Marketing’s Important Role in Patient Experience

Designing and delivering a unique and authentic customer/patient experience should not just develop by happenstance. Marketers have the important role of making sure patient experience aligns with the organization’s brand and value proposition. Corrigan Consulting President and CEO Brian Whitman outlines seven essential elements for achieving exceptional patient experience in his latest article published by the… Read More

Please Push the Correct Button!

A loved one recently had surgery and spent four days recovering in a local hospital. I found myself fascinated by a “poster” hanging on the wall with instructions for using the nurse call light button. It was incredibly complicated and went something like this: If you are in pain, push the blue button directly below… Read More

Customers Are In Charge of Path to Purchase More Than Ever Before

Earlier this year, Think with Google shared “How Search Enables People to Create a Unique Path to Purchase.” In it, they suggest digital technology is shifting customers’ journeys to purchase (and beyond). While the article doesn’t cover healthcare specifically, it does share clickstream data across several other purchase categories. The article also offers some remarkable… Read More

Measuring Marketing’s Performance

As healthcare marketers today, we seem to have access to metrics, metrics and more metrics. But measuring marketing’s performance is ultimately not about the number of likes or followers. It’s about return on investment (ROI) – how your marketing efforts are generating income for your organization. As marketers, we need to help the C-suite understand… Read More

Avoiding CRM Pitfalls

Customer Relationship Management has the potential to transform healthcare marketing (and is already doing so). With CRM you can more effectively focus marketing investments on the right customers, lower the expense of patient acquisition, create loyal brand advocates and track return on investment. The bottom line is…CRM is good for the bottom line. Yet many… Read More

How to Do Healthcare in Social Media Right

James LaCorte is the Social Media Manager for Blue Cross North Carolina. In this insightful Social Pros Podcast, James shares his insights on, “How to Do Healthcare Social Media Right.” In the podcast you’ll hear: The importance of collaboration between the social team and traditional marketing team. Why you should reuse and re-purpose content. The… Read More

3 Tips for Physician Practices to Manage and Protect Their Online Reputation

When is the last time you Googled your own practice? Do you know what patients (or potential patients) are saying about you? Have you responded to any of the comments? Are your business hours correct or are they even listed? Are your special areas of expertise provided? Here you’ll find three tips to help you… Read More

Considerations for Selecting a Digital Patient Engagement Platform

So you know you want a digital patient engagement platform – one that builds deeper patient relationships while retaining lifetime value for your organization. Budget, time and resources will obviously play a role in your decision. But what else should you consider when selecting a digital patient engagement partner for your hospital or health system?… Read More

Fish Where the Fish Are

When was the last time you watched a video on YouTube? Last week? Yesterday? This morning? Right before reading this blog? YouTube is the second largest search engine and third largest social media network in the world. Is your health system running ads on YouTube? Does your hospital have a robust (and engaging) video library… Read More

The New (and Different) Expectations of Millennials and Gen Z

If you participated in our recent webinar, you know we focused on five trends to watch for in digital healthcare marketing. The topics we touched on are especially important when it comes to Millennials (born 1981-1996) and Generation Z (born 1997 to present). As Antonella Bonanni, CMO at Cognizant, points out in her recently published… Read More