Digital Marketing

Using online browsing records is only slightly more effective at tailoring marketing campaigns to specific audiences than simply randomizing messaging, a new study suggests.

Several months after finalizing a merger to create Nuvance Health, the seven-hospital system has launched a new advertising campaign to bolster its branding efforts.

Well before a patient ever steps foot in a healthcare provider's office, they begin building a relationship with their new provider based largely on online research.

Though gimmicky marketing campaigns may seem like nothing more than superficial stunts, that type of outside-the-box creativity routinely pays off in revenue growth, investment returns and overall enterprise value, according to Entrepreneur.

If administered at the right time and analyzed correctly, consumer evaluations can not only demonstrate how likely users are to recommend an organization's services, but also uncover operational vulnerabilities, according to the Harvard Business Review.

Aurora-based Children's Hospital Colorado will launch a new ad campaign on Oct. 7 that educates parents about how the care their children need differs from their own.

MediaMath, a New York City-based advertising technology company, announced on Oct. 2 the launch of Source, an initiative to infuse more accountability and transparency into the digital media supply chain.

Even as marketing budgets have slipped to comprise their smallest segment of organizational revenue in half a decade, nearly two-thirds of chief marketing officers expect their budgets to rebound in 2020, per a new Gartner report.

Formerly launched only to drive marketing buzz, short-term shopping experiences have now become legitimate sources of revenue for the retail industry, Bloomberg reports — indicative of an overall trend that bodes well for hospitals' ambulatory strategies.

Chief marketing officers may not typically be looked to as leaders of their organizations' innovation strategies, but they must still be involved in the process, according to Ana Andjelic, PhD, a brand strategist.