Defining the New Digital Front Door

 

Members and Nonmembers:
View the SHSMD U Recorded Webcast
Download a PDF of the presentation.

 

With 77% of consumers searching online before making an appointment with a provider, health care marketers are building the “digital front door” to help engage and acquire them. But what does a digital strategy look like for this when there are multiple touchpoints a consumer experiences before selecting a provider? This panel will help define the elements needed to align your digital marketing with a person’s journey to care.

In this webcast, presenters will discuss:

  • Top of the funnel entry paths–search (organic/PPC), local listings and third-party reviews–and common pitfalls to avoid.
  • What to consider for provider profile pages, “first-party” online reviews and appointment requests. 
  • Metrics needed to help evaluate the progress of your program.

The lessons applied from this webcast can aid in optimizing your marketing strategy and investment and help patients in your community make one of their most important health decisions—finding the best services for their care.


Speaker Bios

 

Blake Long, Director, Marketing Technology and Strategy, UnityPoint Health
Blake is an experienced marketing strategist with special interests in digital marketing and CRM. During his time with UnityPoint Health, Blake has helped launch the organization’s groundbreaking transparency initiative, create new and meaningful metrics for the marketing team, and bring new focus to the medical group’s digital strategy.

 

 

Chris Boyer, Director, Digital Strategy and Analytics, Fairview Health Services
Chris Boyer, is the Director of Digital Strategy & Analytics for Fairview Health. He is an experienced digital marketing and digital patient experience expert, having spent his career helping organizations transform to become both digital and patient/customer first. He has worked with hospitals, health systems, physician practices, healthcare technology and health services companies on their digital marketing, communications and operational strategies, He has led hospital digital teams to implement effective social media, website, CRM, analytics and other digital strategies. Chris is the co-host of the Touchopoint podcast and a founding and platinum advisory member for the Mayo Clinic Social Media Network.

Grace Jones, Consumer Brand Manager, Dayton Children’s Hospital
Grace Jones is the consumer brand manager at Dayton Children’s Hospital. In her role, she focuses on promoting the Dayton Children’s brand to consumers through the web and social media as well as traditional advertising and videos. Grace is passionate about telling the Dayton Children’s story and is a regular local and national speaker on how brands can use digital and social to tell their story. Due to her work at Dayton Children’s, she has been recognized as a PRNews Rising Star under 30 and a Dayton Business Journal’s 40 Under 40.

Aaron Clifford, Senior Vice President of Marketing, Binary Fountain
Aaron Clifford serves as Binary Fountain’s senior vice president of marketing. He brings more than 15 years of experience in the healthcare industry. In this role, he leads all marketing functions, including brand strategy, demand generation, product marketing and customer advocacy services. Prior to Binary Fountain, Aaron served as the senior director of digital marketing solutions for HCA, one of the nation’s leading providers of healthcare services. He created the vision for the organization’s enterprise-wide reputation management program and oversaw the management of 800 websites servicing 171 hospitals, 119 free standing surgery centers, 830 physician clinics and multiple business units across the healthcare system.


* Sponsored webcasts are educational offerings brought to you directly by and with support from paid sponsors. The content is educational in nature relevant to the SHSMD membership, and has been selected by the sponsor. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA.