Online Advertising

Should You Leap Into Facebook Live Streaming?

Amanda Rayno, Brigham and Women's Hospital

There’s no denying the popularity of Facebook’s live video feature. Within a year of its site-wide launch in April 2016, broadcasts quadrupled, and one in five videos on the platform was live. For marketers, Facebook Live is a new and exciting way to engage with audiences. But live video can come with some hesitation and Read More

City of Hope’s Digital-First Transformation

Robin Snow

// By Robin Snow // When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse. She had the experience to do it, having completed Read More

How Brigham and Women’s Hospital Found Success with Facebook Live

facebook live logo

// By Melanie Graham // There’s no denying the popularity of Facebook’s live video feature. Within a year of its site-wide launch in April 2016, broadcasts quadrupled, and one in five videos on the platform was live. Meanwhile, users showed a strong response out the gate, even before the feature was available to everyone on Read More

Integrated CRM/PRM: A Strategy for Health System Marketing Success

Last year, in an article on Lehigh Valley Health Network’s integrated CRM/PRM strategy, we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future. It’s been 18 months, and we wanted to find out how it’s going. The short answer is, it’s Read More

Fresh Facebook Strategies That Maximize Visibility

Aaron Watkins, senior director of internet strategy and digital content marketing at Johns Hopkins Medicine

Any marketer will tell you that Facebook is one of the most powerful tools your brand can harness. It continues to show its strength as the most popular social media app, growing its active user base to more than 2 million and posting one successful quarter after another. But with more competition, new users, and Read More

Healthcare Marketers Look to Analytics, Live Video for Facebook Success

Melanie Graham

How healthcare brands are freshening up their Facebook strategy with testing, targeted audiences, and Facebook Live. // By Melanie Graham // Any marketer will tell you that Facebook is one of the most powerful tools your brand can harness. It continues to show its strength as the most popular social media app, growing its active Read More

Joe Healthcare Marketer, You Are Cordially Invited to the C-Suite

// By Jane Weber Brubaker // In a March 2016 article, “Gentlemen, Start Your Engines! Lehigh Valley Health Network Revs It Up with Integrated CRM/PRM Strategy,” we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future. It’s been 18 months, Read More

Healthcare Digital Marketing Toolkit

Healthcare Digital Marketing Toolkit

// Sponsored Post //

You don’t have to be a super hero to achieve healthcare digital marketing success, but it helps!

With all the competing channels and goals you juggle, finding measurable return on your marketing investments can be tough. Are you building on a solid foundation? Or do you need a few more tools in your belt to really reach great heights?

The new Digital Marketing Toolkit from Influence Health offers tips, templates, and a winning strategy to help you:

  • Evaluate all your current digital marketing assets
  • Define your consumer personas and map their unique journeys
  • Create a solid strategy
  • Set realistic and measurable goals
  • Calculate return on investment
  • Stay flexible and adaptable
  • Convince your executives to support your mission

Download now »

Twitter: It’s No Longer All About The Clicks

Twitter logo

It’s no secret that Twitter is a mainstay of the healthcare marketing tool kit. But as the social media landscape evolves, Twitter’s role as a content marketing channel is evolving as well. Although it comes as no real surprise to marketers, Facebook continues to keep its place at the top of the social media food Read More

As Twitter Numbers Lag, Experts Focus on Conversation Over Clicks

Melanie Graham

How Healthcare Marketers Are Adjusting Social Strategies to Maintain Success on Twitter // By Melanie Graham // It’s no secret that Twitter is a mainstay of the healthcare marketing tool kit. But as the social media landscape evolves, Twitter’s role as a content marketing channel is evolving as well. Although it comes as no real Read More

How Big Data Can Help Boost Brand Awareness

South Nassau Communities Hospital (SNCH) in Oceanside, New York, knew it needed to elevate brand awareness in a market dominated by better-known hospitals on Long Island, and world-famous hospitals in nearby Manhattan. “They are the David in the sea of Goliaths in New York and Long Island,” says Bill Wax, president and founder of healthcare Read More

Ten Hacks for Keeping at the Top of Your Marketing Game

Susan Solomon

 eHealthcare Pulse // By Susan Solomon // Programmatic advertising. Demand-side platforms. Private marketplace auctions.* It seems that there’s a “new next thing” in marketing every day. How does a savvy healthcare marketer keep up with it all? While it may appear that staying informed could be a full-time job, here are a few shortcuts and Read More

Big Data Delivers for South Nassau Communities Hospital

// By Jane Weber Brubaker // The old adage “If at first you don’t succeed, try, try again” is aspirational for innovators. Thomas Edison’s approach to innovation boiled down to two ideas: rapid iteration and a focus on customer needs. He defended his process against detractors who asked how it felt to fail 10,000 times Read More

Online Reputation Management: A Systematic Approach Pays Off

MultiCare Logo

“Reputation management has never been more important for healthcare providers and organizations that are actively seeking new patients. Why? The increase in high-deductible health plans has created a new breed of healthcare shopper,” says Becky Barney-Villano, healthcare writer and marketing specialist. “The rise of insurance exchanges where consumers pick their plans has resulted in more Read More

Think You’re Not in the Customer Service Business? Think Again.

Kyra Hagan

“Outside of healthcare, customer experience drives business,” notes Kyra Hagan, senior vice president and general manager, marketing & communications at Influence Health. “Retailers and hospitality providers have realized explosive revenue growth and brand loyalty by deploying best practices in customer engagement. Unfortunately, the healthcare industry has fallen behind by not truly treating prospects and patients Read More

Learning to Treat Healthcare Consumers Like Customers

Kyra Hagan

// By Kyra Hagan // Outside of healthcare, customer experience drives business. Retailers and hospitality providers have realized explosive revenue growth and brand loyalty by deploying best practices in customer engagement. What are those best practices? World-class customer experience requires tightly integrating cross-channel data to bridge digital and in-person encounters. Unfortunately, the healthcare industry has Read More

Ask the Expert: Rolling Out a Brand Overhaul

Nick Ragone, chief marketing officer of Ascension

Nick Ragone is senior vice president and chief marketing and communications officer at Ascension, the largest nonprofit health system in the U.S., with 2,500 sites of care in 24 states and the District of Columbia. He leads the “One Ascension” effort from the marketing side. “We decided as an organization that we really needed to Read More

Pandora Powers Targeted Reach to Healthcare Consumers for Hartford HealthCare

Hartford HealthCare

About one-fourth of the U.S. population listens to Pandora. That’s 82 million active listeners every month. Pandora’s free, ad-supported personalized music streaming service generated more than $1 billion in advertising revenue in 2016. Healthcare advertisers like OhioHealth, featured in a recent eHST article, are getting impressive results on Pandora. We were intrigued. We wanted to Read More

Call for Entries — 2017 eHealthcare Leadership Awards

eHealthcare Leadership Awards Logo

This leading awards program, which drew over 900 entries last year, recognizes the very best websites and digital communications efforts of healthcare organizations, online health companies, pharmaceutical/medical equipment firms, suppliers, and business improvement initiatives. Now in its 18th year, the awards program is presented by Plain-English Health Care, publisher of eHealthcare Strategy & Trends and Read More

What Is Ascension’s Marketing Vision for the Future?

Nick Ragone, chief marketing officer of Ascension

Ask the Expert, with Nick Ragone // By Jane Weber Brubaker // Nick Ragone is senior vice president and chief marketing and communications officer at Ascension, the largest nonprofit health system in the U.S., with 2,500 sites of care in 24 states and the District of Columbia. He leads the “One Ascension” effort from the Read More

7 Ways Pandora Drives Results for Healthcare Advertisers

// By Jane Weber Brubaker // About one-fourth of the U.S. population listens to Pandora. That’s 82 million active listeners every month. Pandora’s free, ad-supported personalized music streaming service generated more than $1 billion in advertising revenue in 2016. Healthcare advertisers like OhioHealth, featured in a recent eHST article, are getting impressive results on Pandora. Read More

The Perks and Perils of Live Video for Healthcare Marketing

facebook live logo

Live video is not for the faint of heart. Consider the jaw-dropping gaffe at this year’s Academy Awards, when Warren Beatty got the wrong envelope and broke the hearts of the La La Land producers. So why does the social media team at Children’s Hospital of Wisconsin love live video? “When you’re forced to walk Read More

A Multichannel Strategy Focusing Attention on Cancer Care

NewYork-Presbyterian Logo Square

We’ve written extensively about the need for different skills in healthcare marketing. A recurring theme is: MarCom is out and MarTech is in. But the truth is, we need both. The goal of everything we do as marketers is to communicate clearly and effectively, no matter which channel we’re doing it in. One thing healthcare Read More

Health System Develops Campaign To Promote Digital Helpline

Millennials are officially the largest generation, edging out baby boomers in 2016, according to the U.S. Census Bureau. By 2018, millennials will have more spending power than any other generation, and marketers are lining up to find ways to connect with them. So what do hospitals have to offer young, mostly healthy people? OhioHealth turned Read More

1 2 3 5