// By James A. Gardner // When you think of using social media to conduct groundbreaking customer research, a hospital probably isn’t the first place you’d look. But the Computational Epidemiology Group in the Boston Children’s Hospital’s Computational Health Informatics Program (CHIP) is a leader in mining social channels for health-related insights. It is now Read More
// By Jen Jenkins and Kelley Whalen // Chances are your system is using Pinterest—but are you getting the most out of it? Why should you care about maintaining yet another social media platform? Is it worth the effort? At University of Utah Health Care, we think it is. Check out some of these statistics Read More
The social media budget at Orlando Health will double next year. But the health system’s social media strategy was anything but robust four years ago when Chantal Stephens came on board as Director of Marketing and Physician Sales. “Social media at the time was a very small part of the marketing story. It was a Read More
// By Jane Weber Brubaker // The social media budget at Orlando Health will double next year. But the health system’s social media strategy was anything but robust four years ago when Chantal Stephens came on board as Director of Marketing and Physician Sales. “Social media at the time was a very small part of Read More
Social media has become a critical component of the digital marketing mix for most healthcare organizations. Social media command centers are making it possible for lean marketing teams to listen, respond, and engage with growing numbers of consumers on multiple platforms, and share information across the organization. Some command centers are fishbowl-style physical spaces designed Read More
// By Jane Weber Brubaker // What makes a story great? It is relevant. It is original. It is simple to understand and retell. It is easy to share. It builds on feelings and values. It often ties into a bigger story. It gives your audience an opportunity to create or add to the story. Read More
// By Jane Weber Brubaker // Social media has become a critical component of the digital marketing mix for most healthcare organizations. Social media command centers are making it possible for lean marketing teams to listen, respond, and engage with growing numbers of consumers on multiple platforms, and share information across the organization. Some command Read More
Sixty-six percent of respondents to Nielsen’s 2015 Global Trust in Advertising survey say they trust consumer opinions posted online. Reviews are the third-most-trusted source, after recommendations from friends and family (83 percent), and branded websites (70 percent). Yet Pew Research statistics indicate that only 3 to 4 percent of consumers write online reviews of treatments, hospitals, Read More
To say that the past couple of years at Nebraska Medicine have been a busy time would be an understatement. As if launching a new name and brand weren’t enough, Nebraska Medicine completed the clinical integration of three separate entities into one operating unit, all while dealing with the international press as one of three Read More
// By Jane Weber Brubaker // The CEO of Kindred Hospital in Mansfield, Texas was concerned. A patient and the patient’s family member had previously committed to coming to the facility. “Then they went online, and they read the reviews, and they came back and told [the facility] that they were not coming any longer,” Read More
To say that the past couple of years at Nebraska Medicine have been a busy time would be an understatement. As if launching a new name and brand weren’t enough, Nebraska Medicine completed the clinical integration of three separate entities into one operating unit, all while dealing with the international press as one of three Read More
Public-facing hospital websites are getting a lot of attention these days. Healthcare organizations are re-platforming and redesigning their sites to achieve organizational goals and live up to consumer expectations of the digital experience. With so many pressing demands and competing priorities, a health system’s intranet may be placed on the back burner for years. But Read More
“If you’ve worked in healthcare marketing for more than a few months, you’ve undoubtedly faced a request from a service line leader who wants to see a photo of himself or his team prominently featured in an ad,” says Dan Dunlop, president and CEO of Jennings, an advertising and brand development agency, and member of the Read More
// By Dan Dunlop // Think about how you act when you host a dinner party. You are strategic when you develop the guest list, and bring people together who have commonalities. You greet people as they arrive and introduce them to others. And you facilitate conversation by suggesting interesting topics and by filling in Read More
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 the care they receive from your providers? Are you delivering on your brand promise from their Read More
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
Learn why University of Wisconsin Health redesigned its intranet and how it keeps the large organization connected. // By Jane Weber Brubaker // Public-facing hospital websites are getting a lot of attention these days. Healthcare organizations are re-platforming and redesigning their sites to achieve organizational goals and live up to consumer expectations of the digital Read More
Web directors are assuming responsibility for the intranet in addition to public websites. Intranets require their own strategy, process, budget, and staff. Employees expect intranets to function as well as external sites. Employees want the ability to personalize content they use frequently for quick access. Intranets are adding social media-like features to content – commenting, Read More
Your paid search campaign looks like a winner, but did other channels influence a patient to click on that search ad? An immature cross-channel attribution model and incomplete understanding of the data could lead you to overspend in one channel and underspend time and budget in another. This is just one of many pitfalls Kyra Hagan, Read More
// 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
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
// Ask the Expert, with Mark Shipley // To measure the effectiveness of your hospital’s marketing programs, design campaigns around analytics. It’s impossible to measure ROI at the end of a campaign if the goals weren’t established at the beginning. Think of measurement as a cyclical process. All marketing campaigns should begin and end with Read More
When it comes to patient education, expectant mothers want as much information as they can get their hands on. The problem is how to keep it all organized and accessible. Park Nicollet Health Services, based in St. Louis Park, Minnesota needed to streamline. “We had a lot of patient handouts that were given on the Read More
When it comes to patient education, expectant mothers are eager consumers of information. Hospitals have traditionally provided education through office visits, in-person classes, and printed materials appropriate for each stage of the pregnancy journey. As consumers migrated first to the Web and more recently to engaging with content through mobile devices, the expectations for patient 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