Resources

 

 

 

2025 Backstage Pass Website

Webinars

Like our conference, these digital marketing webinars and case studies were created to educate leaders in the healthcare industry on emerging Internet technologies and to provide an environment in which healthcare marketers, Web leaders, IT professionals and strategists can learn from the other attendees and presenters.

 

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The Healthcare Internet Conference (HCIC) is proud to collaborate with Bowstring and Touch Point Media to provide exclusive insights from some of the brightest minds among our speakers and attendees.

Stay connected by tuning into the latest broadcasts, where strategic leaders share their perspectives on emerging trends and pressing challenges in the healthcare industry. Together, we’ll delve into groundbreaking innovations and pivotal policy updates shaping the future of healthcare.

Catch the audio-only episodes on Touch Point Media, available on your favorite podcast streaming platforms.

 

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The Latest Hospital Digital Marketing Articles

 GreyMatters is your hospital digital marketing guide, with articles on hospital digital marketing best practices, trends, updates and more.

Digital Media: How's It Working for You?

If you have a digital marketing strategy, do you know how effective it is for your organization? If you’re not sure, or if it has been a while since you’ve audited your digital channels, this is a good time for a review. photo of a person touching a smartphone screen with icons of various digital channels overlaid on it

Consider this as a plan for your digital review:

  • Review each of your digital channels using the RACE (reach, act, convert and engage) Framework. Consider RACE through the entire customer lifecycle. Be sure to include:
    • Search marketing/organic search
    • Online PR
    • Social Media Marketing including optimizing your presence
    • Online partnerships including affiliate marketing and sponsorships
    • Online display advertising, e.g., AdWords ads, retargeting and social media ads
    • Opt-in email marketing
  • Assess VQVC across each channel. This is:
    • Volume: Number or % share of site visits
    • Quality: Dwell time or conversion rate to lead or sale
    • Value: Revenue per visit (Ecommerce) or Goal value per visit (if goals set up for non-Ecommerce site)
    • Cost: Cost per visit/lead/sale

    This will take some time but it’s worth it to understand what your pain points are and where/how you can improve your digital performance.

  • Once you have gathered performance data, it’s time to use it to determine where your opportunities are, strategies needed to meet your goals and the actions needed to implement the strategies.
  • Perform a “benchmarking” of sorts of your channels to determine how successful each channel is compared to the others, as well as each channel’s priority in helping the organization to meet its goals.

Has your organization reviewed its digital channels and strategies lately? If so, are they performing well for you?

Coming Soon!