brentrogers

[brentrogers]

Hayes’ Healthcare Audit and Revenue Integrity Analysis Finds COVID-19 Claims and Bundling Errors Driving Denials

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

Bundling errors continue to wreak havoc on hospital bottom lines in 2021, causing 34% of inpatient charge denials with an average value of $5,300 each. That’s according to an auditing and revenue integrity report analyzing more than $100 billion worth of denials and […]

The article Hayes’ Healthcare Audit and Revenue Integrity Analysis Finds COVID-19 Claims and Bundling Errors Driving Denials appeared first on electronichealthreporter.com.

Hayes’ Healthcare Audit and Revenue Integrity Analysis Finds COVID-19 Claims and Bundling Errors Driving Denials syndicated from

[brentrogers]

Power To The People: Why Person-Centric Equals Patient Engagement In Healthcare Platforms

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

By Terri Casterton, director of product and strategy and healthcare, Bottle Rocket. If digital expansion in healthcare was simmering before the pandemic, COVID-19 has set the need for transformation alight. Engagement tactics that were already […]

The article Power To The People: Why Person-Centric Equals Patient Engagement In Healthcare Platforms appeared first on electronichealthreporter.com.

Power To The People: Why Person-Centric Equals Patient Engagement In Healthcare Platforms syndicated from

[brentrogers]

How To Succeed As A Pharmacy Owner

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

Being a pharmacist is one of the most rewarding, yet challenging jobs. It requires a high level of knowledge and handwork as well as great communication skills. You need to be personable and empathetic because […]

The article How To Succeed As A Pharmacy Owner appeared first on electronichealthreporter.com.

How To Succeed As A Pharmacy Owner syndicated from

[brentrogers]

How Healthcare HR Professionals Can Support Hospital Staff

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

By Adrian Johansen, freelance writer; @AdrianJohanse18. Hospital workers are burnt out. The physician shortage in the U.S. is growing increasingly dire, and COVID-19 variants are filling up intensive care units from coast to coast. In late August, […]

The article How Healthcare HR Professionals Can Support Hospital Staff appeared first on electronichealthreporter.com.

How Healthcare HR Professionals Can Support Hospital Staff syndicated from

[brentrogers]

6 Ways To Reduce The Risk of Healthcare Data Breach

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

The healthcare industry deals with a significant amount of sensitive information every day, thus making healthcare organizations a prime target for cyberattacks. If stolen by cybercriminals, sensitive healthcare data could be used for identity theft, […]

The article 6 Ways To Reduce The Risk of Healthcare Data Breach appeared first on electronichealthreporter.com.

6 Ways To Reduce The Risk of Healthcare Data Breach syndicated from

[brentrogers]

7 Innovations That Improve Operating Room Efficiency

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

Surgeries are primary income-generating activities in hospitals and health care facilities. As such, efficiency is crucial in the operating room (OR), where time equates to money as well as someone’s life. Numerous procedures are done […]

The article 7 Innovations That Improve Operating Room Efficiency appeared first on electronichealthreporter.com.

7 Innovations That Improve Operating Room Efficiency syndicated from

[brentrogers]

Life Insurance Tech That Will Impact Healthcare Providers

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

Life insurance is something that healthcare providers would rather not deal with. After all, it is only slightly related to the medical field, in that most insurers require a person to undergo a medical before […]

The article Life Insurance Tech That Will Impact Healthcare Providers appeared first on electronichealthreporter.com.

Life Insurance Tech That Will Impact Healthcare Providers syndicated from

[brentrogers]

How to Choose the Right Healthcare Content Types for Your Marketing Message

A strong content marketing strategy includes a plan for picking the right assets for the job. While you might have worked hard to develop a brand message, the medium you tell that story through is just as important.

But how do you know if you should create a blog post or a web page? Do you need a video or an infographic? While content marketing is growing in popularity, healthcare content marketing is more challenging than ever. It is often highly scrutinized externally by regulators and internally by executive leadership, legal and compliance teams. 

In this guide to healthcare content types, we share four ways to match your message with the best content asset. 

But before we dive, do you have a solid content strategy?

If you’re not sure where to start, read our first blog in this series on How to Build a Content Marketing Strategy: A 10 Step Guide to establish a strategy and consensus. 

And when you’re ready, inform your strategy by communicating with them through the best possible formats.

Four Strategies for Choosing Healthcare Content Types

 Consider Your Target Audience

 Determine the Purpose

 Use the Marketing Funnel 

 Make the Most out of Your Content

1. Know Your Target Audience 

Identifying the audience has always been a fundamental copywriting skill. And while it’s valuable for informing the content itself, the research can also give you insight into the types of content your audience wants or likes to consume.

As you develop personas and ideal customer profiles, dig deeper into learning what type of content they are already consuming and what they want. The answers will help you segment your audiences to craft relevant content assets to suit their interests and needs.

Here is a little insight into two major target audiences in the healthcare industry:

Physicians

Healthcare marketing professionals know marketing and selling to doctors is particularly difficult. Everyone wants to reach them; they are time-pressed, cost-measured, and often protected by gatekeepers. The last thing they want or need is to be sold to.

Conversely, they care about data and facts, what their peers think, credible and third-party validation. 

Providing you check all these boxes, an offer to a solution that makes their lives easier and helps grow revenue will more likely be welcomed.

Consumers

Many healthcare organizations struggle to produce engaging content. They may have the right “type” of content, such as the right length, keywords, and even rank high in organic search but cannot convert website visitors into customers. Why? They fail to align their message with the patient’s or customer’s needs in their journey, or if too promotional, ruin the customer experience on their site.

The massive demand for health and wellness information has only increased during the COVID-19 pandemic. And with much shorter digital attention spans, ever-changing consumer preferences, and competing priorities, how do you create content that aligns with your marketing objectives and the audience’s needs?

Healthcare content marketers must take a more modern approach with highly customized and targeted strategies when reaching their audiences.

2. Determine the Purpose

Along with defining and understanding your target audience, another way to choose the right content types for your message is to identify the purpose of the message. 

The key here is to be specific about your purpose. Trying to do too much with your content will make it hard for your copywriters and content strategists to achieve goals.

Here are four basic message types and the most suitable content assets for the job. 

 Educational

 Informational

 Announcement and News

 Events

1. Educational Content

As with so many aspects relating to healthcare today, COVID-19 forever changed consumer relationships with their HCPs. Content strategy has shifted to help guide consumers with prevention and care. 

Educational content is also valuable for search engine optimization and driving traffic to your website. Healthcare content that is educational is usually clear, accessible, information written in plain language. Remember, there’s already a lot of great educational content out there produced by leading healthcare brands. To break through the clutter, you’ll need to create engaging, unique, and high-quality content. And you need to pick the right content types to launch your campaign. 

Healthcare content marketers can leverage a wide range of content formats to reach their audience depending on the type of educational message. 

A few examples include but are not limited to:

Types of Educational Content in Health and Wellness Sectors

Health Services

Medical Procedures

Diseases and Conditions 

Health Treatments

Drugs and Supplements 

Lifestyle Tips

Appointment Processes

What to Expect 

Patient and Visitor Guides

Clinical Trials 

Content Assets for Educational Content

Here are just some of the content types best suited for educational materials for patients or physicians. 

Website Landing Pages

Online How-to Guides

White Papers

eBooks

Blog Posts

Health Resource Center/Knowledge Library Articles

Brochures

Videos

2. Informational Content 

Informational content is just that, information that is useful to the target audience. Most informational content is accessible, to the point, and easy to understand. 

Unlike educational content that might be engaging and insightful, informational content provides the reader with exactly what they’re looking for, such as a phone number, address, or a doctor’s name. 

Types of Informational Content 

Billing and Insurance 

Medical Departments and Centers

About Us (Mission and Vision/Physician Bios)

Contact Us (Locations & Contact Information)

Types of Information Content Assets

Website Landing Pages

About Us website pages

Contact Us website pages

Website Location Pages

3. Announcement and News

Types of Healthcare Announcements and News

Health Guideline Updates

New Locations

New Services/Products/Treatments

New Staff/Physicians

Milestones/Anniversaries

Awards

Content Assets for Announcements and News

Articles 

Blog Posts

Social Media Posts

eNewsletters

Press Releases

Email

4. Events

Healthcare Events

Staff Events

Fundraisers

Community Events

Content Assets for Events

Email Marketing

Newsletters

Social Media Posts

Website Events Page

3. Consider the marketing funnel. 

One of the most effective ways to build purposeful content is understanding your buyer’s behavior. Where do they go for information, and how do they “consume” it as they move through the funnel from awareness and interest to consideration and decision? Considering their needs at every stage of the buyer’s journey is essential to developing and prioritizing personas and selecting the right content types. 

Top of the Funnel

In the first stage of the customer journey, your audience is not committed. They are likely searching for information online via Google search or on their preferred social channels. Offering quality, relevant content, including SEO blog articles and visually stimulating social media posts designed to drive traffic to your website. 

Middle of Funnel

At the evaluation stage, establishing your thought leadership and point of view through topical ebooks, whitepapers, and other gated assets and offers promoted via email marketing with CTAs helps drive and qualify leads. 

A Side Note on Email Marketing 

Email marketing is still one of the most effective channels for building your database and reaching your targeted prospects in healthcare. When done right, the audience is receptive, and the cost is low relative to other tactics. Whether you invite new prospects to learn more or welcome new clients to your practice or solution, consistency is key. By staying HIPAA compliant, providing more helpful information than soliciting, and sending correspondence out consistently, you’ll be on your way to a successful email program. 

With marketing automation, you can systematically take your prospects on a nurture journey, alert reps when prospects are engaging with content, identify the best candidates with lead scoring, and improve your data with progressive profiling. Read our blog to learn more on why healthcare email marketing is (still) powerful and popular. 

Bottom of Funnel

As prospects begin to build trust in your brand as they move down the funnel, they are more receptive to direct engagement with your organization. Webinars, events, and demos provide opportunities to share your expertise and help qualify prospects willing to commit now their time and consideration of your product or service. 

Consider the right content formats to deliver your message and map to the customer’s journey. 

Just as the principles of design suggest, “form follows function”—in which the shape should relate to its intended function or purpose—determining which type or format of content to create all depends on the channel your prospect typically uses to find or consume this information. Conversely, some channels may not support the type of content you want to publish. This example illustrates how to align content types through the buyer’s journey:

4. Make the most of your content.

While the tendency may be to think more is more when feeding your content engine, syndicating and repurposing is the key to driving a higher return on your content marketing investment. 

Repurposing an existing asset can extend your content lifecycle and introduce it anew to another audience and medium. Consider reformatting existing content for another channel, breaking apart an extensive report into more visual infographics or snackable social tiles, or pulling together smaller pieces into a year-in-review round-up. The options are only limited to your imagination. 

Also, keep in mind, content marketing is not limited to your website. Leverage the digital channels, social platforms, and influencers your audiences subscribe to.  

Digital marketing is essential to reach today’s buyers. Omnipresent and always on, it’s a cost-effective and scalable way to reach doctors during this time and any other. Not only is it easy to track and attribute, but it is also a great equalizer when trying to build your brand to a highly defined audience. Face-to-face selling can be inadvertently rewarded, though access so limited or even restricted in today’s climate is simply becoming less scalable or economically viable.

Paid social and digital advertising can help you reach personal and business emails across all devices. By advertising on social channels like Facebook, Instagram, Twitter, LinkedIn, you can stay in front of your audience and drive website traffic. You can also retarget website visitors later as they browse social media to bring them back. Not to mention those who search for health information online also tend to be educated consumers.

We Can Help

Marketing in this new and evolving digital era requires an investment of time and effort by hospitals and other healthcare organizations. If you don’t have the time, resources, ability, or focus to do it alone and want to explore how to help with our content marketing services, CONTACT US to get started.

The post How to Choose the Right Healthcare Content Types for Your Marketing Message appeared first on Healthcare Success.

How to Choose the Right Healthcare Content Types for Your Marketing Message syndicated from

[brentrogers]

Top 4 Tips To Help You Start and Run A Medical Practice

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

Starting and running a successful medical practice may seem like a straightforward process, but it is not. Doctors go through years of rigorous training to get the necessary certifications; however, none of the classes teach […]

The article Top 4 Tips To Help You Start and Run A Medical Practice appeared first on electronichealthreporter.com.

Top 4 Tips To Help You Start and Run A Medical Practice syndicated from

[brentrogers]

MBA In Healthcare: A Quick Guide

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

Healthcare management is not an easy field of expertise. It demands a lot of time and professionalism from those who tackle it. That is exactly why an MBA in healthcare administration and management is available […]

The article MBA In Healthcare: A Quick Guide appeared first on electronichealthreporter.com.

MBA In Healthcare: A Quick Guide syndicated from

[brentrogers]

HL7 Launches Helios FHIR Accelerator For Public Health

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

A new initiative launched by Health Level Seven International (HL7) and jointly supported by the Centers for Disease Control and Prevention (CDC) and the Office of the National Coordinator for Health IT (ONC) seeks to […]

The article HL7 Launches Helios FHIR Accelerator For Public Health appeared first on electronichealthreporter.com.

HL7 Launches Helios FHIR Accelerator For Public Health syndicated from

[brentrogers]

Telehealth Technologies: A Short-Term Solution That’s Been A Long Time Coming

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

By Arlene Maxim, senior clinical officer, Axxess. I’ve heard from several home healthcare agency administrators that they are preparing to don their scrubs for the first time in years to enter the front lines. This […]

The article Telehealth Technologies: A Short-Term Solution That’s Been A Long Time Coming appeared first on electronichealthreporter.com.

Telehealth Technologies: A Short-Term Solution That’s Been A Long Time Coming syndicated from

[brentrogers]

Health IT On Business Growth: 4 Areas To Monitor If You Wish To Succeed In Business

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

Statistics show that many people fail in business than those who succeed because succeeding in business is more than opening a venture. There are various things that anyone who wishes to succeed must consider. However, […]

The article Health IT On Business Growth: 4 Areas To Monitor If You Wish To Succeed In Business appeared first on electronichealthreporter.com.

Health IT On Business Growth: 4 Areas To Monitor If You Wish To Succeed In Business syndicated from

[brentrogers]

5 Steps For Securing Patient Portals

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

By Josh Horwitz, COO, Enzoic. With the rapid shift to telehealth stemming from the pandemic, both deployment and adoption of patient portals increased. This surge in usage has exposed security vulnerabilities, and we’re now seeing […]

The article 5 Steps For Securing Patient Portals appeared first on electronichealthreporter.com.

5 Steps For Securing Patient Portals syndicated from

[brentrogers]

How Physiotherapy Will Improve Your Quality Of Life

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

Physiotherapy offers patients the opportunity to recover from various injuries by focusing on several essential aspects of the patients’ health and well-being. The practice encourages optimal healing by promoting and improving mobility, reducing stiffness, effectively […]

The article How Physiotherapy Will Improve Your Quality Of Life appeared first on electronichealthreporter.com.

How Physiotherapy Will Improve Your Quality Of Life syndicated from

[brentrogers]

Healthgrades Announces 2022 Analysis of Top Hospitals For Specialty Care

This article is copyrighted strictly for Electronic Health Reporter. Illegal copying is prohibited.

Healthgrades released its 2022 Healthgrades Ratings and Specialty Excellence Awards. The ratings assess hospital performance across 31 of the most common procedures and conditions. The awards recognize superior clinical performance in 17 specialty areas and […]

The article Healthgrades Announces 2022 Analysis of Top Hospitals For Specialty Care appeared first on electronichealthreporter.com.

Healthgrades Announces 2022 Analysis of Top Hospitals For Specialty Care syndicated from

[brentrogers]

Build Your Brand With Live and Virtual Healthcare Events

Live events can be a core part of the marketing strategy for healthcare systems, hospitals and multilocation practices. But, as we all know, the last few years have challenged how we market and serve our clients — especially when it comes to live events. 

I was recently invited to co-lead a webinar about events with Shahab Kaviani, Head of Community at Localist, a community event marketing automation platform. In this timely discussion, we talked about how events are still just as powerful for building brands and growing community engagement. Today’s blog post summarizes our main discussion on virtual and hybrid shows as an alternative to in-person-only events. It also includes must-have elements for a successful event and how to grow attendance.

Benefits of Live and Virtual Community Events

Before we get into building your audience and brand, let’s first outline the benefits of community events. 

Engagement

When we talk about events as part of your marketing strategy, the keyword that comes to mind is engagement. Marketing today is often referred to in the context of how you can engage your audience. Whether it be advertising or other promotions, you are still reaching them from afar. However, real engagement happens by reaching people where they are, whether virtual or in-person. 

Brand Loyalty

For any healthcare system, it is essential to have a presence in the community. Even with telehealth, most healthcare is local. To build a relationship with your brand, you need to be out there and seen as a pillar in the community. When you’re engaged locally, you’re building your brand as a thought leader and creating loyalty. That’s a compelling way to do business and to establish relationships.

Lower Long-Term Healthcare Costs

Avoidable diseases like asthma or hypertension, or diabetes can shorten or lessen the quality of life. As reimbursement models slowly evolve away from fee-for-service to models, new models are emerging which incent hospitals and other providers to keep their communities and populations healthy. Using events to teach the community how to take better care of themselves and mitigate preventable diseases not only reflects your brand’s mission and purpose, it can also improve the bottom line. Healthy living events can ultimately lower healthcare costs by reaching and motivating healthcare consumers and move them towards a better, healthier lifestyle. 

Types of Live Healthcare Marketing Events

Now that we’ve established the benefits of events, here are a variety of possible live events:

Health fairs

Hospital department tours

Classes (e.g., maternity, wellness, child safety)

Seminars (e.g., joint pain, bariatric surgery)

Fundraisers

Support groups (e.g., grief, cancer)

Screenings (e.g., skin cancer, varicose veins)

Cancer survivor events

Charity walks

Brand launches

Medicare Advantage plans

Grand openings

Live events are popular with hospitals and healthcare systems that want to promote various service lines and build brand awareness from a community wellness standpoint. In other words, their community thinks of their hospital first in a time of need as they’ve engaged their community. 

We’re in a period of disruption. Hospitals and health systems had to pivot rapidly, going from virtually no telehealth to thousands and sometimes tens of thousands of visits a day during the height of the pandemic. With the easing of both HIPAA restrictions and reimbursement restrictions, telehealth exploded overnight. Similarly, virtual and hybrid event platform capabilities have also improved to substitute or complement in-person events and expand to audiences who otherwise are not willing or able to attend.

Elements of a Successful Virtual Event

Make them interesting.

Fundamental to attracting an audience is to select topics and presenters that are important and relevant to your audience.

Make them accessible.

You can better ensure optimal registration numbers by letting your audience know the different options or “modalities” available for participating. This is especially beneficial to those in the community, such as the elderly or infirm, who might not have the ability or means to attend an in-person event.  

Make them free.

Open and complimentary events are by far the most popular in recruiting community attendees. 

Make them interactive.

Design events to drive interaction. Make them interactive. Encourage people to join the conversation by facilitating those meaningful connections.

How to Build Attendance

Consider your audience:

Sounds obvious, but you must first think about your patients and your healthcare influencers or caregivers to build an audience. You also want to consider your physicians and staff, as well as referring doctors. Expand your audience by reaching out to the organization’s friends and asking essential groups in the community to promote your event to their members. 

Choose your marketing channels:

Email marketing is one of the most common and cost-effective ways to promote an event. Direct mail can also be very effective as a one-to-one approach. Traditional advertising such as live remotes with radio stations can be effective for gaining local coverage. Free and earned social media can be great for promoting events to an audience already invested or familiar with your brand. However, online advertising is particularly effective if your goal is to reach beyond your existing audience. Online advertising such as paid search and paid social can work well if it’s topical. For example, you could target moms searching for a maternity department nearby. Within the ad, you can offer a free birthing class or tours. 

Consider the entire life cycle of the event:

This starts with promotion leading up to the event, during the event, and event replay. Virtual events can provide content well beyond the date of the live session. For example, one way to extend its value is to repurpose the content in the hospital newsletter. Recorded replays allow you to share to different audiences and repurpose them into other forms of content such as blogs and whitepapers. 

You may also consider working with your PR team to engage the press when promoting more significant events. The press usually won’t promote it, but they may cover it post-event, which gives your organization more credibility. 

Bottom Line

Healthcare organizations today can take advantage of the many platform options and capabilities for community engagement. Your event strategy can include one or multiple event modalities for reaching your desired audiences by defining what success means upfront. And by starting with your larger mission and marketing objectives and considering the audience(s) you are trying to reach, you can incorporate community events as part of your overall marketing strategy to build a brand and grow community engagement. 

For more details, you can view the webinar in its entirety here.

The post Build Your Brand With Live and Virtual Healthcare Events appeared first on Healthcare Success.

Build Your Brand With Live and Virtual Healthcare Events syndicated from