In this digitally saturated age, we’re all running as fast as we can to keep up with the latest marketing trends and technology innovations. But for Cleveland Clinic — a digital juggernaut — a simple reactivation program designed to bring back patients with chronic conditions is working well. Cleveland Clinic has been running reactivation programs Read More
// By Jane Weber Brubaker // In this digitally saturated age, we’re all running as fast as we can to keep up with the latest marketing trends and technology innovations. With all the noise, it’s sometimes hard to remember that “the simplest solution is almost always the best solution,” says the philosophical principle known as Read More
Connecting the dots. That’s the value provided by a customer relationship management (CRM) database, a tool health system marketing and communications leaders increasingly use to deliver precision marketing to consumers and calculate accurate return on investment (ROI). Yet having a CRM is only one part of the digital marketing puzzle. Hospitals experiencing the highest level Read More
// By Hardy Kalisher // To thrive in healthcare’s hyper-competitive search arena, your organization’s paid search needs to be able to hit the nail on the head perfectly every time. Search query optimization (SQO) is a vital first step in setting your paid search up to maximize your ROI. Many paid search efforts begin with Read More
// By Kyle Hardner // Connecting the dots. That’s the value provided by a customer relationship management (CRM) database, a tool health system marketing and communications leaders increasingly use to deliver precision marketing to consumers and calculate accurate return on investment (ROI). According to the 5th Annual Digital Marketing Report from Greystone and Klein & Read More
// By Jared Johnson // Technology has changed how consumers seek health information, consume content, and travel to and from appointments. Chris Pace, senior director of digital marketing at Banner Health; Carrie Liken, head of industry for healthcare at Yext; and Michael Andrews, executive director at WebMD, presented on this topic during the 2020 Healthcare Read More
// By John Gonda // Content marketing and digital media placement are becoming increasingly intertwined. To increase the impact of marketing efforts, coordination among paid, earned, and owned communication channels is vital. By truly understanding the entire buyer’s journey, you can better align your media strategies to produce desired awareness and action. You can then Read More
// By Amy Houck // When creating a social media campaign, a few simple steps can optimize social media performance. Following the DRAGON Method will put healthcare marketers on the best track to success: Duplicate top-performing ads. Retarget website visitors. Actively test new copy and creatives. Get rid of poor-performing ads. Optimize and repeat. Never Read More
In Part I of a special two-article series for eHST, Dan Dunlop and Jared Johnson discussed a phased approach to marketing during the peak of the crisis and a plan for coming out of it. In Part II of the series, they discuss some of the new opportunities that are emerging during a time of Read More
Leveraging New Opportunities Pushed Forward by the Coronavirus // By Dan Dunlop and Jared Johnson // In Part I of this two-article series, we discussed a phased approach to marketing during the peak of the crisis and a plan for coming out of it. Here, we’ll talk about some of the new opportunities that are Read More
“Healthcare doesn’t stop, especially in a crisis,” notes David Sturtz of Geonetric. “Healthcare marketers need to deliver timely, accurate information now more than ever. There’s no doubt Google is a key player in your communication strategy.” Here’s an excerpt from his new article for us: As you think about how to work with Google, there Read More
// By David Sturtz // Healthcare doesn’t stop, especially in a crisis. Healthcare marketers need to deliver timely, accurate information now more than ever. There’s no doubt Google is a key player in your communication strategy. As you think about how to work with Google, there are a few important questions to keep in mind Read More
In January, Google declared its plan to phase out support for third-party cookies in its Chrome browser by the year 2022. The announcement has led many digital marketers to panic because digital ads depend on cookies for targeting, and Chrome has significant market share. But healthcare digital marketers already have to play by stricter rules, Read More
// By Jared Johnson // A recent announcement by Google to change how personalized advertising works in its Chrome web browser has the digital marketing world up in arms, but healthcare marketers might have less reason to worry, according to industry insiders. In January, Google declared its plan to phase out support for third-party cookies Read More
Anyone who’s been to a large hospital campus can relate to how hard it is to figure out where to go, even with GPS and Google Maps. Should you go in the north entrance or the south entrance? Is your doctor in the main hospital building or another building? Is parking lot A, B, or Read More
// By Jane Weber Brubaker // Anyone who’s been to a large hospital campus can relate to how hard it is to figure out where to go, even with GPS and Google Maps. Should you go in the north entrance or the south entrance? Is your doctor in the main hospital building or another building? Read More
According to a Deloitte Global survey, more than three-quarters of North Americans use at least one form of ad-blocking. The survey found that 31 percent of Americans use ad-blocking software on their desktop computers, and 20 percent say they use a mobile ad-blocker. With a significant number of people using ad-blocking tools, marketers face an Read More
// By Althea Fung // Digital advertising has always been and will always be a moving target, as the online audience matures and platforms become more sophisticated. To win in this environment, it’s essential to keep pace with emerging trends and adapt accordingly. Atop the building next to my apartment is a billboard that reads: Read More
“Toward the beginning of a new year, everyone gets excited about trends,” says Ben Dillon of Geonetric. “But trends don’t start or end in a single year. Sometimes they are more of a movement, something that has been building momentum over the past several years.” In our new article, Dillon takes a look back on Read More
Data available to marketers today is key to creating brand experiences that last, but only when used at patients’ decision points. Drew Diskin, director of marketing technology for Virtua Health, recently shared how the healthcare system underwent a departmental transformation that resulted in a unique approach to being agile with data. eHST: In general, where Read More
Ask the Expert, with Drew Diskin, Director of Marketing Technology, Virtua Health // By Jared Johnson // Data available to marketers today is key to creating brand experiences that last, but only when used at patients’ decision points. Drew Diskin, director of marketing technology for Virtua Health, recently shared with me how the healthcare system Read More
Learn the biggest takeaways from 2019, what to expect for 2020, and why user experience is at the heart of it all. // By Ben Dillon // Toward the beginning of a new year, everyone gets excited about trends. But trends don’t start or end in a single year. Sometimes they are more of a Read More
Sneak Peek at 23rd Annual Greystone.Net Healthcare Internet Conference // By Jane Weber Brubaker // HCIC is a little like the gathering of the clans. “I’ve had people tell me that they feel like this is their tribe,” says Kathy Divis, president and co-founder of Greystone.Net, producers of HCIC, the annual Healthcare Internet Conference. “They Read More
Insights from popular survey reveal the real state of ROI reporting in healthcare digital marketing and what savvy leaders can do about it. // By Ben Dillon // A senior marketing leader at a large health system once told me that her ultimate career goal was to get finance to treat her department as a Read More
“Digital marketing in healthcare is in the midst of an evolution, with some revealing trends, including a mixed view of customer relationship management (CRM) and emerging technologies, according to the 4th Annual State of Digital Marketing for Hospitals report,” writes Jared Johnson, eHST board member and host of the Healthcare Rap podcast. The report, administered Read More