University of New Mexico Hospitals, UNM Sandoval Regional Medical Center and other affiliated facilities in the Albuquerque region provide care for more than 200,000 New Mexicans each year while also serving as a site for training medical students, researchers and other health professionals through the various schools and programs nestled under the Health Sciences Center.
To keep up with the growing needs of its patients, students and beyond, the Health Sciences Center decided to bring a more streamlined approach to sharing its top-quality programs and services with their communities. In the process, UNM Hospitals rebranded itself to UNM Health.
We’ve crunched the numbers, donned our data scientist hats and drafted the copy. And now that the 2016 Digital Marketing Trends in Healthcare Marketing Survey is available, I’m excited to dive in and share some thoughts on what the data reveals. There’s a lot that healthcare marketers will find of interest in the results, but some of the things that I find exciting relate to the changing trends in healthcare marketing, how these fit (or don’t) into the larger forces shaping B2C marketing, and what takeaways are important for healthcare marketers going forward. Continue reading →
Lack of budget. Lack of time. We’ve been asking healthcare marketers what their top barriers to success are for almost a decade through our digital trends survey. And every year they report lack of budget and time as your top hurdles. This year’s stats are no different, with more than 170 healthcare marketers reporting budget and time as their two overall barriers to digital success.
But, when you divide the survey respondents into the self-reported segments of leader, average, and laggard a different story emerges. Continue reading →
We wouldn’t consider building our dream homes without blueprints for design, tactics for construction, and strategies for maintaining our new residence over the long haul. So why do we jump into creating our healthcare websites without embarking on the same kind of preparation and planning? Insert sheepish grin here.
Well, let’s take the mystery out of website governance, look at what a governance framework might include, and see how we can benefit from using governance to help us manage our healthcare websites long term.
The beautiful thing about healthcare marketing in a digital world is that you’re rarely left wondering if you’re getting it right. Long gone are the days of guessing the effectiveness of a promotion or channel. With tools ranging from vanity URLs to event tracking, heatmapping to website analytics, we have access to more data now than ever before.
But data in and of itself doesn’t do a whole lot for you. The real value lies in what you do with it. Continue reading →
The problem is real, and one you’re likely familiar with: your digital marketing budget is supporting an increasing number of activities and you’re under growing pressure to connect the top of the funnel to the bottom, delivering business value in terms your CFO and CEO care about.1 What tactics do you prioritize if you’re going to actually start running marketing as a revenue center? How will you measure your progress and communicate it throughout the organization? For healthcare marketing leaders it’s more important than ever to find answers that help you solve the new and evolving marketing puzzle you’re faced with.
In healthcare marketing, staying competitive takes many different forms. Staying ahead of the organization across town. Adjusting to acquisitions and changing alliances. Keeping up to date with ever-changing technology and search algorithms. Exceeding consumers’ ever-increasing expectations.
So while you’ve been cranking away at the day to day, it may feel like your website is drifting behind. But is it time to act? Recent advances and the maturation of several marketing technologies means that now is the time to shift gears, find your energy and put your site back in the lead.
For many organizations, that sense of ‘lagging the competition’ is centered around website features and functionality. You’re looking to boost the online user experience while simultaneously increasing its alignment with organizational strategy. Where to begin? Let’s look at where one of the most visible areas of your website is headed. Continue reading →
Chances are a lot has changed since the last time you redesigned your organization’s website. For the last few years the push to go responsive triggered a number of prominent redesigns in our industry. Since then most brands have followed suit. But even if you’ve already gone responsive, changes in devices, user behavior and technology all contribute to a different user experience today than even a year or two ago.
Wondering if your site is still delivering the value it should to your site visitors and your organization? Here are the three most common indicators that signify it’s time to redesign. Continue reading →
Running a college has a lot in common with running a health system: You have lots of people coming through your door – both physically and digitally – and you have important and sometimes complicated information to share with your audience.
For Erica VandenHouten and Dr. Robin Harris – the team of two on the University of Missouri’s Sinclair School of Nursing website redesign – their digital welcome mat had aged a little over the years while also becoming a bit of a filing cabinet. They knew it was time for some serious spring cleaning. Continue reading →
When it comes to providing mobile users the best online experience, many healthcare marketers think going responsive covers everything. And, with most healthcare organizations reporting 30-60% of all traffic coming from mobile devices, they’re not wrong.
But it’s just the beginning of creating the best user experience (UX) possible.
Here are four ways you can go beyond responsive and continue to deliver exceptional UX to your mobile users. Continue reading →
Ensuring your organization’s website is easy-to-navigate and intuitive are top priorities for healthcare marketers today.
But it’s important to consider that optimal website usability can look and sound very different to people with sensory impairments like blindness, low vision, deafness or hard of hearing. People with cognitive disabilities, or whose native language isn’t English, can struggle with content comprehension. It can also be more difficult to navigate a website with certain motor skill impairments.
For people with a range of abilities different from your own, you must take usability a step further and address accessibility.
Note: The 2016 survey is now closed, but you can still sign up to be notified when the results are published.
Part of my job as a strategist — and no doubt part of yours as well — is to maintain an awareness of how marketing is changing, how the industry is changing and how our competitive environment is changing. I call this the “market context” in which we work, and the fact that it’s ever-evolving is what makes this profession so interesting.
An understanding of the market context is also essential when deciding where — and where not to — invest our marketing dollars. These decisions are at the heart of strategy, and can result in growth for your healthcare brand (and patient census) or stagnation while your competition eats away at your market share.
And this is why I look forward to the comprehensive Digital Marketing Survey we conduct every few years. Not only does it collect strategic insights from across the healthcare marketing industry, but we invest in making sure all healthcare marketers have access to the resulting analysis. Continue reading →
As the sun has set on the 2016 Olympic Games, it’s inspiring to think back on the sportsmanship, athleticism and teamwork demonstrated by the thousands of competitors.
At Geonetric, we’re reflecting, too. And we’re proud of the recent feats of functionality we’ve “coached” into hospital intranet launches, making them stronger, faster and more efficient while they support your organization. Thinking of overhauling your organization’s intranet? Here are the medalists you want on your team: