I’m fortunate to say that I’ve been around the proverbial healthcare marketing conference block. I’ve attended more conferences than I can count and have the bags and swag to prove it. But (gasp!) I’ve never attended the Healthcare Internet Conference (HCIC), until this week.
As promised, the conference has lived up to the hype. Three days of prominent healthcare minds leading conversations about driving change in our industry.
After the first two days, here’s what’s sticking with me.
Not every healthcare consumer conforms to the trends. Cape Cod Healthcare learned that 56 percent of traffic to Cape Cod News, its online news hub, was coming from desktop (yes, desktop) computers. Not smart phones. Not tablets. While we anticipate this to eventually shift, we know that engaging with healthcare consumers means meeting them where they’re at today, all while preparing for tomorrow.
Experimentation is next to godliness. So, maybe that’s an overstatement, but nothing great ever happens in the healthcare digital experience without experimentation and a bit of failure. When Northwestern Medicine kicked off its Facebook Live videos, the social media team learned that viewership was highest from 11:30 a.m. to 1 p.m. When The Ohio State University Wexner Medical Center explored ways to promote its Facebook Live videos, it learned that not paying to promote led to greater viewership.
Ask and ask again. Novant Health has developed an online patient family advisory council to uncover game-changing insights. This, combined with real-time patient surveys, showed that when searching for a provider online, patients not only want to search by name and location, but also by symptom (“sore throat”). And, Novant Health patients tended to prefer e-visits (an online questionnaire that gives a provider the information he or she needs to develop a treatment plan) to video visits.
Admittedly, I like information that’s a little surprising and can challenge even the most progressive of minds. A special thanks to Greystone.net, the conference committee and the fantastic speakers for putting on a phenomenal conference.
What are you taking away from #HCIC18?
Stephanie Burton, APR is the Director of Healthcare Marketing at Core Creative, a branding agency that specializes in telling the life-changing stories for mid-market healthcare systems and the emerging med-tech world. Follow her on Twitter @shungerford.