Testing and Optimization
Subtopics: Conversion Optimization, A/B Testing, Multivariate Testing, etc.

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Lessons Learned From the Middle School Science Fair

Jared Johnson

“When a child wins the 6th-grade science fair, no one tells her, ‘Congrats! You’re going to make a great marketer one day!’ But maybe we should,” says Jared Johnson, a #DigitalHealth Top 100 Influencer and Phoenix Children’s manager of marketing technology and analytics. “The days of science and liberal arts being at opposite ends of Read More

IBM Marketing Catalyst: A Preconfigured Healthcare Marketing Stack

leveraging watson and adobe graphic

What do you get when you cross IBM Watson with five Adobe marketing tools? A smart, HIPAA-compliant, preconfigured marketing stack curated for healthcare that doesn’t take years to implement. That’s the case IBM is hoping to prove to healthcare and life sciences organizations with its new offering, IBM Marketing Catalyst. Developed by digital consultancy IBM Read More

What the Middle School Science Fair Can Teach Marketers

Jared Johnson

// By Jared Johnson // When a child wins the 6th-grade science fair, no one tells her, “Congrats! You’re going to make a great marketer one day!” But maybe we should. The days of science and liberal arts being at opposite ends of the career spectrum are fading away, replaced with a call for curious Read More

A New, Smarter CRM for Healthcare Marketers

Trilliant Healthcare Logo Square

Demands on health system marketing departments for growth and accountability are relentless. Data-driven marketing is the new imperative, yet marketing departments typically run lean, with lean budgets. Digital marketers have to be experts in web development, content management, social media, digital advertising, attribution modeling, multichannel marketing, and lately, big data, artificial intelligence, and machine learning. Read More

Next-Generation CRM: Intelligent, Individualized, Automated

Darin Szilagyi, Methodist

// By Jane Weber Brubaker // Demands on health system marketing departments for growth and accountability are relentless. Data-driven marketing is the new imperative, yet marketing departments typically run lean, with lean budgets. Digital marketers have to be experts in web development, content management, social media, digital advertising, attribution modeling, multichannel marketing, and lately, big Read More

Examine All the Channels That Affect Conversions

Depending on how your marketing organization is structured, questioning how much a particular marketing initiative contributes to overall conversions may be stepping on someone’s toes. Everyone wants to take credit for positive results, but smart organizations dig deeper to understand all the variables that could impact conversions, such as: How many marketing touches does it Read More

The Art and Science of Multichannel Attribution

How Children’s National Health System Foundation Collapsed Its Cost Per Dollar Raised // By Jane Weber Brubaker // Depending on how your marketing organization is structured, questioning how much a particular marketing initiative contributes to overall conversions may be stepping on someone’s toes. Everyone wants to take credit for positive results, but smart organizations dig Read More

Are Your Marketing Efforts Underutilizing LinkedIn?

linkedin logo

With a very different audience and focus from its social media brethren, LinkedIn has always been a unique challenge for healthcare marketers. But with half a billion users (as of April 2017), LinkedIn is not a space to ignore. Putting resources behind this channel may not be easy, but it’s worth the effort to reach Read More

How Hospitals Can Take Advantage of LinkedIn’s Unique Network

Melanie Graham

// By Melanie Graham // With a very different audience and focus from its social media brethren, LinkedIn has always been a unique challenge for healthcare marketers. But with half a billion users (as of April 2017), LinkedIn is not a space to ignore. Putting resources behind this channel may not be easy, but it’s Read More

What Is AMP and How Can It Help My Healthcare Brand?

google amp accelerated mobile pages logo

Experts explain Google’s Accelerated Mobile Page (AMP) Project and how healthcare marketers can use it in their mobile content strategy. // By Melanie Graham // When it comes to webpage content, a mobile-first mindset is crucial. As of January 2017, some 77 percent of Americans owned a smartphone, and roughly 1 in 10 of those Read More

New Web Accessibility Requirements Coming: Are You Ready?

Andy Gradel, System Director of Digital Marketing, Main Line Health

What if 20 percent of your website visitors were prevented from fully engaging with your content, or found it just too frustrating to spend much time on your site? Web design has come a long way toward making digital experiences more consumer-friendly, personalized, and mobile-friendly. But unless you’ve experienced what it’s like to interact with Read More

How Accessible Is Your Website?

Jane Weber Brubaker

// By Jane Weber Brubaker // What if 20 percent of your website visitors were prevented from fully engaging with your content, or found it just too frustrating to spend much time on your site? Web design has come a long way toward making digital experiences more consumer-friendly, personalized, and mobile-friendly. But unless you’ve experienced Read More

The Intersection of AI and Healthcare

chat bot with billing agent for piedmont healthcare from Loyal healthcare

The media, including social media, are buzzing about AI, or artificial intelligence. As of this writing in late November, the top trending article on Facebook is “Facebook Is Using Artificial Intelligence to Spot Suicidal Tendencies in Its Users.” On LinkedIn, it is “Where Will AI Increase and Decrease Costs in Healthcare?” Is AI just the Read More

How to Optimize Your Hospital Website’s Find-a-Doctor Tool — and Put Users First

Noel Coleman, president of Doctor.com Enterprise

The strategic core of most hospital or health system websites is a strong and user-friendly physician directory, or “Find a Doctor” tool. Optimizing your strategy and your tool’s functionality is a digital healthcare marketing imperative. In last month’s article, Noel Coleman mapped five strategic goals for your “Find a Doctor” tool. In our new article, he offers Read More

Are You Maximizing Your “Find a Doctor” Strategy? (Part 2)

Noel Coleman, president of Doctor.com Enterprise

8 Steps to Strengthen Your Physician Directory Tools and Build Your Patient Base // By Noel Coleman // No hospital or health system website today is complete without including a strong and user-friendly physician directory, or “Find a Doctor” tool. This means that if your organization has not yet ventured fully into this area, there’s Read More

Common SEO Myths That Can Hurt Healthcare Websites

Kyle Mills, manager of online marketing at Practis

“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

Debunking Myths About Healthcare and Pharma SEO

Kyle Mills, manager of online marketing at Practis

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

From a Nonfunctional Website To Digital-First

City of Hope Logo

“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

Is Your Physician Directory Achieving These 5 Strategic Goals?

Noel Coleman

“How do your customers identify providers in your network? Your answer could be very important to your organization’s success,” posits Noel Coleman, president of Doctor.com Enterprise (formerly Connect Healthcare). Here’s why: “Today, Find-a-Doctor tools (such as a physician directory on your website that is optimized to meet your patients’ needs and search habits) are an important part Read More

City of Hope’s Digital-First Transformation

Robin Snow

// 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

Don’t Overlook the Importance of Page Speed

Petra Gregorová, senior software engineer at ConnectiveDX

As the number of users accessing the internet from mobile devices continues to climb, an optimized mobile experience is becoming a must-have for healthcare and other industries. How long does it take your hospital website to load on a mobile device? According to a study by Google, 22 seconds is the average time to fully load Read More

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