Content Marketing

New Digital Strategy Boosts Traffic and CTA Clicks

Vanessa O’Donnell, director of the national health and wellness division at ReachLocal

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

How One Audiology Center Turned Up the Volume on Its Digital Strategy

Vanessa O’Donnell, director of the national health and wellness division at ReachLocal

// 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

How One Organization Is Deconstructing the Stigma Around Mental Illness, One Story at a Time

// By Lisa D. Ellis // If you’re traveling through Logan Airport in Boston anytime soon, you’ll probably be drawn to a collection of portraits, and accompanying personal stories, lining the walls between terminals. You’ll see beautiful, larger-than-life portraits of: Teens. Single men and women. Parents. Grandparents. Athletes. Lawyers. Physicians. Musicians. An author. A former Read More

A Texas Health System Spreads The Word Via Facebook Live

Abbey Lee, director of marketing and business development at Bay Area Regional Medical Center

Bay Area Regional Medical Center, in Webster, Texas, first opened its doors in July 2014. As an independent facility in the Houston Bay Area not affiliated with any larger systems or networks, it had to work hard at first to establish its reputation in an already crowded market. “Initially the goal was to find a Read More

Cross-Cultural Messaging Can Improve Patient Satisfaction

Jill Mead

“With patient experience increasingly recognized as connected to a host of measures, including patient outcomes and your bottom line, it’s essential to reach all of your target populations with education and messaging that resonate with people’s cultural backgrounds and native languages,” says Jill Mead, in-house compliance counsel for full-service language solutions company Vocalink, Inc. “More Read More

Cross-Cultural Communication Strategy: Improve Your Health System’s Patient Satisfaction Scores with Training and More Inclusion

Jill Mead

// By Jill Mead // With patient experience increasingly recognized as connected to a host of measures, including patient outcomes and your bottom line, it’s essential to reach all of your target populations with education and messaging that resonate with people’s cultural backgrounds and native languages. More than ever before in our history, U.S. hospital Read More

Call for Entries — 2018 eHealthcare Leadership Awards

The Call for Entries for the 2018 eHealthcare Leadership Awards is now open. This leading awards program, which draws some 1,000 entries, exclusively recognizes the very best websites and digital communications of healthcare organizations (both large and small), online health companies, pharmaceutical/medical equipment firms, agencies/suppliers, and business improvement initiatives. These awards highlight the role of Read More

Why Healthcare Needs to Invest in Consumer Journeys

Consumer Journeys

// Sponsored Post //

Every day, healthcare consumers look for help. Help to diagnose a condition. Help to book an appointment. Help to find the best treatment option.

Make no mistake — these people are not shopping as one does for clothes or books or games. They are struggling to piece together what to do now and what to do next. They are often thrust into a series of decisions that stretch their understanding, finances, and patience.

Healthcare organizations no longer have the luxury to delay improvements to their consumer experience.

By mapping the consumer journey from end to end, your healthcare organization can anticipate needs and deliver clear, simple, personalized content to create a better experience for the consumer.

Download this new white paper to learn how.
 
Download now »
 

Looking To Boost Your Health Care Brand? Consider Audio.

The Scope - University of Utah Health Radio - Logo

Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. While some health systems dabble in producing radio content and developing podcasts Read More

Strong Audio Strategy Can Boost Your Health Care Brand in New Ways

Kathy-Wilets-director-media-relations-content-marketing-UUH-square

// By Lisa D. Ellis // Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. Learn how one health system leads Read More

Omaha Hospital Celebrates Its Storied Past in New Marketing Campaign

Jenni Stoll, senior director of marketing for Methodist Health System

What’s old is new again at Methodist Hospital in Omaha, Nebraska. Methodist recently celebrated its 125th anniversary, and this milestone provided a valuable opportunity for the health system to build on its past to position itself for the future. While most health care systems pride themselves on being ahead of the curve when it comes Read More

Empower Your Community Champions to Advocate on Your Behalf

What Your Health Care Organization Can Learn from a New Decentralized Fundraising Campaign That Leverages Generational Giving Trends // By Lisa D. Ellis // Some of the greatest champions for your health care organization no doubt come from your service communities. A new campaign from the Muscular Dystrophy Association (MDA) shows how champions are newly Read More

5 Key Stops on Your Patients’ Decision-Making Journey

The journey to selecting a health care system is not unlike the way people decide to buy a car, book a vacation destination, or hire a plumber. In fact, the basic consumer journey model can be adapted to almost any industry, according to Stephen Moegling, chief growth officer at Franklin Street, a health care brand Read More

Population Health + CRM: A Winning Formula for Behavior Change

[Webinar on Demand]

Sponsored by ndp

This event is free for members of Strategic Health Care Marketing to view thanks to our event sponsor.

Your Presenters:

  • Susan Dubuque, principal and co-founder, ndp
  • James Colvin, marketing analytics lead, ndp
  • Katie Mardigian, transplant outreach coordinator, Hume-Lee Transplant Center, VCU Health

Duration: 60 Minutes

Susan Dubuque, James Colvin, Katie Mardigian

In today’s health care environment, the only thing we can really count on is CHANGE, and one of the most potentially transformative changes is the reorientation from delivering acute care to managing the health of populations.

One essential element of any population health effort is changing behaviors, and who is better qualified to inform, educate and persuade people to modify their behavior than a health care marketing professional?

But as health care marketers, it is imperative that our roles evolve. Our focus needs to expand beyond market development and promotion to include a leadership role at the population health table. Understanding behavior change—and how technology helps to facilitate it—is key.

Watch this webinar and gain an understanding of behavior change theory and see how you can practically deploy a population health strategy through customer relationship management (CRM) campaigns.

You’ll learn:

  • How to apply the “Stages of Change” model of behavior change to your health care marketing
  • How the model can be put into practical use through CRM
  • How to effectively measure the outcomes of behavior change campaigns
  • The leadership role marketing can play in a health care organization’s population health efforts

Plus, you’ll hear a case study about how VCU Health used CRM, working with ndp on creative, and with Evariant as their CRM provider partner, to identify people with an existing medical diagnosis, and engage them in behavior change to prevent further medical deterioration.

View now »

Oversharing on Social Media Can Lead to HIPAA Violations

Health care marketers have lots of hurdles to overcome to achieve their organizational goals, and one of the biggest to conquer is ensuring your organization meets HIPAA requirements in all that it does. In a new story, we discuss how to effectively engage health care consumers via social media without violating patient privacy concerns. Jay Hodes, Read More

Social Media Rules: Think Before You Share — or Risk a HIPAA Violation

Jay Hodes, founder and president of Colington Consulting

Recent Case with Financial Payout Underscores Risks of Noncompliance // By Lisa D. Ellis // How can you make sure your organization’s formal social media sharing doesn’t violate HIPAA regulations? A privacy expert offers advice on how to avoid shooting yourself in the foot when marketing via social channels. He also points to a new Read More

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