Focus on Content Marketing: A Spotlight on Content Marketing Trends for Healthcare Marketers
In this exclusive report from eHealthcare Strategy & Trends, we spotlight content marketing trends for Healthcare Marketers.
CRM
Focus on Artificial Intelligence: The State of AI in Digital Healthcare Marketing
In this exclusive report from eHealthcare Strategy & Trends, we examine the current state of AI usage in healthcare by sharing case studies and successful implementation practices from industry leaders and innovators.
CRM Success in Healthcare: Integration and Automation
The rapid, COVID-driven pace of innovation that some saw as the pandemic’s silver lining is slowing down. As we pick up where we left off, we see that some of the challenges that were dogging provider organizations before the onset of the pandemic are still there. CRM is one example. Many healthcare organizations that have Read More
What It Takes to Achieve CRM Success
// By Jane Weber Brubaker // Baptist Health in Jacksonville, Florida knew it needed to consolidate its data and technology platforms to make them usable for marketing and to better serve consumers, patients, and internal stakeholders. The rapid, COVID-driven pace of innovation that some saw as the pandemic’s silver lining is slowing down. As we Read More
Healthcare CRM is Evolving. Platforms Are Complex and the Stakes Are High. Are You Ready?
Healthcare CRM is evolving as health systems face new challenges and new expectations. Marketers at hospitals and health systems have spent the better part of a decade building the business case to invest in CRM platforms and the talent to run them, but the conversation is shifting due to challenging financial pressures and changes in Read More
Where Healthcare CRM Is Headed in 2023 and Beyond
// By Jared Johnson // As CRM has matured, expectations have changed. Digital leaders at HonorHealth discuss the challenges and opportunities, and the importance of close collaboration between strategy and operations to help internal clients achieve success. Marketers at hospitals and health systems have spent the better part of a decade building the business case Read More
Where Healthcare CRM is Headed in 2023 and Beyond
A new eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists
Panelists:
- Seth Kaplan, Director, Marketing & Customer Engagement, HonorHealth
- Craig Kartchner, AVP of Marketing & Customer Experience, HonorHealth
- Daniel Quinn, VP of Business Strategy & Analytics, Lionshare
Moderated by:
- Jared Johnson, Founder and Podcast Producer, Shift Forward Health and member of the eHealthcare Strategy & Trends Editorial Advisory Board
Watch this webinar and you’ll learn:
- How buyer decisions for CRM have changed
- How to evaluate platforms now that there are more choices on the market than ever before
- How strategy and operations work together to get the most out of a CRM investment
- How vendors see their platforms evolving over the next 1-2 years
- How to manage expectations for CRM now that healthcare organizations are facing historically challenging financial pressures
And much more!
Focus on CRM: An Inside Look at Today’s Healthcare CRM Landscape
In this exclusive report from eHealthcare Strategy & Trends, we examine the current state of CRM usage in healthcare by sharing case studies and successful implementation practices from industry leaders and innovators.
Is it Time to Take Your Digital Health Marketing In-House?
When you’re ready to make the transition to in-house digital health marketing, finding the right partner is key. Small marketing teams often lean on third-party providers to run their marketing campaigns. As these teams develop skills in digital marketing, they gain the confidence to staff up and bring campaign management in-house. By 2020, VCU Health’s Read More
VCU Health Lays Down a Solid Foundation to Take Digital Marketing Campaigns In-House
// By Jane Weber Brubaker // When you’re ready to manage your digital campaigns internally, finding the right partner is key. Small marketing teams often lean on third-party providers to run their marketing campaigns. As these teams develop skills in digital marketing, they gain the confidence to staff up and bring campaign management in-house. By Read More
Does Your Health System Need a Primary Care Reactivation Campaign?
Primary care plays a central role in the healthcare delivery system. But the COVID-19 pandemic upended primary care services. As a result, many primary care physicians closed their offices, offered reduced services, or used virtual care services to connect with patients. But when offices began to reopen, patients remained reticent to return. So is a Read More
Franciscan Missionaries of Our Lady Health System Drives Patients Back to Primary Care
// By Althea Fung // Sometimes patients need a nudge to get back to care. A CRM platform and a winning strategy drove positive results for this Louisiana-based health system. Primary care plays a central role in the healthcare delivery system. But the COVID-19 pandemic upended primary care services. As a result, many primary care Read More
Optimized Healthcare Marketing: A Fully Integrated and Transparent Funnel
“I’ve been a healthcare marketer for what seems like a very long time (20 years), with a big chunk of that at Scripps Health in San Diego,” writes Marc Needham, chief growth officer for Combinaut. “Over that very long period, I’ve seen lots of seemingly impossible problems vanish and other problems that seemed easily remedied Read More
Bright Lights, Big Data: Building a Platform for Optimized Healthcare Marketing
// By Marc Needham // A fully integrated and transparent funnel allows you to focus your efforts where they’re going to really make a difference. When my kids first meet other kids their age, they perform a funny little ritual. There’s typically some introductory small talk and then they start to drill for common interests, Read More
Your Digital Front Door – Meeting Consumers Where They Are
A new eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists.
Panelist:
- Ben Dillon, Chief Strategy Officer, Geonetric
After this webinar, attendees will be able to answer critical questions, including:
- What are consumers’ preferred ways to engage with health organizations throughout their journey?
- How are consumers researching health conditions (and what information your health system needs to be delivering)?
- How has patient loyalty changed and what are the most important factors as patients are making healthcare choices for every healthcare encounter?
- What are consumers’ perspectives on personalized digital experiences in an era of greater awareness of the threats to data privacy?
Healthcare CRM: Leverage Your Existing Data to Drive Patient Activation
In healthcare, CRM is often referred to as the software itself — as a noun — versus the activity of managing customers — a verb. In some cases, it’s a checkbox for a technology neither mapped to organizational goals nor mapped to driving metrics that matter to the health system. Innovative health systems have started Read More
CRM Is a Verb, Not a Noun
// By Jared Johnson // Ask the Expert, with Alan Tam, Vice President of Marketing, Actium Health This month’s featured expert believes that CRM implementations in healthcare should deliver on business metrics that matter — revenue growth, cost reduction, patient outcomes, and ROI. In healthcare, CRM is often referred to as the software itself — Read More
What Is Health One-to-One, and How Do We Get There? Ask the Expert, with Gary Druckenmiller, General Manager of Patient Relationship Management at Innovaccer
// By Jane Weber Brubaker // If you’ve ever tried to merge your Gmail contacts into Outlook or vice versa, you know it doesn’t always (ever) go smoothly. The data fields don’t match up. You may end up with lots of duplicates, or some records don’t show up at all. It’s easier to go back Read More
Collaboration: The New Gold Standard for Successful Healthcare Organizations
The pandemic had a silver lining. It took a wrecking ball to the walls that have separated internal departments within health systems. Organizations battling COVID-19 had to break down the silos, join forces, and learn to collaborate in new ways. These newly acquired skills are valuable in a post-pandemic world as well.
Health systems that forge internal alliances unleash their collective strengths and leverage competitive strengths to lead their organizations and the industry in innovation and transformation.
This report is a collection of our best articles on the value of collaboration, with interviews from healthcare leaders who have successfully built coalitions, worked across departmental lines, and brought teams together to accomplish what their organizations needed most.
When Evaluating Effectiveness of Marketing Initiatives, Don’t Stop at ROI
We were intrigued by the first two words of a presentation given by two marketing leaders from Ochsner Health at the 2021 Healthcare Internet Conference (HCIC): Beyond ROI. Healthcare marketers have learned that provable ROI, or return on investment, helps them make the case for increased investment. But what’s beyond that? So much more, it Read More
Podcasting Made Easy: You Don’t Have to Start From Scratch
Learn how Henry Mayo Newhall Hospital launched a successful podcast, and how it keeps the content pipeline filled.
A new eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists.
Panelists:
- Patrick Moody, Director of Marketing, Public and Community Relations, Henry Mayo Newhall Hospital
- Bill Klaproth, Director of Marketing and Production, DoctorPodcasting by RadioMD
Watch this webinar and you’ll learn:
- Why podcasting is a valuable marketing platform
- How to get physician buy-in and participation
- How to determine the right audience — consumers, referring physicians, or internal staff
- Which topics to choose — and why
- How to promote your podcast
- Best practices for maximum growth, and how to measure success
Beyond ROI: How Can You Use Your Marketing Data to Understand Patient Needs, Support Operational Growth, and Inform Business Strategy?
// By Jane Weber Brubaker // While many health systems struggle to consolidate data that exists in silos, Ochsner Health’s marketing team has succeeded in wrestling its data to the ground. Insights gleaned from the data are revealing opportunities for investment in new strategic growth initiatives. We were intrigued by the first two words of Read More
Screening Campaign Helps Patients Get Back on Track With Their Care
“This past year was a year of transformation for UCHealth,” says Bill Altorfer of Cured. “Although such transformation during the COVID pandemic was challenging, it also gave rise to opportunities to improve patient experience in ways that weren’t initially on UCHealth’s strategic roadmap.” Here’s an excerpt from Altorfer’s new article: What began in the fall Read More
The Right Patient at the Right Time: How UCHealth Uses Automated Messaging to Drive Patient Retention
// By Bill Altorfer // UCHealth piloted triggered email reminders for breast cancer screenings, generating almost 1,000 mammogram appointments. This past year was a year of transformation for UCHealth. Although such transformation during the COVID pandemic was challenging, it also gave rise to opportunities to improve patient experience in ways that weren’t initially on UCHealth’s Read More
Virtual Roundtable: Building Your Digital Front Door
The COVID-19 pandemic and the rapidly changing competitive environment are making the consumer and patient digital experience a higher priority for healthcare marketers than ever before. This webinar will provide important insights and tips you need to be ready to play a key role in improving your digital front door.
A new eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists.
Panelists:
- Kendra Calhoun, Senior Vice President, Strategic Marketing & Communications, Avera Health
- Ed Rafalski, Chief Strategy and Marketing Officer, BayCare Health System
- Ben Dillon, Chief Strategy Officer, Geonetric
Watch this webinar and you’ll learn:
- Benchmark where your organization is today
- Set a vision for future improvement based on digital experience roadmaps
- Get leadership and organizational buy-in for digital experience initiatives
- Overcome roadblocks and breakdown operational silos
- Determine pilot initiatives and build on early wins
- Establish and measure key indicators for success
- Put key takeaways to work at your organization