How are your current and prospective patients using online search to find your healthcare organization? As PEW Internet Research found earlier this year, online search is one of the first places patients start looking for health information. In fact, 8 in 10 online health inquiries start at a search engine. While search engines are the foundation for many patients’ health research, the use of search continues throughout the patient relationship with the organization, from research to scheduling an appointment to becoming a returning patient and brand advocate.… Read the rest
News & analysis on digital marketing & analytics
One of the most powerful attributes of marketing automation software is its ability to segment your audience into highly specific categories based on demographic and behavioral characteristics. As a healthcare organization (say, a hospital system), you can appreciate the diversity in your audience and how in your messaging, one size usually doesn’t fit all. Imagine being able to segment with exact precision (e.g., women over 50 who live in Cuyahoga County who have attended one of your health fairs in the last year) and then set up delivery of messages that apply to this specific audience once they click on a link in your standard health newsletters.… Read the rest
Here in Cleveland, we have a local pseudo-celebrity named Tim Misny, a personal injury lawyer whose slogan—“Tim Makes Them Pay!”—has gone viral. His bald head and flamboyant lifestyle have brought a sense of fun and humor to an otherwise dismal industry, even inspiring this parody rap video.
When it comes to online healthcare marketing, companies need to approach HIPAA compliance with significant care and due diligence—so they don’t have to be the ones paying at the end.… Read the rest
It can be a fine line to walk: The line between positive memorability and infamy. Every brand wants attention, to be known and associated with some clever or important idea. Hospitals are no different. However, given their highly public roles in communities (and the nature of their caretaker functions), community standards may understandably clash with edgy slogans.
Enter CaroMont Health and its recent rebranding campaign: Earlier this month, the former North Carolina-based Gaston Memorial Hospital changed its name to CaroMont Regional Medical Center.… Read the rest
If you are a healthcare system, you know the pain and expense patient attrition causes. While determining yearly business goals, patient retention almost matches the need for patient acquisition. Patient attrition can translate into large amounts of lost revenue annually, posing the need for a patient retention strategy. Often times, healthcare organizations look internally to address the problems of customer service and patient experience, but there is also a need to build relationships through marketing.
When experts advise on developing a patient retention strategy, the most important element they discuss having is constant, relevant communication.… Read the rest