“As many as 50 to 90 percent of adults struggle with health literacy,” states Stacy Robison, MPH, MCHES, president and co-founder of CommunicateHealth, Inc. “This is because medical information is very complex and full of jargon.” In addition, she points out that the stress of a patient’s healthcare journey further hinders that person’s ability to wade Read More
When you consider the elements needed for quality content, what do you think of? Skilled copywriters may come to mind, or maybe you think of killer creative from a professional graphic designer. But what about data? It may not be the first thing that pops into your head, but analytics are a key part of Read More
// By Lisa D. Ellis // Remember the last time you booked airline tickets, reserved a hotel room, or shopped online? Whether it was last week or last year, chances are that you had an excellent customer service experience. That’s because most major brands today understand the importance of catering to their online visitors and Read More
// By Melanie Graham // When you consider the elements needed for quality content, what do you think of? Skilled copywriters may come to mind, or maybe you think of killer creative from a professional graphic designer. But what about data? It may not be the first thing that pops into your head, but analytics Read More
There’s so much to keep up with in our world of healthcare marketing, and in our new feature, Snippets, we want to give you brief highlights from some of the things that catch our attention in the digital realm, snippets of webinars, podcasts, and other content that just might help you solve your latest challenge. Read More
It’s appropriate that a health system named after the author of the famous document that begins with “When in the course of human events…” should demonstrate a strong commitment to human-centered design. Under the leadership of chief executive officer Steve Klasko, MD, MBA, recently named one of Fast Company’s Most Creative People for 2018, Jefferson Read More
[In the Lab] // By Jane Weber Brubaker // It’s appropriate that a health system named after the author of the famous document that begins with “When in the course of human events…” should demonstrate a strong commitment to human-centered design. Under the leadership of chief executive officer Steve Klasko, MD, MBA, recently named one Read More
// By Jane Weber Brubaker // There’s so much to keep up with in our world of healthcare marketing, and in this new feature, Snippets, we want to give you brief highlights from some of the things that catch our attention in the digital realm, snippets of webinars, podcasts, and other content that just might Read More
“Benchmarking your organization against your peers is something every health system wants to do,” says Ben Dillon, chief strategy officer at Geonetric and eHST Editorial Advisory Board member. “But in reality, how you compete is more nuanced than just comparing your organization to others by team or bed size. It’s neither easy to compare yourself to an average of Read More
Can traditional market research keep up with the need for speed in today’s digital environment? Maybe not, if studies are carried out in the traditional way. A new technology platform, Methodify, is helping health systems in our neighbor to the north accelerate the traditional market research process. Methodify enables organizations to collect feedback and insights Read More
// By Jane Weber Brubaker // As healthcare organizations grow in digital marketing sophistication, they raise the bar for others, creating powerful multichannel campaigns that drive measurable results. Three organizations achieved top honors in the category of Best Marketing Campaign in the 2017 eHealthcare Leadership Awards, winning Platinum Awards. This category gives organizations the opportunity Read More
Learn How Leading Healthcare Marketers Do Digital Differently and How to Propel Your Organization Forward // By Ben Dillon // Benchmarking your organization against your peers is something every health system wants to do. But in reality, how you compete is more nuanced than just comparing your organization to others by team or bed size. Read More
// By Jane Weber Brubaker // Can traditional market research keep up with the need for speed in today’s digital environment? Maybe not, if studies are carried out in the traditional way. A new technology platform, Methodify, is helping health systems in our neighbor to the north accelerate the traditional market research process. Methodify enables Read More
“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
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
// By Jane Weber Brubaker // 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 Read More
// 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
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
// 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
// By Ken Robbins // Go to any conference attended by healthcare marketers and you’ll hear the same sentiment: “We know we are lagging behind other industries, particularly in digital marketing.” There is no awareness problem. The issue is that many professionals stuck in the trenches are getting pulled from both sides. Executives really do Read More
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
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
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
// 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
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 users relied on smartphones to access the internet. With this growing user base in mind, Google created the Accelerated Mobile Page Project (AMP) in 2016. Read More