Tools and Digital Platforms

Subtopics: Customer Relationship Management (CRM), Marketing Automation, Content Management Systems (CMS), Physician Relationship Management (PRM), etc.

How To Get Your Ads in Front of Your Target Audience

Marc Reifenrath, co-founder and president of Spinutech

According to a Deloitte Global survey, more than three-quarters of North Americans use at least one form of ad-blocking. The survey found that 31 percent of Americans use ad-blocking software on their desktop computers, and 20 percent say they use a mobile ad-blocker. With a significant number of people using ad-blocking tools, marketers face an Read More

Banner Ads in the Age of Ad-Blocking

Althea Fung

// By Althea Fung // Digital advertising has always been and will always be a moving target, as the online audience matures and platforms become more sophisticated. To win in this environment, it’s essential to keep pace with emerging trends and adapt accordingly. Atop the building next to my apartment is a billboard that reads: Read More

“Engagement” Is Not Enough

Jeffrey Stewart, assistant vice president of digital communications at VITAS Healthcare

Healthcare marketing is all about continuous learning. It’s a little like climbing a mountain. Just when you think you’ve reached the summit, you find there’s another crest, and then another. But unlike mountain climbing, there is no final destination in healthcare marketing, and that’s what makes it interesting, at least for those who aren’t content Read More

Keys To Excellence in Healthcare Website Design

Ashley MacFarland, director of digital communications at Inova

What guides great site design? And who defines what “great” is in the first place? We checked in with some of the 2019 winners of the eHealthcare Leadership Awards to see how they approached their site redesigns, and what drove the decisions they made. The answer is that there is no one answer. Each organization Read More

Marketing Operations Platform Centralizes Processes for Baptist Health

Katie Jimenez, director of digital engagement at Baptist Health

The marketing technology (MarTech) industry is booming. The landscape has grown from 150 solutions in 2011 to 7,040 in 2019. It’s easy to see why — marketing departments need systems to provide oversight of projects. More and more companies are turning to marketing operations management systems to oversee the marketing process from start to finish. Read More

Fine-Tuning Content for Conversions

Jane Weber Brubaker

// By Jane Weber Brubaker // How VITAS Healthcare’s content strategy is evolving to better serve site visitors and meet business objectives. Healthcare marketing is all about continuous learning. It’s a little like climbing a mountain. Just when you think you’ve reached the summit, you find there’s another crest, and then another. But unlike mountain Read More

Award-Winning Site Designs: More Than Skin-Deep

John Odom

Inova and St. Louis Children’s Hospital share their website redesign journeys. // By Jane Weber Brubaker // What guides great site design? And who defines what great is in the first place? We checked in with some of the 2019 winners of the eHealthcare Leadership Awards to see how they approached their site redesigns, and Read More

What’s Trending in Healthcare CRM?

Ask the Expert, with Daniel Quinn, Vice President of Business Strategy and Analytics, LionShare Marketing // By Jared Johnson // The role of data in the lives of marketers continues to expand. Customer relationship management (CRM) software has brought some of the most sophisticated data uses to healthcare marketing, including segmentation and personalization. But as Read More

Marketing Operations Management Helps Hospitals Streamline Projects

Althea Fung

// By Althea Fung // The marketing technology (MarTech) industry is booming. The landscape has grown from 150 solutions in 2011 to 7,040 in 2019. It’s easy to see why — marketing departments need systems to provide oversight of projects. More and more companies are turning to marketing operations management systems to oversee the marketing process from start Read More

2019: Change and Competition for Healthcare Marketers

“Toward the beginning of a new year, everyone gets excited about trends,” says Ben Dillon of Geonetric. “But trends don’t start or end in a single year. Sometimes they are more of a movement, something that has been building momentum over the past several years.” In our new article, Dillon takes a look back on Read More

The Cost of Not Having Healthcare CRM

The Cost of Not Having Healthcare CRM

// Sponsored Post //

Has your health system delayed the decision to move away from an ineffective CRM system? Or hesitated to invest in one at all?

This non-decision can be costing your organization in missed opportunities: Patients left unengaged. Prospective patients unacquired. Market share lost.

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  • Key benefits a modern CRM system offers
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  • How CRM systems help with both acquisition and retention
  • Why you can no longer afford to rely on manual marketing efforts

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How Data Can Create a Better Brand Experience

Drew Diskin, director of marketing technology for Virtua Health

Data available to marketers today is key to creating brand experiences that last, but only when used at patients’ decision points. Drew Diskin, director of marketing technology for Virtua Health, recently shared how the healthcare system underwent a departmental transformation that resulted in a unique approach to being agile with data. eHST: In general, where Read More

Driving Brand Experience with Data

Ask the Expert, with Drew Diskin, Director of Marketing Technology, Virtua Health // By Jared Johnson // Data available to marketers today is key to creating brand experiences that last, but only when used at patients’ decision points. Drew Diskin, director of marketing technology for Virtua Health, recently shared with me how the healthcare system Read More

Trends, Predictions, and the User Experience Movement

Learn the biggest takeaways from 2019, what to expect for 2020, and why user experience is at the heart of it all. // By Ben Dillon // Toward the beginning of a new year, everyone gets excited about trends. But trends don’t start or end in a single year. Sometimes they are more of a Read More

Why Digital Accessibility Is a Crucial Component of Patient Care

“[W]e must acknowledge the unmatched role of hospitals and health systems as caretakers of our communities,” says Keir Bradshaw, executive vice president of MERGE. “Digital accessibility goes beyond mere compliance measures. It’s a way to extend care to the community just as compassionately online as we do on-site.” Read on for an excerpt of Bradshaw’s Read More

Who’s In Charge of Your Brand Management? Google.

“Healthcare organizations are finding out that winning in today’s highly competitive and increasingly digital market requires a new approach — one that aligns marketing and brand management with patient experience (PX),” says Patric Wiesmann of Reputation.com. “And that alignment is happening more often on Google and not your healthcare organization’s website.” Here’s an excerpt from Read More

How Your System Can Leverage the Benefits of Voice

Nate Treloar, president and COO, Orbita

Over the past 25 years, healthcare marketers have experienced several waves of digital disruption, from the adoption of the web to SEO, social media, and mobile devices. The latest wave? Voice. But voice assistants are not just a trendy marketing tool — they can provide many benefits for patients, health systems, and clinicians: Patients are Read More

SHSMD Connections 2019: Making Room for Innovation

Jeff Steblea, SHSMD board member and director of sales at Eruptr

// By Jared Johnson // It’s time to make more room for innovation in our marketing and strategy, according to participants at SHSMD Connections 2019. SHSMD Connections, the annual conference of the Society for Healthcare Strategy and Market Development, was held September 8-11 in Nashville, Tennessee. The conference included inspirational keynotes, 140+ solution providers, informative Read More

Digital Accessibility: Why It Should Be a Matter of Culture, Not Compliance

// By Keir Bradshaw // Statistics paint a realistic picture of why healthcare organizations need to make their websites and other digital assets accessible to those with disabilities. For starters, there’s the fact that disability affects just over one in every four people1 living in U.S. communities. From a pure business perspective, hospitals and health systems simply can’t afford to shut the digital front door on 26 percent of their potential patient populations. Then Read More

How Health Systems Can Prepare for the Voice-First Future

// By Melanie Graham // Over the past 25 years, healthcare marketers have experienced several waves of digital disruption, from the adoption of the web to SEO, social media, and mobile devices. The latest wave? Voice. But voice assistants are not just a trendy marketing tool — they can provide many benefits for patients, health Read More

Is Your System Less Secure Than You Think?

If you think it’s expensive and time-consuming to protect your healthcare organization’s data, you’re right. But just look at the cost of not having a solid security program and experiencing a healthcare breach. You needn’t look far. A breach can be financially devastating. It will ruin your reputation. It will call into question your organization’s Read More

Managing Risk: The Business Case for Security Certification

// By Cheryl L. Serra // If you think it’s expensive and time-consuming to protect your healthcare organization’s data, you’re right. But just look at the cost of not having a solid security program and experiencing a healthcare breach. You needn’t look far. A breach can be financially devastating. It will ruin your reputation. It Read More

A New Plus of Telehealth: Reducing Physician Burnout

Michael Farrell, senior vice president of hospitals and health systems, MDLIVE

Consumers want faster access to healthcare, providers want to improve the patient relationship, and reimbursement rates for telemedicine are getting better. Combine these factors and it becomes clear — telemedicine is going mainstream. Telemedicine claims have increased 624 percent from 2014 to 2018, according to FAIR Health, a nonprofit healthcare data collection company. Most of Read More

Telemedicine at Yale New Haven Health: Letting Patients Make the Call

// By Marcia Simon, APR // Consumers want faster access to healthcare, providers want to improve the patient relationship, and reimbursement rates for telemedicine are getting better. Combine these factors and it becomes clear — telemedicine is going mainstream. Telemedicine claims have increased 624 percent from 2014 to 2018, according to FAIR Health, a nonprofit Read More

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