How To Track And Validate Website Sales Leads By Marketing Channel

Perhaps no industry understands the value of data as well as the healthcare sector. Having the right data at the right time enables clinicians to make the best decisions possible for the health of their patients; without it, lives literally hang in the balance. And, having the right data at the right time can also…

A Holistic View of the Online Patient Experience

Sixth in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit Healthcare marketers have many, many opportunities to connect with patients. The key is to look beyond acute care encounters and consider the whole spectrum of patient experience. That’s what Bridget Coogan, head of industry for health systems at…

A Crisis Is Coming … Are You Ready?

Fifth in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit If you work at a hospital or health system, it’s inevitable: If it hasn’t happened yet, someday your organization is going to be in the middle of a crisis. And your dusty five-year-old crisis communication plan isn’t going…

How to Make Your Ad Campaign Better

Fourth in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit Essentia Health wanted to soften its brand. Take a more visionary approach. Get away from the “high tech” image. So, the marketing team at Essentia created an ad campaign that showed how approachable the system, which is headquartered…

Teach Your Doctors How to Talk to Patients

Third in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit Patients assume your doctors know what they’re doing. But what they want is a doctor who listens to them. EvergreenHealth has developed a communications strategy (dubbed the Art of Caring) that teaches doctors how to do just that….

A Manifesto: You’re the Marketer—Not Your Doctors

Second in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit Patients deserve transparency. That’s what Matt Gove, chief consumer officer at Piedmont Health, tells his C-suite and doctors. Actually, he doesn’t really tell them. He demands it. “I believe that marketers are responsible for the relationship that patients…

Why You Should Take Your Patients Out for Breakfast

First in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit As healthcare marketers, we think we know what our patients want. We make assumptions. We look at data. We’re “experts” in our field. And then, we dish out the messages through social media, TV, print, radio, and billboards—presuming…

HMPS17 Preview: When CRM and PRM Join Forces

All healthcare organizations can benefit from a more holistic view into their markets. It is only when customer relationship management (CRM) and physician referral management (PRM) join forces that total information awareness can truly be attained. Indeed, powerful results can be achieved when consumer data from a CRM and physician data from a PRM are…

5 Ways to Explore Austin During the Summit

We’re thrilled to be heading out to Austin this year for our annual Healthcare Marketing & Physician Strategies Summit. Yee-haw! It’s a great city to go exploring—and we know that after so many back-to-back sessions, you might feel an itch to see what’s out there. Here’s a look at some things you can check out…

HMPS17 Preview: Transforming Marketing at Wake Forest Baptist Health

Leaders at Wake Forest Baptist Health recognized the need to transform marketing for the North Carolina-based integrated health system. In the past, the marketing team only executed traditional campaigns: mass mailings; TV, radio, and out-of-home advertising; and direct mail. While the service lines never complained about the results—in fact, physicians liked seeing their faces on…