Marketing Magic? Virtua Health Integrates CRM Data and Predictive AI to Deliver Targeted Messaging

Imagine tracking the direct patient journey from receiving a piece of marketing content to undergoing life-saving surgery. You could measure the direct correlation of your hospital marketing communication team’s effort to improve patient outcomes. It’s every healthcare marketer’s dream — to save lives while also proving your department’s worth. That’s precisely what Virtua Health’s marketing Read More

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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Navigating the Privacy Landscape in 2023 and Beyond

The issue of pixel tracking tied to third-party website analytics tools was the big story of 2022 and 2023. It’s been about a year and a half — June 2022 to be exact — since several leading technology media outlets published the results of a joint study by The Markup and STAT News. The study Read More

Privacy Enhancing Technologies: A Potential Solution to Privacy Concerns?

Healthcare marketers have been scrambling to find ways to reclaim the data analytics they’ve grown accustomed to while also staying in compliance with HIPAA and its latest dictates, published in a bulletin from HHS last December. On the other side of the fence, the AdTech world has been working just as feverishly to retain its Read More

A Year in Privacy: Concerns, Challenges, and Remediations

What marketers need to know now to navigate the changing landscape and what lies ahead. // By Daniel Fell // The issue of pixel tracking tied to third-party website analytics tools was the big story of 2022 and 2023. It’s been about a year and a half — June 2022 to be exact — since Read More

Exploring Privacy Enhancing Technologies as a Potential Solution to Privacy in AdTech

Advertisers are highly motivated to find ways to take full advantage of digital marketing — without triggering a privacy breach. The AdTech ecosystem is just as motivated to find solutions, with billions of dollars in ad revenue at stake. // By Jane Weber Brubaker // Healthcare marketers have been scrambling to find ways to reclaim Read More

The Power of Personalized Patient Retention Marketing

How Virtua Health tracked marketing efforts to revenue dollars and patient outcomes. // By Wendy Margolin // Imagine tracking the direct patient journey from receiving a piece of marketing content to undergoing life-saving surgery. You could measure the direct correlation of your hospital marketing communication team’s effort to improve patient outcomes. It’s every healthcare marketer’s Read More

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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4 Tips for Maintaining HIPAA Compliance and Managing Online Tracking Risks

Digital marketing got a lot riskier when HHS rolled out its “Use of Online Tracking Technologies by HIPAA Covered Entities and Business Associates” bulletin last December. What steps should you take to manage the risks? Change often feels like the only constant in the world of healthcare marketing. And oh, what a year of change! Read More

Traffic Risks: Next Steps for Tracking Pixels and HIPAA Compliance

Digital marketing got a lot riskier when HHS rolled out its “Use of Online Tracking Technologies by HIPAA Covered Entities and Business Associates” bulletin last December. What steps should you take to manage the risks? // By Elaine Christie // Change often feels like the only constant in the world of healthcare marketing. And oh, Read More

HIPAA Compliance FAQs: Your Guide to Healthcare Data Protection

Have questions about how to manage tracking technologies in light of HHS/OCR guidance? So do your peers. Here are some answers from two technology leaders. “When HHS and OCR opened up a huge can of worms last December, they created some chaos in the universe of healthcare marketers who work for entities covered by HIPAA,” Read More

WebMD Ignite Responds to Frequently Asked Questions About HIPAA and Tracking Technologies

Have questions about how to manage tracking technologies in light of HHS/OCR guidance? So do your peers. Here are some answers from two technology leaders. // By Jane Weber Brubaker // When HHS and OCR opened up a huge can of worms last December, they created some chaos in the universe of healthcare marketers who Read More

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 »

Solving the HIPAA Conundrum

// By Jane Weber Brubaker // Can healthcare marketers leverage tracking technologies the way they used to without risking noncompliance? When HHS stepped on the gas last December — issuing ominous warnings about HIPAA, tracking pixels, and PHI — healthcare marketers and legal and compliance teams put the brakes on fast. But some organizations had Read More

ChatGPT Prompt Writing: Best Practices to Get the Results You Need

There’s no question that ChatGPT possesses power that users are only beginning to understand. Unleashing its potential in your healthcare marketing strategy starts with learning how to craft strong prompts. Writing is one of the most important business functions. And now, any savvy AI user can produce coherent writing with a few keystrokes. But there’s Read More

Mastering the Art of ChatGPT Prompts

How to write high-performance ChatGPT prompts for healthcare marketing success. // By Wendy Margolin // There’s no question that ChatGPT possesses power that users are only beginning to understand. Unleashing its potential in your healthcare marketing strategy starts with learning how to craft strong prompts. Writing is one of the most important business functions. And Read More

HCIC 2023 Preview: Come for the Comradery, Leave with Fresh Inspiration

This year in Los Angeles. Last year in Miami. HCIC spans the country the same way it covers the digital healthcare landscape — coast to coast and end to end. #HCIC23, the latest edition of the must-attend conference for digital healthcare marketers, promises to showcase the industry’s best practices and get attendees up to speed Read More

See You in the City of Angels, Changemakers!

// By Jane Weber Brubaker // Innovation doesn’t happen in a vacuum. Join your industry peers for the annual gathering of digital innovators at HCIC in Los Angeles, November 5-8. This year in Los Angeles. Last year in Miami. HCIC spans the country the same way it covers the digital healthcare landscape — coast to Read More

What Drives Success for Today’s Healthcare Digital Teams?

As digital teams take on more and more strategic responsibilities, leaders step forward to complement staff they have in place by recruiting additional talent and collaborating closely with strategy, information systems, and clinical operations to help achieve success and establish more rigorous leadership development. Three panelists presented on the digital teams of the future at Read More

The Digital Team of the Future

// By Dalal Haldeman, Ph.D. // Leaders from Hackensack Meridian Health, UW Medicine, and RUSH compare notes on what it takes to push digital transformation forward in their organizations. As digital teams take on more and more strategic responsibilities, leaders step forward to complement staff they have in place by recruiting additional talent and collaborating Read More

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

HIPAA Compliance and Online Tracking: New Guidance for Healthcare Marketers

“In December 2022, the Office of Civil Rights put the hammer down, shoring up HIPAA regulations to cover online tracking technologies that could compromise consumer privacy. Healthcare marketers must take a proactive role in responding,” writes James A. Gardner. “Healthcare marketing is full of important acronyms, but HIPAA — the federal Health Insurance Portability and Read More

HIPAA Compliance 2023: A Guide to Google, Meta, and Other Online Tracking Tools

// By James A. Gardner // In December 2022, the Office of Civil Rights put the hammer down, shoring up HIPAA regulations to cover online tracking technologies that could compromise consumer privacy. Healthcare marketers must take a proactive role in responding. Healthcare marketing is full of important acronyms, but HIPAA — the federal Health Insurance Read More

How to Make the Most Out of Your Email Marketing? Our Exclusive Q&A with Jay Schwedelson

Small tweaks to your email campaigns can add up to big gains. Email has been around longer than most other forms of digital media. “Every company on the planet does it, but it’s sometimes a forgotten channel,” says email expert Jay Schwedelson. Email marketing has a lot of benefits, as we’ll see, but are healthcare Read More