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In healthcare marketing, digital spend is going up. But is it spent wisely?

The secret’s out about digital marketing in healthcare—that is, if the marketing budgets of leading healthcare systems are any indication. Ascension Health, the nation’s largest non-profit hospital organization, is doubling down on a digital approach to reaching its patients. Ascension’s chief marketing officer predicts that their digital vs. traditional marketing split will approach 50/50 within the next few years. New York’s Northwell Health is following suit. The organization has multiplied its digital ad spending almost twentyfold from its 2015 levels. With all...

Executive Q&A With Brian Wynne: What 2018’s Trends Tell Us About Opportunities in 2019

The attitudes and priorities of healthcare consumers are continuously shifting, making it difficult for leaders to pinpoint the most productive arenas for their attention. As the patient-provider relationship continues to evolve, it helps to take stock of the forces that shape consumer opinion, and capture how consumers approach the healthcare marketplace. In this Q&A, Brian Wynne, Vice President and General Manager of NRC Health, offers some insight.