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Building Buyer Personas

Building Buyer Personas | Hospitals: Trends in Branding and Marketing | Scoop.it
Learn how to build buyer personas of the team of decision makers you face when selling health IT.

Via Sam Stern
eMedToday's insight:

One of the keys to successful health IT marketing involves customizing your content for all of your audiences. Many digital health firms now create content for early-, mid- and late-stage leads, yet miss opportunities to engage all of their buyers and purchase influencers.

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If hospitals had a golden age, then what does the future hold?

If hospitals had a golden age, then what does the future hold? | Hospitals: Trends in Branding and Marketing | Scoop.it
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Embracing the Smart(phone) Hospital

Embracing the Smart(phone) Hospital | Hospitals: Trends in Branding and Marketing | Scoop.it


Consumers are immersed in digital communication; it's time for traditional health care organizations to join them.


In just the past few years, the changes in how we communicate with one another and process information are nothing short of amazing.


Between 2010 and 2013, the total amount of time Americans spent online increased 83 percent. In that same period, time spent on smartphones more than tripled, while time spent on tablets increased tenfold. American smartphone owners between the ages of 18 and 24 sent and received an average of 3,853 texts per month each in 2013. As great as that volume is, it has been overtaken by the number of messages sent via apps such as WhatsApp and SnapChat. Digital media has even surpassed the venerable favorite, television, in the share of time that adults spend with media each day.


In no aspect of life is communication more important than in health care. Effective communication between patients and caregivers can be the difference between satisfaction and dissatisfaction, wellness and sickness, comfort and suffering, even life and death.


A large body of evidence shows the importance of effective communication between patient and caregiver in diagnosis, treatment selection, patient adherence to treatment regimen, treatment monitoring, healthy behavior and patient satisfaction. Communication before and after treatment — choosing providers, making appointments, paying for services — is also a critical component of consumer satisfaction and business success.


To manage communication, health care organizations have established and carefully maintained processes for when, where and in what form patients and providers exchange information.


Growing Momentum for Change

Innovative competitors are well-aware of the gap between modern modes of communication and the methods used by legacy health care organizations, and they are actively exploiting that gap. Companies like Teladoc, MD Live and Carena offer access to a doctor 24 hours a day, seven days a week via videoconferencing, phone and email. At upstart primary care company Iora Health, the technology platform allows patients to read and submit notes on their medical record. And Apple, Google and Samsung are all developing platforms to aggregate health-related apps.


more at http://www.hhnmag.com/display/HHN-news-article.dhtml?dcrPath=/templatedata/HF_Common/NewsArticle/data/HHN/Daily/2015/January/embracing-smartphone-hospital-article-kaufman



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Twitter can predict rates of coronary heart disease, according to research

Twitter can predict rates of coronary heart disease, according to research | Hospitals: Trends in Branding and Marketing | Scoop.it
Twitter has broken news stories, launched and ended careers, started social movements and toppled governments, all by being an easy, direct and immediate way for people to share what's on their minds. Researchers have now shown that the social media platform has another use: Twitter can serve as a dashboard indicator of a community's psychological well being and can predict rates of heart disease.

Via Philippe Loizon
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Standardization vs. Personalization: Can Healthcare Do Both?

Standardization vs. Personalization: Can Healthcare Do Both? | Hospitals: Trends in Branding and Marketing | Scoop.it

Can we standardize and personalize healthcare at the same time? James Dias, CEO and Founder of Wellbe shares how we can do both to improve patient care.


Usually when personalization is mentioned in the world of healthcare thoughts jump to genetics and personalized medicine with custom cancer drugs and medical devices. However, there is another type of personalization that can be applied to healthcare, to make each patient feel like an individual, rather than just “one of the masses.”



The world of ecommerce discovered the value of personalized online experiences a decade ago and the additional revenue/branding/loyalty that can be generated from it. For example, the NikeiD website offers customers the ability to customize their own shoes. Who can forget the “Elf Yourself” campaign from Office Depot, where you could stick your friends’ and family’s faces on to happy dancing elves? With the new year upon us, fewer people are opting to buy regular old glossy calendars when a dozen photo sites will let you make a custom one from your personal photos.



Personalization is all around us, from the recommendation engines of Netflix and Amazon, to the custom radio stations you can create on Pandora. Smart programs have figured out what’s relevant to each of us and help filter the signal from the noise in today’s massive universe of information. As consumers, we engage and respond much more positively to these personalized experiences, which encourages loyalty and repeat business.


The psychology of personalization shows that engaging the customer in the process helps build a psychological and emotional attachment to their purchase. In addition, increasing customer participation boosts feelings of control and ensures satisfaction at the point of sale.


Similarly, by offering a personalized digital healthcare experience, we can increase patients’ ownership of their health and outcomes. Often it seems that patients feel they have no control over their outcomes, when actually the opposite is true. When they feel like active participants in their health journeys, it is more likely they will achieve the outcomes they desire, and they will feel like they got better value for their dollar.





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Inforth Technologies's curator insight, January 21, 9:12 AM

We have been preaching personalizing the NextGen EHR for years.  Not just personalization for patients, but for physicians and their practices.

Kim Kubiak's curator insight, January 21, 11:40 AM

"As consumers, we engage and respond much more positively to these personalized experiences, which encourages loyalty and repeat business."

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Nine exceptional leaders in digital health -

Nine exceptional leaders in digital health - | Hospitals: Trends in Branding and Marketing | Scoop.it
On January 11th, we co-hosted the third annual Top 50 in Digital Health dinner along with Fenwick & West and Goldman Sachs. This year we honored nine leaders and organizations making exceptional impacts in digital health: Angel of the Year: Sami Inkinen Few angel investors so wholly embody their investment theses like Sami Inkinen. This world-class triathlete and …

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Art Jones's curator insight, January 19, 11:47 AM

#TheFutureofHealthcare

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Study: How Patients Value Digital Services

Study: How Patients Value Digital Services | Hospitals: Trends in Branding and Marketing | Scoop.it
Services such as online bill pay and appointment scheduling are becoming more important to patients when choosing healthcare providers.

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Changing the Landscape for Prevention and Health Promotion

Changing the Landscape for Prevention and Health Promotion | Hospitals: Trends in Branding and Marketing | Scoop.it
It is essential to generate and communicate evidence in a way that enables decision-makers to understand the value of investing in prevention while taking into account their priorities, interests and constituencies....

Via Giuseppe Fattori
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Cut emergency room lines with an app

Cut emergency room lines with an app | Hospitals: Trends in Branding and Marketing | Scoop.it
Online services such as ZocDoc and InQuicker are enabling patients with non-life-threatening conditions to schedule everything from doctor's office visits to emergency room trips on their laptops and smartphones — much like OpenTable users do with...
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Survey: Patients want different digital tools from their MDs than they’re getting

Survey: Patients want different digital tools from their MDs than they’re getting | Hospitals: Trends in Branding and Marketing | Scoop.it

Via Celine Sportisse, Lionel Reichardt / le Pharmageek
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Healthcare Marketing Matters: How can a hospital start the social media effort?

Healthcare Marketing Matters: How can a hospital start the social media effort? | Hospitals: Trends in Branding and Marketing | Scoop.it
Healthcare Marketing Matters: How can a hospital start the social media effort? http://t.co/MY878pU3YV
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Learn How Your Hospital Can Maximize ROI with Competitive Intelligence: Case Study | Cheryl Paul | LinkedIn

Learn How Your Hospital Can Maximize ROI with Competitive Intelligence: Case Study | Cheryl Paul | LinkedIn | Hospitals: Trends in Branding and Marketing | Scoop.it
Case Study Shows the Importance of Competitive Intelligence in a Leading Healthcare System’s Marketing Efforts http://t.co/SonD22a0Pg
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Eight things we learned about HealthKit from Duke, Oschner

Eight things we learned about HealthKit from Duke, Oschner | Hospitals: Trends in Branding and Marketing | Scoop.it
Duke University and Oschner Health System in Louisiana are two of the first hospitals to integrate with Apple HealthKit via Epic. At the mHealth Summit in National Harbor, Maryland this week, Duke’s Dr.

Via Olivier Delannoy
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Engaging End-Users is the Key to mHealth Success | MDDI Medical Device and Diagnostic Industry News Products and Suppliers

Engaging End-Users is the Key to mHealth Success | MDDI Medical Device and Diagnostic Industry News Products and Suppliers | Hospitals: Trends in Branding and Marketing | Scoop.it
They secret to designing useful mobile health devices is identifying the end-user and having a clear understanding of what problem your product solves for them. By Alexa Konstantinos A key theme at last month’s HIMSS mHealth Summit was “engagement.” Engaging patients. Engaging healthcare providers and administration. Engaging the worried well and quantified selfers. In contrast to a few years ago when the buzz was the whiz-bang app of the day, this year was all about people.

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Patient Opinion Leaders Are the New Healthcare Influencers

Patient Opinion Leaders Are the New Healthcare Influencers | Hospitals: Trends in Branding and Marketing | Scoop.it
The pharmaceutical industry has historically invested enormous amounts of money into identifying and engaging with those medical influencers who can potentially make or break its new therapies. These ‘super influencer’ doctors, known as Key Opinion Leaders are the ones other prescribers look to for guidance.

Via Giuseppe Fattori, Lionel Reichardt / le Pharmageek
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A Practical Guide to Building an Online Healthcare Community - How to Build an Online Healthcare Community

A Practical Guide to Building an Online Healthcare Community - How to Build an Online Healthcare Community | Hospitals: Trends in Branding and Marketing | Scoop.it
To attract an online audience you need to consistently create and curate useful content. People will come for the content, but they will stay for the community.

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Study: Physician social networks may be more effective than medical journals

Study: Physician social networks may be more effective than medical journals | Hospitals: Trends in Branding and Marketing | Scoop.it

Researchers have found that social physician networks may be more influential than traditional medical journals. Data from a new survey showed that doctors who are connected to influential colleagues and pass information via social networks are more likely to adopt new treatments and procedures.

Innovative practice adoption
New research published in the journal Physical Review X examined how social networks of critical care physicians at Northwestern Memorial Hospital influenced their adoption of innovative diagnostic practices. Over the course of nine months, 20 out of 36 doctors began using a new, high-impact serum assay test when it was promoted by a few key physicians.


Via Giuseppe Fattori
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Pinterest vs. Instagram for healthcare marketers

Pinterest vs. Instagram for healthcare marketers | Hospitals: Trends in Branding and Marketing | Scoop.it

Once regarded as just online photo collections of food, cats, hipsters, and photographer wannabes, Instagram and Pinterest are now the fastest growing social networks, growing 9% and 7% respectively over 2013.


Via Olivier Delannoy
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Alexandre Gultzgoff's curator insight, January 19, 9:13 AM

what's the current appropriate social network for pharmas to communicate towards patients/consumers...

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Wearable Technology Can Revolutionise Healthcare

Wearable Technology Can Revolutionise Healthcare | Hospitals: Trends in Branding and Marketing | Scoop.it
Wearable technology that is regulated as a medical device can help to revolutionise patient care while driving down healthcare costs.

Via Philippe Loizon
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Why Telemedicine's Time Has Finally Come

Why Telemedicine's Time Has Finally Come | Hospitals: Trends in Branding and Marketing | Scoop.it

Telemedicine may just be the biggest trend in digital health in 2015. For hospitals, expanding telemedicine is a way to cut costs while providing consumers with the convenience they crave.

 


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Smartphones = Smart healthcare

Smartphones = Smart healthcare | Hospitals: Trends in Branding and Marketing | Scoop.it

Via Plus91, Giuseppe Fattori, eMedToday
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How Digital is Revolutionizing Hospital Marketing Strategies

How Digital is Revolutionizing Hospital Marketing Strategies | Hospitals: Trends in Branding and Marketing | Scoop.it
Digital marketing is revolutionizing hospital marketing strategies, representing a sea change in the way healthcare providers reach patients.
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Imagining A Future When The Doctor's Office Is In Your Home

Imagining A Future When The Doctor's Office Is In Your Home | Hospitals: Trends in Branding and Marketing | Scoop.it
You can now monitor your heart rhythm with your cellphone. Dr. Eric Topol imagines a day when patients will be doing a lot more of their own medical testing, with doctors as advisers.

Via Emmanuel Capitaine , Gilles Jourquin
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Marketing to Women: Only 18% of Hospital CEO's Are Women

Marketing to Women:  Only 18% of Hospital CEO's Are Women | Hospitals: Trends in Branding and Marketing | Scoop.it
Let the statistics speak for themselves:   Women make 80% of the healthcare decisions.  Seventy-three (73%) of medical and health service managers are female.   Women compose 47% of medical school ...
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Hospital Impact - 7 digital resolutions for hospitals

Hospital Impact - 7 digital resolutions for hospitals | Hospitals: Trends in Branding and Marketing | Scoop.it
what will it take for hospitals to be the best run organizations on the face of the planet?

Via Technical Dr. Inc.
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How Can Digital Health Startups Work With Health Insurers And Big Pharma?

How Can Digital Health Startups Work With Health Insurers And Big Pharma? | Hospitals: Trends in Branding and Marketing | Scoop.it
Risk capital is fleeing or stagnant in most of health care. The exception is digital health.
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Andre Mouton's curator insight, January 8, 3:50 PM

Make sure you cover SEA and Africa in your planning.