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2023 was the year of acronyms: ChatGPT, AI and LLMs. Despite all this alphabet soup, we’re predicting 2024 will be the year of plain language. Industry experts agree. Earlier this year, we ran a B2B marketing study to understand the impact of clear communication on healthcare decision-makers. Our study clearly showed that B2B decision-makers not…
Join us for a conversation where personal experiences meet professional expertise. Hosted by the Forum for Healthcare Strategists on October 3, 2023. In this candid talk, Ahava Leibtag, a seasoned healthcare content marketer, and Dean Browell, a social listening and online behavior expert, share more than just their work wisdom. They peel back the layers…
Today’s healthcare consumer has no shortage of online medical content they can access (but not always interpret). So how are health systems helping their patients and community better use and understand content to guide them to the care they need?
January 2023 Be honest. When’s the last time you opened that file labeled “Customer Personas?” Months ago? Years ago? If your attitude toward customer personas is similar to how Taylor Swift feels about her exes (aka, “I Forgot That You Existed”), let’s get to work. Read on to demystify healthcare customer personas: what they are,…
Content style guides are like the potato mashers in your cutlery drawer. You know it’s there, it peeks out to say hi when you open the drawer, but you rarely use it. (Apologies to any potato masher lovers out there.) But style guides should be more like your spatula or peeler — something essential that…
Physician engagement matters when it comes to U.S. News & World Report rankings. During the open voting period, board-certified physicians who are members of Doximity are eligible to vote for the best hospital in a range of specialties. The results impact everything from patient opinion to physician recruitment to research funding. That’s a lot of…
Start with the endgame. That’s what I kept thinking as I prepped for our recent webinar on Rethinking Your Email Marketing for 2022. I had some great tips and strategies to share with our participants. But I figured the best way to inspire is to start at the end: with examples from healthcare marketers who…
Finally. You can find out the cost of an ultrasound BEFORE getting it, not 3 months later, buried in fine print on a hospital bill. Hospital price transparency helps consumers learn about the cost of elective services before receiving them. This information is supposed to make healthcare more like other industries, where you know exactly…
COVID-19 safety and prevention protocols normalized advances like virtual visits that otherwise would have taken years to gain acceptance. Consumers and healthcare organizations alike benefitted. They’re clamoring for more. Patients are now seeking — no, demanding — more information, choices and value from healthcare organizations. This shift brings implications for marketing. And, we are here…
Hospitals that prioritize patient-centric services like virtual appointments, online scheduling, and user-friendly tools stand out as consumer-friendly organizations.
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