Tag Archives: social media

Reputation Management: From Marketing to the C-Suite

Posted on December 13, 2016 | 2 comments

Is online reputation management is a top priority for your health system? Join me tomorrow, December 14, 2016 at 12 pm CST, to learn how healthcare marketers are leveraging online feedback to strengthen brands and improve patient experience.

“Reputation Management: From the Marketing Department to the C-Suite” is a free webinar sponsored by Binary Fountain and hosted by the Forum for Health Strategists. I’ll be moderating the panel discussion featuring Mike Dame, VP for Marketing and Communications with Carilion Clinic, Richard Palumbo, VP of Marketing with Amsurg, and Kate Slonaker, VP of Marketing for Privia Health.

Learn more and register at: Reputation Management Webinar.

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Posted in Brand Strategy, Healthcare Marketing

Tagged digital marketing, healthcare marketing, online reviews, patient experience, reputation management, social media

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

Posted on January 15, 2014 | 2 comments

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.

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.

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Posted in Content Marketing, Digital Strategy

Tagged Chief Marketing Officer, content marketing, digital strategies, healthcare consumers, healthcare marketing, social media, social media marketing

Women are social content producers, brand promoters

Posted on January 3, 2014 | Leave a comment

Healthcare marketers have long known the influence that women have when it comes to the consideration, selection and use of health and medical services. They can be your best word-of-mouth advocates, or most harsh critics. It doesn’t take long when browsing through social media sites – Facebook, Twitter, blogs, message boards, consumer review sites such as Angie’s List – to produce significant evidence of how women engage in discussions about health topics AND about healthcare providers. The good, the bad and, all too often, the ugly.

A recent study by SheKnows, a women’s media platform and a lifestyle site, provides interesting insights into how women in different age and lifestyle segments use technology and social networks to build their relationships and personal identities. Here’s a quick snapshot of the findings from “Content Producers and Brand Promoters.”

Women are producing content at record speed and exerting influence over millions of consumers they have never met.
56% of women share product recommendations through social media.
35% of Millennials recommend products on social media at least once a month and follow, on average, 22 brands.
44% are more likely to go to a brand’s social media page to log a customer service issue than to call the company on the phone.
Women trust content produced by their peers; 63% of women ages 18 to 65 consider a friend on social media far more trustworthy than a blogger, a celebrity, or a website editor.

The online study was conducted by Harris Interactive in July-August with over 1,000 U.S. women ages 18-65 who have consumed digital content. For more insights on women and social media from this study, you can download (with a simple registration) the whitepaper, “Marketing to the ‘Likeable’ Mom: A Report on How Family, Brands, and Technology Influence Her Social Identity” at http://www.sheknows.com/whitepaper. You can also read the full press release on the study at PR Web.

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Posted in Content Marketing, Healthcare Marketing

Tagged brand management, Chief Marketing Officer, healthcare marketers, healthcare marketing, social media, social media marketing, women's health

This summer, get schooled on health communications

Posted on April 15, 2013 | Leave a comment

Tufts University School of Medicine’s 2013 Health Communication Summer Institute is offering three professional development courses: Mobile Health Design, Health Literacy Leadership, and Digital Strategies for Health Communication. The courses are geared toward health care professionals seeking to remain abreast of the latest in communications trends and innovations.

Here is a description of the three courses with links to additional information:

Mobile Health Design is an online course that examines the impact and potential of mobile devices for consumer health at a national and global level. The focus of the course is on how to design evidence-based health apps that incorporate mobile user experience, predictive analytics, and big data to help people achieve their health goals. The program runs May 22—June 26, 2013.
5th Tufts Summer Institute on Digital Strategies for Health Communication covers how healthcare and public health organizations can develop and implement digital strategies to drive success of their online presence, with a focus on how to use web, social media, and mobile technologies to reach target audiences. The course is offered July 14-19, 2013 on Tufts’ Boston campus.
The Health Literacy Leadership Institute is aimed at those working to improve patient-provider communication and healthcare quality, and those working directly with patients or adult learners in educational settings. Participants will work on curriculum development projects of their choice, resulting in final products that are comprehensive, informed by research, and reflective of best practice. The course is offered June 10-14, 2013 on Tufts’ Boston Campus.

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Posted in Healthcare Marketing, Marketing Communications, Social Media

Tagged health communications, health literacy, healthcare communications, mobile health, social media, Tufts University School of Medicine

New webinar on attracting, engaging and retaining patients with content

Posted on April 11, 2013 | Leave a comment

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

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

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).

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Posted in Content Marketing, Digital Strategy

Tagged Aha Media Group, content marketing, Corrigan Partners, healthcare marketers, healthcare marketing, Sentara Healthcare, social media

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

Posted on March 29, 2013 | Leave a comment

Speaker 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.

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Posted in Digital Strategy, Healthcare Internet, Healthcare Marketing

Tagged Greystone.Net, Greystone.net Healthcare Internet Conference, Healthcare Internet Conference, healthcare marketing, patient engagement, social media

Healthcare Internet Hall of Fame Names Judges Panel

Posted on May 8, 2012 | Leave a comment

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:

Innovative Individuals Category – John Eudes, co-founder of Greystone.net. John, who passed away in February 2011, was a pioneer in healthcare marketing and instrumental in bringing web-innovations to marketing practice.
Innovative Provider Organizations – Dartmouth Hitchcock Medical Center and Sharp HealthCare.
Innovative Products and Services – EPIC, Estrada CMS and WebMD.

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.

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Posted in Digital Strategy, Healthcare Internet, Healthcare Marketing, Innovation

Tagged digital marketing, Greystone.Net, healthcare internet, Healthcare Internet Hall of Fame, healthcare IT, healthcare marketing, social media

Wondering about the Pinterest buzz??

Posted on April 29, 2012 | Leave a comment

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.

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Posted in Brand Strategy, Digital Strategy, Social Media

Tagged Carla Bryant, Chief Marketing Officer, digital strategy, healthcare, healthcare marketing, Karen Corrigan, Pinterest, social media

Harnessing the Power of Content Marketing – Part One

Posted on April 12, 2012 | Leave a comment

If content is king, where are its loyal subjects?

Web, social networking and mobile technologies are transforming customer-business relationships, and revolutionizing business processes. Consumers have hijacked the entrenched B2C (business to consumer) marketing model, and reversed the formula. The result is an absolute shift in power from marketers to consumers. The bidirectional and real-time nature of web, social and mobile requires marketers to have relevant information in the right place at the exact time consumers are seeking it.

C2B (consumer to business) marketing isn’t the future. It’s here. Right now.

Consumers are in control and have the skills and tools to search, collect information, compare, purchase, write reviews, and provide you the data and insights your organization needs to stay relevant. “Content is king,” decree marketers everywhere – and businesses are churning content like never before. But without strategy, the monarch has no kingdom. Or at least no loyal subjects.

Content marketing is strategy, not just production of information in all its forms.

Understanding customer needs at different stages in the buying cycle is critical to formulating effective content and channel marketing strategies. What a customer wants or needs to know, terms she searches on, places she goes, social topics she connects with, inquiries she initiates and the actions she takes, can vary significantly across the purchasing decision process.

Content marketing success requires a thorough understanding of:

Consumer needs at different stages of the buying cycle
The role of search and social interaction across the decision cycle
What constitutes relevant, valuable information, tools and relationships
Where consumers discover, consume and share information
Real-time accessibility, engagement and connectivity
Listening, learning and adapting services, products and experiences

Harnessing the power of content marketing is vital to patient acquisition and retention.

More than ever, patients are seeking healthcare information, sharing experiences and selecting treatments and providers online. And the vast majority of online health related discussions take place without input from healthcare professionals. Essential tasks for healthcare marketing leaders are:

Learning about and helping providers understand how web, social and mobile have changed consumer and patient behaviors;
Creating a C2B content marketing strategy, executing across the right marketing channels and using methods that will have the most impact;
Mobilizing marketers, administrators, managers, physicians, clinicians and business partners to execute content strategies that educate, inform and build loyal relationships with patients, families and staff.

Next up: Part 2 – developing a robust content marketing architecture to guide investments.

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Posted in Content Marketing, Digital Strategy, Marketing Management, Marketing Strategy, Social Media

Tagged Chief Marketing Officer, content marketing, digital marketing strategies, healthcare marketing, healthcare systems, Karen Corrigan, marketing management, patietn engagement, social media

Healthcare Digital Strategies Must Move Beyond the Website and Facebook

Posted on April 11, 2012 | Leave a comment

This Changes Everything . . .

We’re witnessing an amazing shift in terms of how people are relying on web, social networking and mobile technologies. And that changes everything for healthcare providers in terms of how they reach, engage and communicate with healthcare consumers and patients.

The rise of smart phones and tablets such as the iPhone and iPad have put information, communications and commerce just a click or voice command away. Digital strategies must move beyond the hospital website and Facebook page, to a fully integrated approach for reaching and engaging consumers, supporting patients with care management, facilitating workplace communications and promoting clinical decision-making.

A comprehensive web, social and mobile capability, integrated with clinical IT systems such as EMR and patient portals, and embedded in physical environments , is no longer optional for organizations that want to remain relevant.

Today, consumers don’t have purely offline or online experiences. They weave technology through nearly every point of contemplation, purchasing and use of products and services. People may get healthcare in the physical world, but some of their best data, decision support, buying and communications tools exist in the virtual one. More than ever, patients are seeking healthcare information, sharing experiences and selecting treatments and providers online.

A few facts to consider:

Over 80% of the U.S. population gathers health information online.
55% of internet users look online for information about medical treatments or procedures.
66% of internet users look online for information about specific diseases or medical problems.
60% say the information found online affected a decision about how to treat an illness or condition.

Terms like eHealth and mHealth are used to describe healthcare practices supported by the internet or mobile technologies. Videoconferencing, remote monitoring and tracking devices for patients with chronic disease, electronic health records, on-line consults, and health topic chats and support groups are just a few of the ways technology is being used for care delivery purposes.

Industry investments in the application of these technologies for purposes of healthcare are significant and projected to increase. We can expect these to be important components of future delivery models where patient engagement and cost effectiveness are crucial aspects of performance.

Marketers can be change agents in helping health systems, physicians and other providers better understand how to employ these technologies. Many have had a head start by integrating digital technologies with traditional communications tools to engage stakeholder audiences. And marketers have the communications expertise to influence consumer perceptions and behaviors.

What it will take is a stronger marketing, care delivery and operations partnership. But, oh, the possibilities.

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Posted in Digital Strategy, Healthcare Internet, Marketing Management, Marketing Strategy

Tagged Chief Marketing Officer, digital strategy, healthcare consumers, healthcare marketing, Karen Corrigan, mobile health, mobile media, social media

Get Ready for the Self-Directed Healthcare Consumer

Posted on December 8, 2011 | 1 comment

By guest blogger Susan Lilly

So I’m Susan Lilly, recently “outed” on this blog as a breast cancer patient, and now, a survivor. My experience over the past year has given me some fresh insight into trends that we’ve been talking about here at Corrigan Partners, most notably the rise of the self-directed health care consumer.

After my diagnosis last spring (Stage 2, invasive ductal carcinoma), I pretty much created my own treatment path by assembling a disparate, but top-notch medical team. Why does this matter to health care marketers? Because I did this without the sway of traditional marketing messages. In fact, I decided to go out of area for part of my treatment because I found out about a unique surgical procedure from a top hospital’s online forum for breast cancer patients.

The irony is that the hospital’s discussion board was nothing fancy, but it was moderated by a nurse practitioner who counsels newly diagnosed breast cancer patients from all over the country. Yet, by suggesting the out-of-area hospital as a destination for a second opinion – and touting its unique approach to a common illness – she planted the seed in my mind to go out of area to have a look.

This is why the digital space can be so effective at growing the business. From the comfort of home, during a frightening time, people are searching for the best, most compassionate care after a serious diagnosis. They (we) do this by searching for answers online, and seeking others who are going through the same thing.

Looking for a digital welcome mat, really . . .

Hospitals, with their mission to serve and available resources, are perfectly positioned to put out such a welcome mat. Every single institution, from the rural community hospital to the academic medical center can set up such programs by building on their unique strengths in caregiving, and supplementing their internal resources with outside expertise – anything from marketing assistance to more technical matters.

The self-directed consumers are out there, and they’re looking for your help. Will they feel welcome when they find you?

Next post – a challenge to the oncology field, and how marketing can help.

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Posted in Corrigan Partners, Oncology Service Line Marketing, Social Media

Tagged breast cancer, breast cancer survivor, cancer blog, Chief Marketing Officer, marketing, oncology marketing, social media

A ‘Can’t Miss’ Event – The 15th Annual Greystone.Net Healthcare Internet Conference

Posted on October 15, 2011 | Leave a comment

The 15th Annual Greystone.Net Healthcare Internet Conference will be held November 7 – 9, 2011 at the J.W. Marriott Orlando Grande Lakes. This year’s theme, The Convergence: Marketing and IT Collaboration – The Time is Now, is one of the reasons this annual Greystone.Net event has become a ‘must attend’ priority for me. With Convergence, Greystone.Net is introducing a new section focusing solely on the collaborative and innovative strategies and technologies transforming healthcare. The keynoters and featured presenters are topnotch experts in the realm of web, social and mobile trends, innovations and practical applications.

I’m also excited for the opportunity to present with with Sentara Healthcare’s digital marketers, Lee Gwaltney and Jessica Carlson on the topic of “Digital Brandscaping: Extending Your Brand Across Web, Social and Mobile Sites.” We’ll be addressing the importance of a proactive, focused and purposeful approach to brand management across web, social and mobile sites as well as with patient and provider portals, and with clinical information systems such as electronic health records. Our session is scheduled for Monday, November 7 at 4:15 p.m.

While there, drop by the Brains on Demand booth in the Exhibit Hall. We’ll be there with our Brains on Demand partners Brand =Experience, Klein & Partners and Eruptr.

Can you believe it’s the 15^th year for the Greystone.Net conference? It’s a terrific event that just gets better every year. Hope to see you there!

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Posted in Uncategorized

Tagged chief marekting officer, digital marketing, Greystone.Net, healthcare marketing, Karen Corrigan, mobile media, Sentara, social media

Number of Consumer Health Apps for iPhone to Reach 13,000 by Next Summer

Posted on September 22, 2011 | Leave a comment

MobiHealthNews’ newly released report Consumer Health Apps for Apple’s iPhone reveals that the number of health apps for consumers has grown at a steady rate over that past 18 months and projects that by next summer there will be more than 13,000 health apps intended for use by consumers. The study is based on an analysis of 18 months of data from Apple’s AppStore and also shows that the average price of a paid health app is trending upward from $2.77 last February $3.21 in July 2011. Of the 9,000 health apps available for consumers today, slightly more than 16% are for cardio fitness and around 14% for diet. Other categories include women’s health, sleep, chronic disease, medication management and mental health.

Click here for more information about the study (full report available for a fee).

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Posted in Uncategorized

Tagged Chief Marketing Officer, healthcare, healthcare marketing, iPhone, Karen Corrigan, mobile health, mobile health apps, social media

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