“Healthcare organizations are finding out that winning in today’s highly competitive and increasingly digital market requires a new approach — one that aligns marketing and brand management with patient experience (PX),” says Patric Wiesmann of Reputation.com. “And that alignment is happening more often on Google and not your healthcare organization’s website.” Here’s an excerpt from Read More
// By Patric Wiesmann // Healthcare organizations are finding out that winning in today’s highly competitive and increasingly digital market requires a new approach — one that aligns marketing and brand management with patient experience (PX). And that alignment is happening more often on Google and not your healthcare organization’s website. That’s because in this Read More
// By Daniel Fell // Should consumers choose doctors and hospitals based on how many stars they have? If not, then what information should consumers and patients use in determining where to go for healthcare services? Rating healthcare providers by the number of stars they have may be overly simplistic, but the majority of consumers Read More
// Sponsored Post //
Free white paper published by Healthgrades
Applying Retail Best Practices to Healthcare Marketing
The age of healthcare consumer experience is here to stay, but understanding what that means and how to translate traditional retail customer experience tactics to healthcare can be confusing. This ebook gives you concrete tips and strategies for bringing that Amazon-like experience to healthcare marketing.
This guide examines how Amazon accomplishes great customer experience management through a mobile first strategy, data-based user experience design, conversion optimization, and personalization then shows you where you can apply these same principles to your own website, provider profiles, and more.
Where does patient experience begin and end? Think about it from your own perspective. Say you’ve had knee pain for a few weeks and it’s not going away. You go online and research possible causes. Based on your research, you decide to see an orthopedist for an evaluation. You start looking for a doctor near Read More
// By Jane Weber Brubaker // Where does patient experience begin and end? Think about it from your own perspective. Say you’ve had knee pain for a few weeks and it’s not going away. You go online and research possible causes. Based on your research, you decide to see an orthopedist for an evaluation. You Read More
An eHealthcare Strategy & Trends webinar on demand for healthcare marketers and digital strategists
Your Presenters:
Building a positive reputation for your organization and physicians online has never been more critical:
In this on-demand webinar, Lindsay Neese Burton, healthcare marketing director at Reputation.com, will share the latest trends in reputation management. “It’s more than just responding to patient reviews,” she says. “It is an orchestration of multiple digital and operational efforts that creates a virtuous cycle and drives new business.
Joining Lindsay, Amanda Henson, director of online reputation management at Kindred Healthcare will show how Kindred’s strategy ensures consumers find and choose Kindred — and how incorporating feedback from online reviews improves the patient experience.
You’ll learn:
Watch now and learn how you can create a robust and consistent online presence for every physician and location, improve your rankings, and attract more patients.
We recently spoke with Amber Welch, director of digital content for Ochsner Health System, about Ochsner’s recent efforts in creating its new state-of-the-art website and tracking the results. eHST: How has the consumerization of healthcare impacted Ochsner Health System and how you operate online and through your website? AW: Our online patients expect to find what Read More
// 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
Throughout the growth of healthcare social media, Mayo Clinic has always been at the forefront of the movement. In 2010, Mayo founded its Mayo Clinic Social Media Network (MCSMN) “to improve health globally by enhancing the use of social networking tools.” MCSMN now serves as a professional network for people looking to improve healthcare using Read More
// By Jane Weber Brubaker // Boston Children’s Hospital recently received highest honors from U.S. News and World Report as the nation’s number-one children’s hospital for 2018-2019, for the fifth year. “Boston Children’s Hospital tops this year’s Honor Roll and ranks No. 1 in three of the 10 specialties; neurology and neurosurgery, nephrology and orthopedics,” Read More
// By Melanie Graham // In 2018, it doesn’t take much to convince healthcare leaders of the importance and impact social media has on an organization’s brand and reputation. And although it seems like the norm in today’s healthcare media landscape, it wasn’t always the case — any veteran healthcare marketer can attest that this 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
“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
// 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
The strategic core of most hospital or health system websites is a strong and user-friendly physician directory, or “Find a Doctor” tool. Optimizing your strategy and your tool’s functionality is a digital healthcare marketing imperative. In last month’s article, Noel Coleman mapped five strategic goals for your “Find a Doctor” tool. In our new article, he offers Read More
8 Steps to Strengthen Your Physician Directory Tools and Build Your Patient Base // By Noel Coleman // No hospital or health system website today is complete without including a strong and user-friendly physician directory, or “Find a Doctor” tool. This means that if your organization has not yet ventured fully into this area, there’s Read More
// By Jane Weber Brubaker // Hospitals and health systems think of their websites as the digital “front door” to their organizations, but before consumers get there, search engine results could steer them away to competitors with higher star ratings and more positive reviews. Reputation is everything. The sheer number of places consumers post information Read More
Your brand is the sum of the experiences a customer has with you, says Matt Gove, chief consumer officer at Piedmont Healthcare in Georgia. This definition goes beyond the conventional scope of patient experience, or as Gove consistently refers to it: customer experience. While patient experience historically has been a clinical initiative, with the bulk of Read More
// By Jane Weber Brubaker // Your brand is the sum of the experiences a customer has with you, says Matt Gove, chief consumer officer at Piedmont Healthcare in Georgia. This definition goes beyond the conventional scope of patient experience, or as Gove consistently refers to it: customer experience. Patient experience historically has been a Read More
// By Amber Welch // Need to book a hotel? Customer ratings and reviews are just a click away. Shopping for a car? You can easily compare features and overall quality on Consumer Reports. Looking for a new yoga class? Read the reviews. But what about choosing a hospital, perhaps the most important purchase in Read More
“Patients turn to online doctor profiles to learn something meaningful about the person who’s going to be managing their health,” says Shawn Gross, Chief Digital Strategist, Healthcare Practice Lead for White Rhino in Lexington, Massachusetts. “But often these profiles are little more than an abbreviated resume: an academic history, professional credentials, and a headshot. They rarely convey Read More
3 Strategies to Build Patient Trust and Drive More Online Appointments // By Shawn Gross // Patients turn to online doctor profiles to learn something meaningful about the person who’s going to be managing their health. But often these profiles are little more than an abbreviated resume: an academic history, professional credentials, and a headshot. Read More
The most influential source in selecting a physician may be a recommendation from a friend or family member, but it doesn’t stop there. “When you get a recommendation from someone you know, one of the first things you do is look online to find more information about that physician,” says Matt Gove, Chief Consumer Officer Read More
// By Jane Weber Brubaker // In 2014, Piedmont Healthcare was the second health system to go live with physician star ratings based on Press Ganey survey data. “The reason we did it was because there’s no more powerful voice in helping consumers understand the experience with a service or product than the voice of Read More