Search Engine Optimization (SEO)

Are You Ready to Post Physician Ratings on Your Hospital Website?

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

Converting Prospects to Patients: Effective Tools for Hospital Websites

Stephen Moegling

“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

Establishing Conversion Tools for Hospital Websites

Stephen Moegling

// 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

Two-Tiered Performance Measurement: The Gold Standard for Modern Marketing

// 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

Suzanne Sawyer, Chief Marketing Officer, Penn Medicine, and Rob Grant, Co-Founder and Executive VP, Evariant to present at new eHST webinar

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

How Mobile-Friendly Is Your Hospital Website?

Chris Boyer, director of digital and analytics at University of Minnesota Health and Fairview Health

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

B2C Marketing Predictions 2015

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

Digital Physician Relations Pilot Changes Model, Connects Referring Physicians to MD Anderson Cancer Center’s Digital Resources Using Social Media

Dan Dunlop, Jennings

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

Digital Marketing Platforms: How Citrus Valley Health Partners Got “Stunning” Results and Georgia Regents Health System Made $40 for Every $1 Spent

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

University of Pennsylvania Health System’s Digital Marketing Redesign Achieves Stellar Results

Penn thumbnail logo

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

Precision Digital Marketing: Penn Medicine’s Journey of Innovation

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

5-Star Reviews Drive Prospects to Vascular Surgeon; How Effective is Your System for Capturing and Promoting Good Physician Reviews?

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

MDConnect Drives Search Engine Results and Reviews for Vascular Surgeon

#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

Consolidating a Hospital’s Brand Presence on the Web

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

Can You Crack the Google Code?

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