Testing and Optimization

Using AI To Help Overcome Vaccine Hesitancy

Welltok logo

“As COVID-19 vaccine rollouts continue, it is clear that hope is on the horizon,” says Betsy Keller of Welltok. “But healthcare marketers know there are still challenges ahead in overcoming vaccine hesitancy before we inoculate enough people to achieve herd immunity and return to a more normal way of life.” Here’s an excerpt from Keller’s Read More

Conversational Interfaces Are Transforming Healthcare’s Digital Front Door

Virtua Health Logo (Square)

Learn how an AI chatbot and live chat platform has been a “game changer” at Virtua Health — and how you can leverage conversational technology to meet consumer needs

A new eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists

Tuesday, April 27, 2021 | 2pm Eastern

Your Presenters:

  • Brian Gresh, President, Loyal
  • Ryan Younger, Vice President of Marketing, Virtua Health

Register Now or Learn More »

How AI Can Boost COVID-19 Vaccine Adoption

// By Betsy Keller // As COVID-19 vaccine rollouts continue, it is clear that hope is on the horizon. But healthcare marketers know there are still challenges ahead in overcoming vaccine hesitancy before we inoculate enough people to achieve herd immunity and return to a more normal way of life. Fortunately, new tools are available Read More

Turning Waiting into Health Outcomes

// Sponsored Post //

An Electronic Health Record’s Virtual Visit functionality offers the holy-grail for healthcare marketing—personalized content with no risk of exposing PHI.

In this guide, we’ll explore how the significant rise in telehealth visits due to the COVID-19 pandemic presents a unique opportunity to create a virtual “waiting room” experience that can accelerate the shift from managing your health data to managing your healthcare, and ultimately – managing your health.

Download this white paper to learn how a fully-authenticated virtual waiting room can be optimized.

Download your copy today

A New Way for Health Care Marketers To Reach Moms: Pinterest

If you’re trying to reach mothers — the primary healthcare decision-makers in most households — then Pinterest may be an attractive opportunity for your health system. As of October 2020, U.S. monthly active users on Pinterest numbered 98 million, and more than 78 percent are female. Pinterest reported in March 2019, the month before it Read More

How Henry Ford Health System Uses Pinterest to Engage a Key Audience: Moms

// By Jane Weber Brubaker // If you’re trying to reach mothers — the primary healthcare decision-makers in most households — then Pinterest may be an attractive opportunity for your health system. As of October 2020, U.S. monthly active users on Pinterest numbered 98 million, and more than 78 percent are female. Pinterest reported in Read More

2021 Digital Initiatives from 2 Leading Health Systems

Jill McCormick, Christopher Pace, Jared Johnson

How Banner Health and Baystate Health are Creating Quality Digital Experiences for Prospects and Patients

Where can your health care organization focus your efforts in 2021 to improve the digital experience for your prospects and patients to differentiate your brand, drive key business metrics, and win in the marketplace?

To meet the changing needs of healthcare consumers, digital teams at two leading organizations are changing focus – moving beyond mastering discrete channels or platforms and focusing instead on delivering the connected digital experiences that healthcare consumers expect.

Hear from Jill McCormick, Director of Design and Innovation at Baystate Health and Chris Pace, Chief Digital Marketing Officer at Banner Health, as they share the initiatives their organizations are focusing on to create those connected digital experiences for prospects and patients.

Watch now »


Yes, Consumerism Is Still a Factor When it Comes to Specialty Care

Heide Schulte, vice president of enterprise platform engagement at Healthgrades

Give someone a good experience, gain their trust, and you’ll earn their loyalty. That’s consumerism, the bargain consumers strike with any company they do business with, whether they’re shopping for products or services — including healthcare services. “Healthcare consumerism is looking at everything through the lens of the patient, even starting before they become a Read More

Online Reviews and Ratings: The Importance of Proactive Relationship Management

Ed Rafalski

The ratings and reviews that consumers post online can advance or damage the reputation of any organization, and healthcare is no exception. Online reputation management (ORM) and ongoing analysis of reviews have the potential to significantly improve the patient experience and positively influence customer lifetime value (CLV). BayCare Health System has spent the past two Read More

Well-Earned CRM “Magic” at Ochsner Health System

Is it possible for health systems to have their own version of “set it and forget it”? Can they really set up campaigns in their CRMs and let them run automatically based on pre-set rules? Maybe not right out of the gate, but with diligence, healthcare marketers can learn to crawl, then walk, then run Read More

How BayCare Health Is Building Deeper Customer Relationships and Driving Brand Loyalty

// By Marlene Kurban // The ratings and reviews that consumers post online can advance or damage the reputation of any organization, and healthcare is no exception. Online reputation management (ORM) and ongoing analysis of reviews have the potential to significantly improve the patient experience and positively influence customer lifetime value (CLV). BayCare Health System Read More

Living the Dream of CRM at Ochsner Health System

// By Jane Weber Brubaker // Is it possible for health systems to have their own version of “set it and forget it”? Can they really set up campaigns in their CRMs and let them run automatically based on pre-set rules? Maybe not right out of the gate, but with diligence, healthcare marketers can learn Read More

2020 eHealthcare Leadership Award Winners

ehla-logo

// By Jane Weber Brubaker // The eHealthcare Leadership Awards honor the very best websites and digital communications from a broad spectrum of healthcare organizations. Winners of the 21st Annual eHealthcare Leadership Awards were announced on November 17 at a special presentation at HCIC@Home, the virtual conference sponsored by Greystone.Net, our partner in presenting the Read More

How BayCare Health System Increases Customer Lifetime Value with a Proactive Strategy for Ratings & Reviews

Ed Rafalski and Annie Haarman

What if you could create a customer engagement program in your urgent care service line that increases customer lifetime value by 22 percent?

Or increase the customer lifetime value of your primary care physician service line by 29 percent?

And what if you could document and prove those results based on a two-year scientific study that ties your customer engagement program’s impact to customer visit history?

That is precisely what BayCare Health System has done.

BayCare Health System has spent the last two years conducting a proactive “Review Requesting Program” in its urgent care and primary care physician service lines and analyzed the effect on clinical visit history and customer lifetime value.

Watch this webinar on demand, and learn from Ed Rafalski, BayCare Health System’s chief strategy and marketing officer how the program was executed and analyzed, and how it improved the health system’s business KPIs and clinical outcomes.

Watch now »

How To Learn More From the Data You Are Already Collecting

Brandy Hill, director of marketing and public relations at Riverview Health

Health systems and hospitals can use data they already have to help set marketing priorities and determine the best use of their budgets, according to Brandy Hill, director of marketing and public relations at Riverview Health in Noblesville, Indiana, and Mahek Thakkar, manager of integrated marketing at Healthgrades. Hill says Riverview’s experience showed that brand Read More

Cleveland Clinic’s Successful Reactivation Program Returns to the Basics

Sue Omori, executive director, marketing account services at Cleveland Clinic

In this digitally saturated age, we’re all running as fast as we can to keep up with the latest marketing trends and technology innovations. But for Cleveland Clinic — a digital juggernaut — a simple reactivation program designed to bring back patients with chronic conditions is working well. Cleveland Clinic has been running reactivation programs Read More

Riverview Health Mines Data to Uncover New Opportunities and Drive Growth

// By Jim Samuel // Health systems and hospitals can use data they already have to help set marketing priorities and determine the best use of their budgets. That was just one of the lessons identified during “Using Analytics to Inform, Plan, and Optimize Marketing,” a presentation given during the 2020 Healthcare Marketing and Physician Read More

Following the Fundamentals Still Works: Cleveland Clinic Case Study

Tom Hileman, president of Hileman Group

// By Jane Weber Brubaker // In this digitally saturated age, we’re all running as fast as we can to keep up with the latest marketing trends and technology innovations. With all the noise, it’s sometimes hard to remember that “the simplest solution is almost always the best solution,” says the philosophical principle known as Read More

Using a CRM To Build a Multilayered Campaign at Johns Hopkins

Suzanne Sawyer, senior vice president and chief marketing communications officer for Johns Hopkins Medicine

Connecting the dots. That’s the value provided by a customer relationship management (CRM) database, a tool health system marketing and communications leaders increasingly use to deliver precision marketing to consumers and calculate accurate return on investment (ROI). Yet having a CRM is only one part of the digital marketing puzzle. Hospitals experiencing the highest level Read More

Consumers Now Control the Healthcare Marketing Experience

Kathy Divis, president and co-founder, Greystone.Net

It’s time to stop thinking about marketing as two separate components — traditional vs. digital — and blend the best tactics of each discipline. “Tradigital” combines the best of both strategies and is redefining healthcare marketing today. That is the message of healthcare marketing consultants Kathy Divis, president and co-founder, Greystone.Net, and Rob Klein, founder Read More

Why Search Query Optimization Is Vital for Paid Search Success

Hardy Kalisher

// By Hardy Kalisher // To thrive in healthcare’s hyper-competitive search arena, your organization’s paid search needs to be able to hit the nail on the head perfectly every time. Search query optimization (SQO) is a vital first step in setting your paid search up to maximize your ROI. Many paid search efforts begin with Read More

The Rise of “Tradigital” Marketing

// By Wendy Stark Healy // It’s time to stop thinking about marketing as two separate components — traditional vs. digital — and blend the best tactics of each discipline. “Tradigital” combines the best of both strategies and is redefining healthcare marketing today. That was the message of healthcare marketing consultants Kathy Divis, president and Read More

How Three Health Systems Used Their MarTech Stack to Improve Patient Experience and Drive Growth

Kyle Hardner

// By Kyle Hardner // Connecting the dots. That’s the value provided by a customer relationship management (CRM) database, a tool health system marketing and communications leaders increasingly use to deliver precision marketing to consumers and calculate accurate return on investment (ROI). According to the 5th Annual Digital Marketing Report from Greystone and Klein & Read More

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