Digital Marketing and Analytics

Optimal Marketing Enables the Right Provider Match

“Marketers charged with leading their health systems into the new era of consumerism understand the hard truth about regional markets: They are a zero-sum game,” says Tom White, CEO of Phynd Technologies. Here’s an excerpt from White’s new article for Strategic Health Care Marketing: Marketers and business teams must create and market new networks to Read More

How Effective Is Your Provider Information Management Platform?

// By Tom White // Marketers charged with leading their health systems into the new era of consumerism understand the hard truth about regional markets: They are a zero-sum game. Every covered life gained is a win over the competition, and the stakes are high: CMS pegs healthcare spending per person at nearly $10,800 annually, Read More

Survey: Provider Perspectives on Digital Access

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A free download from Kyruus

As health systems increasingly prioritize digital initiatives to transform patient access, engaging providers in the process will be critical to scaling access and promoting provider satisfaction. We surveyed PCPs and specialists to uncover their thoughts on – and appetite for involvement in – digital access initiatives. Based on responses from 200 providers, we have identified strategies for health systems to win provider buy-in on your modern digital initiatives.

Download the report to discover key findings about provider perspectives, including:

  • 91% want to be more involved in creating and maintaining their find-a-provider profile
  • While 63% think patient ratings and reviews are very or extremely important
  • 64% do not offer online scheduling, yet nearly half of this group expressed interest

For additional insights and best practice for partnering with your providers, download the report today.

How To Stand Out in a Crowded Subspecialty

Mark Kriegsman, senior director of marketing communications and strategy, Orthopaedic Institute for Children

Pediatric hospitals and other facilities that treat children face a number of marketing challenges that health providers treating adults do not face. The two most significant barriers health care marketers must overcome are that they are marketing to parents, not the actual potential patient, and that parents do not want to think about children being Read More

Pediatric Orthopedics Leverages Sports Medicine to Reach Parents

Mark Kriegsman, senior director of marketing communications and strategy, Orthopaedic Institute for Children

// By Sheryl S. Jackson // Treatment for musculoskeletal conditions in children is a subspecialty within a subspecialty. How do you stand out in a highly competitive field? Los Angeles-based Orthopaedic Institute for Children has achieved success using its Sports Medicine Center and community outreach to extend brand and name recognition. Pediatric hospitals and other Read More

Online Scheduling Done Right: 10 Considerations For Health System Buyers

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A free download from Kyruus

Are you ready to make online scheduling a reality?

With high demand for digital self-service, health systems have an opportunity to differentiate their patient experience by making access to providers and services easier with online scheduling. But determining the optimal approach and gaining cross-functional buy-in can be tough.

Download this free buyer’s guide to help you get the right online scheduling plan in place from the start.

Discover how to:

  • Develop a comprehensive online scheduling strategy to engage today’s consumers
  • Drive organizational alignment, including engaging key stakeholders & providers effectively
  • Evaluate and select the optimal solution by asking vendors the right questions

2019 Healthcare Reputation Report

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An Analysis of Consumer Reviews for More than 3,800 Hospitals — and How Online Reputation Drives Revenue

A free white paper, published by Reputation.com

Today’s healthcare consumers find healthcare providers online, and they rely on information in online reviews and social media to inform their decisions. This means that for health systems and providers, maintaining a stellar online reputation is essential.

Systems and providers that neglect their online reputation will struggle to compete with others that proactively manage their reputation and consistently show up higher in search rankings with more positive reviews.

To create the 2019 Healthcare Reputation Report, Reputation.com’s data science team applied artificial intelligence, machine learning, and sentiment analysis to unstructured text in reviews of 4,800 hospitals that report revenue annually to the Centers for Medicare and Medicaid Services (CMS). From that sample, they included 3,824 hospitals with 10 or more online reviews on Google or Facebook between January 1, 2016 and August 31, 2018.

Key findings include:

  • A strong Reputation Score predicts higher revenue per bed. Specifically, hospitals with a Reputation Score in the top 25% have a revenue per bed that is $1.2 million higher than hospitals with a Reputation Score in the bottom 25%.
  • Google is dominating the search landscape in healthcare and is the top vehicle used for the healthcare listings that consumers use to find organizations and providers.
  • The top 5 sites (Google, HomePages, Apple, Facebook and Bing) constitute 89% of all sites used to find healthcare listings.
  • Tier 2 sites (Healthgrades, WebMD, Yahoo and Vitals) now make up only 10% of the sites visited when patients look for healthcare listings.
  • Hospital reviews on Google grew an incredible 86% from 2016 to 2018 (Figure 2), establishing it as the preferred platform for leaving hospital reviews.

In addition to these findings, the report uncovers the Reputation Score for the top 100 health systems in our study. It also explores the three best practices that health systems and providers must focus on to improve their online reputation.

Download now »

Digital Accessibility: How to Achieve Compliance and Create a Better User Experience

John Mulvey and April Morgan

A new Strategic Health Care Marketing webinar for health care marketers, communicators, and digital strategists

Wednesday | May 15, 2019 | 2 p.m. Eastern

Your Presenters:


Digital echo logo

Sponsored by Digital Echo


The Americans with Disabilities Act (ADA) covers much more than ramps and rails. Today, accessibility includes the internet and the digital accommodations required for people with vision, hearing, or mobility impairments.

Compliance with accessibility guidelines isn’t just a moral imperative — it’s a legal one. With web accessibility lawsuits increasing every year, it’s not a matter of if, but when, organizations not in compliance will be sued.

Does your website provide equal access to people with disabilities, including digital content? In the recent past, digital accessibility was complicated, labor-intensive, and expensive, and often required disruptive website redesign. Now, there are efficient and effective technological solutions that take into account your resources, timelines, and budget.

Join us on May 15 and learn how you can remove the compliance burden from your team and offer a website that is more usable for all of your visitors.

In this webinar, you’ll learn:

  • How laws and regulations about digital accessibility apply to your health care organization
  • The importance of compliance given aggressive legal challenges
  • How to meet compliance standards and mitigate risk without burdening your marketing team or incurring expensive redesign costs
  • How to ensure that your organization’s website is fully accessible, including improved user engagement, conversion optimization, and SEO considerations

You’ll leave this webinar with the ammunition you need to make the case to C-Suite leaders that digital accessibility is as much a priority as accessible buildings — and the risks of noncompliance are too great to ignore.

Register »

The Health System Marketer’s Guide to Online Consumer Engagement

The Health System Marketer’s Guide to Online Consumer Engagement - Read more

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52% of consumers conduct online research when looking for a provider and the majority of them start with a general internet search.* With so many organizations vying for their attention, making your health system and its providers stand out online requires a comprehensive digital strategy.

The Health System Marketer’s Guide combines research, resources, and checklists to empower health system marketers with novel consumer insights and proven strategies for effective online consumer engagement – in one handy guide.

Download the free guide to explore:

  • The evolving role of online patient access
  • Digital provider directory must-haves
  • Strategies for building brand loyalty online

Download now »

Stay On Top of What People Are Saying About You Online

Aaron Clifford, senior vice president of marketing, Binary Fountain

For better or worse, in 2019, most organizations find that their online reviews have a profound influence on patient choice of a physician. In practical terms, this means you need to stay on top of exactly what people are saying online about your providers and facilities. This will allow you to respond to their compliments Read More

CTAs + Measurable Outcomes = Valuable Engagement

Elicia Newcom Gregory, director of marketing, Norton Healthcare

When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key to your marketing efforts’ success. “Health care organizations must provide altruistic, valuable content to consumers in order to build engagement over Read More

Are Your CTAs “Sticky” Enough?

Elicia Newcom Gregory, director of marketing, Norton Healthcare

The answer to this question dictates success — and failure — in Norton Healthcare’s efforts.  // By Lisa D. Ellis // When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key Read More

A New (and Effective) Spin on Health Care Testimonials

Dawn French, senior vice president, marketing and community outreach at White Plains Hospital

In the testimonial-heavy world of hospital advertising, is there a fresh way of doing a testimonial campaign? How well can it perform for you? And what can you do to increase the impact of the advertising? In our new article, SHCM contributor and veteran copywriter Peter Hochstein looks at a new type of testimonial that Read More

5 Small – Yet Transformational – Strategies for Your Hospital Website

Whether you’re a small organization with just a few marketing professionals or a large health system with an extensive marketing team — or perhaps you fall somewhere in between these two extremes — it’s worth taking the time to listen to your digital customers. The insights they provide can help you make small changes that Read More

5 Small Changes to Fine-Tune Your Hospital Website

// By Lisa D. Ellis // Whether you’re a small organization with just a few marketing professionals or a large health system with an extensive marketing team — or perhaps you fall somewhere in between these two extremes — it’s worth taking the time to listen to your digital customers. The insights they provide can Read More

Accelerating Success with Marketing Automation: How Scripps Health Drives Patient Journeys

Scripps Health

A Strategic Health Care Marketing webinar on demand for health care marketers, communicators, and strategists.

EvariantSponsored by Evariant
This on-demand webinar is free for members thanks to our event sponsor.

Your Presenters:

  • Christy Clay, Senior Director, System Marketing, Scripps Health
  • Jane Hong, Senior Director, Care Line Marketing, Scripps Health
  • Rachel Neely, Senior Healthcare Consultant, Evariant

Christy Clay, Jane Hong, and Rachel Neely

Watch now »

Christine Woolsey: Bringing Two Health Systems Together as SCL Health

Christine Woolsey, senior vice president and chief communications and marketing officer, SCL Health

Christine Woolsey began working with SCL Health — then known as Sisters of Charity Leavenworth Health System — as a public relations consultant helping the organization manage issues and communications related to a merger with another health system. In 2010, she joined SCL as senior vice president and chief communications and marketing officer. “At the Read More

The Longitudinal Health Care Consumer Journey

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Successful patient engagement in the on-demand economy requires a complete understanding of consumers in your market. In order to acquire this 360° view, providers must look beyond point-of-care events and examine consumer behavior, attributes, and risk.

Longitudinal engagement in healthcare is supported and accomplished by two primary systems: CRM and EHR. Integrating these two platforms gives health systems the ability to understand a consumer’s care journey both in and out of the hospital.

Consumers weigh a lot of options when selecting a provider or hospital, such as price, amenities, service, and convenience. Learn what they value most and how to provide them with meaningful messages that address their wants and needs. Expand the care continuum beyond hospital walls to inspire behavior change and improve outcomes.

In this new Gartner research, we explore the longitudinal consumer journey to help solve some of the patient loyalty and engagement challenges facing healthcare organizations.

Read about the future of patient engagement.

Download now »

How to Compete for Patients in the Digital Age

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Creating competitive advantage starts with a sound digital strategy.

In a 2017 survey of healthcare consumers across the U.S. from a representative range of demographic groups, we found that 88% of consumers begin their search for healthcare providers online. Consumers rely on search engines and review sites to steer their decisions about where to go for care.

What consumers read about you online heavily influences their decision-making. Your reputation is defined at every touchpoint a potential patient has with your doctors and organization on the web — from the doctor or location listing, to patient rating and reviews, to finding the right doctor and reading profiles on your website.

Done well, online reputation management (ORM) enables your providers to generate a high volume of representative reviews from the “silent majority,” while providing valuable insights to improve patient experience, make operational improvements and drive new patient appointments.

Download this new white paper to learn how.

Download now »

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