Digital Marketing

While healthcare is already adapting to and benefiting from broader trends in the realm of digital marketing, advances within the healthcare industry itself will also contribute to a sector-specific brand of marketing.

In the spring of 2018, Clearwater, Fla.-based BayCare began rolling out a new and far-reaching marketing campaign that used simple, tongue-in-cheek imagery to educate patients about when to use the emergency room, urgent care, primary care and telehealth.

Total advertising spending by healthcare organizations around the world is expected to grow at a steady pace in 2019 and 2020, albeit at slower rates than advertising across all industries, according to a new Zenith report.

Though marketing plays a major role in driving organizational growth, it is often difficult for marketing executives to demonstrate how their initiatives have explicitly impacted a company's bottom line.

With artificial intelligence driving the development of products and services across industries, many large firms are now turning to technology to sell those products, too.

University of Chicago Medicine announced July 29 that Schafer Condon Carter will lead its creative digital media strategy as the health system's agency of record.

The landscape of patient experience is adapting rapidly towards digital consumerism and providers are struggling to keep up.

Flare Capital Partners, a Boston-based healthcare technology venture capital firm, announced July 23 the establishment of its second fund dedicated to investing in digital health.

As invigorating as it can be to deploy every state-of-the-art IT solution a hospital can get its hands on, none of those high-tech tools will have any real impact if they are not implemented in an environment that prioritizes patient…

As health systems continue to transition toward a value-based model of care, so too must their marketing efforts shift from merely highlighting available services to promoting improved patient outcomes.