// 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
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
Health systems today are looking for ways to engage patients, and one important way is through electronic health records (EHRs) and patient portals. To spur organizations to expand their use of EHRs and improve patient engagement, the Centers for Medicare and Medicaid Services (CMS) launched the EHR Incentive Program in 2011. This program has been Read More
// By Lisa D. Ellis // Health systems today are looking for ways to engage patients, and one important way is through electronic health records (EHRs) and patient portals. To spur organizations to expand their use of EHRs and improve patient engagement, the Centers for Medicare and Medicaid Services (CMS) launched the EHR Incentive Program 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
“Gaining an understanding of what drives the choice-making and loyalty of healthcare consumers is complex,” says Kyra Hagan, senior vice president and general manager, marketing & communications at Influence Health. “What we do know is that consumers’ expectations for healthcare interactions are being shaped by the personalized and convenient experiences they have grown accustomed to in other 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 Kyra Hagan // Gaining an understanding of what drives the choice-making and loyalty of healthcare consumers is complex. What we do know is that consumers’ expectations for healthcare interactions are being shaped by the personalized and convenient experiences they have grown accustomed to in other industries, like retail, hospitality, and banking. As a 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
Last year, in an article on Lehigh Valley Health Network’s integrated CRM/PRM strategy, we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future. It’s been 18 months, and we wanted to find out how it’s going. The short answer is, it’s Read More
// By Jane Weber Brubaker // In a March 2016 article, “Gentlemen, Start Your Engines! Lehigh Valley Health Network Revs It Up with Integrated CRM/PRM Strategy,” we got right up to the starting line with the health system’s CRM selection and implementation, and learned about its ambitious plans for the future. It’s been 18 months, Read More
We recently asked Kathy Divis, president and co-founder of Greystone.Net, to weigh in on the top concerns of marketing executives in healthcare organizations. While acknowledging that there are many and diverse challenges in today’s complex environment, Divis is optimistic about the opportunities to choose and use technology to build meaningful relationships with patients. “I think Read More
Ask the Expert, with Kathy Divis, president and co-founder of Greystone.Net // By Jane Weber Brubaker // What keeps chief marketing officers up at night? We asked Kathy Divis, president and co-founder of Greystone.Net, to weigh in on the top concerns of marketing executives in healthcare organizations. While acknowledging that there are many and diverse Read More
“The robotic yet charming voice of Alexa can help you find a good movie, make a payment on your credit card, get airline fares for a trip to Dublin, or see how many calories are in the banana you’re eating,” notes Shawn Gross, Chief Digital Strategist at White Rhino. “With an estimated 11 million devices Read More
// By Shawn Gross // The robotic yet charming voice of Alexa can help you find a good movie, make a payment on your credit card, get airline fares for a trip to Dublin, or see how many calories are in the banana you’re eating. With an estimated 11 million devices sold, the Amazon Echo Read More
Managing change is hard, even for innovative organizations like Boston Children’s Hospital. “That’s something I hear in all the businesses I’ve worked with, from GE to Cigna to here,” says William Gagnon, senior director of global digital strategy and customer engagement at Boston Children’s. Digital transformation at Boston Children’s is laser-focused on making the shift Read More
// By Jane Weber Brubaker // Managing change is hard, even for innovative organizations like Boston Children’s Hospital. “That’s something I hear in all the businesses I’ve worked with, from GE to Cigna to here,” says William Gagnon, senior director of global digital strategy and customer engagement at Boston Children’s. Change is risky, and healthcare Read More
Nick Ragone is senior vice president and chief marketing and communications officer at Ascension, the largest nonprofit health system in the U.S., with 2,500 sites of care in 24 states and the District of Columbia. He leads the “One Ascension” effort from the marketing side. “We decided as an organization that we really needed to Read More
Ask the Expert, with Nick Ragone // By Jane Weber Brubaker // Nick Ragone is senior vice president and chief marketing and communications officer at Ascension, the largest nonprofit health system in the U.S., with 2,500 sites of care in 24 states and the District of Columbia. He leads the “One Ascension” effort from the Read More
Don Stanziano is corporate vice president of marketing and communications at Scripps Health, an integrated healthcare delivery network in San Diego with five acute care hospitals; 30 ambulatory clinics; 14,000 employees; 3,000 physicians; and $2.9 billion in annual revenue. Stanziano leads branding, public relations, internal communications, and call center marketing, as well as digital-first demand Read More
If you’ve ever taken the subway in New York from Grand Central Station, you’ve witnessed a highly efficient capacity utilization model. As soon as the line at one turnstile gets a little shorter than the others, transit riders immediately shift over to it, and whatever surplus capacity was there takes a split second to disappear. Read More
// By Jane Weber Brubaker // If you’ve ever taken the subway in New York from Grand Central Station, you’ve witnessed a highly efficient capacity utilization model. As soon as the line at one turnstile gets a little shorter than the others, transit riders immediately shift over to it, and whatever surplus capacity was there Read More