Search Engine Optimization (SEO)

Why Search Query Optimization Is Vital for Paid Search Success

Hardy Kalisher

// 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

How Are Healthcare Organizations Preparing for a Post-COVID World?

Jenny Walker, director of digital engagement at CHRISTUS Health

Today’s environment is incredibly challenging for healthcare leaders, as the pressures and changes brought by COVID-19 have impacted the way they plan and implement marketing/communications within their organizations. Many have been asked to “do more with less,” but what does this mean? And how can organizations prepare for a post-COVID future rife with unknowns? Jenny Read More

Navigating the New Marketing Normal

// By Marlene Kurban // Today’s environment is incredibly challenging for healthcare leaders, as the pressures and changes brought by COVID-19 have impacted the way they plan and implement marketing/communications within their organizations. Many have been asked to “do more with less,” but what does this mean and how can organizations prepare for a post-COVID Read More

How To Scale Your Telemedicine Program

Annie Haarmann, senior director of healthcare strategy, Reputation.com

COVID-19 brought about the explosion of telemedicine for obvious reasons — quick and convenient access between patient and provider, maintaining patient load to prevent appointment cancellations, and — most important — safety for both patients and providers. “Why would I want to go to a doctor’s office now if I don’t have to?” is today’s Read More

Integrating Digital Media and Content Strategy

// 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

Telemedicine – Zooming to New Heights

Virtual care is here to stay. // By Marcia Simon, APR // COVID-19 brought about the explosion of telemedicine for obvious reasons — quick and convenient access between patient and provider, maintaining patient load to prevent appointment cancellations, and — most important — safety for both patients and providers. “Why would I want to go Read More

Use Your Data To Drive Patient Acquisition and Retention

“More than ever, today’s consumers are conducting research online before making healthcare decisions,” says Andrew Rainey of Binary Fountain. “Organizations need to work harder — and smarter — to provide exceptional patient experiences reflected in their brand’s online reputation, to ensure that patients choose them for their healthcare needs.” Here’s an excerpt from Rainey’s new Read More

Boots on the Ground: How One Marketing Team Has Been Coping with COVID

Pam Landis, vice president of digital engagement, Hackensack Meridian Health

COVID-19 has challenged the American health system. As the disease spread across the country infecting more than a million people, hospitals jumped into action to save lives and minimize the virus’ spread. Part of that lifesaving care has been happening outside of the hospital grounds — it’s happening in the homes of the marketing and Read More

How Customer Experience Equates to KPIs: Strategies That Hospitals and Healthcare Systems Can Leverage to Turn Data into Actionable Insights

// By Andrew Rainey // More than ever, today’s consumers are conducting research online before making healthcare decisions. Organizations need to work harder — and smarter — to provide exceptional patient experiences reflected in their brand’s online reputation, to ensure that patients choose them for their healthcare needs. Unfortunately, the healthcare landscape has been turned Read More

Building Connected Healthcare Experiences

eHST Webinar - Building Connected Healthcare Experiences

An eHealthcare Strategy & Trends webinar on demand for healthcare marketers and digital strategists. 

Your Presenters:

  • Jeff Cram, Partner, PK
  • Derek Philips, Director of Content Strategy, PK
  • Dave Wieneke, Healthcare Innovation Director, PK

 

Watch Now »

You’re Getting a Lot of COVID-Related Traffic. Here’s What To Do With It.

“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

Why Customer Experience Matters More Now Than Ever Before

Hardy Kalisher

“As the coronavirus (COVID-19) pandemic continues to swiftly — and perhaps permanently — alter daily life for millions of Americans, Customer Experience, or CX, can mean the difference between remaining vital and present to your customers and patients,” says Hardy Kalisher, chief client officer at Parallel Path. “Digital customer experience is more important now than Read More

Digital Customer Experience in the Time of Coronavirus

Hardy Kalisher

// By Hardy Kalisher // As the coronavirus (COVID-19) pandemic continues to swiftly — and perhaps permanently — alter daily life for millions of Americans, Customer Experience, or CX, can mean the difference between remaining vital and present to your customers and patients. Digital customer experience is more important now than ever. Healthcare organizations instill Read More

COVID-19 and Google: What You Need to Know Now

// 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

The Impact for Healthcare Marketers of the Chrome Cookie Phase-Out

Jeff Steblea, director of sales for Eruptr

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

How Does Google’s Cookie Announcement Affect Healthcare?

Alex Membrillo, CEO of Cardinal Digital Marketing

// 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

Google’s Plans for Improving Healthcare

As technology giants Google, Amazon, Microsoft, and others forge ahead with plans to improve healthcare, many in the industry are wondering just what they plan to do and how they plan to do it. David Feinberg, MD, vice president of Google Health and former president and CEO of Geisinger in Pennsylvania, discussed Google’s plans during Read More

Best Practices for Creating a Multilingual Healthcare Website

Matt Hauser, senior vice president of content solutions at TransPerfect

The number of people in the U.S. who speak a language other than English is growing. One in five U.S. residents age 5 and older speaks a language other than English at home. That number has more than doubled since 1990. In the nation’s largest cities — New York City, Los Angeles, Houston, Chicago, and Read More

Google Health Chief Outlines Multi-Pronged Plan to Improve Healthcare

Jim-Samuel

// By Jim Samuel // How Google plans to use technology to improve patients’ lives around the world As technology giants Google, Amazon, Microsoft, and others forge ahead with plans to improve healthcare, many in the industry are wondering just what they plan to do and how they plan to do it. David Feinberg, MD, Read More

When Google Gets It Wrong, Patients (and You) Suffer

Megan Yezak, marketing manager at MidMichigan Health

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

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