Either due to industry consolidation, or because your digital know-how is very much in demand, you may find yourself in a new healthcare organization more than once in your career. Andy Gradel became System Director of Digital Marketing for Main Line Health in Philadelphia about a year ago. We asked him how he approached his Read More
Recently, we published “Precision Digital Marketing: Penn Medicine’s Journey of Innovation.” There were so many takeaways and lessons to be learned from the Penn Medicine experience we asked the lead voices in that article to share more in a new webinar. I’m happy to announce that they have agreed, and on Sept. 3, Suzanne Sawyer, Read More
More and more people are using mobile devices to access and consume digital content. In response to this growing trend, Google is now giving preferential treatment to mobile-friendly websites in search results from mobile devices. So if your site isn’t mobile-friendly, how big a problem is it? Has organic search fallen off a cliff? To Read More
The results of an Economist Intelligence Unit survey, commissioned by Marketo, indicate that 99% of marketers plan to invest in marketing technologies in the next year. Here are other key findings: Impact on Revenue Of the B2C marketers surveyed, more than half (55%) feel that their marketing departments are regarded as little more than a Read More
Have you ever read Google’s 10 philosophies or, in the company’s words, “Ten things we know to be true”? Today’s ezine is devoted to number 1, “Focus on the user and all else will follow,” and number 5, “You don’t need to be at your desk to need an answer.” These two explain the latest Read More
Ask the Expert, with Mark Shipley The use of mobile devices to surf the Web has been steadily increasing, and Google recently made an algorithm change that proves mobile devices are here to stay. As of April 21, Google has begun favoring websites in mobile searches that are mobile-device friendly. And on May 5 Google Read More
“I hear you knocking, but you can’t come in.” So go the words to the 70’s hit song. The world has changed for physician relations liaisons and sales reps trying to meet with overburdened physicians in person. Even if you can get your foot in the door, is this the best way to get your Read More
Ask the Expert with Dan Dunlop Dan Dunlop, President and CEO at Jennings, and Lyle Green, Associate Vice President, Physician Relations, MD Anderson Cancer Center co-authored The Digital Future of Physician Relations, an article that appeared in eHST in August 2013. In it, they introduced the concept of using digital to reach out to referring physicians. Read More
Martin Kleinbart and Aubrey Hinkson are on opposite coasts, and they work for two very different healthcare organizations, Citrus Valley Health Partners in California, and Georgia Regents Health System (GR Health) in Augusta, Georgia. What they have in common is that they are both achieving a positive return on marketing investment, using Healthgrades’ multichannel marketing Read More
Few would disagree that healthcare has lagged behind other industries in adoption of digital marketing strategies and technologies. Suzanne Sawyer, Chief Marketing Officer at Penn Medicine, the University of Pennsylvania Health System, made it her mission to change that in her own organization. “The discipline of marketing is changing and evolving,” says Sawyer. “We’ve been Read More
Penn Medicine, the University of Pennsylvania Health System, has a long and venerable history. The School of Medicine was the first in the nation, and the Hospital of the University of Pennsylvania the first teaching hospital. In keeping with its legacy of innovation, Penn Medicine today continues to chart new territory, reaching new and existing Read More
When Dr. Tif Siragusa asks new patients why they chose him they say, “Because you had good reviews.” Siragusa’s reviews on Healthgrades and Vitals have more than doubled in less than two years since he began using a reputation management service developed by Boston-based MDConnect. The service, ReviewMD, is built around a dedicated review website, Read More
#HCMKTG SHORT TAKES Dr. Tif Siragusa has been in practice as a vascular surgeon in Nashville, Tennessee, for five years. A little over two years ago he started working with MDConnect, a Boston-based digital marketing agency that works exclusively with healthcare clients. “My initial involvement with MDConnect is that they helped me with my pay-per-click Read More
If your service area covers three states, and your health system’s name only includes one state, it’s time for a change. That’s what Iowa Health System concluded in 2013 when it changed its name to UnityPoint Health. The change was more than just a solution to a geographic misnomer. It represented an overhaul of the Read More
If you Google “deadly cancers” you’ll probably find a link to the Top Five Most Dangerous Cancers in Men and Women on page one of the search results page. The article and infographic was posted by Iowa-based UnityPoint Health, the fourth largest nondenominational health system in the U.S. UnityPoint has been busy optimizing its website Read More
By Sheryl S. Jackson Online appointment request forms are not a new idea. In fact, physician offices and hospitals have incorporated them into their website design as one way to increase convenience to patients. At Barnes-Jewish Hospital (BJH), however, a strategic approach to information or appointment request forms has proven to be an effective marketing Read More
by Ted Balowski Having an effective Web presence is critically important for a hospital or healthcare organization, but how should that presence appear for a brand with more than one location? Is it a good idea for a brand with multiple locations or offerings to consolidate efforts? In the past decade, there have been profound Read More
Ask The Expert with Jenny Halasz If there’s one thing as loud as the bustle of a hospital ER, it’s the cacophony of voices declaring that they finally have the secret to ranking first on Google. With a constant stream of opinion, from professionals to laypeople declaring themselves expert, it can be very difficult to Read More
by Tomy Ames In the last month’s issue of eHealthcare Strategy & Trends, we left off when things were getting good: The importance of context when it comes to looking at your key performance indicators (KPIs). This month, we’ll examine how to determine appropriate categories so that you can accurately assess your site’s successes and 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
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
Ask The Expert with Ted Balowski With the healthcare Web environment rapidly changing, new technologies are constantly emerging and are being adopted in varying degrees by demographic target groups. Now, four generations have unprecedented access to healthcare information and the providers that deliver it. According to a 2013 survey by Econsultancy, four in 10 global Read More
by Julie Pelaez and Dagmara Scalise As a hospital marketer, you might have had this scenario play out in your head: Droves of new patients show up at your hospital simply because they know it offers them exactly what they need. And you didn’t even have to tell them about it! Instead, someone they trust, Read More
Ask The Expert with Ben Dillon Content management is one of the most difficult – and most overlooked – pieces of Web development. The average hospital website comprises more than 1,500 pages of unique content. Creating and maintaining all that content requires more work than most administrators can easily manage, especially if they lack full-time Read More