Like our conference, these digital marketing webinars and case studies were created to educate leaders in the healthcare industry on emerging Internet technologies and to provide an environment in which healthcare marketers, Web leaders, IT professionals and strategists can learn from the other attendees and presenters.
The Healthcare Internet Conference (HCIC) is proud to collaborate with Bowstring and Touch Point Media to provide exclusive insights from some of the brightest minds among our speakers and attendees.
Stay connected by tuning into the latest broadcasts, where strategic leaders share their perspectives on emerging trends and pressing challenges in the healthcare industry. Together, we’ll delve into groundbreaking innovations and pivotal policy updates shaping the future of healthcare.
Catch the audio-only episodes on Touch Point Media, available on your favorite podcast streaming platforms.
#HCIC24 might be over, but the ideas we heard from our conference are still fresh in our minds. Here are a few to share with you:
Listen to your patients
Healthcare organizations need to rethink how they gather, analyze and act on patient feedback.
“As an elder millennial, I’m the person who complains about my dishwasher or airplane experience online,” says Laura Kuechenmeister, corporate director of content marketing and design at Emory Healthcare. “People still perceive social media as a place to dump their grievances or publish stuff, but not as a place of listening. That’s wrong. It’s 2024 — this is where our patients are.”
As we talk about a sea of sameness with everyone blurring together — using the same tools and saying the same things about ourselves — what can set you apart is listening to patients, Kuechenmeister says.
Segmentation makes a big difference
Ochsner found success by segmenting their audience. For example, their younger audience values reviews and spends a lot of time on social media. So, the team launched a campaign that promoted their OBGYNs with five-star reviews and ratings.
“Our click-through rates almost doubled when we compare non-segment campaigns to segmented campaigns,” says Stacy Martinez, director of paid digital marketing CRM & performance tracking at Ochsner. “When we target our CRM lists on Facebook versus general targeting, we see higher engagement rates because we’re able to send messages that resonate.”
Your employees can tell stories, too
Sandra Mackey, CMO of Bon Secours Mercy Health, discovered the power of employee-generated content during the pandemic. The marketing team asked employees to send video renditions of “Silent Night.”
“The storytellers were not from the marketing department,” Mackey says. “Our role was to serve as an editor and take the content from the heart of people who take care of our patients every day.”
Once the team compiled all the submissions, the final video not only boosted employee engagement, but was featured on ABC World News Tonight.
This article was written by Jessica Levco, Writer & Event Strategist, who covered HCIC 2024 for Greystone.Net.
