Ask the Expert, with Kathy Divis // 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 challenges in today’s complex environment, 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
“You’re spending a lot to attract potential patients, but how well are you converting them, or nurturing them once you get their attention?” asks Kris Altiere, director of marketing and creative at Sequence Health. “Are you able to see where they are in the sequence of actions you’re trying to get them to take? Do Read More
// By Kris Altiere // You’re spending a lot to attract potential patients, but how well are you converting them, or nurturing them once you get their attention? Are you able to see where they are in the sequence of actions you’re trying to get them to take? Do you know when they stall? Do Read More
Mayur Gupta is a marketing technology visionary with diverse industry background including C-level executive positions at Healthgrades, Kimberly-Clark, and Spotify. “The world is dramatically changing,” Gupta notes. “We finally have the consumer as the protagonist. [The main character is] no longer the retailer or the seller. The evolution that has happened over the past 10 Read More
A little over two years ago, Jill Austin, chief marketing officer at Vanderbilt University Medical Center (VUMC), was given a challenge by her CEO. “Vanderbilt, at the time, had gotten a lot of recognition for being way out in front on social media,” says Chris Bevolo, author of Joe Public Doesn’t Care About Your Hospital, Read More
Ask the Expert, with Marketing Technologist Mayur Gupta // By Jane Weber Brubaker // Mayur Gupta is a marketing technology visionary with diverse industry background including C-level executive positions at Healthgrades, Kimberly-Clark, and Spotify. In eHST’s latest interview, Gupta discusses the evolution of marketing from a multi-industry perspective, and shares his thoughts on how digital Read More
// By Jane Weber Brubaker // A little over two years ago, Jill Austin, chief marketing officer at Vanderbilt University Medical Center (VUMC), was given a challenge by her CEO. “Vanderbilt, at the time, had gotten a lot of recognition for being way out in front on social media,” says Chris Bevolo, author of Joe Read More
“Imagineering is a concept created by Walt Disney in 1952 as ‘the blending of creative imagination with technical know-how,’” says Andy Gradel, system director of digital marketing for Main Line Health in Philadelphia. “At its core, imagineering is rooted in storytelling, with projects using extensive theming, atmosphere, and attention to detail in an attempt to create attractions Read More
Digital marketing in healthcare continues to evolve and grow in sophistication, according to Kathy Divis, president and co-founder of Greystone.Net (and member of the eHealthcare Strategy & Trends Editorial Advisory Board), and she has the data to prove it. “In our digital survey [The State of Digital Marketing in Healthcare Moving Toward 2017] we asked our Read More
// By Jane Weber Brubaker // Digital marketing in healthcare continues to evolve and grow in sophistication, according to Kathy Divis, President and Co-Founder of Greystone.Net, and she has the data to prove it. “In our digital survey [The State of Digital Marketing in Healthcare Moving Toward 2017] we asked our respondents to compare their activities Read More
In this sidebar to our interview with Kathy Divis, we share some key data from their recent survey findings.
// By Andy Gradel // Imagineering is a concept created by Walt Disney in 1952 as “the blending of creative imagination with technical know-how.” At its core, imagineering is rooted in storytelling, with projects using extensive theming, atmosphere, and attention to detail in an attempt to create attractions and themed layouts that will successfully lead Read More
“Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks,” says Robin Snow, founder and principal of Aefinity Interactive, LLC. “[It] allows for personalized communication on a massive scale.” While the idea of automating marketing initiatives is undeniably appealing, what does it involve in practical terms? Read More
// By Robin Snow // Marketing automation refers to the software platforms and technologies that facilitate digital marketing strategies by automating certain repetitive tasks. Higher-end marketing automation software provides marketing intelligence and advanced workflows that marketers can leverage to more efficiently and effectively communicate with targeted prospects and customers through multiple channels. Marketing automation is Read More
We interviewed Chris Boyer, Senior Vice President, Digital at ReviveHealth, following his presentation with Chris Bevolo, EVP at ReviveHealth, at this year’s Healthcare Marketing & Physician Strategies Summit. Their presentation “Personalized Marketing: Moving From Persona to Person” offers a vision of what healthcare marketing can become with the right strategies, competencies, tools, and technologies. Where is Read More
Ask the Expert, with Chris Boyer, Senior Vice President, Digital at ReviveHealth // By Jane Weber Brubaker // We interviewed Chris Boyer following his presentation with Chris Bevolo, EVP at ReviveHealth, at this year’s Healthcare Marketing & Physician Strategies Summit. Their presentation “Personalized Marketing: Moving From Persona to Person” offers a vision of what healthcare Read More
“One of the most important things marketers and digital strategists can do is align their digital activities with marketing and organizational business goals,” says Daniel Fell. “But often, in the urgency to adopt these new technologies and move projects forward, good strategic thinking can take a back seat to just getting things done. That’s unfortunate Read More
// By Daniel Fell // One of the most important things marketers and digital strategists can do is align their digital activities with marketing and organizational business goals. But often, in the urgency to adopt these new technologies and move projects forward, good strategic thinking can take a back seat to just getting things done. Read More
In early 2015, we spoke with Sheree Esser, Consumer Engagement Marketing Manager at Trinity Health, about a planned marketing automation pilot at Saint Alphonsus in Boise, Idaho. We recently followed up with Esser to find out the results of the pilot. The first step was to make sure the email list was deliverable, and that Read More
// By Jane Weber Brubaker // In March, we spoke with Sheree Esser, Consumer Engagement Marketing Manager at Trinity Health, about a planned marketing automation pilot at Saint Alphonsus in Boise, Idaho. We followed up with Esser to find out the results of the pilot. The purpose of the pilot was to see if email Read More
Do you hold your breath every time there’s a production push, hoping your hospital website doesn’t crash? If so, you can understand why Julie Lindsay, Director of Digital Services at SCL Health, started looking for a new Web content management system. “We just couldn’t take it anymore,” she says. “We needed a platform that was Read More
“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
// 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