When you claim an impressive-sounding healthcare marketing ROI for a marketing initiative, are you undermining your credibility by not considering all the variables in your calculation? Here, Jessica Walker, an industry veteran and thought leader, takes us through some detailed examples of how marketers could misinterpret information and misstate their true healthcare marketing ROI by Read More
For some organizations, the phone is the primary marketing channel consumers use to make contact — and to convert into patients. For these organizations the phone experience is critical to success. Today we’ll look at new digital tools that can help this once-analog channel optimize customer experience and increase conversions.
// By Jane Weber Brubaker // As measurability, attribution, and ROI become imperatives for hospital marketers, one key channel — the phone — has yielded less actionable information than digital channels that are far more trackable. In healthcare, consumers may begin their search for a provider online, but eventually the journey often still leads them Read More
Froedtert Health Implements Buoy, an AI Tool That Provides Patients Possible Diagnoses and Recommends Treatment Options // By Jane Weber Brubaker // A Google search is often the starting point when someone has a health concern. But many consumers have been scared out of their wits by the results they find. “The joke you hear Read More
The drama of a “code team” racing to a patient’s bedside is a frequent scene in the myriad of hospital-based television shows that are popular today, but the innovationOchsner team has plans to replace the emphasis on teams that respond after a cardiac arrest. What if you could predict a potential event in the next Read More
In the Lab // By Sheryl S. Jackson // The drama of a “code team” racing to a patient’s bedside is a frequent scene in the myriad of hospital-based television shows that are popular today, but the innovationOchsner team has plans to replace the emphasis on teams that respond after a cardiac arrest. What if Read More
There’s so much to keep up with in our world of healthcare marketing, and in our 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 help you solve your latest challenge. Read More
Ask the Expert with Andrei Zimiles // By Jane Weber Brubaker // Andrei Zimiles is co-founder and CEO of Doctor.com. The company’s marketing automation platform incorporates provider solutions for directory listings and reputation management, and in August 2017, Doctor.com launched a universal online scheduling capability. In December, Doctor.com merged with Connect Healthcare, and the combined Read More
“Great content marketing starts with understanding the customer’s journey,” says Shawn Gross, chief digital strategist, healthcare practice lead, at White Rhino. “Journey mapping has become a favorite marketing tool for visualizing the customer’s experience. But what exactly are journey maps, how do you create them, and what is the best way to apply them to Read More
“Ranking high on search engine results pages (SERP) is probably the most important endeavor for any healthcare marketing department,” says Mark Samber, senior vice president, digital strategy, at MERGE Atlanta. “After all, 60 to 70 percent of your potential customers (patients) search Google for providers. It is imperative that the bulk of your resources — Read More
It’s appropriate that a health system named after the author of the famous document that begins with “When in the course of human events…” should demonstrate a strong commitment to human-centered design. Under the leadership of chief executive officer Steve Klasko, MD, MBA, recently named one of Fast Company’s Most Creative People for 2018, Jefferson Read More
You don’t need to be an industry expert to know that today’s healthcare structure is experiencing tremendous change. Organizations are grappling with new technology as well as adjusting to reimbursement models that involve taking on more risk for patients’ health and well-being. These changes affect healthcare operations and administration, and they also trickle down to Read More
[In the Lab] // By Jane Weber Brubaker // It’s appropriate that a health system named after the author of the famous document that begins with “When in the course of human events…” should demonstrate a strong commitment to human-centered design. Under the leadership of chief executive officer Steve Klasko, MD, MBA, recently named one Read More
// By Melanie Graham // You don’t need to be an industry expert to know that today’s healthcare structure is experiencing tremendous change. Organizations are grappling with new technology as well as adjusting to reimbursement models that involve taking on more risk for patients’ health and well-being. These changes affect healthcare operations and administration, and Read More
// 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
// By Shawn Gross // Great content marketing starts with understanding the customer’s journey. Journey mapping has become a favorite marketing tool for visualizing the customer’s experience. But what exactly are journey maps, how do you create them, and what is the best way to apply them to hospital marketing? At first glance, a customer’s 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
// By Mark Samber, PhD // Ranking high on search engine results pages (SERP) is probably the most important endeavor for any healthcare marketing department. After all, 60 to 70 percent of your potential customers (patients) search Google for providers. It is imperative that the bulk of your resources — infrastructure and marketing spend — Read More
Can traditional market research keep up with the need for speed in today’s digital environment? Maybe not, if studies are carried out in the traditional way. A new technology platform, Methodify, is helping health systems in our neighbor to the north accelerate the traditional market research process. Methodify enables organizations to collect feedback and insights 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
// By Jane Weber Brubaker // Can traditional market research keep up with the need for speed in today’s digital environment? Maybe not, if studies are carried out in the traditional way. A new technology platform, Methodify, is helping health systems in our neighbor to the north accelerate the traditional market research process. Methodify enables Read More
In today’s increasingly high-tech world, organizations may find it challenging to keep pace with the rapidly evolving digital landscape. But having a well-defined strategy in place and relying on a mix of planning tools can help tie all of the pieces together for organizations, according to Kaela Carey, digital evangelist at SPM Marketing & Communications. Read More
// By Lisa D. Ellis // In today’s increasingly high-tech world, organizations may find it challenging to keep pace with the rapidly evolving digital landscape. But having a well-defined strategy in place and relying on a mix of planning tools can help tie all of the pieces together for organizations, according to Kaela Carey, digital 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