Category Archives: Digital Strategy

Social media and population health – a webinar for healthcare marketers

Notepad with words social media analytics on a wooden background

Most healthcare marketers understand social media as a valuable channel for marketing, but what they may not realize is the role it can play in population health management.

The Forum for Healthcare Strategists is hosting a webinar featuring strategies and case studies that leverage the latest Facebook marketing techniques to reach, engage and influence consumer health habits. Facebook for Accountable Care Marketing will be held on Thursday, October 22, 2015 from 11:30 am to 12:30 pm Central.

Matt Gove, chief consumer officer for Piedmont Healthcare in Atlanta, and Michael Sengbusch, senior vice president for product development at Influence Health, are the featured speakers, and I have the privilege of moderating the session. Matt and Michael will discuss:

  • Why Facebook works for accountable care marketing
  • How Piedmont Healthcare successfully used Facebook for preventative screenings – and how it outperformed all other channels
  • Tips on the latest Facebook marketing features

Webinar Details

Facebook for Accountable Care Marketing
Thursday, October 22, 2015
11:30 am to 12:30 pm Central

Speakers

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Register Now

Because this is such an important topic for healthcare marketers, the Forum for Healthcare Strategists is offering complimentary registration to Forum members. So save the date, round up your team and tune in to learn more about the role of social media in accountable care marketing. Register here.

Last call for healthcare marketers

Last ChanceDo you have a healthcare marketing success story? Are you willing to share how your well your health system is doing when it comes to digital marketing? Here are two last chance opportunities for marketers to contribute to the growing body of knowledge about new and emerging practices in the healthcare marketing field.

But act fast! Tomorrow – September 11 – is the deadline for both.

Participate in a survey, then kick back at Starbucks.

My friends at Klein & Partners and Greystone.net are conducting a market research study on the state of digital marketing in healthcare. Healthcare marketers who take the 10 to 12 minute survey will receive a $10 Starbucks gift card. That’s enough for a Salted Caramel Mocha and a Pumpkin Spice Latte. Participants will also receive a report of the survey results.

Click here to take the survey.

Submit a proposal to speak at the Forum’s annual conference.

Last call to submit a speaker’s proposal for the 21st Annual Healthcare Marketing & Physician Strategies Summit, which will be held May 23 – 25, 2016 in Chicago. This meeting always attracts an impressive group of healthcare leaders seeking to learn, but also to share, innovations and best practices in marketing, strategy and physician relations.

You can learn more about the conference and submit your proposal online at the Forum for Healthcare Strategists website.

Join fellow marketers at the 19th Annual Greystone.Net Healthcare Internet Conference

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Every fall, I make plans to attend the Greystone.Net Healthcare Internet Conference to network with colleagues and learn about the latest in digital trends, strategies and innovations from leading healthcare marketers and digital experts. It has become one of my favorite educational events and I wanted to let you know about this discount offer before it expires – register by September 11 and take $100 off the registration fee.

HCIC offers 3 days of educational programming showcasing 5 dynamic keynote sessions, 4 pre-conference workshops and 56 concurrent sessions. The exhibit hall will feature nearly 80 exhibitors and sponsors (including Corrigan Partners) so you can learn about the latest products and services to support your organization.

Visit the 19th Annual HCIC Website today and learn why this is a “can’t miss” event. And register now to take advantage of the early-bird discount.

To download a copy of the brochure, visit www.hcic.net/brochure.

Hope to see you there!

Evidence-based Healthcare Marketing Webinar Rescheduled

One of our healthcare marketing panelists has been called for jury duty during the week this program was originally scheduled.  See the new date and time, session description and link for registration below.

Evidence-based Marketing:  Rethinking Measurement
New Date and Time:  August 21, 2014 – 12:30 to 2:00 p.m. EDT

Healthcare marketers face increasing pressure to make the most of their marketing investments.  The C-suite wants accountability for outcomes – volume, revenue, greater customer loyalty – and assurance that the health system is strengthening its competitive position.

The bottom line is that marketing is becoming more science than art.  Today, sophisticated tools and marketing analytics provide great insights into customer needs, values, drivers and behaviors.  They inform our decision-making, shape strategy, focus investments.  When actionable information is combined with rigorous planning, innovative ideas and disciplined tracking, marketing executives quickly close the accountability gap.

Welcome to evidence-based marketing.

On August 21, 2014, I’ll join Marian Dezelan, Chief Marketing Officer, and Chris Boyer, AVP Digital Marketing Strategy, for North Shore–LIJ Health System (Great Neck, NY) on a webinar to discuss how an evidence-based approach to healthcare marketing can better focus your strategy and produce measureable results.  Marian and Chris will share how North Shore-LIJ’s marketing department applies evidence-based marketing techniques for personalized targeted marketing, patient engagement and making the most of marketing data.

Sponsored by the Forum for Healthcare Strategists, the webinar is scheduled from 12:30 am to 2:00 pm EDT.  The session is complimentary for Forum members; non-members can participate for $125.

I hope you’ll join us.  In fact, gather your team, order in lunch and make time to learn together.

Click here to learn more about the webinar and register for the program.

Brand journalism: engaging healthcare consumers with content.

A Forum for Healthcare Strategists Webinar

More hospitals and content 2health systems are diving into brand journalism as a way to deliver engaging content and showcase the work of the organization. But how does brand journalism differ from traditional approaches to communication? And what does it take to be successful?

Join me on Tuesday, April 8, 2014 from 11:30 am to 1:00 pm CDT to hear how University of Utah Health Care is embracing brand journalism – and how the approach is delivering results. Brian Gresh, senior director for interactive marketing & web, and Christopher Nelson, assistant vice president of public affairs, will show how the University of Utah is building content that drives patient engagement, brings in local and regional referrals, and elevates the system’s national reputation.

Key discussion topics include:

  • How to engage and nurture your audience with content
  • Building internal support and the right mindset for a brand journalism approach
  • Integrating brand journalism into your healthcare marketing strategy… and why you should!

Because this is such an important topic for healthcare marketing executives, the Forum for Healthcare Strategists is offering complimentary registration to Forum members (non-members pay $125).

Click here to learn more and register for the session.

Social Media Update 2013: A good resource for healthcare marketers.

Who’s being social?  Social Media Update 2013, a new survey from the Pew Research Center’s Internet Project, reveals that:

  • 73% of online adults now use a social networking site of some kind.
  • 71% use Facebook, up from 67% in 2012.
  • Facebook is the dominant social networking platform in the number of users, but users are diversifying; 42% of online adults use multiple social networking sites.
  • User profiles, demographics and engagement rates differ significantly across platforms. For example, Instagram users are nearly as likely as Facebook users to check in to the site on a daily basis; Pinterest skews toward women, higher education and income, while LinkedIn skews higher toward men in prime years.

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These are a few of the key findings and graphics on social networking site usage and adoption from Social Media Update 2013.  The study provides some great insights for your team to consider as they plan digital and content marketing strategies for 2014 – Who uses what platform?  How do they use it?  How often do they check-in?

Click here to browse through or download the full report.

What are your content marketing plans for 2014?

Content marketing continues to top the list of must-have capabilities for effective marketing operations.  Here’s a quick look at 2014 content marketing trends from the folks at Uberflip.

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