Defining the New Digital Front Door


SHSMD Education Sponsored Webinars


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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.


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 health care 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 health care 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 health care 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.