// By Wendy Margolin // In the brave new world of ChatGPT, most healthcare communicators and medical writers waver between somewhat nervous and cautiously optimistic. If a pharmaceutical researcher asks ChatGPT about a drug’s efficacy, is that considered a clinical trial? Does it need to be filed on ClinicalTrials.gov? These were the provocative questions that Read More
Predictive search can help your health system’s website be quicker, easier, and more accurate for consumers. Couple that with voice recognition technology and you can help make your website more valuable and accessible to more people than ever. Thanks to new tools and technology, you can make that happen in weeks. To get good search Read More
// By Jane Weber Brubaker // Baptist Health in Jacksonville, Florida knew it needed to consolidate its data and technology platforms to make them usable for marketing and to better serve consumers, patients, and internal stakeholders. The rapid, COVID-driven pace of innovation that some saw as the pandemic’s silver lining is slowing down. As we Read More
The Hispanic population is growing, and so is its buying power. How will your health system meet their needs? Hispanics are the largest, youngest, and fastest-growing population in the United States. Since 1970 — when Hispanics made up 5 percent of the population (about 9.6 million), the Hispanic population has grown more than sixfold. It’s Read More
// By Jim Samuel // Predictive search can help your health system’s website be quicker, easier, and more accurate for consumers. Couple that with voice recognition technology and you can help make your website more valuable and accessible to more people than ever. Thanks to new tools and technology, you can make that happen in Read More
Healthcare CRM is evolving as health systems face new challenges and new expectations. Marketers at hospitals and health systems have spent the better part of a decade building the business case to invest in CRM platforms and the talent to run them, but the conversation is shifting due to challenging financial pressures and changes in Read More
// By Althea Fung // A weekly program on Telemundo has become a trusted source of information for the Hispanic population in the Bronx. The content is now distributed across social media to reach an even wider audience. Hispanics are the largest, youngest, and fastest-growing population in the United States. Since 1970 — when Hispanics Read More
// By Jared Johnson // As CRM has matured, expectations have changed. Digital leaders at HonorHealth discuss the challenges and opportunities, and the importance of close collaboration between strategy and operations to help internal clients achieve success. Marketers at hospitals and health systems have spent the better part of a decade building the business case Read More
If your healthcare marketing strategy doesn’t include brand journalism, you may be missing out on powerful ways to connect with your audience and build long-term trust with your organization. The internet is inundated with blogs on every medical ailment known to man. Content from medical experts matters — especially in a climate of healthcare misinformation Read More
// By Susan Dubuque // To truly meet the healthcare needs of patients and citizens of New Jersey, Hackensack Meridian Health leaders recognized that the system needed to invest in digital health. And the investments had to go beyond purchasing new technology — it would require total commitment at every level of the organization. Hackensack Read More
How often does a CEO ask what it would take to become the best healthcare content producer in the world — in two years — and then give you the resources to do it? Amanda Todorovich, executive director of content marketing at Cleveland Clinic, freely admits that the scope of what she and her team Read More
// By Wendy Margolin // How to win hearts and minds with stories that matter. The internet is inundated with blogs on every medical ailment known to man. Content from medical experts matters — especially in a climate of healthcare misinformation and disinformation. It is a key component of SEO strategy. But it may not Read More
As a healthcare marketer, how do you create content that is relevant to your audience and meets their specific needs? Content marketers know that a well-told story can leave an indelible mark on the reader. It can make seemingly boring topics engaging and highlight connections between disparate groups. In the past, marketers would have to Read More
// 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
Content marketing should be an essential part of any healthcare organization’s marketing efforts. A good content marketing program can help you generate organic search results that let you build awareness, educate the market, and drive volume to your website. If you’re building a content marketing library for yourself or your staff, you may wonder what Read More
// By Jane Weber Brubaker // When it comes to media consumption, digital is winning. And that goes for physicians, not just consumers. Quality content, available on digital channels, raises awareness of your services, and forges strong connections with engaged referring physicians. When your health system is launching a major new service line and rapidly Read More
Ohio State Wexner Medical Center faced a challenge. It wanted to combine blog content and news from several high-performing system websites into a single mega site called Ohio State Health & Discovery. But much of the content it planned to use had earned high rankings in Google’s search engine results pages (SERP), including many placements Read More
// By Jim Samuel // There’s no shortage of books about content marketing. Here are our top picks. Content marketing should be an essential part of any healthcare organization’s marketing efforts. A good content marketing program can help you generate organic search results that let you build awareness, educate the market, and drive volume to Read More
Now that 2023 is officially underway, it’s a good time to examine the various trends expected to shape the healthcare industry this year. Hospital and health system digital marketing teams will face significant headwinds in 2023, but they will have many opportunities to rise to the occasion as they have done many times in the Read More
// By Jared Johnson // What industry experts say, and how digital marketers can rise to the occasion. Hospital and health system digital marketing teams will face significant headwinds in 2023, but they will have many opportunities to rise to the occasion as they have done many times in the past. As their institutions face Read More
In today’s climate of diminishing trust in institutions, how do you attract patients in a way that both highlights your organization’s services and builds longlasting trust with your healthcare brand? “Of all the marketing tips for healthcare, the most important (and simplest) one is this: express empathy,” says Wendy Margolin in a new article. “Empathy Read More
// By Althea Fung // Even a small team can make a big difference. “The shortest distance between two people is a story.” Content marketers know that a well-told story can leave an indelible mark on the reader. It can make seemingly boring topics engaging and highlight connections between disparate groups. In the past, marketers Read More
// By Wendy Margolin // In a climate of diminishing trust in institutions, healthcare organizations can use empathy in storytelling to attract patients. Of all the marketing tips for healthcare, the most important (and simplest) one is this: express empathy. Empathy draws your reader or viewer in. It makes them imagine themselves in the story, Read More
Why travel by horse and buggy when you can drive a Tesla? That’s the metaphor used by three presenters at a recent conference to explain how MedStar Health went from the dark ages of measurement to a souped-up analytics platform that enables insightful, actionable, and easy-to-understand reporting. Ben Waxman, president of Tessellati, LLC, jokes that Read More
// By Jane Weber Brubaker // Do your marketing dollars drive results for your organization? Without the right analytics tools, it’s hard to know — or prove. Why travel by horse and buggy when you can drive a Tesla? That’s the metaphor three presenters at SHSMD Connections 2022 — the annual conference of the Society Read More