Testing and Optimization

What’s the Best Way to Measure Conversions?

Haldeman-Dalal

Healthcare marketers ask a common and essential question when launching campaigns or important projects: “What does success look like?” Marketing success is typically measured in converted leads and improved loyalty. But nurturing potential customers in hopes that they will become consumers can be challenging. One marketing leader decided to study the process of lead conversion. Read More

How Chatbots Helped One System Reduce COVID-Related Call Volume

Intermountain Healthcare Logo

A few hospitals and health systems have been using chatbots for several years, but they came into more widespread use last year to help deal with the high volume of phone calls and emails they received about COVID-19. One such system was Intermountain Healthcare in Salt Lake City, Utah. According to a news release from Read More

Webinar: Build a Better Healthcare Podcast

eHealthcare Strategy & Trends presents a brand-new webinar for healthcare marketers and digital strategists

Podcasts have been on a steady march into the hearts, minds, and ears of consumers. And healthcare consumers have shown that they want to hear directly from their local hospitals and physicians.

But how do you do it well? And how can you make sure your healthcare podcast meets your business objectives?

Register Today »

Defining Success: Study Gives Healthcare Market Tips on Measuring Conversions

Haldeman-Dalal

// By Althea Fung // Healthcare marketers ask a common and essential question when launching campaigns or important projects: “What does success look like?” Marketing success is typically measured in converted leads and improved loyalty. But nurturing potential customers in hopes that they will become consumers can be challenging. One marketing leader decided to study Read More

Do Chatbots Speak Your Patients’ Language?

Jim-Samuel

// By Jim Samuel // Health systems have used chatbots on their websites for several years, and their usage increased with the COVID-19 pandemic. Now chatbot developers and health systems are looking to expand their use of chatbots into other areas of healthcare. If not implemented correctly, could chatbots increase inequity in our healthcare system? Read More

The State of Healthcare Digital Marketing in 2021

The State of Digital Marketing in Healthcare in 2021 squared

The survey results are in! See how the pandemic has shifted digital priorities and investments.

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

Your Presenter:
Ben Dillon, Chief Strategy Officer, Geonetric

Watch this webinar and you’ll learn:

  • How the pandemic shifted priorities and investments
  • Where organizations are investing when it comes to virtual care capabilities
  • What leading organizations are doing differently than others in terms of goal setting, digital marketing tactics, and spending
  • What are the hottest areas for staffing
  • Where healthcare marketers feel most behind — and how that compares to the agency perspective

Watch Now »

Empathy, Not Judgment, To Overcome Vaccine Hesitancy

Rose Glenn

As the COVID-19 Delta variant spreads rapidly across the country, there is an increasingly urgent need to overcome vaccine hesitancy and access to care issues among the unvaccinated. Michigan Medicine is fielding a comprehensive vaccine hesitancy communications initiative that is strongly influenced by University of Michigan (U-M) research stressing the importance of being empathetic to Read More

Nudging People Toward Better Behavioral Choices

David Halpern

Most people want to be healthy. Many smokers lament their smoking and make plans to quit but don’t. Others have a new year’s resolution to lose weight, exercise more, or eat healthier but often fall short. The reality is, saying you want to do something is way easier than actually doing it, especially if you Read More

When Stewardship Is a Core Value, Cost Management Is Critical

logo-AMITA-Health

AMITA Health is one of the largest health systems in Illinois and provides care to nearly 6.6 million residents of Chicago and the surrounding suburbs. The system consists of 15 acute care hospitals, four specialty hospitals, 20 urgent care centers, and outpatient care centers for primary care and many specialties. “At AMITA, one of our Read More

What Can AI Unlock for You as a Healthcare Marketer?

Paul Roetzer

// By Jane Weber Brubaker // “AI” and “machine learning” are terms that get batted around a lot these days. We know that there’s great promise on the clinical side to take vast amounts of data and use AI to make discoveries that would be impossible for humans to find on their own — akin Read More

University of Michigan Research Instrumental in Shaping Communications to Overcome COVID-19 Vaccine Hesitancy

Mary Masson

// By Brian Griffin // As the COVID-19 Delta variant spreads rapidly across the country, there is an increasingly urgent need to overcome vaccine hesitancy and access to care issues among the unvaccinated. Michigan Medicine’s communications strategy is based on research that shows patients want empathy, not lectures or bullying. Healthcare providers on the frontlines Read More

Chicago-Area Health System Puts Spotlight on Identifying and Managing High Costs

Bonny Chen

// By Jim Samuel // Hospitals and health systems across the country are constantly looking for ways to identify and manage unnecessary spending — for themselves and for patients. Controlling costs is particularly important when one of your system’s core values is stewardship. That’s why Chicago-based AMITA Health turned to an app that gives providers Read More

Tips To Prepare for Google’s New Core Web Vitals Algorithm

cleveland clinic logo

Google is changing its search algorithm this month. Is your team prepared? With the new algorithm, called Core Web Vitals, Google will implement a new set of metrics that take into account page experience in search ranking. “Core Web Vitals is really getting at the overall experience of your page. Are users able to see Read More

How Cleveland Clinic Prepped for Google’s Core Web Vitals Algorithm

Amanda Todorovich

// By Althea Fung // Google is changing its search algorithm in June. Is your team prepared? With the new algorithm, called Core Web Vitals, Google will implement a new set of metrics that take into account page experience in search ranking. “Core Web Vitals is really getting at the overall experience of your page. Read More

Submit Your Entry to the 2021 eHealthcare Leadership Awards!

It’s May, and if you’re part of the digital healthcare marketing community, you know what that means… the Call for Entries for the 2021 eHealthcare Leadership Awards is officially open! What a year it has been. Last year around this time, we were hoping the worst was over and we could begin to get back Read More

What Universities Can Teach Healthcare About Effective Digital Fundraising

Chris Snavely

Did you cancel fundraising events during the pandemic? How did your development team find other ways to successfully keep donors engaged and giving? Without the galas, hospital tours, and meetings with doctors and researchers, the pandemic has no doubt created a new fundraising challenge. But as with other aspects of life, the pandemic has forced Read More

Digital-First Philanthropy: What Healthcare Can Learn from Higher Education

Michelle Clark

// By Marcia Simon, APR // Did you cancel fundraising events during the pandemic? How did your development team find other ways to successfully keep donors engaged and giving? Without the galas, hospital tours, and meetings with doctors and researchers, the pandemic has no doubt created a new fundraising challenge. But as with other aspects Read More

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

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 »


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