Testing and Optimization

Converting Prospects to Patients: Effective Tools for Hospital Websites

Stephen Moegling

“Hospitals are becoming savvier at using their website vehicles to convert prospective patients in the ‘golden moment’ when those prospects are making active healthcare decisions,” says Stephen Moegling. Moegling is a partner at Franklin Street, a healthcare branding and digital marketing firm based in Richmond, Virginia. “In addition, because the decision-making for complex healthcare solutions Read More

New Tool Reveals User Experience Insights on Hospital Websites

Are you about to embark on a major overhaul of your health system’s website? A before-and-after user experience survey could help you prove that the investment was worth every penny. Or, maybe you just launched your new website and are itching to find out what site visitors think of it. gSight℠, a new Web experience Read More

Establishing Conversion Tools for Hospital Websites

Stephen Moegling

// By Stephen Moegling // The Internet is the primary source for consumers to search for products and services instantly. Healthcare solutions are no exception. Hospitals are becoming savvier at using their website vehicles to convert prospective patients in the “golden moment” when those prospects are making active healthcare decisions. In addition, because the decision-making Read More

Case Study: Drive More Patient Portal Signups and Usage

“Healthcare portals are huge,” says Caty Wolf, Manager of Marketing Communications at WellSpan Health, an integrated health system in central Pennsylvania. Wolf is responsible for CRM and marketing automation. She works with LionShare’s business intelligence and CRM platform, DIATA®. WellSpan is using marketing automation to acquire and activate consumers on its patient portal. “[A portal Read More

Two-Tiered Performance Measurement: The Gold Standard for Modern Marketing

// By Kyra Hagan // Good marketers continually try to figure out which strategies and tactics will work best to achieve or exceed their goals. They spend days, sometimes weeks, compiling metrics and spreadsheets attempting to both understand and clearly articulate the story hiding within the data. But let’s face it—when it comes to effectively Read More

WellSpan Health Uses LionShare’s CRM and Marketing Automation Platform to Crack the Code on Portal Sign-ups

// Ask the Expert, with Caty Wolf // Caty Wolf is Manager of Marketing Communications at WellSpan Health, an integrated health system in central Pennsylvania. She is responsible for CRM and marketing automation, and works with LionShare’s business intelligence and CRM platform, DIATA®. WellSpan is using marketing automation to acquire and activate consumers on its Read More

From 0 to 365: Tips for Your First Year at a New Healthcare Organization

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

// By Andy Gradel // My father spent practically his entire career working for the same company. With the change of our workforce from a production-driven economy to a service and information-driven model, staying with the same company more than a decade has become more and more rare. In fact, the U.S. Bureau of Labor Read More

Suzanne Sawyer, Chief Marketing Officer, Penn Medicine, and Rob Grant, Co-Founder and Executive VP, Evariant to present at new eHST webinar

Recently, we published “Precision Digital Marketing: Penn Medicine’s Journey of Innovation.” There were so many takeaways and lessons to be learned from the Penn Medicine experience we asked the lead voices in that article to share more in a new webinar. I’m happy to announce that they have agreed, and on Sept. 3, Suzanne Sawyer, Read More

B2C Marketing Predictions 2015

The results of an Economist Intelligence Unit survey, commissioned by Marketo, indicate that 99% of marketers plan to invest in marketing technologies in the next year. Here are other key findings: Impact on Revenue Of the B2C marketers surveyed, more than half (55%) feel that their marketing departments are regarded as little more than a Read More

Marketing Automation Helps Kindred Healthcare Deliver the Right Message at the Right Time to the Right Person Across All Channels

Is your organization like Kindred Healthcare—trying to do a lot with a lean marketing team? Kindred Healthcare provides post-acute, rehabilitation, hospice and home care services in 2,787 locations in nearly every state. Early in 2013, Kindred began working with marketing automation service provider Marketo to extend the reach of its field operations team. “What we Read More

Ignore These 5 Digital Marketing Trends at Your Own Peril

Kathy Divis, President, Greystone.Net

Are you ready to run hundreds of micro-targeted campaigns each year? Kathy Divis, President of Greystone.Net (and member of the eHealthcare Strategy & Trends Editorial Advisory Board) thinks you should be. Not ready to stick your toe in the mobile waters? Divis says, “If you don’t have a mobile strategy, then you don’t have a Read More

Successful Pay-Per-Click Campaigns Justify Bigger Budgets for North Shore-LIJ

In this week’s ezine, we take a look at a case study we’ve recently posted online that explores how the North-Shore-LIJ Health System used successful digital marketing campaigns for specific service lines to not only drive profitable volume, but also to justify greater investment in this type of healthcare marketing campaign. What if you could Read More

North Shore-LIJ Health System Raises Brand Awareness and Drives Volume at a Low Cost Per Acquisition With Highly Measurable Digital Marketing Campaigns

What if you could reduce cost per acquisition by $200 or more compared to industry averages? “We’re running anywhere from 400 to 500 campaigns at a time across the country,” says J.K. Lloyd, President and Co-Founder of Eruptr, a Washington, D.C., digital marketing agency focused on healthcare. “We typically see campaigns that will convert for Read More

Digital Physician Relations Pilot Changes Model, Connects Referring Physicians to MD Anderson Cancer Center’s Digital Resources Using Social Media

Dan Dunlop, Jennings

Ask the Expert with Dan Dunlop Dan Dunlop, President and CEO at Jennings, and Lyle Green, Associate Vice President, Physician Relations, MD Anderson Cancer Center co-authored The Digital Future of Physician Relations, an article that appeared in eHST in August 2013. In it, they introduced the concept of using digital to reach out to referring physicians. Read More

University of Pennsylvania Health System’s Digital Marketing Redesign Achieves Stellar Results

Penn thumbnail logo

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

Precision Digital Marketing: Penn Medicine’s Journey of Innovation

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