Category Archives: Digital Strategy

New webinar on attracting, engaging and retaining patients with content

I’m looking forward to moderating this webinar hosted by the Forum for Healthcare Strategists on May 21. We have two terrific presenters — and a hot, hot topic.

How to Attract, Engage, and Retain Patients with Content
Tuesday, May 21, 2013
11:30AM – 1:00PM (CDT)

Jessica Carlson

Jessica Carlson

With so many communication channels available to consumers today, the rules for marketers have changed. The focus now is on content marketing: creating and sustaining great conversations with the people who visit your websites and social media channels.

Hear how Sentara Healthcare leveraged the power of healthcare content marketing during its 28 Days of Heart campaign. Using combined techniques to pull content, a healthcare tool, and reconfigured information architecture, they were able to show clear results metrics in changing its approach to content.

Ahava Leibtag

Ahava Leibtag

Join Jessica Carlson, Digital Media Advisor, Sentara Healthcare, Ahava Leibtag, President, Aha Media Group LLC, and me on May 21, and learn how to:

  • Create a content strategy around a campaign
  • Set up a social media editorial calendar
  • Engage and nurture your audience with content
  • Analyze your data to improve campaign performance

Click here for more information and to register online.  The price for Forum members is $89 ($119 for non-members).

Share your digital marketing expertise at Greystone.Net’s 17th Annual Healthcare Internet Conference

HCICLogoSpeaker Proposals are due Wednesday, April 3, 2013

This coming November 4 – 6, Greystone.net will host the 17th Annual Healthcare Internet Conference in New Orleans.  For 17 years (can you believe it!), this has been the go-to forum for health leaders seeking to learn and share their knowledge, expertise and experiences in web, social media, mobile and clinical information technologies.

It’s a conference I look forward to every year.  In this space, both the magnitude and pace of change are significant. When it comes to digital strategies, opportunities and practical applications in healthcare, there is always something new to learn, and this is the place to do it.

The 2013 conference will feature workshops and concurrent sessions in six educational tracks:

  • Strategy development
  • Patient engagement
  • e-Metrics, ROI and business value
  • Social media
  • Web solutions and tools
  • mHCIC: mobile and emerging technologies

I hope you’ll consider sharing your own successes (and lessons learned).  The Call for Speakers is still open but closes on Wednesday, April 3, 2013.  Submit your application here.

See you in New Orleans.

Engaging healthcare consumers through content marketing

content marketing rxContent marketing is a hot topic for healthcare marketers.  And no wonder.  More than ever, healthcare consumers are seeking information, sharing healthcare experiences, exploring treatments and selecting providers online. And the vast majority of online health-related discussions take place without input from healthcare professionals.

A recent Pew Internet and American Life Project study revealed that 81% of U.S. adults use the internet and 59% say they have looked online for health information in the past year. Over a third of U.S. adults say they have gone online specifically to try to figure out what medical condition they or someone else might have.

Also consider:

  • 47% have looked for information about a doctor
  • 34% have read about someone else’s healthcare experience
  • 16% have consulted online rankings or reviews of providers

Professional Research Corporation’s (PRC) 2012 National Consumer Perception Study also found that one-fourth of healthcare consumers use the web to find a doctor, and 16% say that blogs and posted comments impact which physician or hospital they chose for care.

Content is about strategy, not just promotion

The challenge for healthcare marketers is having the right content in the right place at the very time that consumers are searching. To do this, they must develop a thorough understanding of how consumers discover, consume and share information on-line; and the role of search and social interaction across the consumer buying cycle.

The bottom line is that content marketing isn’t about self-promotion; it’s about engaging consumers through relevant information, resources and tools, discoverable at a time and place when they are most open to receiving messages.  It’s about building your brand and strengthening relationships at every point through the consumer decision-process. And encouraging your audience to act through strong calls to action with content that positions you as the preferred choice.

Learn more at PRC’s upcoming Webchat on content marketing

On Thursday, March 28, 2013, I’ll be joining Janna Binder, director of marketing and public relations for Professional Research Corporation (PRC), on a webchat to discuss the role and power of content marketing in healthcare. During the one-hour session, we’ll talk about how content marketing can engage healthcare consumers, build your brand, drive patient acquisition and cultivate customer loyalty. Key discussion points will include:

  • The role of search and social interaction in the healthcare consumer’s selection process
  • Where consumers discover, consume and share information
  • What constitutes relevant, valuable content, tools and relationships
  • How marketers can build content marketing plans

I hope you’ll join us. The 60 minute PRC Webchat starts at 1:00 pm central time. And, there is no charge for participation. Just click here for more information and online registration.

Healthcare Internet Hall of Fame now taking nominations for 2013

Do you know an individual or organization that has significant contributions to the healthcare Internet field at a local, state or national level?  Someone who has:

  • Assumed a leadership position across the health industry?
  • Demonstrated a willingness to share their expertise with others?
  • Served as a role model or mentor to others in the healthcare Internet industry?
  • Shown the ability or influence to effect change in the industry?
  • Been engaged in the field of healthcare Internet for at least 5 years?

Then you may have the perfect candidate for the 2013 Healthcare Internet Hall of Fame.

The Healthcare Internet Hall of Fame was established in 2011 to honor both individuals and organizations that have made significant contributions to the healthcare Internet industry, and to ensure that the history of the industry is preserved for the future generations.

Each year, new members of the Healthcare Internet Hall of Fame are inducted at the industry-wide Healthcare Internet Conference. The 2012 inductees included:

  • Ed Bennett, director of web and communications technology for the University of Maryland Medical System
  • Mark Gothberg, editor of eHealthcare Strategy & Trends and chairman of the eHealthcare Leadership Awards for Health Care Communication
  • Community Health Network of Indianapolis, whose eBusiness team has demonstrated, over a decade, innovations in the use of Internet technologies for healthcare consumers
  • PatientsLikeMe, a free online community where patients can connect with each other to better understand their diseases, share condition and treatment information, and get the support they need to improve their health.
  • Mayo Clinic, who launched one of the earliest health information sites on the Internet, and today, receives nearly 30 million unique visits per month from all over the world.

Nominations are now being accepted for the 2013 class.  Information regarding criteria and the nomination process can be found at the Healthcare Internet Hall of Fame website (www.hihof.com). All nominations must be received by August 2, 2013.

Learn more about the 2012 honorees.

Should You Bag Your Facebook Advertising?

by Katie Adams, Corrigan Partners

Just days before Facebook’s scheduled $100 billion IPO one of the largest U.S. manufacturers has dropped all of its paid advertising on the social media site. GM made the decision to axe its $10 million advertising budget based on findings that paid ads on the site “had little impact on consumers.” Before rushing to join the crowd suspect of the relevance of social media, it’s important to note what the car giant said about how they plan to continue interacting with Facebook users. According to a Wall Street Journal article GM marketing chief Joel Ewanick said that GM is “reassessing our advertising on Facebook, although the content is effective and important.”

Did you catch that? “Content is effective and important.”

As chief marketing officers grapple with continued tight budgets and increasing demand for ROI it’s worth examining how you’re using social media as a marketing tool. First, focus on the main reason people use Facebook in the first place. According to the study “Why Do People Use Facebook?” by Boston University researchers Ashwinin Nadkarni and Stefan G. Hoffman, the two primary needs that Facebook satisfies for its nearly 1 billion users are (1) the need to belong and (2) the need for self-presentation. Conversely that means that Facebook is not viewed by the majority of its users as a way to find or buy services or products. So it stands to reason that if you are purchasing ad space on the social media site as a way of quickly generating sales you may be disappointed.

The question isn’t if Facebook is effective as a marketing tool, it’s how is Facebook MOST effective? Are you using the platform to its best marketing objective? GM has chosen to maintain its Facebook presence because it provides a powerful way to engage with customers and influencers as well as to have a pivotal presence in conversations about the industry and its own brand. But the company is aware that it can do that solely by providing CONTENT, not by purchasing paid ad space.

While GM’s decision may have prospective shareholders concerned it should be welcomed by chief marketing officers. GM’s insight should give you pause about your own organization’s position on Facebook as a marketing tool. If the two primary motivators for Facebook users are to belong and to be able to share personal stories and opinions (“self-presentation”) what types of material are you giving them to be able to do just that? Are you creating an engaging community for users? Are you sharing content — information, tips, and tools that they can use and share with others for free? Are you customizing your content so that you are one perceived as a highly relevant voice in their social media world?

Despite the contrarians Facebook isn’t going anywhere. The question is where are you going with Facebook?

Healthcare Internet Hall of Fame Names Judges Panel

Note:  June 1, 2012 is the Deadline for 2012 Nominations

The Healthcare Internet Hall of Fame has selected its inaugural judges panel, and I’m honored to be a member of that team.  The panel members include:

  • Dan Ansel, President/CEO, Private Health News
  • Stephanie Cannon, Director Web Communication and eBusiness, Nationwide Children’s Hospital
  • Karen Corrigan, Co-founder and CEO, Corrigan Partners
  • Michael Cutter, Vice President Sales, Krames Staywell Communication
  • Ben Dillon, Vice President, eHealth Evangelist, Geonetric
  • Daniel Fell, Executive Vice President, Neathawk Dubuque & Packett
  • Andrew Gradel, Director of Internet Marketing, Cooper Health
  • Paul Griffiths, CEO, MedTouch
  • Shawn Gross, Director Service line Marketing & Web Strategy, Tufts Medical Center
  • Neal Linkon, Assistant Director Internet Marketing, Northwestern Mutual
  • Robin Snow, Principal, Aefinity Interactive, LLC
  • Becky Daghir Wardzala, Marketing Director, Hendricks Regional Health
  • Kathy Divis, President, Greystone.Net – (Chair)

Each of us has agreed to serve a 2-3 year term and judge the candidates for the Healthcare Internet Hall of Fame in a fair and unbiased manner while adhering to the Hall of Fame’s mission to “honor men, women and organizations that have made outstanding, long-lasting contributions to the healthcare Internet industry.”

The Hall of Fame’s purpose is to “ensure that the “history” of the industry is preserved for future generations new to the healthcare industry.”

Launched in 2011, its ‘freshman class’ of inductees included:

Click on the links above to learn more about the roles these esteemed individuals and organizations made in making healthcare internet history.

Nominations for the 2012 Healthcare Internet Hall of Fame class will be open until June 1st. So, there is still one month left to nominate the man, woman or organization you feel has made lasting contributions to the healthcare internet industry.

Please visit the Healthcare Internet Hall of Fame Web site for more information on candidate criteria, or to nominate a qualified candidate.

Wondering about the Pinterest buzz??

Pinterest is now the 3rd largest social networking site in the U.S. and healthcare marketers are asking how Pinterest fits – or should fit – in the digital toolbox. Corrigan Partners’ Carla Bryant will join Danny Fell of Neathawk Dubuque & Packett on a webinar to talk about the “Impact of Pinterest on Marketing and Digital Strategies.”  Here’s a brief summary of the session topics:

  • Pinterest: the basics
  • Brand and business value of Pinterest
  • How Pinterest can align with your hospital’s brand, marketing and digital/social strategy
  • Building a Pinterest strategy – vision, content, resources
  • Tips for optimizing Pinterest

The webinar is sponsored by the Forum for Healthcare Marketing Strategists and will be held on Tuesday, May 15 from 11:30 am to 1 pm central. To register, visit http://www.healthcarestrategy.com.