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?


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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Sinclair School of Nursing Sets Sights on Sharing Their Story

Sinclair School of Nursing Home Page

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

4 Ways to Enhance Mobile User Experience Beyond Responsive Design

enhance mobile user experience

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.
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ACA 1557 Pushes Web Accessibility to Healthcare

web accessibility in healthcare

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.

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Preliminary Insights From The Digital Marketing Trends In Healthcare Survey

Preliminary insights from the Marketing Trends In Healthcare Survey

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.
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Launch An Intranet That Outperforms Your Competition



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:

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The Most Effective Way to Extend Your Digital Marketing Team


“My team is swamped and just doesn’t have the time to focus on our website.”

While I was the Product Owner for the Geonetric sales team, we heard comments like this all of the time.

It’s not surprising to me to hear that marketing teams are swamped. Most healthcare marketing teams run lean, and digital is only one of their many responsibilities. For these organizations, hiring a new team member focused on digital efforts would be ideal – but finding the budget to hire and taking the time to onboard can be difficult.

But there is another way to extend your team and add someone who understands digital marketing and the healthcare industry.

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What You Need To Win At Digital Marketing In Healthcare

You’re not investing in digital marketing just because it’s fun – you’re investing in it because you know it can help you win new patients.

But if you want to win, you need to know where you stand. How do you compare with other healthcare organizations like yours? Are your results competitive? Do you have the team, partners and budget that you need in order to succeed?

If you don’t know where you stand, you’re in luck! We’re proud to announce that Geonetric has partnered with eHealthcare Strategy & Trends magazine to once again conduct the most comprehensive survey on digital marketing in the healthcare industry.

The 2016 Digital Marketing Trends in Healthcare survey is officially open – and we want thought leaders like you to participate!
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Avera’s New Website Advances System-Centric Approach

Avera Website Homepage

Great health systems are always evolving. The same is true of their websites.

Avera Health is a large, integrated health system. Based in Sioux Falls, S.D., Avera serves more than 100 communities throughout South Dakota, Minnesota, Iowa, Nebraska and North Dakota.

Avera and Geonetric have been partners since 2005. Over the years we’ve redesigned their site a few times, each version offering new visual design, enhanced functionality and improved user experience.

Avera’s updated site launched earlier this month and, from its stunning design to the impressive new content, this site is a show-stopper.

Here are a few of the highlights.
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