Search Engine Optimization (SEO)

Four Ways to Repurpose Your Content

Leibtag-Ahava

Don’t forget the mountain of content you’ve already created. There’s precious metal in there, just waiting for some polish so it can sparkle once again. // By Ahava Leibtag // Hospitals and healthcare organizations produce an astounding amount of content. Thousands of blog posts, service line pages, emails, social media posts and other collateral probably Read More

9 Digital Advertising Pitfalls: Ignore Them at Your Peril

Dan-Dunlop-and-Jared-Johnson

The opportunities of digital advertising are practically limitless, but it takes a disciplined approach to strategy to make the most of it. // By Dan Dunlop and Jared Johnson // Who isn’t a fan of digital advertising? Using online channels to reach your target audience is a fundamental part of most marketing programs; it just Read More

MU Health Care Elevates Content with Strategic Storytelling

amanda-oleiro-headshot

What if you had to reach only one audience with your hospital content? Your communications would be more targeted and powerful. You’d know your audience better and deliver content they’re more likely to read. That’s exactly what the team at MU Health Care in Columbia, Missouri, does with its “Live Healthy” blog and related wellness Read More

Practical Applications of AI in Healthcare Marketing: Elevating Patient & Employee Engagement and ROI

(Speakers Square) Practical Applications of AI in Healthcare Marketing

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

Danny-Fell-Square

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

A Year in Privacy: Concerns, Challenges, and Remediations

a year in privacy

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

Everything You Wanted to Know About AI and Healthcare Marketing

montano-cohen ft webinar

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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Overcoming Your Digital Challenges With Effective Change Management

Stewart-Jeff-CHRISTUS

How is it possible that a health system operating in four U.S. states and three countries in Central and South America with 50,000 employees would be invisible to search engines — unless you searched on it by name? Take cardiology for example. CHRISTUS Health has a 100-bed heart hospital in Tyler, Texas. It is the Read More

HIPAA Compliance FAQs: Your Guide to Healthcare Data Protection

Josh Kinney,

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

A Recipe for Success: Leveraging Market Research Insights to Support Patients

Williams-Carley-Fresenius-Kidney-Care

On a journey to “future proof” its marketing, Fresenius Kidney Care started in the most unlikely of places: recipes. As with any chronic illness, diet dramatically affects a patient’s success. But a kidney disease-friendly diet has more restrictions and requirements than most. One in seven U.S. adults have kidney disease, and one in three don’t Read More

Finding The Perfect Match: Building a Provider Finder That Delivers Results

finding perfect match 2

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 »

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

Briscoe-Rosemary-ToTheWeb

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

Margolin-Wendy

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

How Beacon Health System Leverages Content to Drive Online Appointments

Liken-Carrie-Yext

// By Jane Weber Brubaker // Relationships are everything when it comes to data. Defining those relationships is what humans do best; scaling is what machines do best. If we’ve heard it once, we’ve heard it a thousand times: Content is king. But content on its own — even expert, authoritative, and trustworthy content — Read More

Navigating the AI Road Ahead: 5 Themes From MAICON 2023

amanda-todorovich

With AI in full swing, healthcare marketers must learn to navigate a whole new world of challenges, opportunities, and uncertainty. We asked Amanda Todorovich, executive director of digital marketing at Cleveland Clinic, to share her impressions from Marketing AI Institute’s annual conference, MAICON 2023, held July 26-28. Here’s what she said: “Artificial Intelligence (AI) is Read More

4 Ways to Improve the Digital Experience for Black and Minority People

Althea Fung

Althea Fung learned an important lesson about her healthcare needs during a dermatologist visit as a young adult. During a discussion about dry skin, the dermatologist asked Fung, who is Black and wears dreadlocks, about her hair care routine. She responded that she washes her hair about every three weeks. After years of experience maintaining Read More

Embracing the AI Revolution: Key Takeaways for Healthcare Marketers from MAICON 2023

amanda-todorovich

// By Amanda Todorovich //  We asked Amanda Todorovich, executive director of digital marketing at Cleveland Clinic, to share her impressions from Marketing AI Institute’s annual conference, MAICON 2023, held July 26-28. Artificial Intelligence (AI) is everywhere, and it took over the Huntington Convention Center in Cleveland last month for the 2023 Marketing Artificial Intelligence Read More

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