Top 4 Takeaways from the Low Country

More than 250 healthcare marketing and communications professionals gathered earlier this month for the 2016 Carolinas Healthcare Public Relations & Marketing Society (CHPRMS) Fall Conference in Charleston, SC – my current hometown.

It was a great 3-day event filled with collaboration, networking, education and some excellent food and drinks (see me for recommendations!). We sponsor and speak regularly at national industry conferences, so I was excited to represent Evariant at a smaller, regional event that had a strong community feel and people were eager to network and learn (vendors and all!).

We’ve put together our top four takeaways from the conference: More

Neil Mammele

Neil Mammele

Neil is our Manager of Digital Media Execution. He leads a team of Digital Specialists who spend their day-to-day monitoring, analyzing and optimizing digital media placed on behalf of our clients. He holds an MBA from Quinnipiac University, with a focus in Management Strategy.
Neil Mammele
Neil Mammele

Latest posts by Neil Mammele (see all)

Top 4 Takeaways from #HCIC16

hcic-logo-2016They say that “what happens in Vegas stays in Vegas.” But that’s not the case for the 20th Annual Healthcare Internet Conference (#HCIC16) that happened last week at the Cosmopolitan of Las Vegas. HCIC brings together leaders from some of the nation’s top health systems to collaborate and learn about advancing healthcare’s digital transformation.

The vibe of the conference overall was engaging and exciting – sessions were packed, questions asked, and lines formed to speak with the presenters. I attended HCIC last year, and since then digital IQ has only continued to increase. With more than 50 sessions attendees had to pick and choose what to attend. We’ve pulled together the top takeaways from all the terrific best practices and case studies presented.

Let’s dive in… More

Neil Mammele

Neil Mammele

Neil is our Manager of Digital Media Execution. He leads a team of Digital Specialists who spend their day-to-day monitoring, analyzing and optimizing digital media placed on behalf of our clients. He holds an MBA from Quinnipiac University, with a focus in Management Strategy.
Neil Mammele
Neil Mammele

Latest posts by Neil Mammele (see all)

10 Things to Share with Your Digital Agency Before Starting a Campaign

In a recent webinar, Lehigh Valley Health Network’s Director of Demand Gen & CRM Dan Lavelle shared 10 Things to Know Before Starting a CRM Journey. One of his tips centered around selecting a partner that will work well within your current ecosystem of MarTech and agencies.

digital marketing agency

While I couldn’t agree more with his statement, it’s also important that you’re sharing your plans with your digital team to make sure you’re maximizing the value of your spend. Doing this will not only help you achieve a lower CPA and see a better return on investment, it also creates a better experience for consumers and patients.

Based on our experience monitoring, analyzing, and optimizing digital media for health systems, I’ve pulled together a list of 10 things you should make sure you’re sharing with your digital agency to optimize marketing campaigns. More

Neil Mammele

Neil Mammele

Neil is our Manager of Digital Media Execution. He leads a team of Digital Specialists who spend their day-to-day monitoring, analyzing and optimizing digital media placed on behalf of our clients. He holds an MBA from Quinnipiac University, with a focus in Management Strategy.
Neil Mammele
Neil Mammele

Latest posts by Neil Mammele (see all)

How to Create an Effective Display Ad Strategy

“In 2016, digital display ad spending will eclipse search ad spending in the US for the first time. Combined, the categories of video, sponsorships, rich media and banners and other will account for the largest share of digital ad spending: 47.9%, worth $32.17 billion.” – eMarketer

USDigitalAdSpend

As this eMarketer statistic shows, digital display ads are becoming more and more important to digital marketing strategies. However, healthcare marketers are lagging two years behind other industries in their digital marketing efforts – even though almost 80 percent of Internet users search for health information online. With an effective strategy, healthcare marketers can use display advertising to reach target audiences with relevant messaging on preferred communication channels.

Let’s take a look at 5 ways healthcare marketers can improve their display advertising strategy: More

Neil Mammele

Neil Mammele

Neil is our Manager of Digital Media Execution. He leads a team of Digital Specialists who spend their day-to-day monitoring, analyzing and optimizing digital media placed on behalf of our clients. He holds an MBA from Quinnipiac University, with a focus in Management Strategy.
Neil Mammele
Neil Mammele

Latest posts by Neil Mammele (see all)

Building Sustainable Media Programs – Part 3

This is the third post in our three-part series on building sustainable media programs. Be sure to read our first post on the process it takes to create digital media campaigns to drive healthcare marketing efforts and our second post on why it’s important to maintain a digital media presence.

Take a Service Line or “Umbrella” Approach

The Umbrella approach is an execution methodology to combine efforts in order to align messaging and consumer intent within the same initiative, garnering higher conversion rates and faster speed to market. Essentially, it is a strategic effort that forces you to look at the service line as a whole – rather than silo’s – identifying the campaigns that better align with your goals.

Many times a health system will launch single campaign to promote their entire service line. As the campaign progresses, it becomes clear which sub-service lines the audience is most engaged with, based on web form submissions and appointment requests. These focused sub-service line clusters should be broken out into their own campaigns.

More

Neil Mammele

Neil Mammele

Neil is our Manager of Digital Media Execution. He leads a team of Digital Specialists who spend their day-to-day monitoring, analyzing and optimizing digital media placed on behalf of our clients. He holds an MBA from Quinnipiac University, with a focus in Management Strategy.
Neil Mammele
Neil Mammele

Latest posts by Neil Mammele (see all)