Patient Pathways: Using Digital Media to Hyperfocus on the Right Patients in Real Time
When is digital media most effective? What are the proven models for success? New programmatic media can create a digital pathway to target specialty referrals and track patient conversions. Learn how to utilize inpatient case counts by ZIP Code to develop Brand Development and Category Development Indices (BDI/CDI) to align media dollars to best growth opportunities. Presenters will address HIPAA compliance and the limitations of the technology. Finally, participants will engage with a case study that shows media strategies and creative that performed best and why.
- Daniel, Cobb, CEO, DBA
- Cayce Hoak, Director, Branding and Strategic Communication, University of Illinois Hospital & Health Sciences System
Members, to view this protected content, log in above.
Related Resources
Webinars
Learn how MercyOne applied ‘radical convenience’ across its connected system of health care facilities with an end-to-end digital front door strategy.
Data & Insights
The AHA Digital Pulse is a free tool for SHSMD members that also belong to the AHA to learn where existing capabilities can support scaling digital…
Virtual Conferences
In this session from SHSMD Connections Bytes, join members of Emory Healthcare’s Strategic Planning Office as they walk through how the annual…
Guides/Reports
This report offers key considerations drawn from the forum of expert panelists who are effectively planning ahead to facilitate financial recovery…
Sponsored White Papers
In this AHA Executive Dialogue, hospital leaders discuss how COVID-19 has affected their operations and how the integration of mobile technology…
Sponsored White Papers
Whether it be through the use of traditional media or emerging approaches, physician marketing is evolving—for the better.