Few would disagree that healthcare has lagged behind other industries in adoption of digital marketing strategies and technologies. Suzanne Sawyer, Chief Marketing Officer at Penn Medicine, the University of Pennsylvania Health System, made it her mission to change that in her own organization. “The discipline of marketing is changing and evolving,” says Sawyer. “We’ve been Read More
Penn Medicine, the University of Pennsylvania Health System, has a long and venerable history. The School of Medicine was the first in the nation, and the Hospital of the University of Pennsylvania the first teaching hospital. In keeping with its legacy of innovation, Penn Medicine today continues to chart new territory, reaching new and existing Read More
By Sheryl S. Jackson Online appointment request forms are not a new idea. In fact, physician offices and hospitals have incorporated them into their website design as one way to increase convenience to patients. At Barnes-Jewish Hospital (BJH), however, a strategic approach to information or appointment request forms has proven to be an effective marketing Read More
by Tomy Ames In the last month’s issue of eHealthcare Strategy & Trends, we left off when things were getting good: The importance of context when it comes to looking at your key performance indicators (KPIs). This month, we’ll examine how to determine appropriate categories so that you can accurately assess your site’s successes and Read More
by Lindsey Sharp A hospital website, in and of itself, generally won’t bring patients in the door and create long-standing doctor-patient relationships. However, when you combine a strong content marketing strategy with strategically placed calls-to-action (CTAs), you not only educate and engage visitors but also connect them with the people and services at your facility Read More
Ask the Expert with Meredith Rose Many times, marketers stay so busy enhancing specific pieces of Web real estate or completing campaign-specific tasks requested by leadership, physicians, or the many other voices within organizations. These tasks can fill the days. Yet marketers have a much more focused and strategic task – building revenue for the Read More
Ask The Expert with Daniel Fell Recently, my 91-year-old father voiced considerable frustration about changes in his insurance plan. Rather than presenting changes in a clear, concise manner, the plan used language that only confused him more and forced him to spend hours on the phone talking to customer service representatives. At the time, I Read More
Ask The Expert with Ben Dillon With the growing number of ways that consumers access the Internet, responsive design is fast becoming the industry standard for hospital websites. Responsive design enables websites to adapt to the device being used, presenting an optimal experience on smartphones, tablets, and desktops. Research by Geonetric, an online solutions company, Read More
by Lannie Byrd Throughout the past decade, hospitals have put a lot of effort into improving the overall patient experience. Private rooms. Flat-screen TVs. Wireless Internet. Chef-prepared meals. High thread-count sheets. An overall emphasis on customer service. However, a healthcare institution’s digital platform touches patients throughout their healthcare experience, from searching for a physician to Read More
Ask The Expert with Susan Solomon Eleven years ago, Kay Franks, marketing manager for St. Louis Children’s Hospital, got wind that budget reductions were on the horizon and it looked like her website budget was on the chopping block. That was all she needed to get cracking on building a comprehensive dashboard to demonstrate the Read More