AI Overviews, Google’s recent addition to the top of the search engine results page, have changed the game. How can you make sure your brand shows up in these AI-generated summaries? Learn the benefits of zero-click search, how zero-click search impacts digital marketing, and key strategies for zero-click search.
// By Kirsten Lecky and Nikki Breen // AI Overviews, Google’s recent addition to the top of the search engine results page, have changed the game. How can you make sure your brand shows up in these AI-generated summaries? Learn the benefits of zero-click search, how zero-click search impacts digital marketing, and key strategies for zero-click search.
Ochsner Health’s and Ohio State’s well-developed content hubs consolidate and showcase their organizational strengths, and as important, provide answers to the questions site visitors search for. Discover highlights of their content journeys and see how their strategies work to attract site visitors and drive organizational success.
// By Jane Weber Brubaker // Ochsner Health’s and Ohio State’s well-developed content hubs consolidate and showcase their organizational strengths, and as important, provide answers to the questions site visitors search for. Discover highlights of their content journeys and see how their strategies work to attract site visitors and drive organizational success.
You get into work, grab your coffee, boot up your computer, and look at your to-do list for the day. The one and only thing you’ve left for yourself on the to-do list is the thing you’ve been putting off for days — weeks even: Write that blog on the dangers of high blood pressure. Read More
In-house marketers and agencies alike grapple with how and whether AI should become just another part of our marketing toolkit. What are the benefits? What are the pitfalls? // By Rachael Sauceman// You get into work, grab your coffee, boot up your computer, and look at your to-do list for the day. The one and Read More
During the past two years of a pandemic that continues to rage, health care brands have absorbed the additional burden of managing their reputations in the throes of unprecedented consumer demand for needed services to counter COVID-19 within their communities. Hospitals and health systems across the U.S., including Johns Hopkins Medicine, have overwhelmingly answered the Read More
// By John Marzano // In the middle of a pandemic, with the world tuning in daily to view the latest alarming statistics on infections, hospitalizations, and deaths, Johns Hopkins Medicine launched a new brand campaign centered on hope, connection, and progress. During the past two years of a pandemic that continues to rage throughout Read More
// By Brian Griffin // Nationwide Children’s Hospital in Ohio is leading the way in vaccinating children against COVID-19 with a multichannel campaign targeted at parents, physicians, and even adolescents themselves. The move comes after the Food & Drug Administration granted emergency approval to vaccinate 12- to 15-year-olds. The campaign is taking on even more Read More
With more patients using online reviews and social media to air complaints about health care providers, it’s more important than ever for marketers to be at the forefront of this trend and be ready to respond in ways that optimize their organization’s brand. “From reviews on sites such as Google and Yelp to posts on Read More
// By Brian Griffin // A proactive approach to responding to negative online comments is a winning service recovery strategy. Patients think it’s important for health care providers to answer negative reviews; when complaints are addressed, the rate of patient satisfaction roughly doubles, according to one survey. With more patients using online reviews and social Read More
When you have a great story to tell, you need great storytellers. Skip Hidlay came on board as senior vice president, chief communications and marketing officer, at the University of Chicago Medicine in 2016. His 30 years in journalism prior to making the transition to health care has served both organizations well. Hidlay was one Read More
View from the C-Suite // By Jane Weber Brubaker // Under Skip Hidlay’s leadership, UChicago Medicine launched a new brand and a new website that helps the organization stand out in a crowded market. When you have a great story to tell, you need great storytellers. Skip Hidlay came on board as senior vice president, Read More
Audiology First is a private hearing center in Columbia, Maryland. While the staff prides itself on taking a personalized approach to meeting the needs of each patient, its marketing efforts were strictly generic. This mismatch led to a lagging customer base. “We were getting customers, but not as many as we wanted,” explains Diana Wagner, Read More
// By Lisa D. Ellis // When an audiology practice wasn’t growing at the desired rate, the owner turned to the experts for help sharpening its online presence and marketing efforts. The results have been impressive, with a steadier stream of new and repeat customers now coming in. This success was recently recognized by the Read More