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Mobile Health Marketers: Build Online Engagement

Mobile Health Marketers: Build Online Engagement | Hospitals: Trends in Branding and Marketing | Scoop.it
Here's a killer tactic for mobile health marketers to build online engagement, establish credibility, build trust, and position for sales.

Via Sam Stern
eMedToday's insight:

Is your hospital building on line engagement?

 

Probably not.

 

"Over 100 million Americans per year visit health-related websites such as WebMD, FamilyDoctor.org, and CNN Health looking for health information. In addition there are thousands of health community-based sites. These sites are emerging as trusted sources of information for patients and caregivers. They also offer opportunities for mobile health firms to interact with community members and spread their marketing message".

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Interview with Mike Short - mHealth

Interview with Mike Short - mHealth | Hospitals: Trends in Branding and Marketing | Scoop.it

Mike Short is the Vice-President of Telefónica Europe, as well as a Visiting Professor at several British universities. Throughout his professi...

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Debunking common myths about healthcare consumerism | McKinsey on Healthcare

Debunking common myths about healthcare consumerism | McKinsey on Healthcare | Hospitals: Trends in Branding and Marketing | Scoop.it

Until recently, consumerism in the U.S. healthcare industry has moved slowly. However, several converging forces are likely to change the situation soon and result in a more dynamic market.


Via Olivier Delannoy, Lionel Reichardt / le Pharmageek
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Getting Started with Telemedicine

Technology makes it possible, vitaphone makes it personal. With a patient-centric approach to telemedicine, vitaphone e-health solutions helps healthcare pro...

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Is Healthcare Ripe for Disintermediation?

What do Ashton Kutcher, Donald Trump and Travis Kalanick have in common? They recognized an opportunity and used it to their advantage. That trend: disintermediation—the opportunity to deliver a product or service to a consumer with higher perceived value than an incumbent’s by changing the fundamental way it is delivered.

Via Giuseppe Fattori
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Roundup of recent digital health moves: Teladoc, CareSync, Jawbone, athenahealth

Roundup of recent digital health moves: Teladoc, CareSync, Jawbone, athenahealth | Hospitals: Trends in Branding and Marketing | Scoop.it

Teladoc, a video visits company, has hired Stephany Verstraete as its chief marketing officer. Before working at Teladoc, Verstraete worked in marketing for Truveris, as their CMO.

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Enhance Your Patient Recruitment Efforts with These 3 Social Metrics

Enhance Your Patient Recruitment Efforts with These 3 Social Metrics | Hospitals: Trends in Branding and Marketing | Scoop.it

Whether you’re a site, sponsor, or any other advocate for clinical research, using social media as an awareness tool can prove invaluable. But, how do you know if your social media content is reaching the right patient populations? The Facebook page for your clinical research organization can gain hundreds of likes, but if no one actually views your website or enrolls in your study, can you consider your efforts successful?

Tracking social media metrics can provide valuable insight to help you better direct your efforts and reach your target audience. There are many free tools available to help you access this information and evaluate your social media progress.

This article examines three of the best social metrics for sites to track and lists free tools to help you calculate your social media and patient recruitment success.

1. Engagement

This social metric measures how your audience responds to your content. Engagement can be calculated a number of ways depending on the platform you’re using. On Twitter, this could be the number of retweets and mentions for each post; on Facebook and LinkedIn it could be the number of comments and shares.

Note that engagement is not the number of followers or fans your page generates. Those numbers are often superficial, as they don’t provide any valuable information about your audience. Engagement is specific to the way your followers interact with your content and reveals the type of content they enjoy most.

Why it’s valuable:

  • Allows you to see how many people are viewing your posts
  • Helps you determine what types of posts gain the most attention
  • Reveals who is most engaged with your social content

Taking action:

As stated above, this metric gives you a better understanding of who is most engaged with specific types of content. Use this information to adapt and customize your posts to better engage your preferred patient population. If you see that those who are most engaged with your posts are not patients or are people unlikely to enroll in your clinical trial, you may want to reconsider your social strategies. You can adapt your strategies by experimenting with keywords, hashtags and links that are of interest to your audience.

You can also adjust the type and format of content you’re posting. Consider mixing your original content with some curated content; vary the number of promotional versus educational posts. You can post an article you found on a relevant site or a news update on a topic you know your audience would be interested in. Then, track the level of engagement with those items and continue to adjust your strategy accordingly.

To learn more about optimizing your social messaging, watch our free on-demand webinar, “Boost Local Patient Recruitment Instantly with Social Media.”

2. Click-Through Rate (CTR)

This metric reveals the number of people directed to your website through your social media posts, i.e. the number of people who clicked the link to your site. It’s one of the most important ways your followers can interact with your posts because it takes them to your website, where they have access to more information about your clinical research efforts and specific studies for which they may be eligible. It also reveals the type of individuals who are interested in what you have to offer, as it allows you to look to see if they are already in your patient database.

Why it’s valuable:

  • Shows the number of people that click posted links and reach your website
  • Specifies what type of post/messaging garners the most interest in your site or study

Taking action:

Knowing the best methods to direct your social audience to your clinical research website is very valuable. Use this information to experiment with your posts and increase the “click-a-bility” of your social content. One easy way to do this is to include links to content on your website in order to indicate that your audience can learn more by clicking that link.

You can also compare the CTR with the level of engagement you see for each type of post. If a post received a high engagement rate in terms of likes and shares, but shows a low CTR, you can work to alleviate that discrepancy by encouraging your audience to click the included link.

To learn more about how to optimize your website and social promotion, view our free on-demand webinar, “What a Site’s Clinical Research Website Should Look Like.”

3. Timing

This metric measures the average dates and times your audience is likely to be on a certain social platform. Depending on the platform you’re using, timing can have a significant effect on the number of people who view and engage with your content.

There are many articles and presentations (like this one) that outline average dates and times users are most active on platforms like Facebook and Twitter. These suggestions are helpful to those just starting to experiment with post scheduling. However, it’s best to use your own measurements to get a better sense of your specific audience’s preferences and obtain the most accurate results.

Why it’s valuable:

  • Shows when your followers are most active on social media
  • Reveals the average engagement occurring during specific days and times

Taking action:

Use this data to determine when your audience is most likely to be online and schedule your social content to post during those time periods. You can also track when your audience is most likely to engage with your posts and schedule specific types of messages to increase your overall CTR.

On most social media sites, you’re able to view the “impressions” for each post, or the number of people who saw your post on their timeline or newsfeed. Impressions can give you a good idea of how timing affects the number of people viewing your posts. If the number of impressions is consistently low (e.g. only 12 people saw your post), it’s likely time for you to experiment by posting on different days or at different times throughout the day.

Free Tools for TrackingPlatform Metrics

Metrics: Engagement, Timing

Many social media platforms, such as Facebook, Twitter and LinkedIn now provide an analytics feature that allows you to view platform-specific metrics reports. As administrator of your social media pages, you have access to these reports within your account. For example, Facebook’s analytics reports can be found under “Insights” near the top of your managed page. Though these reports provide a smaller metrics window than Google Analytics, they are easy to use and provide valuable information on audience engagement and timing. The reports are also built into each platform and don’t require any manual setup.

HootSuite (Free)

Metrics: Engagement, Timing

This tool allows you to manage all of your social media posts and content across multiple platforms. HootSuite lets you create and schedule posts to all platforms while also providing growth and engagement analytics. Essentially, it acts as a social media hub, bringing all your social data into one environment. While the free version of this tool has limited capacity compared to Google Analytics or HootSuite’s paid versions, it still provides the convenience of compiled social data and management. HootSuite is also easy to set up and relatively user friendly for both beginners and more advanced users.

Google Analytics

Metrics: CTR, Engagement

This is a free web analytics tool available to anyone with a Google account. Using Google Analytics, you can view statistics and track metrics using the Social Referrals feature. This feature allows you to create and track goals, measure CTR and engagement, and see an overview of your social media success. Google Analytics does require some time investment to properly setup the system, however this tool can provide more advanced, in-depth metrics to help you improve your social media efforts. Click this link for some helpful Google Analytics tips.

To get the most out of your social media patient recruitment efforts, it’s important to continuously measure and improve your performance. Using these three social metrics collectively can provide greater insight to help direct your social media efforts and hopefully increase your patient enrollment.



Via Plus91, Giuseppe Fattori
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This Month in Telemedicine - January 2016

American Telemedicine Assocation CEO Jonathan Linkous sums up the most pressing industry news and Chief Policy Officer Gary Capistrant tackles telehealth pol...

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Healthcare Marketing Matters: How can the hospital respond to consumerism?

Healthcare Marketing Matters: How can the hospital respond to consumerism? | Hospitals: Trends in Branding and Marketing | Scoop.it

Healthcare Marketing Matters: How can the hospital respond to consumerism? #hcmktg #hcsm https://t.co/1IKvc9KiZZ

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Internet search analysis offers window into patient interests

Internet search analysis offers window into patient interests | Hospitals: Trends in Branding and Marketing | Scoop.it
Patients are getting savvier about healthcare, often using social media or online searches to get information about particular exams or procedures. So what can the Internet tell us about patient interest in cancer screening, specifically imaging-based exams?

Via Lionel Reichardt / le Pharmageek
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Mayo Clinic Studies Confirm Smartphones Are Sufficient For Telemedicine

Mayo Clinic Studies Confirm Smartphones Are Sufficient For Telemedicine | Hospitals: Trends in Branding and Marketing | Scoop.it

by Zana Patrick Desgranges, MD, PhD, Vice President and Chief Technology Officer at Vigilias Back in 2012, Dr. Demaerschalk of the Mayo Clinic published two groundbreaking studies in the medical journal...

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Dubai's healthcare 'boom' drawing world's leading hospitals

Dubai's healthcare 'boom' drawing world's leading hospitals | Hospitals: Trends in Branding and Marketing | Scoop.it

Dubai doesn’t only have its sights fixed on tourists seeking sun and sand. The emirate is also looking to attract tourists in search of medical treatment.

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American Telemedicine Association Urges Telehealth Changes for Medicare Chronic Care

American Telemedicine Association Urges Telehealth Changes for Medicare Chronic Care | Hospitals: Trends in Branding and Marketing | Scoop.it

From BioPortfolio: Response by ATA acknowledges Senate Finance Committee�s Leadership in Addressing Medicare Chronic Care Provisions WASHINGTON (PRWEB) January 29, 2016 Am...

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CMS OKs telehealth for face-to-face Medicaid visits

CMS OKs telehealth for face-to-face Medicaid visits | Hospitals: Trends in Branding and Marketing | Scoop.it

The Centers for Medicare and Medicaid Services came out with a final rule yesterday that would require face-to-face visits prior to home health services for Medicaid patients, a rule that already exists for Medicare patients.

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CellTrak Releases New Version of Mobile Health Care Solution | Virtual-Strategy Magazine

CellTrak Releases New Version of Mobile Health Care Solution | Virtual-Strategy Magazine | Hospitals: Trends in Branding and Marketing | Scoop.it

Category leader continues rapid rollout of new features and enhancements | Virtual Strategy Magazine is an online publication devoted entirely to virtualization technologies.

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The brand new Webicina.com: Curating social media for patients and physicians

The brand new Webicina.com: Curating social media for patients and physicians | Hospitals: Trends in Branding and Marketing | Scoop.it
In 2008, I was a fifth year medical student and had a simple idea. I thought curated social media resources should be available to patients and physicians for free. My sister helped me launch a company and development of Webicina started right away. For six years, I treated it like a startup but eventually realized,…

Via Giuseppe Fattori
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Telemedicine Predictions for 2016

Dr. Jay Sanders discusses telemedicine expectations for 2016 and what we hope to see the market accomplish. The momentum for telemedicine in 2015 has set the...

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Rite Aid’s RediClinic and Aria Health partner to offer greater convenience, increased access and more affordable healthcare

Rite Aid’s RediClinic and Aria Health partner to offer greater convenience, increased access and more affordable healthcare | Hospitals: Trends in Branding and Marketing | Scoop.it

Philadelphia, 2016-Feb-03 — /EPR Retail News/ — RediClinic, a leading operator of retail clinics, and Aria Health, the largest healthcare provider in North

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Use of Social Media in Radiology

How do radiologists use social media? This lecture gives a better insight about both the advantages and downsides of using social media as a medical profession…

Via Giuseppe Fattori
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Mobile Is Personal: Why Mobile Is Essential for Patient-Focused Care

Mobile Is Personal: Why Mobile Is Essential for Patient-Focused Care | Hospitals: Trends in Branding and Marketing | Scoop.it

Mobile is the single most important change in the world since the invention of the internet. Seventy-one percent of adults in the U.S. now own a web-enabled smartphone or other wireless deviceMobile allows for individuals to be connected in real time, on the fly and literally from the palm of their hand. They have the world and its resources at their fingers, making for some of the most empowered buyers and consumers we've experienced to date. Mobile users are empowered to learn, engage and research for themselves without having to wait.

The mobile healthcare space is a busy one, with revenue in 2016 expected to exceed $13.578 billion. Mobile healthcare apps are generally placed in one of eight categories:


  • General Monitoring
  • Emergency Response Systems
  • Telemedicine
  • Mobile Medical Equipment
  • RFID Tracking
  • Health and Fitness Software
  • Mobile Messaging
  • Electronic Medical Records

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Rock Health tackles the opportunities and challenges of digital biomarkers

Rock Health tackles the opportunities and challenges of digital biomarkers | Hospitals: Trends in Branding and Marketing | Scoop.it

Digital devices for collecting patient data — from connected blood pressure monitors to Ginger.io's voice analysis software — are creating a new category of medical data, digital biomarkers.

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Are Health-Related Tweets Evidence Based? Review and Analysis of Health-Related Tweets on Twitter

Are Health-Related Tweets Evidence Based? Review and Analysis of Health-Related Tweets on Twitter | Hospitals: Trends in Branding and Marketing | Scoop.it
BackgroundHealth care professionals are utilizing Twitter to communicate, develop disease surveillance systems, and mine health-related information. The immediate users of this health information is the general public, including patients. This necessitates the validation of health-related tweets by health care professionals to ensure they are evidence based and to avoid the use of noncredible information as a basis for critical decisions.ObjectiveThe aim of this study was to evaluate health-related tweets on Twitter for validity (evidence based) and to create awareness in the community regarding the importance of evidence-based health-related tweets.
MethodsAll tweets containing health-related information in the Arabic language posted April 1-5, 2015, were mined from Twitter. The tweets were classified based on popularity, activity, interaction, and frequency to obtain 25 Twitter accounts (8 physician accounts, 10 nonofficial health institute accounts, 4 dietitian accounts, and 3 government institute accounts) and 625 tweets. These tweets were evaluated by 3 American Board–certified medical consultants and a score was generated (true/false) and interobserver agreement was calculated.
ResultsA total of 625 health-related Arabic-language tweets were identified from 8 physician accounts, 10 nonofficial health institute accounts, 4 dietician accounts, and 3 government institute accounts. The reviewers labeled 320 (51.2%) tweets as false and 305 (48.8%) tweets as true. Comparative analysis of tweets by account type showed 60 of 75 (80%) tweets by government institutes, 124 of 201 (61.7%) tweets by physicians, and 42 of 101 (41.6%) tweets by dieticians were true. The interobserver agreement was moderate (range 0.78-0.22). More than half of the health-related tweets (169/248, 68.1%) from nonofficial health institutes and dietician accounts (59/101, 58.4%) were false. Tweets by the physicians were more likely to be rated “true” compared to other groups (P<.001).
ConclusionsApproximately half of the medical tweets from professional accounts on Twitter were found to be false based on expert review. Furthermore, most of the evidence-based health-related tweets are posted by government institutes and physicians.

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5 myths physicians believe about patient experience

5 myths physicians believe about patient experience | Hospitals: Trends in Branding and Marketing | Scoop.it
See why clinician-patient communication, leadership of the care team, and support and empathy for the patient across the unit are the most important factors for success—and how physicians can embrace the role of

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American Telemedicine Association Urges Telehealth Changes for Medicare Chronic Care

American Telemedicine Association Urges Telehealth Changes for Medicare Chronic Care | Hospitals: Trends in Branding and Marketing | Scoop.it

Response by ATA acknowledges Senate Finance Committee’s Leadership in Addressing Medicare Chronic Care Provisions | Virtual Strategy Magazine is an online publication devoted entirely to virtualization technologies.

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How healthcare systems can become digital-health leaders

How healthcare systems can become digital-health leaders | Hospitals: Trends in Branding and Marketing | Scoop.it
The potential of digitization is well understood, yet healthcare systems are struggling to convert ambition into reality. Here’s what we recommend. A McKinsey & Company article.

Via Marie Ennis-O'Connor, Philippe Marchal
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Oncology dominates healthcare conversation on Twitter

Oncology dominates healthcare conversation on Twitter | Hospitals: Trends in Branding and Marketing | Scoop.it

This week at the 9th annual Digital Pharma East conference, Katie Collins (@KECollins28), healthcare strategist at Twitter, reported that cancer-related tweets are dominating healthcare conversation. In the past year, there were over 44 million tweets in reference to cancer. Heart disease was a distant second with 14.5 million tweets. 


Via Marie Ennis-O'Connor, Philippe Marchal, Giuseppe Fattori
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