// By Melanie Graham // How Advocate Health Care Powers Up on Instagram — Plus Advice from UCLA Health’s Experience with the Photo Sharing Platform There’s no denying Instagram’s rapid rise in popularity. As of September 2017, the photo-sharing channel had more than 800 million monthly active users — double the amount it had just Read More
Are you reaching the right people with your digital advertising without crossing any ethical lines? The latest programmatic technology makes it easier than ever to gather insights to help you connect with your target audience. But in the process, there are some land mines you’ll need to avoid. The exploding popularity of personal devices, from Read More
New Advisory Group Sets Guidelines for Programmatic Healthcare Advertising // By Lisa D. Ellis // Are you reaching the right people with your digital advertising without crossing any ethical lines? The latest programmatic technology makes it easier than ever to gather insights to help you connect with your target audience. But in the process, there Read More
“In the big picture of digital marketing, SEO is truly the most misunderstood portion,” says Kyle Mills, manager of online marketing at Practis, a North Carolina-based healthcare digital marketing agency. One of the biggest myths around SEO is that websites can be optimized once and have long-term success. The fact is that SEO is not Read More
Why Healthcare Marketers Should Think Beyond Title Tags and URLs // By Melanie Graham // For some healthcare marketers, search engine optimization (SEO) is a big, scary unknown. There seems to be a lot of mystery around how it works, what changes are being made, and what you should do to get your web content Read More
“When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “She had the experience Read More
There’s no denying the popularity of Facebook’s live video feature. Within a year of its site-wide launch in April 2016, broadcasts quadrupled, and one in five videos on the platform was live. For marketers, Facebook Live is a new and exciting way to engage with audiences. But live video can come with some hesitation and Read More
// By Robin Snow // When Lisa Stockmon arrived at City of Hope National Medical Center in 2014 as chief marketing and communications officer, she was on a mission to transform the venerable comprehensive cancer center into a national brand and an international digital marketing powerhouse. She had the experience to do it, having completed Read More
// By Melanie Graham // There’s no denying the popularity of Facebook’s live video feature. Within a year of its site-wide launch in April 2016, broadcasts quadrupled, and one in five videos on the platform was live. Meanwhile, users showed a strong response out the gate, even before the feature was available to everyone on Read More
For Jonno Boyer-Dry, creating a chatbot for cancer patients wasn’t a project based on financial goals or institutional efficiency. It was something that emerged out of personal experience. “Part of what is maddening about being a cancer patient is that resources and information are incredibly disaggregated,” says Boyer-Dry, who was diagnosed with Hodgkin lymphoma three Read More
From small operations to large-scale providers, human-first is the key to a successful chatbot platform // By Melanie Graham // For Jonno Boyer-Dry, creating a chatbot for cancer patients wasn’t a project based on financial goals or institutional efficiency. It was something that emerged out of personal experience. “Part of what is maddening about being Read More
Last year, in an article on Lehigh Valley Health Network’s integrated CRM/PRM strategy, we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future. It’s been 18 months, and we wanted to find out how it’s going. The short answer is, it’s Read More
Community benefit reports have been an important component of hospital communication strategies for many years. For nonprofit healthcare systems, this reporting mechanism is required to demonstrate the positive impact they have had on community health to retain tax exemptions and other benefits. But as consumers’ information consumption habits have changed, the format and role of Read More
Any marketer will tell you that Facebook is one of the most powerful tools your brand can harness. It continues to show its strength as the most popular social media app, growing its active user base to more than 2 million and posting one successful quarter after another. But with more competition, new users, and Read More
// By Lisa D. Ellis // Community benefit reports have been an important component of hospital communication strategies for many years. For nonprofit healthcare systems, this reporting mechanism is required to demonstrate the positive impact they have had on community health to retain tax exemptions and other benefits. But as consumers’ information consumption habits have Read More
How healthcare brands are freshening up their Facebook strategy with testing, targeted audiences, and Facebook Live. // By Melanie Graham // Any marketer will tell you that Facebook is one of the most powerful tools your brand can harness. It continues to show its strength as the most popular social media app, growing its active Read More
// By Jane Weber Brubaker // In a March 2016 article, “Gentlemen, Start Your Engines! Lehigh Valley Health Network Revs It Up with Integrated CRM/PRM Strategy,” we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future. It’s been 18 months, Read More
// By Jane Weber Brubaker // Hospitals and health systems think of their websites as the digital “front door” to their organizations, but before consumers get there, search engine results could steer them away to competitors with higher star ratings and more positive reviews. Reputation is everything. The sheer number of places consumers post information Read More
It’s no secret that Twitter is a mainstay of the healthcare marketing tool kit. But as the social media landscape evolves, Twitter’s role as a content marketing channel is evolving as well. Although it comes as no real surprise to marketers, Facebook continues to keep its place at the top of the social media food Read More
Ask the Expert, with Kathy Divis // By Jane Weber Brubaker // What keeps chief marketing officers up at night? We asked Kathy Divis, president and co-founder of Greystone.Net, to weigh in on the top concerns of marketing executives in healthcare organizations. While acknowledging that there are many and diverse challenges in today’s complex environment, Read More
// By Melanie Graham // As more and more patients look to online channels to find information and interact with providers, strong digital teams are becoming increasingly important in the healthcare industry. But creating a successful digital team is about more than just hiring talented individuals; it also requires a collaborative environment, a balance of Read More
How Healthcare Marketers Are Adjusting Social Strategies to Maintain Success on Twitter // By Melanie Graham // It’s no secret that Twitter is a mainstay of the healthcare marketing tool kit. But as the social media landscape evolves, Twitter’s role as a content marketing channel is evolving as well. Although it comes as no real Read More
Printing patient education pamphlets, brochures, and information kits isn’t cheap. It’s one thing if patients actually use them. But do they? Two hospitals thought mobile apps might be a better solution. Luke Poppish is executive director of the OB/GYN service line at South Shore Hospital near Boston, Massachusetts. “Anecdotally, we were hearing that moms would get their Read More
eHealthcare Pulse // By Jane Weber Brubaker // Printing patient education pamphlets, brochures, and information kits isn’t cheap. It’s one thing if patients actually use them. But do they? Two hospitals thought mobile apps might be a better solution. Luke Poppish is executive director of the OB/GYN service line at South Shore Hospital near Boston, Read More
// By Jane Weber Brubaker // Lean business practices have been around ever since Toyota devised the “Toyota Production System” to transform its manufacturing processes. The idea was further refined in the book Lean Thinking, and distilled down to five core ideas¹: Value—specify the value desired by the customer Value Stream—identify the value stream for Read More