New Survey Data Reveals Growing Number of “Health-Sumers” Engage Using Mobile Devices // By Ken Robbins // The Internet offers a vast universe of information for consumers to sink their teeth into, and one area where that appetite has proven to be insatiable is healthcare. In a June 2016 survey of 1,000 consumers conducted by Read More
// By Jane Weber Brubaker // How often does this happen? The CEO of your top-rated health system turns to your marketing team, and directs you to use marketing as a lever to change the culture of your organization. Marketers in many health systems may only dream of this level of support and confidence, but Read More
Ask the Expert, with Avinash Kaushik // By Jane Weber Brubaker // Is it wrong to post ER wait times prominently on your homepage? It’s a fine strategy if you’re content to solve for a tiny fraction of your site visitors, say 2 percent. Avinash Kaushik, Digital Marketing Evangelist at Google, suggests instead: Why not Read More
An Interview with Craig Kartchner, Senior Director of Marketing // By Jane Weber Brubaker // At Intermountain Healthcare, patient engagement is a top priority, and the organization is tackling the issue from all sides. We spoke with Craig Kartchner, Senior Director of Marketing, to get an update on Intermountain’s digital strategies, successes, and challenges. “We Read More
The most influential source in selecting a physician may be a recommendation from a friend or family member, but it doesn’t stop there. “When you get a recommendation from someone you know, one of the first things you do is look online to find more information about that physician,” says Matt Gove, Chief Consumer Officer Read More
“Organic search is a valuable source of website traffic for hospitals and health plans,” says Jeremy Dietz, Executive Digital Editor at Coffey Communications. “To capture relevant search traffic, healthcare marketers need to build and maintain websites that meet current best practices for search engine optimization (SEO).” While the best way to make a site rank well is Read More
IBM’s cognitive computer Watson became a household name and overnight sensation in 2011 when it beat two of Jeopardy’s top contestants, smoothly handling the show’s lineup of cleverly named categories and obscure facts. Soon after Watson’s victory, IBM began to get inquiries from physicians, particularly oncologists, interested in knowing if cognitive technology could be applied Read More
We interviewed Chris Boyer, Senior Vice President, Digital at ReviveHealth, following his presentation with Chris Bevolo, EVP at ReviveHealth, at this year’s Healthcare Marketing & Physician Strategies Summit. Their presentation “Personalized Marketing: Moving From Persona to Person” offers a vision of what healthcare marketing can become with the right strategies, competencies, tools, and technologies. Where is Read More
// By Dagmara Scalise // In Part One of my overview of post-website redesign launch priorities, I focused on four important strategies to demonstrate the effectiveness of your website investment, and keep momentum going: Measurement Optimization Local search Content strategy Here we will get to the next set of priorities after your website redesign.
// By Jane Weber Brubaker // In 2014, Piedmont Healthcare was the second health system to go live with physician star ratings based on Press Ganey survey data. “The reason we did it was because there’s no more powerful voice in helping consumers understand the experience with a service or product than the voice of Read More
// By Jeremy Dietz // Organic search is a valuable source of website traffic for hospitals and health plans. To capture relevant search traffic, healthcare marketers need to build and maintain websites that meet current best practices for search engine optimization (SEO). It’s not always easy to know exactly what to do to make a Read More
Ask the Expert, with Michael Sengbusch // By Jane Weber Brubaker // Last year, we spoke with Michael Sengbusch, then Chief Technology Officer at Brightwhistle, about Facebook advertising trends like custom audiences and lookalike audiences. We asked Sengbusch, now General Manager, Digital Marketing Cloud at InfluenceHealth, to give us an update on paid advertising on Read More
By now, most of us have heard that the number of mobile users is finally surpassing the number of desktop users. Although this doesn’t necessarily mean desktop is going away—78 percent of digital users use both desktop and mobile platforms, according to a 2015 report from ComScore—what is startling is that the other 22 percent are Read More
// By Jane Weber Brubaker // IBM’s cognitive computer Watson became a household name and overnight sensation in 2011 when it beat two of Jeopardy’s top contestants, smoothly handling the show’s lineup of cleverly named categories and obscure facts: “Dialing for Dialects for $800,” says Watson, choosing a category in the opening round. Host Alex Read More
“Dr. Will and Dr. Charlie Mayo were our first social networkers,” says Lee Aase, Director of Mayo Clinic Social Media Network. “They really believed that to do the best care for patients, they needed to learn from others, and they felt an obligation to share what they were learning in their practice.” The Mayo Clinic Social Media Read More
In our self-service, digitally enabled world, healthcare consumers get annoyed when they can’t do something as basic as scheduling an appointment online. Ignoring patient demands for access and convenience can be a costly mistake, resulting in low satisfaction scores, or worse, losing out to competitors. A few years ago, Clinical Care Associates (CCA) decided it was time Read More
Do you have a hard time getting your physicians to tweet or blog or post anything at all on social media? So did University of Utah Health Care (UUHC) before the organization found a way to crack the code. “I’m not going to lie, most of them needed some convincing,” says Libby Mitchell, Social Media Read More
Ask the Expert, with Chris Boyer, Senior Vice President, Digital at ReviveHealth // By Jane Weber Brubaker // We interviewed Chris Boyer following his presentation with Chris Bevolo, EVP at ReviveHealth, at this year’s Healthcare Marketing & Physician Strategies Summit. Their presentation “Personalized Marketing: Moving From Persona to Person” offers a vision of what healthcare Read More
// By Jane Weber Brubaker // Do you have a hard time getting your physicians to tweet or blog or post anything at all on social media? So did University of Utah Health Care (UUHC) before the organization found a way to crack the code. “I’m not going to lie, most of them needed some Read More
// By Jane Weber Brubaker // By now, most of us have seen the 2014 chart that shows the number of mobile users finally surpassing desktop users. Although this doesn’t necessarily mean desktop is going away—78 percent of digital users use both desktop and mobile platforms, according to a 2015 report from ComScore—what is startling Read More
// By Jane Weber Brubaker // The time change between China and the U.S. made it relatively easy to connect with Lee Aase, Director of Mayo Clinic Social Media Network; it was Wednesday evening on the East Coast, and Thursday morning in Beijing—12 hours apart. Aase was on a two-week trip to China in June, Read More
Are your website visitors captive customers? When an organization fails to meet customer expectations—and the bar has been set high by industries outside of healthcare—the impact on brand can be great. More than a third of visitors to health system websites surveyed by Greystone.Net and Klein & Partners, creators of gSight™, a healthcare and hospital Read More
// By Jane Weber Brubaker // In our self-service, digitally enabled world, healthcare consumers wonder why they can’t do something as basic as scheduling an appointment online. Today, ignoring patient demands for access and convenience can be a costly mistake, resulting in low satisfaction scores, or worse, losing out to competitors who pay closer attention. Read More
A March 2016 editorial in JAMA authored by three University of Michigan physicians, “Health System Loyalty Programs: An Innovation in Customer Care and Service,” begins as follows: “Many people belong to loyalty programs for coffee shops, hotel chains, or airlines. Despite a highly consumer-oriented approach in some health systems, similar types of loyalty programs have Read More
Patients are consumers. They want convenience—especially online. They expect it, and when they don’t get it, they don’t like it. When they don’t like it, they may tell other people. If they’re really upset, they may use the large megaphone known as the Internet to tell the world. Wouldn’t it be great if they told Read More