthcare marketing efforts.

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Everything You Wanted to Know About AI and Healthcare Marketing

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists

Your Presenters:

• Rachelle Montano, Vice President of Clinical Strategy, Loyal
• Matt Cohen, Director of AI, Loyal

You’ll learn:

• About different types of AI technologies and their real use cases.
• How to evaluate AI-based solutions for your organization and get past the hype.
• Concrete ways that AI technologies are enhancing marketing today.
• Where the biggest risks lurk for healthcare marketers and when you need to proceed with caution.
• How to safely test the waters before diving in … so you can avoid the dangers posed by being left behind.
• What the future holds.

And much more!

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Finding The Perfect Match: Building a Provider Finder That Delivers Results

Download this new free case study to learn how Scripps Health took its provider search from good to great.

You’ll learn:

• Why Scripps Health felt that a custom solution would help them put patients’ needs first
• The key elements of a great provider search experience
• How to integrate marketing and referral campaigns into the care search experience
• How data from scheduled appointments can influence strategic decisionmaking — and why this makes the ability to share this data crucially important
• And much more!

Read More »

New Free Case Study: HRA Drives Significant Encounter Revenue

You’ll learn: 

• Campaign details
• Key outreach tactics that achieved these results
• Conversion rates, from HRA completion to encounter, within 14 days, 6 months, and 4 years.
• Additional metrics — including new patient percentage, ROI, and payments!

Read More »

Focus on Mobile Strategy: Rethinking Mobile Strategy in Your Healthcare Marketing

In this exclusive report from eHealthcare Strategy & Trends, we examine the current landscape of mobile to find out what it takes to succeed and what healthcare organizations are doing to get ahead of the game.

Download now »

eHealthcare Leadership Awards: Delivering Benefits to the Entire Awards Community

// By Susan Dubuque //  From the Michelin Stars for culinary arts to the Tony Awards for Broadway productions to the Westminster Kennel Club Dog Show honors for our canine friends, every industry sector has its most coveted awards. For healthcare marketers, it’s the eHealthcare Leadership Awards. I am honored to serve as co-chair once Read More

Call for Entries for the 2023 eHealthcare Leadership Awards Now Open

// By Susan Dubuque // We’re pleased to announce that the 2023 eHealthcare Leadership Awards Call for Entries is officially open! It’s time to review all the great things you’ve accomplished and prepare to receive the recognition you deserve. Throughout the pandemic, digital tools and tactics saved the day — allowing organizations to maintain productivity by Read More

Focus on Content Marketing: A Spotlight on Content Marketing Trends for Healthcare Marketers

In this exclusive report from eHealthcare Strategy & Trends, we highlight the many ways that content marketing is being used by hospitals and health systems around the country.

Download now »

Focus on Artificial Intelligence: The State of AI in Digital Healthcare Marketing

In this exclusive report from eHealthcare Strategy & Trends, we examine the current state of AI usage in healthcare by sharing case studies and successful implementation practices from industry leaders and innovators.

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Where Healthcare CRM is Headed in 2023 and Beyond

A new eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists

Panelists:

• Seth Kaplan, Director, Marketing & Customer Engagement, HonorHealth
• Craig Kartchner, AVP of Marketing & Customer Experience, HonorHealth
• Daniel Quinn, VP of Business Strategy & Analytics, Lionshare

Moderated by:

• Jared Johnson, Founder and Podcast Producer, Shift Forward Health and member of the eHealthcare Strategy & Trends Editorial Advisory Board

Watch this webinar and you’ll learn:

• How buyer decisions for CRM have changed
• How to evaluate platforms now that there are more choices on the market than ever before
• How strategy and operations work together to get the most out of a CRM investment
• How vendors see their platforms evolving over the next 1-2 years
• How to manage expectations for CRM now that healthcare organizations are facing historically challenging financial pressures

And much more!

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