Search Engine Optimization (SEO)

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!

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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

The Wild West of AI: Opportunities Abound, But Proceed with Caution

Sujal Raju

Have large language models like ChatGPT finally catapulted us into a world where machines and humans can work collaboratively, each doing what suits them best? The conventional wisdom is that we should all “work at the top of our license” — whatever that is in our own context — spending less time on repetitive, rote Read More

5 Major Risks AI Poses for Healthcare

Chris Hemphill

Boston Children’s recently posted a job description for an AI prompt engineer to join its Innovation and Digital Health Accelerator. The ideal candidate needs a “strong background in AI/ML, data science, and natural language processing, as well as experience in healthcare research and operations.” This came only months after the November 2022 release of ChatGPT, Read More

Is ChatGPT Safe for Healthcare?

Leibtag-Ahava-Aha-Media

// By Wendy Margolin // Four healthcare leaders discuss opportunities, risks, and possible pitfalls. Boston Children’s recently posted a job description for an AI prompt engineer to join its Innovation and Digital Health Accelerator. The ideal candidate needs a “strong background in AI/ML, data science, and natural language processing, as well as experience in healthcare Read More

HIPAA Compliance and Online Tracking: New Guidance for Healthcare Marketers

Litten-Elizabeth-HIPAA-Lawyer

“In December 2022, the Office of Civil Rights put the hammer down, shoring up HIPAA regulations to cover online tracking technologies that could compromise consumer privacy. Healthcare marketers must take a proactive role in responding,” writes James A. Gardner. “Healthcare marketing is full of important acronyms, but HIPAA — the federal Health Insurance Portability and Read More

HIPAA Compliance 2023: A Guide to Google, Meta, and Other Online Tracking Tools

Gardner-James-OHO

// By James A. Gardner // In December 2022, the Office of Civil Rights put the hammer down, shoring up HIPAA regulations to cover online tracking technologies that could compromise consumer privacy. Healthcare marketers must take a proactive role in responding. Healthcare marketing is full of important acronyms, but HIPAA — the federal Health Insurance Read More

ChatGPT and the Future of AI in Healthcare Communication

Avishek Pal

Is AI the new normal in healthcare communication? When ChatGPT was released to the public in November 2022, it gained more than a million users within five days. Since then, there are already more than 100 million users worldwide, making it the fastest-growing consumer application in history. In this brave new world of ChatGPT, most Read More

What Does AI Mean for the Future of Healthcare Communication?

Margolin-Wendy

// By Wendy Margolin // In the brave new world of ChatGPT, most healthcare communicators and medical writers waver between somewhat nervous and cautiously optimistic. If a pharmaceutical researcher asks ChatGPT about a drug’s efficacy, is that considered a clinical trial? Does it need to be filed on ClinicalTrials.gov? These were the provocative questions that Read More