Search Engine Marketing
Subtopics: Paid Search, Organic Search, Search Engine Optimization, Content MarketingContent Management Systems, etc.

Back to main Topics page

The Metrics That Justify Your Marketing Expenditures

Nationwide Children

Business development consultant Marlene Kurban poses an interesting question for healthcare marketers: “If your CEO walked up to you in the hallway at your hospital next week and asked you what return on investment your hospital is getting for your marketing efforts, could you accurately answer the question?” Alicia Shoemaker, senior account manager at Nationwide Read More

No CRM? Here’s How to Prove Marketing Impact

Nationwide Children

// By Marlene Kurban // If your CEO walked up to you in the hallway at your hospital next week and asked you what return on investment your hospital is getting for your marketing efforts, could you accurately answer the question?  “Four years ago we could not answer that question. Today we can,” says Alicia Read More

Ask the Expert: What Does It Take to Win at Digital Marketing in Healthcare?

Ben Dillon, chief strategy officer at Geonetric

[Hint: It isn’t size and budget that make a leader a leader.] // By Ben Dillon // For the past decade, Geonetric has performed its Digital Marketing in Healthcare survey to help healthcare marketers uncover industry trends, benchmark their own efforts, and better understand how to plan for upcoming digital initiatives. As part of the Read More

Do You Accurately Value Your Hospital’s Website Conversions?

Avinash Kaushik, Digital Marketing Evangelist at Google

In a recent eHST “Ask the Expert” column with Avinash Kaushik, Digital Evangelist at Google and Co-Founder of Market Motive Inc., we briefly touched on the concept of economic value in the context of web analytics and website goals. “Without goals and goal values, you are not doing web analytics,” says Kaushik. Goals are conversions, Read More

How Healthcare Organizations Should Leverage the Power of Marketing Automation

Robin Snow

“Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “[It] allows for personalized communication on a massive scale.” While the idea of automating marketing initiatives is undeniably appealing, what does it involve in practical terms? Read More

What Is Your Hospital Website Worth?

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

// By Jane Weber Brubaker // In a recent eHST “Ask the Expert” column with Avinash Kaushik, Digital Evangelist at Google and Co-Founder of Market Motive Inc., we briefly touched on the concept of economic value in the context of web analytics and website goals. “Without goals and goal values, you are not doing web Read More

What Is Marketing Automation and How Can You Leverage It at Your Healthcare Organization?

Robin Snow

// By Robin Snow // Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks. Higher-end marketing automation software provides marketing intelligence and advanced workflows that marketers can leverage to more efficiently and effectively communicate with targeted prospects and customers through multiple channels. Marketing automation is Read More

What’s Your Healthcare Organization’s Mobile Readiness?

Ken Robbins

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

Win at Mobile Search: 3 Strategies for Success for Healthcare Marketers

Jeremy Dietz

“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 Watson Health: How Smart Computers Can Revolutionize Healthcare Marketing

Suzanne Sawyer, senior vice president and chief marketing communications officer for Johns Hopkins Medicine

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

What to Do AFTER Your Brand-New Website Has Launched — Part Two

Dagmara Scalise, AVP strategic services and healthcare practice lead, Primacy

// 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.

Cognitive Technology in Healthcare: Looking to the Future with IBM Watson Health

Suzanne Sawyer, senior vice president and chief marketing communications officer for Johns Hopkins Medicine

// 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

#HCSM: How (and Why) To Get Your Doctors Tweeting

Kathy Wilets, Director of Public Relations and Content Marketing, UUHC

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

Establishing a Shared Vision and Roadmap for Patient Engagement and Customer Experience: It’s Complicated!

Kyra Hagan

// By Kyra Hagan // One of the most significant transformations in healthcare today revolves around consumers’ growing interest and involvement in their health. The consumerism of healthcare has profound implications for marketers, care delivery teams, and IT professionals. New challenges as well as opportunities are emerging, and deciding when and how to leverage technology Read More

Leverage Retail Strategies To Drive Your Healthcare Business

Ken Robbins

Is retail strategy relevant to your work as a healthcare marketer? The answer is a resounding yes, according to Ken Robbins, Founder and President of award-winning digital agency Response Mine Interactive (RMI). “Techniques used to increase conversions for larger retail organizations can be very successfully applied to healthcare,” he says. He offers the following stats in support Read More

Keys To Selecting the Right Technology Vendor

Greystone.net logo square

When it comes to selecting software, implementation, or design vendors for major technology upgrades such as a content management system (CMS) or customer relationship management system (CRM), there’s a lot on the line. Even small healthcare organizations may have to pony up hundreds of thousands of dollars; for larger organizations, it could be in the Read More

How To Rank #1 for Cancer Care: Best Practices for Healthcare SEO

“An ever-increasing number of consumers search the Internet for medical and health information, and within healthcare, as in many industries, there is fierce competition for search traffic,” observes Marlene Kurban, a business development consultant and freelance writer with more than 20 years of experience in the behavioral healthcare field. “A targeted SEO strategy, combined with relevant, Read More

How Can Healthcare Organizations Select the Right Technology Vendor?

Greystone.net logo square

Ask the Expert, with Mike Schneider, Co-Founder, and Farrah Hunt Thompson, Director of Consulting, at Greystone.Net // By Jane Weber Brubaker // When it comes to selecting software, implementation, or design vendors for  major technology upgrades such as a content management system (CMS) or customer relationship management system (CRM), there’s a lot on the line. Even Read More

Which User Testing Tool Is Right For You?

Bill Citro, Communications and Marketing Senior Analyst at Nebraska Medicine

You’ve been working on your website redesign for many months. At key points along the way you solicited feedback from your physician committee and other stakeholders in your organization. Now you’re finally ready to let internal users test the site before the public launch. What are the right tools to use to get user feedback? Read More

Why You Must Continually Improve Your Local Search Results

Adam Dorfman is Senior Vice President of Product and Technology at SIM Partners, a technology provider that optimizes location-specific content and business information to enhance local, mobile, and social search results. “Healthcare systems sometimes have thousands of physicians and hundreds of clinics and hospitals. They are very complicated systems,” says Dorfman. As healthcare organizations acquire Read More