Keeping up with the latest healthcare news can be tricky. Here are five publications every hospital marketer should read to stay in the loop.
The healthcare landscape is constantly shifting. In-person appointments were the industry standard until a few years ago, for instance, but now 55 percent of patients are more satisfied with telehealth than in-person care. Digital front doors are now key differentiators between health systems and 68 percent of patients will choose the doctor who offers online scheduling over the one who doesn’t.
Still, the trends we see today can change in an instant. That’s why it’s essential to keep a pulse on what’s happening in the healthcare space and stay updated on key trends that could impact your marketing efforts. Here are some of the best blogs for hospital marketers to follow to stay up to date.
1. Becker’s Hospital Review
Becker’s Hospital Review is a comprehensive source of industry updates, news articles, economic forecasts, legislative analyses, and other healthcare news. From physicians and specialists to marketing strategists and hospital executives, you’re sure to find content that’s relevant to your target audience.
The site is also very user-friendly—all content is easy to navigate, and you can filter by the audience or content type. Becker’s includes an exhaustive library of virtual summits and conferences, whitepapers, podcasts, and webinars to spotlight current discussions on elevating healthcare and the patient experience so you can keep an eye on new and emerging topics.
2. Cardinal Digital Marketing
Data-driven and patient-centric, Cardinal Digital Marketing offers insight into what makes a healthcare brand shine. Recognizing that patients are becoming more proactive in their search for healthcare, Cardinal Digital Marketing’s blog helps healthcare marketers adapt their strategies to engage with and attract patients online. The site also publishes an extensive survey on key trends and provides trusted tips for healthcare marketers.
3. Physicians Practice
While geared towards physicians and specialists, healthcare marketers can learn a lot from Physicians Practice. This blog is valuable for understanding how doctors conduct their day-to-day operations, exploring common pain points in medical offices, and reducing latency throughout the patient journey to healthcare. This blog is a great place to learn more about patient acquisition strategies and trends impacting physicians.
4. Healthcare Information and Management Systems Society (HIMSS)
With 31 percent of adults in the United States “constantly online,” health systems marketers must commit to the digital sphere to acquire more tech-savvy patients. HIMSS’s blog can help! This publication centers on the intersection of healthcare and information technology, providing advice on digitally transforming healthcare systems to accommodate patient needs better. HIMSS also hosts exciting panels and conversations with medical professionals and IT leaders to showcase the latest digital solutions to healthcare.
5. Search Engine Land
Today’s hospital marketers are no strangers to search engine optimization (SEO) strategies, but keeping up with SEO best practices and shifting guidance can be tricky. We suggest bookmarking Search Engine Land. This blog is an excellent source for all things SEO, diving into essential practices for ranking high on Google, third-party sites, and social media platforms. Although Search Engine Land isn’t specific to the healthcare industry, its expert advice on digital marketing strategies is universally relevant and can help strengthen your hospital’s online presence.
Five Twitter Accounts Every Hospital Marketer Should Follow
Healthcare industry updates can happen overnight, with some impacting your hospital or practice immediately. To keep up with news that may outpace blogs, here are five Twitter accounts to follow to keep your marketing strategy timely and relevant.
1. The Forum (@HCStrategists)
The Forum is dedicated to leaders and decision-makers on the administrative, executive, public relations, and strategic sides of healthcare. With summit announcements, webinars, and expert opinions, The Forum encourages expert collaboration to align marketing goals with the latest healthcare trends.
2. John Bareksy (@JohnGBaresky)
With over 20 years of experience in the healthcare marketing industry, John Baresky shares and comments on trending medical news content that all hospitals and healthcare practices should know about. As an avid content writer and founder of Bare Sky Marketing, Bareksy’s always on top of the next big thing in healthcare.
3. Continuum Health (@ContinuumPharma)
Continuum Health shares key updates daily and in several languages for the latest digital transformation and pharmaceutical news. Continuum Health focuses on the digital aspect of healthcare and how it can improve patient satisfaction and treatment outcomes in unique and often groundbreaking ways.
4. Healthcare and IT Marketing Community (@HITMarketingPR)
Honest, research-based, and actionable, the Healthcare and IT Marketing Community (HITMC) hosts annual conferences with thought leaders in medicine, marketing, IT, and technology. All panels, webinars, and conferences are shared on their Twitter account, along with articles from veteran marketers, to keep the conversation going.
5. Kevin Pho (@kevinmd)
With over 160K Twitter followers and over 150K blog subscribers, writer, podcaster, and certified internal medicine physician Kevin Pho, M.D. is one of the leading social media voices among doctors. His platform touches on some of the most interesting healthcare topics today, from the need for trauma-informed medical interventions to how activism has become an integral part of healthcare. Follow him on social media for thought-provoking perspectives from other physicians, advanced practitioners, and patients.
Redefine Your Marketing Strategy with Healthgrades
As the number one platform for connecting patients with doctors, Healthgrades can help you reach the largest audience of commercially-insured consumers as they’re actively searching for care. Our advertising solutions offer premium placement with prominent branding and CTAs to ensure consumers see your hospital first. They also complement your SEO strategies to maximize your relevance in search results.
When you partner with us, you can tap into a high-value, low-funnel patient pool and drive appointments for your most profitable service lines. Connect with us today to learn how we can help you optimize your approach to hospital marketing. Also, check out the Healthgrades blog for more insight into health systems marketing, and follow us on Twitter @Healthgrades.