Over the past couple of years, there’s been a lot of attention paid to the emergence of a new position in the C-suite: the Chief Digital Officer (CDO). As digital technology continues to advance and become ingrained in marketing strategy, the roles and responsibilities of marketing and tech are rapidly converging.
Executive search firm Heidrich and Struggles reports that their clients:
- who are seeking to fill CIO/CTO positions want candidates who possess strong marketing, sales and customer service skills
- with open CMO positions want candidates who can work with their tech colleagues to fully leverage the potential of digital technology, mobile platforms and social media.
Marketing has traditionally been considered part art – branding, advertising and image building – combined with part science – market testing and segmentation combined with a range of quantitative disciplines and analytics. But the Internet changed everything, especially by bringing the voice of the customer directly into the mix. Once that happened, the CMO was tasked with:
- finding a way to engage customers among the myriad media choices available to them
- using market and customer insights to focus on a target audience
- providing targeted, customized and differentiated experiences for customers based on their input.
When “Big Data” is factored into the mix, the need for a mix of highly-skilled marketing and tech management becomes even more crucial. The convergence of marketing and tech has created new expectations and new opportunities. CMOs and CIOs/CTOs are seemingly on the fast track to fusion of these roles. The future belongs to those who seize their new hybrid roles.
Watch for Part 2 in this series: Factors Influencing Emergence of the CDO Role
Each year around this time, Greystone.Net and StayWell sponsor an annual Best-in-Class Awards program to recognize our clients for outstanding Web achievements.
Gold, Silver and Bronze awards are presented in eight categories, showcasing the finest in hospital and healthcare system Web site content, functionality and application of strategy.
So … is your hospital’s social media engagement growing fast? Have you redesigned your Web site this year with great results? Did you deploy digital marketing strategies that drove traffic to your site? If you answered yes to any of these, then enter your success stories in the 2014 Best-in-Class Awards and get the recognition you and your Web team deserve!
If you’re using your Web site and digital assets in ways that are Best-In-Class, then we want to hear from you. It’s time to enter the 12th Annual Best-In-Class Awards, which will be awarded on Sunday, November 2nd at Insights 2014, the Greystone.Net and StayWell annual client conference, this year in Scottsdale.
Starting July 15th through September 1st, all Greystone.Net and StayWell clients can enter their organization’s Web site, Web strategy or digital marketing efforts into any category where you feel you are Best-In-Class. This year’s categories include:
- Best Web Site Redesign
- Best Social Media Strategy
- Best Digital Marketing Strategy
- Best Use of Multimedia
- Best Use of Mobile Strategy
- Best Use of the Web to Support Patient Engagement
- Best Use of Performance Analytics
- Best Use of Health Content in Digital Marketing
Visit the Call for Entries page to learn more and to submit your entry. And remember the old saying, if you don’t enter, you can’t win. Best of luck!
This year, July 15th snuck-up on me, and before I knew it, it was here and nearly gone. And July 15th is an important date in Greystone history, as it represents our “New Year” – the closing out of one year and the promise of new and exciting things to come in a new year of business for us.
Today, we begin Year 18.
It’s hard to believe we’ve been in business so long. We’ve been witness to many changes in the industry, to so many new opportunities and so many good things for Greystone. Today, I was thinking back through the years and remembering all our many employees. I think we’ve had 100+ employees over the years. A lot of great people, a lot of hard work and a lot of fun.
It’s both humbling and amazing to consider all the growth and change that has occurred over the past 18 years. A big thanks to all who helped make our successes happen. We are truly blessed with a wonderful group of current and former employees, and many valued friends, colleagues and clients.
Happy new year to all!
Good news! The programming is now complete for the 18th Annual Healthcare Internet Conference and a full schedule of events can be found at www.hcic.net, where you can also view the full conference brochure.
This year, the conference will be held at the Westin Kierland in Scottsdale, Arizona from November 3-5, 2014. The conference will feature 56 concurrent sessions in seven educational tracks, including:
- Strategy Development
- Web Solutions and Tools
- Digital Marketing
- SoLoMo (Social | Local | Mobile)
- e-Metrics, ROI and Business Value
- Patient Experience and Patient Engagement
- Advanced and Emerging Technology – New This Year!
And, there will be five keynote sessions, including:
- Paul Szablowski from Texas Health Resources
- Scott Stratten, marketing strategist and best-selling author of UnMarketing and other books
- Ross Bernstein, best-selling sports author of Raising Lombardi and America’s Coach, among others
- Andy Gradel from Jefferson University Hospital
- Danny Fell (ND&P) and Dan Ansel (Private Health News) will be joining Mark Gothberg in the presentation of the 2014 eHealthcare Leadership Awards.
This year, there will also be four pre-conference optional educational opportunities on the following topics:
- Content Marketing
- Online Reputation Management
- Responsive Design
The conference will also include an Exhibit Hall and expo featuring nearly 80 booths and vendors.
Read more about the sessions, the speakers and all the exhibit hall and social events at www.hcic.net. We look forward to seeing you in Scottsdale in November.
Smartphones are becoming more and more pervasive. We know this because: a) we see them everywhere, and b) surveys and research tell us so.
In the April 2014 edition of our GreyMatters newsletter, an article mentioned that more Smartphone users than desktop users accessed an e-commerce mobile Web site (90% vs. 78%) in June, 2013. Another article in that same edition looked at survey results showing that increasing numbers of healthcare providers are using Smartphones in their everyday practice.
Writing in The Reporting on Health Member Blog, Matt Smith looks at whether Smartphone utilization by healthcare providers promotes efficiency in health care delivery. He discusses several types of healthcare apps that are being used and how they impact the workflow of clinicians.
- Disease management. Certain disease entities have high costs of care associated with them, e.g., heart failure, diabetes, asthma, COPD and depression. Keeping track of patients with these conditions is extremely important to help prevent complications and additional hospital admissions. Apps for disease management can help providers communicate with their patients with these conditions, monitor their status and provide information related to the specific patient condition. Some of these apps may connect with a patient’s EMR, providing additional information for the clinician to monitor the patient’s status.
- EMRs. As more and more organizations convert to electronic medical records, integrating this information with Smartphone apps becomes more realistic. Having the ability to access EMRs via Smartphone can eliminate many time and resource barriers to obtaining patient information. Apps that integrate EMR information can also be used for more routine purposes such as appointment scheduling and checking in for appointments. However, organizations must be aware of privacy issues associated with use of EMRs to access patient information via apps.
- Clinical reference/information. With the entire Internet accessible via Smartphone, clinicians are using their mobile devices more and more to access information necessary for patient care. During office visits and other patient encounters, a wealth of information is available on a provider’s Smartphone, which helps to give patients the most accurate and up-to-date information on their condition. Patients, too, can access health information on their Smartphones, although providers should try to point their patients to approved apps that are known to have valid and accurate information.
- Social communities for patients and caregivers. Online communities for various health conditions can be accessed via Smartphone. These communities provide additional support and information for patients. Social media apps are also being developed for clinicians to enable them to discuss treatments and health conditions and allow them to communicate with other providers in their geographical region.
While mobile technologies have the capacity to improve healthcare efficiency and are, in fact, doing so, there are still challenges. For example, cost is a factor, as many people cannot afford a Smartphone. Also, how do clinicians account for their time using these devices? How will reimbursement issues be dealt with?
Smartphones and other mobile technologies are here to stay. The journey to wholly incorporate these devices into our everyday functions will be interesting, to say the least.