Tools and Digital Platforms

University of Pennsylvania Health System’s Digital Marketing Redesign Achieves Stellar Results

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Few would disagree that healthcare has lagged behind other industries in adoption of digital marketing strategies and technologies. Suzanne Sawyer, Chief Marketing Officer at Penn Medicine, the University of Pennsylvania Health System, made it her mission to change that in her own organization. “The discipline of marketing is changing and evolving,” says Sawyer. “We’ve been Read More

Precision Digital Marketing: Penn Medicine’s Journey of Innovation

Penn Medicine, the University of Pennsylvania Health System, has a long and venerable history. The School of Medicine was the first in the nation, and the Hospital of the University of Pennsylvania the first teaching hospital. In keeping with its legacy of innovation, Penn Medicine today continues to chart new territory, reaching new and existing Read More

5-Star Reviews Drive Prospects to Vascular Surgeon; How Effective is Your System for Capturing and Promoting Good Physician Reviews?

When Dr. Tif Siragusa asks new patients why they chose him they say, “Because you had good reviews.” Siragusa’s reviews on Healthgrades and Vitals have more than doubled in less than two years since he began using a reputation management service developed by Boston-based MDConnect. The service, ReviewMD, is built around a dedicated review website, Read More

MDConnect Drives Search Engine Results and Reviews for Vascular Surgeon

#HCMKTG SHORT TAKES Dr. Tif Siragusa has been in practice as a vascular surgeon in Nashville, Tennessee, for five years. A little over two years ago he started working with MDConnect, a Boston-based digital marketing agency that works exclusively with healthcare clients. “My initial involvement with MDConnect is that they helped me with my pay-per-click Read More

Trinity Health and Christus Health Drive ROI with CRM

In this article, we speak to marketers in charge of CRM and marketing automation at Trinity Health and Christus Health to explore how the systems have enabled more targeted content marketing campaigns and better tracking, decreased the cost of campaigns, and improved ROI.

CRM and Marketing Automation: A Tale of Two Strategies

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

Trinity Health plans to make all of its 87 hospitals accountable care organizations. As the system shifts from fee-for-service to fee-for-value and moves aggressively toward population health, marketing automation will be a key part of the strategy. “We’re going to pilot a marketing automation system at Saint Alphonsus,” said Sheree Esser, Trinity Health’s CRM Manager Read More

Share Clinical Notes With Patients or Else

Patient engagement is the Holy Grail of healthcare. The theory is if patients take an active role in managing and maintaining their health, they will reap the benefits, staying healthier, spending less, and costing the system less. One way to get and keep patients engaged is through patient portals. But how do you get them Read More

Social Media for Direct Response: Zooming In On Facebook Targeting Tools

Piedmont Healthcare in Atlanta and digital marketing solutions provider BrightWhistle were featured in our January article “Building a Facebook Community Creates Marketing Opportunities for Atlanta’s Piedmont Healthcare.” The article was based on a presentation at the 2014 Healthcare Internet Conference (HCIC) given by Matt Gove, CMO at Piedmont and Michael Sengbusch CTO at BrightWhistle. We Read More

Is Organic Reach Dead on Facebook?

Late last year, Facebook announced on its blog, “Pages that post promotional creative should expect their organic distribution to fall significantly over time.” In a related post on the same day, Facebook assured businesses that, “Pages still matter — a lot,” and for emphasis, added, “In October, for instance, nearly a billion people visited Facebook Read More

LinkedIn: 4 Hospitals, 4 Unique Strategies

By Spencer Hunt What’s the best strategy for hospitals using LinkedIn? Consider these two examples. The updates Vanderbilt University Medical Center posts on its LinkedIn page frequently congratulate doctors on their awards and promotions. Advances in malaria and scoliosis research are celebrated, and job openings at the Nashville hospital—particularly for nurses—are featured. Almost 500 miles Read More

Robert Wood Johnson University Hospital Goes Native with Mobile Apps

When the program manager for the Executive Health program at the Robert Wood Johnson University Hospital (RWJUH) came to Andrew Quinn, Interactive Marketing Director, and asked him to put the program’s printable exercise guide up on the website, Quinn suggested a different approach, a mobile solution. “Everyone has smart phones these days, especially this particular Read More

Video Remote Interpreting Translates to Lower Costs and Improved Efficiency

Lisa Ellis

By Lisa D. Ellis The latest technological approaches are helping healthcare facilities do their job better—and more efficiently—than ever before, right down to the very last detail. In fact, that’s where Video Remote Interpreting (VRI) comes in, offering on-demand video interpretation services to facilitate accurate communication for patients who are hearing impaired or have language Read More

Electronic Health Records Now Benefitting Even Smaller Practices

by Brian O’Neill With healthcare reform bringing millions of newly insured patients into a system that already sees shortages in primary care physicians and select specialties, the industry is being pressured to become ever smarter about how providers, insurers, and patients themselves communicate and interact. Fortunately, affordable electronic communication tools are available today that support Read More

Common Healthcare IT Project Mistakes That Lead to Suboptimal Outcomes

by Richard ‘RJ’ Kedziora How do you define project failure? Is it when the project costs more than the original budget? Is it when the delivery date is long past and the project is still incomplete? Or is failure defined by a completed project that does not fulfill the agreed-on requirements? Maybe it’s all three. Read More

Using Condition Content to Lead Patients to You Online

by Mike Maloney and Katrina VanTyne In 2012, Google published a landmark study about the hospital selection process, “The Digital Journey to Wellness.” According to the study, 75 percent of searches by prospective patients revolve around four specific areas: conditions, diseases, symptoms, and departments. Our web team at Fletcher Allen Health Care in Burlington, VT, Read More

My Internet … Personal Solutions, June 2014

Google Maps Street View Offers Imagery of the Past You can now see street views that go back to 2007, which include scenes at different seasons and at night. If you see an hourglass in the upper left corner of a street view, it means that past imagery is available. About 12 million miles of Read More

EHR Best Practices Offered by Cleveland Clinic

Jane Weber Brubaker, Editor of eHealthcare Strategy & Trends

by Jane Weber Brubaker Cleveland Clinic was an early adopter of Epic’s electronic health record (EHR) beginning in 2000. In 2012, Cleveland Clinic launched MyPractice Healthcare Solutions, a branded version of the Epic EHR platform, to share best practices with other organizations. “Part of Cleveland Clinic’s mission is to share its experience and model of Read More

Is Your Appointment Booking System Ready for the 21st Century?

by Kris Rusch Scheduling medical and dental ap­pointments can be a source of frustra­tion for patients and providers alike. Patients often complain of long lags between the time they realize they need to see a practitioner and the date of the next available appointment. For people wanting to see specialty care pro­viders, the next available Read More