// By Jane Weber Brubaker // 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. Or maybe you revamped your Read More
Ask the Expert with Adam Dorfman // By Jane Weber Brubaker // 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 Read More
The website redesign that has utterly consumed you and your team for the past year (or more) is finally completed. What now? While you should take some time to step back and bask in your success, says Dagmara Scalise of full-service digital agency Primacy, there’s still a lot to do. “Your website is the foundation of your Read More
“If a picture is worth a thousand words, how much more is video worth?” asks Allen Gottfried, Manager of Internet and Online Strategies at Saint Peter’s Healthcare System in New Brunswick, New Jersey. “Last year, while attending HCIC in Orlando, I had the opportunity to speak about video marketing with digital marketers from healthcare systems Read More
Hint: It’s not taking up a new hobby. // By Dagmara Scalise // So, the website redesign you and your team have been consumed by for the past year or two is finally finished and launched. Congratulations. Take a few minutes to bask in the glow of your well-deserved success. A redesign is an enormous Read More
Two years ago, Wheaton Franciscan Healthcare launched its new website, mywheaton.org, built on Geonetric’s VitalSite CMS (content management system). One of the top priorities of the redesign was to make it easier for visitors to find physicians, choose physicians, and request appointments. “Before we redesigned our site I would say we were averaging about 50 Read More
// Ask the Expert, with Allen Gottfried // If a picture is worth a thousand words, how much more is video worth? We are visual, and moving images capture our attention. More than 300 hours of video are uploaded every minute to YouTube. Video is becoming the preferred method of information consumption for many. Last Read More
// By Jane Weber Brubaker // Two years ago, Wheaton Franciscan Healthcare launched its new website, mywheaton.org, built on Geonetric’s VitalSite CMS (content management system). One of the top priorities of the redesign was to make it easier for visitors to find physicians, choose physicians, and request appointments. “Before we redesigned our site, I would Read More
Are you using Pinterest as part of your healthcare marketing efforts? If not, is it because the ROI seems questionable? Jen Jenkins, a Content Manager at University of Utah Health Care, and Kelley Whalen, a Senior Marketing Manager of Marketing Development for University of Kentucky Health Care, think the return is well worth it—and they Read More
// By Jen Jenkins and Kelley Whalen // Chances are your system is using Pinterest—but are you getting the most out of it? Why should you care about maintaining yet another social media platform? Is it worth the effort? At University of Utah Health Care, we think it is. Check out some of these statistics Read More
“A complete redesign and development of your website can be a daunting process for any size organization, and the challenges posed may be wide-ranging,” says Chris Behan, President and Founder of Socius Marketing in Tampa, FL. “If all goes well, there is much to gain, and organizations can move forward rapidly. But more often than Read More
// By Chris Behan // With so many healthcare organizations planning or undergoing major website redesigns, the need for expert guidance to ensure success has never been greater. We asked Web content and search engine optimization expert Chris Behan, President and Founder of Socius Marketing, to weigh in on some of the potential pitfalls, and Read More
With so many major changes occurring in every aspect of healthcare, health systems today are advancing into new realms and evolving new models to better serve constituents. This means that before one major project is complete, a new one is already on the drawing board. Such is the case with the digital marketing agenda of Read More
// By Jane Weber Brubaker // Rome wasn’t built in a day. It grew one conquest at a time. With so many major changes occurring in every aspect of healthcare, health systems today are advancing into new realms and evolving new models to better serve constituents. Change is the only constant. Before one major project Read More
Ask the Expert, with Scott Mowery, Director of Digital Services at Cleveland Clinic // By Jane Weber Brubaker // Scott Mowery, Director of Digital Services at Cleveland Clinic, presented at HCIC 2015. His background in e-commerce intrigued us. We wanted to know how it shaped his approach to digital marketing in healthcare. We also wanted Read More
To say that the past couple of years at Nebraska Medicine have been a busy time would be an understatement. As if launching a new name and brand weren’t enough, Nebraska Medicine completed the clinical integration of three separate entities into one operating unit, all while dealing with the international press as one of three Read More
To say that the past couple of years at Nebraska Medicine have been a busy time would be an understatement. As if launching a new name and brand weren’t enough, Nebraska Medicine completed the clinical integration of three separate entities into one operating unit, all while dealing with the international press as one of three Read More
Your health system’s marketing messages focus on the positive attributes of your organization and all the great services you have to offer. They capture the essence of your brand. But what do your patients actually say about you and the care they receive from your providers? Are you delivering on your brand promise from their Read More
Leading-Edge Healthcare Organizations Now Promote Physician Reviews Online—Why It Works // By Jane Weber Brubaker // Your health system’s marketing messages focus on the positive attributes of your organization and all the great services you have to offer. They capture the essence of your brand. But what do your patients actually say about you and Read More
// By Jane Weber Brubaker // We’ve covered content management systems and hospital website redesigns extensively in the past few issues. In each case, once the hospital or health system was ready to start work, it faced a practical problem: how to migrate legacy content to the new site. The legacy content may be outdated. Read More
“Hospitals are becoming savvier at using their website vehicles to convert prospective patients in the ‘golden moment’ when those prospects are making active healthcare decisions,” says Stephen Moegling. Moegling is a partner at Franklin Street, a healthcare branding and digital marketing firm based in Richmond, Virginia. “In addition, because the decision-making for complex healthcare solutions Read More
Do you hold your breath every time there’s a production push, hoping your hospital website doesn’t crash? If so, you can understand why Julie Lindsay, Director of Digital Services at SCL Health, started looking for a new Web content management system. “We just couldn’t take it anymore,” she says. “We needed a platform that was Read More
// By Stephen Moegling // The Internet is the primary source for consumers to search for products and services instantly. Healthcare solutions are no exception. Hospitals are becoming savvier at using their website vehicles to convert prospective patients in the “golden moment” when those prospects are making active healthcare decisions. In addition, because the decision-making Read More
Your paid search campaign looks like a winner, but did other channels influence a patient to click on that search ad? An immature cross-channel attribution model and incomplete understanding of the data could lead you to overspend in one channel and underspend time and budget in another. This is just one of many pitfalls Kyra Hagan, Read More
// By Kyra Hagan // Good marketers continually try to figure out which strategies and tactics will work best to achieve or exceed their goals. They spend days, sometimes weeks, compiling metrics and spreadsheets attempting to both understand and clearly articulate the story hiding within the data. But let’s face it—when it comes to effectively Read More