Hospital Websites

How To Rank #1 for Cancer Care: Best Practices for Healthcare SEO

“An ever-increasing number of consumers search the Internet for medical and health information, and within healthcare, as in many industries, there is fierce competition for search traffic,” observes Marlene Kurban, a business development consultant and freelance writer with more than 20 years of experience in the behavioral healthcare field. “A targeted SEO strategy, combined with relevant, Read More

How Can Healthcare Organizations Select the Right Technology Vendor?

Greystone.net logo square

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

Which User Testing Tool Is Right For You?

Bill Citro, Communications and Marketing Senior Analyst at Nebraska Medicine

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

Why You Must Continually Improve Your Local Search Results

Adam Dorfman is Senior Vice President of Product and Technology at SIM Partners, a technology provider that optimizes location-specific content and business information to enhance local, mobile, and social search results. “Healthcare systems sometimes have thousands of physicians and hundreds of clinics and hospitals. They are very complicated systems,” says Dorfman. As healthcare organizations acquire Read More

Take Two: Improve Your Video Storytelling Skills

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

3 User Testing Tools: Seeing Your Hospital’s Website Through Users’ Eyes

ForeSee

// 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

Video Patient Testimonials: The Power of Storytelling in Healthcare Marketing

// 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

How To Best Leverage a Powerful (and Free) Marketing Tool

Wheaton Franciscan Healthcare Logo

Two years ago, Wheaton Franciscan Healthcare launched its new website, mywheaton.org, built on Geonetric’s VitalSite CMS (content management system). One of the top priorities of the redesign was to make it easier for visitors to find physicians, choose physicians, and request appointments. “Before we redesigned our site I would say we were averaging about 50 Read More

Improve the Measurement of Your Digital Healthcare Marketing Campaigns

Influece Health Measure Up White Paper Cover

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Do your healthcare marketing metrics help you make the most of your digital marketing budget?

Download your copy of this new white paper from Influence Health, authored by Michael Sengbusch.

As healthcare marketers how do we know what to count? Are we counting things purely because they are countable? Are we on a quest to count metrics that are beyond our control or out of reach?

Are we making choices based on metrics that really have no effect on healthcare decisions? Are we counting metrics that are only relevant in other industries?

In this white paper, you’ll get an incredibly thorough and practical framework on how to measure your healthcare marketing campaigns on their:

  • Targeting, leveraging the amazing segmentation of digital channels like Facebook
  • Reach, including how quickly and frequently the target market is exposed to your campaign
  • Engagement, and the differences between search and social for key metrics
  • Influence of healthcare decisions, and the nuances of the many types of conversions we must consider in healthcare.
  • Budget efficiency, and the ratios between 3 metrics required to track it.

Download your free white paper now.

 

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Web Analytics: A Digital Healthcare Marketer’s BFF

Jaimie Somlai

// By Jane Weber Brubaker // Two years ago, Wheaton Franciscan Healthcare launched its new website, mywheaton.org, built on Geonetric’s VitalSite CMS (content management system). One of the top priorities of the redesign was to make it easier for visitors to find physicians, choose physicians, and request appointments. “Before we redesigned our site, I would Read More

Is Open-Source Software the Right Solution For Your Hospital, Health System, or Physician Group?

Ken Rickard

“Medicine, like science, depends on the free exchange of information to produce the best outcomes for patients,” says Ken Rickard. “Software should be designed with the same goal in mind.” Rickard is the Director of Professional Services at Chicago-based consulting and development firm Palantir.net. He believes software decisions are a crucial element of healthcare strategy. “Software Read More

Create a Site That Engages and Converts

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How To Master the Replatforming Process at Your Organization

Your Presenters:

You’ll learn:

  • How to successfully master your website replatforming project and the accompanying change management challenges
  • The importance of identifying goals for your new website that are both realistic and relevant
  • Keys to identifying the “mission critical” tasks that need to be tackled first—and what can wait until Phase 2
  • What to do if the scope of the work reaches beyond what your existing marketing/digital teams can manage
  • How to measure ROI for data-driven insight
  • Strategies for getting all key stakeholders on the same page and working in tandem
  • Why your new website must align with your overarching marketing and digital strategy, and how to ensure this happens
  • How to create a replicable roadmap for success that can be adapted and re-used for other digital projects, website initiatives, and technology implementations at your organization
  • A real-life success story: How SCL Health replatformed its website and achieved big increases in site traffic (up 75%), organic traffic (up 20%), and total new users (up 68%)
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Case Studies Reveal Vital Importance of Healthcare Transparency

Northwell Health Logo

“The best way to change a culture is to be transparent,” says Emily Kagan Trenchard, Associate Vice President of Digital Strategy at Northwell Health (formerly North Shore-LIJ). “When you pull back the curtain, everyone wants to tidy up the room.” Kagan Trenchard and co-presenter Chris Boyer, Senior Vice President of ReviveHealth, shared their perspectives on Read More

Open Source or Proprietary? 5 Key Issues to Consider

Ken Rickard

// By Ken Rickard // Imagine a healthcare world in which you had to pay a license fee to perform each angioplasty. Or one in which breakthroughs in cancer treatments were never published, but were instead reserved only for a select few doctors and institutions. Medicine, like science, depends on the free exchange of information Read More

How Does a Digital Marketer Transition from E-Commerce to Healthcare?

Ask the Expert, with Scott Mowery, Director of Digital Services at Cleveland Clinic // By Jane Weber Brubaker // Scott Mowery, Director of Digital Services at Cleveland Clinic, presented at HCIC 2015. His background in e-commerce intrigued us. We wanted to know how it shaped his approach to digital marketing in healthcare. We also wanted Read More

The State of Digital Marketing in Healthcare; Survey Results Download

tate of digital marketing in healthcare

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Download your copy of the results of the State of Digital Marketing in Healthcare in 2015 Survey today.

The white paper, encapsulating the results, is now available. It provides valuable insights to help CEOs, CMOs, Web leaders and others assess the current state of their organization’s digital efforts, compare themselves to their peers and look at future opportunities. In the white paper, you’ll find healthcare-specific details about:

The use of:

  • Online and digital marketing techniques
  • Content management software (CMS)
  • Customer relationship management (CRM)
  • Marketing automation
  • Return on investment and key performance indicators
  • Importance/Effectiveness of digital marketing efforts
  • Driving digital transformation of a healthcare brand
  • Web innovations
  • Available resources
  • And much more.

Learn more or download now »

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The Value of Healthcare Transparency

Emily Kagan Trenchard and Chris Boyer

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Using Digital to Drive Transparency and Embrace Consumerism in Healthcare

Your Presenters:

You’ll hear:

  • Strategies to improve your organization’s transparency and how that will impact your hospital.
  • How North Shore-LIJ (Northwell Health) built a sustainable roadmap that will help them grow and innovate as the market evolves.
  • Best practices for developing integrated digital solutions for increased transparency.
  • How to use your digital presence to support patient access and improve your patients’ experience.
  • Quality-of-care advances that can result from a commitment to transparency.
  • How increased transparency can significantly improve your facility’s CAPS scores measuring patients’ perceptions of their experiences.
  • How increased transparency can improve the results of your marketing and communications efforts.
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Community Building: It’s Not All About You

Dan Dunlop, Jennings

“If you’ve worked in healthcare marketing for more than a few months, you’ve undoubtedly faced a request from a service line leader who wants to see a photo of himself or his team prominently featured in an ad,” says Dan Dunlop, president and CEO of Jennings, an advertising and brand development agency, and member of the Read More

How To Deliver Your Digital Brand Effectively and Consistently

“Delivering your brand promise through digital channels is obviously important to marketers at hospitals, health systems, and other healthcare organizations today,” note Mike Reinhardt and Phil Harding. “But what does delivering brand promise through digital really mean, and more important, how do you execute that delivery?” Reinhardt and Harding, both of Monigle Associates in Denver, Read More

Community Building vs. Narcissism in Healthcare Marketing

Dan Dunlop, Jennings

// By Dan Dunlop // Think about how you act when you host a dinner party. You are strategic when you develop the guest list, and bring people together who have commonalities. You greet people as they arrive and introduce them to others. And you facilitate conversation by suggesting interesting topics and by filling in Read More