Beyond Tactics: How to Build a Digital Front Door Strategy for Your Enterprise

A new eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists 

The term “Digital Front Door” covers a wide range of digitally enabled touchpoints designed to make it easier for consumers to find and access care online. Learn why your organization’s success depends on a cohesive strategic approach informed by rich data.

Wednesday  |  December 4, 2024   |  2 p.m. Eastern

Your Presenters:

• Margo Schneider, Assistant Vice President, Digital Strategy & Operations, UW Medicine
• Zain Ismail, Senior Director, Digital Health & Transformation, Strategic Advisory Services, AVIA
• Otto Angulo, Senior Director, Digital Consumer Engagement, AtlantiCare
• Mike Julian, Principal Consultant, Population Intelligence & Activation
  Populi, a Definitive Healthcare Company

Moderated by:

• Jane Weber Brubaker, Executive Editor, Plain-English Media

COVID accelerated digital access to healthcare and ushered in a wave of digitally-enabled tools to help consumers find information and safely interact with providers — chatbots, patient portals, SMS, virtual visits, and more.
 
Now that we have these tools, who is looking at the big picture to make sure the right use cases are in place? How are they making those decisions? 
 
Join us for a lively conversation with our panel of experts who will share their experiences working in or with major health systems and how they build effective enterprise-wide digital front door strategies informed by comprehensive consumer and market intelligence.

You’ll learn:

• How major health systems evaluate, pilot, and measure the effectiveness of digital front door technologies.
• How data sheds light on consumer approaches to finding and consuming care.
• How you can use data to discover new market opportunities and accurately segment your target audience.
• How to create high value strategies for targeted populations.
• How to use predictive modeling to uncover clinical propensities and channel preferences.
• How to identify the best prospects for digital solutions such as telehealth.

Webinar at a Glance

Date:   Wednesday, December 4, 2024
Time:   2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:  This event is free to attend thanks to our event sponsor.

How to Build Your Healthcare Consumer Experience Roadmap — for 2025 and Beyond

A new eHealthcare Strategy & Trends webinar for healthcare marketers and digital strategists 

Wednesday  |  November 6, 2024   |  2 p.m. Eastern

Your Presenters:

• Jennifer Carron Passon, CPXP, MSOM, Patient Experience Officer, BJC HealthCare
• Brian Carlson, VP of Patient Experience, Vanderbilt University Medical Center
• Justin Dearborn, Founder and CEO, Praia Health

Moderated by:

• Jared Johnson, Chief Marketing Officer at Praia Health and eHealthcare Strategy & Trends Editorial Advisory Board Member

Is your healthcare organization striving for true digital transformation centered on consumer experiences with more connection and less friction? Modern digital experiences increase patient loyalty and retention and reduce the costs to reacquire patients in between episodes of care. 

As health systems have added point solutions to address various functions of consumer-led growth, they have faced challenges including organizational misalignment, disconnected technologies, increased developer costs and long implementation timelines.

A comprehensive, dynamic roadmap guides healthcare leaders as they plan in five key areas related to consumer experience: strategy and goals, change management and processes, technologies and platforms, team structure and measurement.

Join us for a free webinar on Wednesday November 6 at 2 p.m. ET  to hear from leading health systems who will share how they have addressed these key components of a consumer experience roadmap to increase patient loyalty and retention.

You’ll learn:

• How to create or update your organization’s consumer experience strategy based on insights from forward-thinking institutions.
• Effective change management strategies to accelerate and gain buy-in for consumer experience initiatives
• How marketing leaders effectively collaborate with others who have consumer experience responsibilities without derailing other priorities and investments.
• How to evaluate new digital platforms and the possibilities that they open for connecting consumer experiences beyond the clinical encounter.

Webinar at a Glance

Date:   Wednesday, November 6, 2024
Time:   2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:  This event is free to attend thanks to our event sponsor.

CRM: How to Optimize Your Tech Stack to Attract and Retain Patients

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists 

Wednesday  |  October 9, 2024   |  2 p.m. Eastern

Effective use of CRM systems contributes to new patient acquisition, patient satisfaction, and operational efficiency. Learn from health system digital engagement leaders how you can leverage CRM solutions and achieve success in your organization.

Your Presenters:

• Mike Sonnentag, Senior Service Line Marketing Strategist, Virtua Health
• Seth Kaplan, Director, Marketing and Customer Engagement, HonorHealth
• Ross Therrien, Enterprise Account Executive (Healthcare), LeadSquared

Moderated by:

• Jane Weber Brubaker, Executive Editor, Plain-English Health Care

It takes a strategic mindset, clean, well-managed data, and the right technology platform to run a successful Customer Relationship Management (CRM) program, whether you’re seeking growth from existing patients or new patients.

It’s been a heavy lift for many health systems. It’s tempting to look to your electronic health records system as the one solution you’ll need for patient outreach, but your EHR on its own may not be enough to support growth-related initiatives like new patient acquisition.

Join us for a free webinar on Wednesday October 9 at 2 p.m. ET where our expert panel will discuss the challenges and opportunities of using CRM solutions to enhance customer loyalty and achieve business results. You’ll discover how your organization can drive growth, deliver comprehensive, patient-centered care, and stay competitive in today’s rapidly changing healthcare environment.

You’ll learn:

• Why an EHR system alone may not be enough
• How Virtua Health uses the CRM to uncover opportunities for service line growth
• How HonorHealth’s CRM team reaches out to internal clients as strategic partners
• How integrated systems enable data sharing and improve care coordination
• How you can use CRM solutions to manage patient and prospect relationships across multiple touchpoints.

Webinar at a Glance

Date:   Wednesday, October 9, 2024
Time:   2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:  This event is free to attend thanks to our event sponsor.

Provider Data Management: The Foundation for a Supercharged Marketing Strategy

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists

Thursday  |  September 12, 2024   |  2 p.m. Eastern

Patients benefit — and so does your organization — when you manage provider data properly. Accurate and complete clinical taxonomy makes website searches for patient care more efficient, leading to more appointments. In this webinar, you’ll learn how an organization with over 300 medical practice locations and thousands of providers across three states built the baseline data structure necessary to expand access to care and achieve the health system’s business objectives.

Your Presenters:

• Stephanie Scotto, MHA, Senior Manager, Web Operations VillageMD, Summit Health, CityMD
• Rachelle Montano, MS, RD, MBA, Vice President, Clinical Strategy, Loyal

Just as building a house requires a strong foundation, so does successful implementation of any healthcare marketing strategy. Organizing and accessing comprehensive and accurate information about complex health system providers and locations is required to support the structural integrity of healthcare marketing goals, strategies, and business objectives. When you manage provider data properly, including accurate and complete clinical taxonomy to make searches more efficient, patients benefit — and so does your organization. 

Healthcare systems require the right foundational tools for managing the complex data about their numerous locations, providers, and insurance carriers, so patients can get seamless, unified, and consistent results across their digital healthcare journey. 

Much like needing a clear and accurate blueprint for a successful build, clinical taxonomy is a key part of the necessary data management foundation to improve patient access as well as achieve business objectives and marketing goals. This enriches and enhances provider data, providing better search capabilities and results, which guides and connects patients to the most appropriate care for their needs. 

Summit Health in the New York Metro Area, brought all its provider data into one platform, enriched it with clinical taxonomy, and now has the solid foundation and structure to easily and quickly keep it up to date. This has enabled the Summit Health team to give patients a better experience and achieve specific business goals. 

Join us for a free webinar on Thursday September 12 at 2 p.m. ET to discover how Summit Health improved provider data management and how it enables more patients to find and access care — and how you can too.
You’ll learn:

• Why having all provider data in a single, unified platform, is the key to a powerful marketing strategy
• How clinical taxonomy can enhance and connect patients to the most appropriate care provider
• Best practice takeaways from Summit Health for other health systems considering leveling-up their provider data management tools to achieve business objectives.

Webinar at a Glance

Date:   Thursday, September 12, 2024
Time:   2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:  This event is free to attend thanks to our event sponsor.

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists

Wednesday  |  August 28, 2024   |  2 p.m. Eastern

The digital content landscape is evolving rapidly. With the rise of zero-click searches and AI-driven overviews, traditional SEO strategies are being upended. Join us to learn how leading healthcare organizations are adapting to stay ahead — and how you can too.

Your Presenters:

• Leslie Cozatt, Executive Marketing Consultant, Providence
• Laura Kuechenmeister, Corporate Director of Content Marketing & Design, Emory Healthcare
• Kirsten Lecky, EVP Insights and Growth, WG Content
• Bridget Reuter, Service Line Marketing Manager, Virtua Health

The search landscape has been shifting for years, with more than 50% of Google searches resulting in zero clicks as early as June 2019. Today, nearly 60% of searches end without a click, necessitating innovative strategies to attract and engage audiences. 

This webinar will delve into how healthcare marketers are rethinking their digital content approaches to thrive in this new reality.

Join us to hear from these powerhouse healthcare brands that are successfully adapting their strategies:

• Emory Healthcare: Discover how Emory is leveraging immersive storytelling to captivate and engage their audience. Laura Kuechenmeister, Corporate Director of Content Marketing & Design, will share insights on building a digital storytelling system that inspires action.
  
• Providence: Leslie Cozatt, Executive Marketing Consultant, will discuss the evolution of blogs from awareness-building tools to thought leadership platforms driven by subject matter experts (SMEs). Learn how curated and personalized email campaigns are becoming essential in this new digital landscape.
  
• Virtua Health: Bridget Reuter, Service Line Marketing Manager, will highlight the use of predictive AI and electronic medical records (EMR) in targeted email marketing. See how data-driven strategies are enhancing patient engagement and achieving measurable results.
  
• WG Content: Kirsten Lecky, EVP, Insights and Growth will provide an overview of the big picture in digital content shifts across hundreds of clients and thousands of projects. She’ll share what content trends are emerging and where organizations are investing.

Join us Wednesday, August 28 where you’ll hear these insights and much more! 

Don’t miss this opportunity to stay ahead in the ever-changing digital content landscape.

Webinar at a Glance

Date:   Wednesday, August 28, 2024
Time:   2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:  This event is free to attend thanks to our event sponsor.

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists

Wednesday | June 5, 2024 | 2 p.m. Eastern

In this webinar a panel of digital marketing and technology experts, including leaders from award-winning health systems, will share how they achieve success for their organizations, and how you can, too.

Your Presenters:

• Kevin Smith, Assistant Vice President, Digital Engagement, Baptist Health (KY)
• Matt Schwabel, Executive Director, Marketing Technology & Operations, UNC Health
• Michael Kincaid, Chief Technology Officer, Reason One
• Stephen Barry, Product Owner, Lee Health

Moderated by:

• Jane Weber Brubaker, Executive Editor, Plain-English Health care

Many healthcare organizations are grappling with how to future-proof their websites in the aftermath of the pandemic and in light of the recent HHS guidance regarding HIPAA compliance for websites. Key questions to consider include:

Does your website provide a consumer-focused experience?
Is the technology HIPAA-compliant and adaptable?
Does your website empower users to engage, with tools like self-scheduling, symptom-checking, and finding a doctor by location?

If not, you may need a major site redesign. But what’s the best approach? Should you start from scratch and re-platform? Or can you replace parts of your stack with solutions that better meet your organization’s needs? Is a composable tech stack with interchangeable solutions a better way to ensure your website meets the needs of your organization?

Join us for a free webinar on Wednesday June 5 at 2 p.m. Eastern where you’ll hear from technology and digital marketing leaders including Best Site Design Platinum Award winners from the 2023 eHealthcare Leadership Awards.

You’ll learn:

• How to evaluate your current state and define the desired future state
• Considerations for selecting the right technology
• Best practices for gaining buy-in from stakeholders
• How to develop a plan and timeline
• Why a web steering committee is essential
• How to measure success
• And much much more!

Webinar at a Glance

Date:   Wednesday, June 5, 2024
Time:   2 p.m. Eastern, 1 p.m. Central, 12 p.m. Mountain, 11 a.m. Pacific
Duration:   60 Minutes
Cost:  This event is free to attend thanks to our event sponsor.

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists 

Tuesday   |    May 14, 2024   |    2 P.M. Eastern 

With AI, new HHS Guidance and post-pandemic budgets, healthcare marketing is changing rapidly. Join us for a free webinar to learn digital strategy insights from a new survey of healthcare organizations and their partners.

Your Presenter:

• Ben Dillon, Chief Executive Officer, Geonetric

The digital marketing divide is widening, with some organizations prioritizing transformation while others focus on cost-cutting measures.  

The Digital Healthcare Marketing Trends survey, sponsored by Geonetric and eHealthcare Strategy & Trends, returns with insights into how organizations are crafting their digital strategy, including budgets, investments and marketing channel importance.  
 
Join us for our SNEAK PEEK webinar to discover today’s healthcare trends and receive critical benchmarking information as you plan your own digital strategy efforts.
 
Based on these findings, this free webinar will give marketers the insights you need to stay on top of how the healthcare marketing industry is changing.

You’ll Learn:

• Where budgets and staffing are being adjusted after healthcare’s post-pandemic financial crisis
  
• What digital investments health systems are prioritizing in the coming year
  
• How health systems are adapting to the recent HIPAA guidance on marketing tracking technology
  
• The variety of ways healthcare marketers are using generative AI tools and the barriers that exist
  
• And much more!

Webinar at a Glance

Date:   Tuesday, May 14, 2024
Time:   2:00 P.M. Eastern, 1:00 P.M. Central, 12:00 P.M. Mountain, 11:00 A.M. Pacific
Duration:   60 Minutes
Cost:  Free, thanks to our event sponsors.

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists 

Thursday  |  April 25, 2024   |  2 P.M. Eastern

CRM is evolving, enabling healthcare leaders to synchronize and prioritize high-value communications that drive profitability and support patients on their healthcare journey. If you’re on a plateau between the promise of CRM and the reality, this webinar will help you understand how to reach new heights.

Your Presenter:

• Abhi Sharma, Chief Product Officer, Loyal

There’s a shift going on in healthcare organizations. CRM is no longer a technology solution used exclusively by marketers for patient acquisition — and that’s a good thing.

Call center reps, service line leaders, population health teams, and others are increasingly communicating with patients and consumers — reminding them of upcoming appointments, informing them of screenings that are due or past due, sending pre-op or discharge instructions, and more.

What’s the best way for healthcare organizations to manage patient and consumer communications across the enterprise? How can leaders gain visibility across each area?

Join us for a free webinar on Thursday April 25 at 2 p.m. ET to hear from a top industry expert who will share how CRM has evolved and discuss best practices that can help your organization take full advantage of state-of-the-art CRM capabilities.

You’ll learn:

• What the current state of CRM is in healthcare, and why it often falls short.
• How to structure CRM for enterprise-wide success.
• Best practices for implementation, governance, and strategy.
• How to set priorities that align with the strategic plan when launching campaigns.
• How a CRM can scale communications using real-time data and rules-based automated campaigns.
• What to consider when choosing a CRM solution.

And much much more!

Webinar at a Glance

Date:   Thursday, April 25, 2024
Time:   2:00 P.M. Eastern, 1:00 P.M. Central, 12:00 P.M. Mountain, 11:00 A.M. Pacific
Duration:   60 Minutes
Cost:   This event is free to attend thanks to our event sponsor.

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists 

Wednesday  |  March 13, 2024   |  2 P.M. Eastern

Your Presenters:

• Jeff Stewart, VP of Strategic Marketing, CHRISTUS Health 
• Val Lopez, Assistant Vice President, Digital Marketing and Technology, Baptist Health
• Jessica West, Director, Content & Media, Piedmont
• Keir Bradshaw, EVP, Solution Consultant, MERGE

Join us as we delve into the critical role of provider data management in enhancing the patient experience. Our panel of healthcare marketing leaders will discuss the latest strategies and technological advances designed to streamline provider data accuracy, compliance, and utilization. Learn how to leverage these insights to empower your patients with accurate information and improved access to care.

Join us for a free webinar on Wednesday March 13 at 2 p.m. ET where you’ll hear from our panel of hospital and health system leaders as they share best practices for implementing effective provider data management strategies and improving the patient experience.

You’ll learn:

• Insights into how precise provider data impacts patient trust and the overall efficiency of healthcare delivery systems.
  
• How innovative technologies and systems can assist in the effective management and maintenance of provider data to ensure compliance and enhance patient care.
  
• Best practices for implementing a robust provider data management strategy that can directly improve the patient experience.

And much much more!

Webinar at a Glance

Date:   Wednesday, March 13, 2024
Time:   2:00 P.M. Eastern, 1:00 P.M. Central, 12:00 P.M. Mountain, 11:00 A.M. Pacific
Duration:   60 Minutes
Cost:   This event is free to attend thanks to our event sponsor.

A new eHealthcare Strategy & Trends webinar for healthcare marketers and strategists 

Thursday  |  February 1, 2024   |  2 P.M. Eastern

It may come as a surprise, but taking a privacy-first approach to marketing can unlock technologies and tactics that many healthcare organizations have considered off-limits until now. Learn how you can create a safe-by-default tech stack, eliminate sensitive data, and still have visibility into the customer journey.

Your Presenters:

• Ray Mina, Head of Marketing, Freshpaint 
• Doriann Cain, Partner, Faegre Drinker
• Bridget O’Connor, COO, Fortalice Solutions
• Edward Rafalski, Chief Strategy & Marketing Officer, BayCare Health System

A little over a year ago, HHS and OCR issued a HIPAA bulletin focused on consumer privacy and the use of tracking technologies that seemed poised to bring digital healthcare marketing to a screeching halt.

Fortunately, solutions have emerged. Organizations that have adopted new processes are successfully using tracking tools without risking a HIPAA breach. If you’re not there yet, there is light at the end of the tunnel.

Join us for a free webinar on Thursday February 1 at 2 p.m. ET where you’ll hear from legal, data security, and technology experts, and you’ll learn how healthcare organizations gather insights into customer journeys using tracking tools while protecting sensitive information and maintaining compliance with HIPAA.

You’ll learn:

• What it means to be privacy-first.
• Who needs to be involved in process change.
• How to have constructive conversations with legal and compliance.
• Why web trackers don’t comply with HIPAA.
• Which tools you need a BAA (Business Associate Agreement) for.
• What to do if you can’t get a BAA.

And much much more!

Webinar at a Glance

Date: Thursday, February 1, 2024
Time: 2:00 P.M. Eastern, 1:00 P.M. Central, 12:00 P.M. Mountain, 11:00 A.M. Pacific
Duration: 60 Minutes
Cost: This event is free to attend thanks to our event sponsor.