// By Dan Dunlop // It has been said that the patient is the most underutilized resource in health- care. With the rise of the “connected patient,” clinicians, administrators, and marketers have started to place greater emphasis on patient insights and desires. Hospitals and health systems, how- ever, have been slow to address the changing Read More
by Mike Maloney and Katrina VanTyne In 2012, Google published a landmark study about the hospital selection process, “The Digital Journey to Wellness.” According to the study, 75 percent of searches by prospective patients revolve around four specific areas: conditions, diseases, symptoms, and departments. Our web team at Fletcher Allen Health Care in Burlington, VT, Read More
St. Joseph’s Hospital Health Center www.sjhsyr.org You could argue site visitors aren’t all that interested in home page banners that promote key services and special offers or events; they just want to find specific information. If that is the case, why not make the banners a direct reflection of the global links? This approach is Read More
by Sheryl S. Jackson Proactive Planning and Simulating a Situation Prepare Social Media Managers Healthcare organizations may not have moved as quickly to adopt social media as other industries, but of the 1,562 hospitals self-reporting social media use, 1,300 hospitals have Facebook pages, 1,005 have Twitter accounts, and 1,084 use Foursquare, according to the Social Read More
Ask the Expert with Meredith Rose Many times, marketers stay so busy enhancing specific pieces of Web real estate or completing campaign-specific tasks requested by leadership, physicians, or the many other voices within organizations. These tasks can fill the days. Yet marketers have a much more focused and strategic task – building revenue for the Read More
by Kris Rusch With four hospitals and 120 off-campus care settings located throughout South Carolina, the Medical University of South Carolina (MUSC) relies heavily on integrated marketing, according to Jane E. Kelley, MUSC’s interactive marketing manager. Integrated marketing is defined in numerous ways, but the term generally refers to deploying a strategic blend of traditional Read More
by Sheryl S. Jackson Automating Process Reduces Need for Staff and Saves Advertising Dollars When the University of Utah Health Care added physician ratings to its website (as detailed in the May 2013 issue of eHST) to combat the less reliable results found on rating sites such as Yelp, Healthgrades, or RateMDs, Matt Gove was Read More
by Cheryl Haas If you’re a business person and considering an outside contract for any kind of service, it’s accepted procedure that you will obtain at least three bids to compare price and quality before deciding which contractor to use. Likewise, if you’re buying a car, purchasing an airline ticket, or looking at hotels, it’s Read More
by Theresa Jacobellis Jacobellis It’s a hospital media person’s dream: a major news stor with a healthcare angle breaks, and your hospital happens to employ the nation’s foremost expert on the subject. Unfortunately, unless you are located in New York, Atlanta, or another major market, your chances of landing an interview with a national news Read More
Willamette Valley Medical Center www.wvmcweb.com Not too far from Portland, OR, is the city of McMinnville, home of Willamette Valley Medical Center, an 88-bed facility. Maybe the personal, straightforward attitude communicated on the organization’s website wouldn’t work in a big city, but it certainly caught my attention. The positioning statement next to its logo says, Read More
Google Maps Street View Offers Imagery of the Past You can now see street views that go back to 2007, which include scenes at different seasons and at night. If you see an hourglass in the upper left corner of a street view, it means that past imagery is available. About 12 million miles of Read More
WEBSITES Help for People Affected by Accidental Bowel Leakage (ABL) is focus of a new site at www.ablinfo.org. Millions of men and women older than 40 are affected by ABL. Quiz to Gauge Understanding of Severe, Life-Threatening Allergic Reactions launched at www.Auvi-Q.com/WhatsYourAQ. The feature is sponsored by the Asthma and Allergy Foundation of America and Read More
by Thomas Ames “I have a mobile site.” It’s the quote heard around the world. But what does it mean to have a mobile site? Some organizations have an app, others have a dedicated mobile site that differs almost completely from their main consumer site, and still others simply make their site’s design responsive to Read More
by Jane Weber Brubaker Cleveland Clinic was an early adopter of Epic’s electronic health record (EHR) beginning in 2000. In 2012, Cleveland Clinic launched MyPractice Healthcare Solutions, a branded version of the Epic EHR platform, to share best practices with other organizations. “Part of Cleveland Clinic’s mission is to share its experience and model of Read More
by Mark S. Gothberg A hackathon, where different groups of software designers and developers collaborate on specific projects for one day or up to a couple of weeks, has been around for many years. This past March, NewYork-Presbyterian sponsored the first hospital-focused hackathon in New York—and one of the few centered on healthcare anywhere. The Read More
Ask The Expert with Mark S. Gothberg There is no more important feature on a healthcare organization’s website than its doctor directory. This directory is often the critical first step for consumers to begin a relationship with a physician and develop a long-term association with a health system. For the millions of newly insured Americans Read More
by Cheryl L. Serra This month Intermountain Healthcare will begin promoting Intermountain Health Hub, a container application and nine applications that launch from within it. The apps and a mobile responsive patient portal also included in the container will allow users to learn about health-related issues and complete tasks related to their healthcare on their Read More
by Kris Rusch Scheduling medical and dental appointments can be a source of frustration for patients and providers alike. Patients often complain of long lags between the time they realize they need to see a practitioner and the date of the next available appointment. For people wanting to see specialty care providers, the next available Read More
Ask The Expert with Daniel Fell Recently, my 91-year-old father voiced considerable frustration about changes in his insurance plan. Rather than presenting changes in a clear, concise manner, the plan used language that only confused him more and forced him to spend hours on the phone talking to customer service representatives. At the time, I Read More
Travel Insurance With summer vacations just around the corner, some thought about travel insurance is in order, especially if you are planning an expensive trip or going to an exotic destination. Insurance coverage options generally fall into three broad categories – trip cancellation, emergency medical care, and medical evacuation to a healthcare facility, with the Read More
by Neal Linkon When they visited, my parents were always surprised at how much my kids had changed. I hardly noticed because I saw them every day. Now that I’m back in healthcare, I feel like my parents. I was away for more than three years. When I came back a year ago, it felt Read More
by Glen Doss A growing number of healthcare organizations have turned to open source software to help manage their websites. Open source software is a collection of tools and technologies that are free to use, modify, and share. Two of the most popular open source platforms are the Drupal and WordPress content management systems. Both Read More
Athens Regional Health System – Wellness www.athenshealth.org Wellness is a hot topic as healthcare organizations transition to population health management and value-based payment. But even the best sites continue to just integrate wellness information with health information, health resources, or health library sections. Such is not the case for this website for a Georgia provider. Read More
RESOURCES Social Media Analytics Tools Adopted by 61 Percent of Marketers, finds a study conducted by Demand Metric and sponsored by NetBase. The major cited uses of analytics were for campaign tracking (60 percent), brand analysis (48 percent), competitive intelligence (40 percent), and customer care (36 percent). Other key findings in the study were: Social Read More
by Cheryl L. Serra Diagnosis: Cancer. Reaction: Disbelief and fear. Fear of your prognosis, the treatment, reaction of family and friends, and your financial future. How will you possibly be able to undergo treatment—or care for a loved one with cancer—and work? A new employee benefit will soon be available to help support cancer patients Read More