// By Jane Weber Brubaker // If there was ever a perfect time to recognize great marketing and communications in healthcare, it’s this year — 2020. As we open the call for entries for the eHealthcare Leadership Awards, we recognize that the last 12 months can justifiably be divided into three parts: pre-coronavirus, COVID-19 surge, Read More
Ask the Expert, with Kelly David, APR, Director of Marketing and Business Development at St. Joseph Healthcare // By Jared Johnson // The COVID-19 pandemic has changed long-term business priorities for hospitals and health systems. One key to new business development during the recovery phase will be the direct communications tools that have been used Read More
How many of your hospital’s physicians are active on social media? Most hospital marketing teams don’t know the answer, but they should, says Lee Aase, director of the Mayo Clinic Social Media Network. Aase says that hospital physicians who engage in social media can impact reputation scores that account for about 25 percent of a Read More
// By Marcia Simon, APR // How many of your hospital’s physicians are active on social media? Most hospital marketing teams don’t know the answer, but they should, says Lee Aase, director of the Mayo Clinic Social Media Network. Aase says that hospital physicians who engage in social media can impact reputation scores that account Read More
Healthcare marketing is all about continuous learning. It’s a little like climbing a mountain. Just when you think you’ve reached the summit, you find there’s another crest, and then another. But unlike mountain climbing, there is no final destination in healthcare marketing, and that’s what makes it interesting, at least for those who aren’t content Read More
It’s hard to imagine that a renowned surgeon or C-suite executive has insecurities, but when it comes to being in front of a video camera — or any type of media — people are people. And some are just not comfortable in that environment. As an interviewer, it’s your job to assess the situation and Read More
// By Jane Weber Brubaker // How VITAS Healthcare’s content strategy is evolving to better serve site visitors and meet business objectives. Healthcare marketing is all about continuous learning. It’s a little like climbing a mountain. Just when you think you’ve reached the summit, you find there’s another crest, and then another. But unlike mountain Read More
// By Marcia Simon, APR // It’s hard to imagine that a renowned surgeon or C-suite executive has insecurities, but when it comes to being in front of a video camera — or any type of media — people are people. And some are just not comfortable in that environment. As an interviewer, it’s your Read More
“Toward the beginning of a new year, everyone gets excited about trends,” says Ben Dillon of Geonetric. “But trends don’t start or end in a single year. Sometimes they are more of a movement, something that has been building momentum over the past several years.” In our new article, Dillon takes a look back on Read More
Learn the biggest takeaways from 2019, what to expect for 2020, and why user experience is at the heart of it all. // By Ben Dillon // Toward the beginning of a new year, everyone gets excited about trends. But trends don’t start or end in a single year. Sometimes they are more of a Read More
“Healthcare organizations are finding out that winning in today’s highly competitive and increasingly digital market requires a new approach — one that aligns marketing and brand management with patient experience (PX),” says Patric Wiesmann of Reputation.com. “And that alignment is happening more often on Google and not your healthcare organization’s website.” Here’s an excerpt from Read More
// By Patric Wiesmann // Healthcare organizations are finding out that winning in today’s highly competitive and increasingly digital market requires a new approach — one that aligns marketing and brand management with patient experience (PX). And that alignment is happening more often on Google and not your healthcare organization’s website. That’s because in this Read More
“Technology is ubiquitous. And it seems to me that in many cases, personal interactions have suffered with its growth. As I ponder the effects of a digitized world, I wonder about its consequences for healthcare consumers,” says Christy Pretzinger of WriterGirl, a nationally recognized healthcare content consultancy. Here’s an excerpt from Pretzinger’s new article: When we Read More
// By Christy Pretzinger // When I began freelancing in the early ’90s, a fax machine was the only so-called “digital” equipment I had. When I had conference calls, I put my dog in the other room so my clients wouldn’t know I was working from home. Obviously, times have changed. Technology is ubiquitous. And Read More
Sneak Peek at 23rd Annual Greystone.Net Healthcare Internet Conference // By Jane Weber Brubaker // HCIC is a little like the gathering of the clans. “I’ve had people tell me that they feel like this is their tribe,” says Kathy Divis, president and co-founder of Greystone.Net, producers of HCIC, the annual Healthcare Internet Conference. “They Read More
Ask the Expert, with Kelly Faley, Vice President, Digital Strategies at Sharp HealthCare // By Jared Johnson // The days of operations teams developing services and simply handing them to marketing to promote are over. The marketing team represents the voice of the customer, and marketing teams need to be equal, active participants in digital Read More
On any given week across the state of Connecticut, there are broadcast segments on four local news networks, radio stations, and social media. What makes these segments different? They are all produced by an in-house strategic content and production team at Hartford HealthCare. The team of four people responsible for developing content for Hartford HealthCare Read More
Tools like Facebook Live work, with upfront planning and strategic thinking // By Sheryl S. Jackson // On any given week across the state of Connecticut, there are broadcast segments on four local news networks, radio stations, and social media. What makes these segments different? They are all produced by an in-house strategic content and Read More
A 2011 survey conducted by the Robert Wood Johnson Foundation (RWJF) found that 85 percent of physicians believe unmet social needs lead to worse health for all Americans. Yet only 20 percent of physicians feel confident or very confident in their ability to address social determinants of health that impact their patients’ health and well-being. Read More
// By Jane Weber Brubaker // A 2011 survey conducted by the Robert Wood Johnson Foundation (RWJF) found that 85 percent of physicians believe unmet social needs lead to worse health for all Americans. Yet only 20 percent of physicians feel confident or very confident in their ability to address social determinants of health that Read More
“Digital marketing in healthcare is in the midst of an evolution, with some revealing trends, including a mixed view of customer relationship management (CRM) and emerging technologies, according to the 4th Annual State of Digital Marketing for Hospitals report,” writes Jared Johnson, eHST board member and host of the Healthcare Rap podcast. The report, administered Read More
// By Jared Johnson // Digital marketing in healthcare is in the midst of an evolution, with some revealing trends, including a mixed view of customer relationship management (CRM) and emerging technologies, according to the 4th Annual State of Digital Marketing for Hospitals report. The report, administered by Greystone.Net and Klein & Partners, highlights responses Read More
What is it about podcasts that makes the good ones so fun to listen to? Here’s what we think: It’s the same reason you wind up sitting in your parked car, having arrived at your destination, so you can hear the end of a great story on NPR. It’s real. It’s in-depth. It’s not just Read More
// By Jane Weber Brubaker // What is it about podcasts that makes the good ones so fun to listen to? Here’s what I think: It’s the same reason you wind up sitting in your parked car, having arrived at your destination, so you can hear the end of a great story on NPR. It’s Read More
A prospective patient interested in weight loss surgery finds out your organization holds bariatric surgery seminars. He fills out the online form to attend the upcoming session. Now what? If your organization uses a marketing automation (MA) platform, you have an opportunity to create personalized patient journeys. The use of marketing automation is growing steadily. Read More