Charting A Course Through A Changing Marketing Landscape

Deciding which way to go in the new yearFour years ago, Gartner made an announcement that many of us found unbelievable. They predicted that “in five year’s time, the CMO will spend more on IT than the CIO.” Since then, we’ve seen the marketing technology (martech) landscape explode. There are now solutions to marketing problems that a few years ago we didn’t even know existed. And as the tools of our trade have become increasingly sophisticated, the costs associated with staying current have also continued to climb. So it’s no surprise that Gartner’s recent reaffirmation of their initial prediction (CMOs will spend more on tech than CIOs in 2017) passed with nary comment nor buzz.

But does the prediction hold for healthcare marketing? Are we really going to see a hospital CMO’s technology budget outpace the CIO’s technology budget?
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Security, Brand Promise, and the Healthcare Website

Not Secure website warning appearing in Google Chrome.

You’ve worked hard to build a reputation of integrity, safety, and security for your healthcare brand. You take your PHI seriously, and consistently reassure your patients that their confidential health and personal information is safe in your hands. But if you’re not prepared, Google’s upcoming plans may very well undo all your efforts by labeling your website Not Secure when viewed in the Chrome web browser (see above).

This upcoming change is part of Google’s HTTPS Everywhere initiative. If you’re in healthcare marketing, manage a website, or are involved with digital strategy, you need to know what it is, what the impact will be, and decide whether or not you need to take action to protect your visitors and your brand’s reputation for security.
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Optimizing Your Content for Search Engines & People

Themis statue on the table in lawyer's office in black and white.

Your health care organization has big news. Maybe a renowned physician just joined your medical group. Or you’re building an addition to your heart hospital. Or your medical center is expanding its pregnancy and birth services.

How do you help make sure your target audience can find out about it through search engines? You know there’s more to it than posting a press release on your website.

Equally important, how do you write the story in a way that’s meaningful and engaging for the people who want and need your information?

Achieving both those goals might seem like a tall order. But you don’t have to choose between optimizing content for search engines or people. You can – and should – craft natural-sounding copy that speaks to users AND pleases Google.

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Finding Your Voice, Tone, & Style for Web Content

Orchestra members performing

You know what your organization looks like, but what does it sound like?

Voice, tone, and style may sound like the same thing, but they’re not. They do work closely together to define your brand. It’s worth your time to develop a voice, tone, and style guide—if you don’t have one—and use it consistently because these elements make a difference in a user’s engagement on your website.

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UNM Health Launches New Brand, Website

unm-health-the-university-of-new-mexico

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.

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Digital Budgets Increasing for Healthcare Marketing Leaders

increasing budget
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.
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What’s Holding Your Digital Marketing Back?

What's holding your digital marketing back?
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.
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Healthcare Website & Digital Governance Demystified

Healthcare Website Governance
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.

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Gundersen Health Redesign Gives Patients What They Need

gundersen-health-system

Flexibility.

It matters for the digital presence of a multi-hospital system like Gundersen Health System.

But trying to control consistent branding and content across more than 100 locations in three states led to some instances of duplicate content and the creation of multiple microsites.

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Data’s Important Role in Your Healthcare Marketing Efforts

Line graphs and digital reporting
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.
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Effective Healthcare Marketing in the Attention Economy

People standing and looking at their cell phones
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.

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Taking the Lead in Healthcare Marketing

Image of cyclists

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.
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Is it time for a site redesign?

is-it-time-for-a-redesign

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.
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