Online Advertising

When It Comes to Content, Cleveland Clinic Is Never Content

jane-brubaker

// By Jane Weber Brubaker // Five principles for leading your organization’s digital marketing efforts. Amanda Todorovich, Cleveland Clinic’s executive director of content marketing, freely admits that the scope of what she and her team are tasked with is not typical. How often does a CEO ask what it would take to become the best Read More

Is it Time to Take Your Digital Health Marketing In-House?

Jennifer Vazales

When you’re ready to make the transition to in-house digital health marketing, finding the right partner is key. Small marketing teams often lean on third-party providers to run their marketing campaigns. As these teams develop skills in digital marketing, they gain the confidence to staff up and bring campaign management in-house. By 2020, VCU Health’s Read More

Your Digital Front Door – Meeting Consumers Where They Are

Your Digital Front Door – Meeting Consumers Where They Are

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

Panelist:

  • Ben Dillon, Chief Strategy Officer, Geonetric

After this webinar, attendees will be able to answer critical questions, including:

  • What are consumers’ preferred ways to engage with health organizations throughout their journey?
  • How are consumers researching health conditions (and what information your health system needs to be delivering)?
  • How has patient loyalty changed and what are the most important factors as patients are making healthcare choices for every healthcare encounter?
  • What are consumers’ perspectives on personalized digital experiences in an era of greater awareness of the threats to data privacy?

Watch Now »

Blockchain Technology in Digital Healthcare: An Answer to Digital Ad Fraud?

Jim-Samuel

If you’re running digital healthcare advertising campaigns, you’re probably aware of blockchain technology. To hear some tell it, blockchain is the answer to just about every problem faced by modern society. Others describe it as a solution in search of a problem. One area in which blockchain has seen some success is in helping to Read More

Point/Counterpoint: Can Blockchain Protect Digital Advertisers from Fraud?

Fou-Augustine

// By Jim Samuel // Digital advertising will total more than $571 billion worldwide in 2022. But the latest projections from Juniper Research say $81 billion of that will be wasted because of fraud. Some advocates say blockchain technology can be the solution to the fraud problem. Others say blockchain is likely to come up Read More

OSU Wexner Tackles Vaccine Misconceptions Through Super Bowl Ad

Hidlay-Skip

For most people, Super Bowl 2021 was a throwdown between the Kansas City Chiefs and the Tampa Bay Buccaneers on Tampa’s home turf. But for the marketing team at The Ohio State University Wexner Medical Center in central Ohio, gameday was an opportunity to highlight the talented medical center staff and tackle vaccine misconceptions head-on. “It Read More

How OSU Wexner Used In-House Talent to Create a Winning Super Bowl Ad

OSU Wexner Medical Center Logo

// By Althea Fung // When pandemic restrictions on vendors meant an outside media team couldn’t come on campus, The Ohio State Wexner Medical Center tapped the talents of its own in-house team to produce a high-profile TV spot — and that was just the beginning. For most, Super Bowl 2021 was a throwdown between Read More

What Healthcare Organizations Need to Know About Google Analytics 4

Sauceman-Rachael

// By Rachael Sauceman // Now is the time to start getting ready for Google’s transition to GA4 in July 2023. In March, Google announced that it plans to officially retire the current version of Google Analytics and require all users to move to the next generation, Google Analytics 4, or GA4, by July 1, Read More

No, Email Marketing Isn’t Dead

Shivani Srivastava

If you’re an email marketer, you’ve likely heard the refrain “Email marketing is dead” countless times. But that’s just not true. A Pew Research survey found that 92 percent of adult internet users use email. That’s compared to 79 percent of internet users who have a social media profile. In addition, email is more efficient Read More

Worried That AI Will Take Over Your Job? Don’t Be.

Lately

With more than 3.6 billion users worldwide, social media is a highly effective method of communication for marketers. Although social media and healthcare may seem worlds apart, a study published in the journal BMC Research Notes found that 40 percent of consumers use social media for health information. Additionally, 91 percent say online communities influence Read More

The Evolution of Email Marketing

Theresa Lockemy

// By Althea Fung // Marketers from Humana and Johns Hopkins Medicine weigh in on the value of email marketing. Effective strategies for consumer engagement are also more efficient for marketers. If you’re an email marketer, you’ve likely heard the refrain “Email marketing is dead” countless times. But that’s just not true. A Pew Research Read More

Collaboration: The New Gold Standard for Successful Healthcare Organizations

The pandemic had a silver lining. It took a wrecking ball to the walls that have separated internal departments within health systems. Organizations battling COVID-19 had to break down the silos, join forces, and learn to collaborate in new ways. These newly acquired skills are valuable in a post-pandemic world as well.

Health systems that forge internal alliances unleash their collective strengths and leverage competitive strengths to lead their organizations and the industry in innovation and transformation.

This report is a collection of our best articles on the value of collaboration, with interviews from healthcare leaders who have successfully built coalitions, worked across departmental lines, and brought teams together to accomplish what their organizations needed most.

Download now »

How AI Helps Streamline Social Media Marketing

chernis-kate-bradley-lately-ai

// By Althea Fung // Afraid AI is going to take over your job? Don’t be. “Marketers should … see AI not as a way to replace humans but to augment and enhance the important and necessary work we do,” says Lately.ai’s founder Kate Bradley Chernis. With more than 3.6 billion users worldwide, social media Read More

eHealthcare Leadership Awards: A Microcosm of Our Field

jane-brubaker

For more than two decades, the eHealthcare Leadership Awards have showcased creativity and innovation in digital communications that support healthcare organizations’ marketing and business goals, and enhance patient and consumer experiences. Here’s a message from the new co-chair of the awards, Susan Dubuque: I am honored to serve as co-chair for this year’s eHealthcare Leadership Read More

eHealthcare Leadership Awards Reflect the Evolution of Our Industry

Susan Dubuque, principal and co-founder of ndp

// By Susan Dubuque // For more than two decades, the eHealthcare Leadership Awards have showcased creativity and innovation in digital communications that support healthcare organizations’ marketing and business goals, and enhance patient and consumer experiences. I am honored to serve as co-chair for this year’s eHealthcare Leadership Awards. In preparing for this role, I Read More

It’s Time To Enter the 2022 eHealthcare Leadership Awards!

ehla-logo-squared

Spring is here, and it’s time to turn your attention to the 2022 eHealthcare Leadership Awards. We’re pleased to announce that this year’s Call for Entries is officially open! In addition to affecting our overall lives in innumerable ways, the pandemic has certainly presented us with many challenges as healthcare marketers. Budgets were slashed due Read More

Helping Consumers Find Care Everywhere

Scott-Katie-UPMC

// By Jane Weber Brubaker // At Northeast Georgia Health System and UPMC, improving access and making digital scheduling easier are top priorities. What does it actually mean for health systems to embark on a digital transformation journey? Among the priorities are making it easier for consumers to find and access the care they need Read More

Call for Entries for the 2022 eHealthcare Leadership Awards Is Open

Susan Dubuque, principal and co-founder of ndp

A Note from the President: I’m pleased to announce that Susan Dubuque will co-chair this year’s eHealthcare Leadership Awards. Susan is cofounder of NDP Agency, a marketing and advertising firm based in Richmond, Virginia, and a nationally recognized expert in behavioral marketing. She literally wrote the book on marketing’s role in health improvement, Gearing Up Read More

Standard Definitions Improve Content Delivery and Communications

aha media

“The terms ‘content marketing’ and ‘content strategy’ get slung around like so many shiny, whole tunas at Pike’s Place Market in Seattle,” says Ahava Leibtag of Aha Media Group. “As content production in healthcare has increased, the need for tools and documentation to keep teams aligned and efficient has also risen.” Here’s an excerpt from Read More

Personalization Can Help Drive Consumer Loyalty

Redpoint Global

Over the past few years, various industries have realized that personal data on consumers can be leveraged to create curated experiences. In addition, research shows that when executed well, personalization helps businesses differentiate themselves and drives up consumer loyalty. Increasingly, consumers expect some level of personalization when interacting with companies. According to a recent survey Read More

Podcasting Made Easy: You Don’t Have to Start From Scratch

Podcasting Made Easy

Learn how Henry Mayo Newhall Hospital launched a successful podcast, and how it keeps the content pipeline filled.

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

Panelists:

  • Patrick Moody, Director of Marketing, Public and Community Relations, Henry Mayo Newhall Hospital
  • Bill Klaproth, Director of Marketing and Production, DoctorPodcasting by RadioMD

Watch this webinar and you’ll learn:

  • Why podcasting is a valuable marketing platform
  • How to get physician buy-in and participation
  • How to determine the right audience — consumers, referring physicians, or internal staff
  • Which topics to choose — and why
  • How to promote your podcast
  • Best practices for maximum growth, and how to measure success

Watch Now »

Chris Boyer Explains the Potential of Capacity Marketing

Beth Israel Lahey Health

Two years into the COVID-19 pandemic, hospitals around the country are learning how to deal with its lasting effects on hospital operations. Some health systems are developing a new marketing style to best match patient needs with available services. To learn more about this shift in marketing focus, we spoke with Chris Boyer, vice president Read More

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