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

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Build a Better Healthcare Podcast

Learn from the Pros how to Create, Promote, and Distribute Your Podcast for Maximum Reach to Consumer, Peer, and Internal Audiences

Your Presenters:
Ashley Schroeder, Events and Marketing Specialist, Bryan Health
Bill Klaproth, Director of Marketing and Production, DoctorPodcasting by RadioMD

Watch this webinar and you’ll learn:

• How you can leverage this powerful medium to reach consumer, peer, and internal audiences
• How to select the best topics for your audience and formulate questions
• How to measure engagement and success
• How to promote your healthcare podcast for maximum exposure
• How Bryan Health uses podcasts to cut through and reach consumers with important health topics and messages.

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The State of Healthcare Digital Marketing in 2021

The survey results are in! See how the pandemic has shifted digital priorities and investments.

A new eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists.

Your Presenter:
Ben Dillon, Chief Strategy Officer, Geonetric

Watch this webinar and you’ll learn:

• How the pandemic shifted priorities and investments
• Where organizations are investing when it comes to virtual care capabilities
• What leading organizations are doing differently than others in terms of goal setting, digital marketing tactics, and spending
• What are the hottest areas for staffing
• Where healthcare marketers feel most behind — and how that compares to the agency perspective

Watch Now »

Submit Your Entry to the 2021 eHealthcare Leadership Awards!

It’s May, and if you’re part of the digital healthcare marketing community, you know what that means… the Call for Entries for the 2021 eHealthcare Leadership Awards is officially open! What a year it has been. Last year around this time, we were hoping the worst was over and we could begin to get back Read More

2021 Digital Initiatives from 2 Leading Health Systems

How Banner Health and Baystate Health are Creating Quality Digital Experiences for Prospects and Patients

Where can your health care organization focus your efforts in 2021 to improve the digital experience for your prospects and patients to differentiate your brand, drive key business metrics, and win in the marketplace?

To meet the changing needs of healthcare consumers, digital teams at two leading organizations are changing focus – moving beyond mastering discrete channels or platforms and focusing instead on delivering the connected digital experiences that healthcare consumers expect.

Hear from Jill McCormick, Director of Design and Innovation at Baystate Health and Chris Pace, Chief Digital Marketing Officer at Banner Health, as they share the initiatives their organizations are focusing on to create those connected digital experiences for prospects and patients.

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Using a CRM To Build a Multilayered Campaign at Johns Hopkins

Connecting the dots. That’s the value provided by a customer relationship management (CRM) database, a tool health system marketing and communications leaders increasingly use to deliver precision marketing to consumers and calculate accurate return on investment (ROI). Yet having a CRM is only one part of the digital marketing puzzle. Hospitals experiencing the highest level Read More

Consumers Now Control the Healthcare Marketing Experience

It’s time to stop thinking about marketing as two separate components — traditional vs. digital — and blend the best tactics of each discipline. “Tradigital” combines the best of both strategies and is redefining healthcare marketing today. That is the message of healthcare marketing consultants Kathy Divis, president and co-founder, Greystone.Net, and Rob Klein, founder Read More

How to Build the Case for Increasing Your Digital Marketing Budget in 2021

eHealthcare Strategy & Trends presents a brand-new member webinar for healthcare marketers and digital strategists

Watch this lively panel discussion with top marketers from leading organizations who will share their insights on how to get the budget you and your organization need to succeed in 2021.

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The Rise of “Tradigital” Marketing

// By Wendy Stark Healy // It’s time to stop thinking about marketing as two separate components — traditional vs. digital — and blend the best tactics of each discipline. “Tradigital” combines the best of both strategies and is redefining healthcare marketing today. That was the message of healthcare marketing consultants Kathy Divis, president and Read More

How Three Health Systems Used Their MarTech Stack to Improve Patient Experience and Drive Growth

// By Kyle Hardner // Connecting the dots. That’s the value provided by a customer relationship management (CRM) database, a tool health system marketing and communications leaders increasingly use to deliver precision marketing to consumers and calculate accurate return on investment (ROI). According to the 5th Annual Digital Marketing Report from Greystone and Klein & Read More

The State of Digital Marketing in Healthcare in 2020

A new eHealthcare Strategy & Trends webinar on demand for healthcare marketers and digital strategists. 

Your Presenters

• Ben Dillon, Chief Strategy Officer of Geonetric

Watch Now »

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

ROI Matters, Even If No One Is Asking

Insights from popular survey reveal the real state of ROI reporting in healthcare digital marketing and what savvy leaders can do about it. // By Ben Dillon // A senior marketing leader at a large health system once told me that her ultimate career goal was to get finance to treat her department as a Read More

Survey: Healthcare Mobile Traffic Now Exceeding Desktop Traffic

“Digital marketing in healthcare is in the midst of an evolution, with some revealing trends, including a mixed view of customer relationship management (CRM) and emerging technologies, according to the 4th Annual State of Digital Marketing for Hospitals report,” writes Jared Johnson, eHST board member and host of the Healthcare Rap podcast. The report, administered Read More

Survey Highlights Healthcare Digital Marketing’s Growth, Challenges

// By Jared Johnson // Digital marketing in healthcare is in the midst of an evolution, with some revealing trends, including a mixed view of customer relationship management (CRM) and emerging technologies, according to the 4th Annual State of Digital Marketing for Hospitals report. The report, administered by Greystone.Net and Klein & Partners, highlights responses Read More

M&A News: Healthgrades Acquires Influence Health

Conversation with Rob Draughon, CEO, Healthgrades // By Jane Weber Brubaker // On January 8, Healthgrades announced its acquisition of Influence Health at the 37th Annual J.P. Morgan Healthcare Conference in San Francisco. We spoke with Healthgrades CEO Rob Draughon to hear more about the strategy and plans for the combined portfolio of products and Read More

Marketing Automation Can Help Create Personalized Patient Journeys

A prospective patient interested in weight loss surgery finds out your organization holds bariatric surgery seminars. He fills out the online form to attend the upcoming session. Now what? If your organization uses a marketing automation (MA) platform, you have an opportunity to create personalized patient journeys. The use of marketing automation is growing steadily. Read More

How Scripps Health Uses Marketing Automation to Drive Results

// By Althea Fung // A prospective patient interested in weight loss surgery finds out your organization holds bariatric surgery seminars. He fills out the online form to attend the upcoming session. Now what? If your organization uses a marketing automation (MA) platform, you have an opportunity to create personalized patient journeys. In a recent Read More

Q&A with Amber Welch of Ochsner Health System on Her Organization’s Consumer-Focused Website Strategy

// By Lisa D. Ellis // Online consumer giants like Amazon and Google have been rolling out the red carpet for consumers, offering quick, easy, and personalized experiences. This level of service is reshaping consumer expectations, and the effect is spilling over into the healthcare sector. At the 2018 Society for Healthcare Strategy and Market Read More

Benchmarking Reveals Whether You’re a Leader or a Laggard

“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

Ask the Expert: What Differentiates a Healthcare Digital Marketing Leader?

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

IBM Marketing Catalyst: A Preconfigured Healthcare Marketing Stack

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

A New, Smarter CRM for Healthcare Marketers

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

Next-Generation CRM: Intelligent, Individualized, Automated

// 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