GreyMatters 2016


More Consumers – Even Younger Ones – Prefer Email Communication From Brands Over Social Media

emailDigital engagement with consumers rules. Right? Well, maybe not so much. A new report finds that over two-thirds of consumers – including a majority of younger consumers such as millennials – prefer that brands communicate with them via email.

According to the report from Bluecore, 68% of consumers prefer email communication from brands rather than social media. By generation, this breaks down as:

  • Baby boomers: 73%
  • Gen X: 71%
  • Gen Z: 65%
  • Millennials: 62%

However, the email preference is not as “old school” as it might sound. Over half – 53% - of the survey respondents said their smartphones are their main device for checking email. By generation, 67% of Gen Z and 59% of millennials check email via smartphones.

For Gmail users, the study found that over 60% of those consumers regularly access the “promotions” tab in Gmail to learn about deals offered by brands. The promotions tab is checked on a daily basis by almost half (47%) of those users. By generation, 70% of millennial Gmail users actively use the promotions tab, while 73% of Gen Z users do.

Marketers would be wise not to overlook this large segment of consumers, especially when considering that they are loyal consumers who choose to opt in for email communication.

Bluecore states, “There’s a wealth of data to be gathered and marketing information to be leveraged if email marketing is done right – and it’s more important than ever as email is ‘always on’ across a range of connected devices, being used both for online and in-store shopping.”

How is your organization using email? Is it still an important part of your marketing efforts?

Advanced Technology To Better Efficiency and Patient Care With Improved Communications

command_centerIn an effort to combat miscommunication — one of healthcare’s biggest problems – Johns Hopkins has launched a new system to help improve patient safety and clinician efficiency.

Hopkins realized that there were two groups within the organization that needed to talk to each other in order to make patient flow more efficient. These groups were communicating with each other via phones, emails and faxes about every single patient, rather than having face-to-face interaction. The organization realized that the figurative wall separating these groups needed to be leveled to improve operations.

As a result, Hopkins collaborated with GE Healthcare Partners to create a control center that continuously monitors 14 of the hospital’s IT systems on a simultaneous basis. The Johns Hopkins Capacity Command Center is staffed by 24 staff members from various hospital departments, working together in the same room. The center’s purpose is to help manage the flow of patients into and through the hospital, according to Jim Scheulen, Founder, Johns Hopkins Lifeline, and Chief Administrative Officer of Emergency Services and Capacity Management at Johns Hopkins Medicine. It brings an entirely new approach to managing day-to-day operations.

The center began operations in February of this year. Since that time, Johns Hopkins has seen immense improvement in accepting transfers of complex medical patients and in assigning beds to emergency department patients requiring hospital admission. Delays in transferring surgical patients from the OR have greatly decreased, and patient discharges are accomplished in a more timely manner than before.

What advanced technologies are in use at your organization to improve operations? We’d love to hear what you’re doing!

Google Penguin Update: 4.0 Is Here

googleAs part of its effort to decrease efforts to artificially increase website search engine rankings, Google first released the Penguin algorithm in 2012. The latest Penguin update, 4.0, was released in late September of this year. What’s different with Penguin 4.0?

The biggest change is that rather than demoting entire websites that use “spammy” links, the bad links themselves are devalued, so the entire site is not punished. Previously, if spam links were found, not only would the entire site be demoted, but it was difficult for webmasters to find an explanation for the demotion or information on how to improve.

Another change is that the updated Penguin now operates in real time, so that it responds much more quickly to corrective actions taken by website owners. In the past, it could take weeks or months before Penguin acknowledged corrections.

So, how is your organization’s website(s) affected? First, you should become very familiar with Google’s guidelines on link schemes.  Make sure that you are not:

  • Buying or selling “follow” links.
  • Participating in reciprocal link exchanges or private blog networks
  • Using large-scale rich anchor link campaigns
  • Using automated link-generation robots

Has your organization noticed any differences with your website performance since Penguin 4.0 has gone live?

Prescribing Health Apps for Patients at Mount Sinai: RxUniverse

health_appHealth-related apps have become widely available, and many people are using them to help monitor their health. However, the reliability and efficacy of many apps is not always a given because there is no real oversight for app development. A few healthcare organizations are taking it upon themselves to curate health apps and make the best ones available to their patients by provider prescription. Following in the footsteps of Ochsner Health System in New Orleans and Morristown Medical Center in New Jersey, Mount Sinai Health System in New York has launched its own platform for prescribing health apps to patients.

The Mount Sinai enterprise-wide platform is called RxUniverse. The apps in the RxUniverse collection have already been evaluated in published literature for clinical value. Because RxUniverse is integrated into Mount Sinai’s EHR, clinicians can digitally prescribe apps via a link that is sent to a patient’s smartphone. In addition to apps, patients can receive health information, satisfaction surveys and other pertinent clinical tools.

RxUniverse was beta tested over this past summer in five clinical areas within the Mount Sinai organization. The original goal was to prescribe 100 apps, but since the pilot program, over 2,000 apps have been prescribed.

Due to the success of RxUniverse, a new startup has been developed in collaboration between the Sinai App Lab and Mount Sinai Innovation partners, called Responsive Health. The new company will license the RxUniverse platform and offer it to other healthcare organizations.

Mount Sinai’s Chief Medical Officer Dr. Bruce Darrow says, “It’s really groundbreaking when we use a technology platform that really brings ideas together. If I’m prescribing a patient four different medications, I wouldn’t want them to have to go to four different pharmacies, and yet, that’s exactly what we are doing when we prescribe them four different apps – we’re giving them different icons, we’re giving them a different process, and RxUniverse really simplifies that for both patients and physicians.”

Does your organization have a protocol for prescribing health apps?

Convert Patients with Open Scheduling Integration

This content has been provided by MedTouch.

MedTouchHealthcare marketers are increasingly looking to expand strategic digital initiatives and increase patient conversions. For a powerful user experience, technical integrations for your enterprise site, such as open scheduling, provider ratings, and CRM, elevate your brand and convert patients. Open scheduling, in particular, creates a patient-centric experience and delivers meaningful results and measurable ROI.

An organization that has recently integrated open scheduling with demonstrated results is Edward-Elmhurst Health. Edward-Elmhurst Health is one of the largest integrated health systems in Illinois with annual revenues of over $1 billion, three hospitals and over 100 locations across a service area of 1.7 million residents. Driven by its patient-centric vision and the highly competitive Chicago market, Edward-Elmhurst Health partnered with MedTouch, the online strategy and technology partner for the best brands in healthcare, to stay ahead of the competition and increase patient conversion.

As part of the enterprise site built by MedTouch on Sitecore, MedTouch led the integration of Epic MyChart’s open scheduling. Open scheduling integration was one of the most impactful and sophisticated features on the enterprise site. With open scheduling integration, patients have the ability to filter for providers who allow online appointments and quickly book directly online through the search results or individual provider profile pages.

The integration with the enterprise website led to a significant competitive advantage – anyone can book directly into the online scheduling system without needing a login. As a result, appointments can be booked by existing patients as well as new patients, a clear metric of successful outreach. MedTouch integrated a custom Google Tag and tracked engagement through Google Analytics to report on successful appointment completions. Following the launch of open scheduling, Edward-Elmhurst Health experienced a significant increase in online appointments. The new experience was easier than completing a request an appointment form and converted more visitors. Read the full case study.

  • 4,370+ open scheduling appointments within six months of launch
  • +123% increase in online appointments, all types
  • 52% of appointment types were new patients to the system

Technical integrations are complex and require expertise. Selecting a partner with strategy and technology expertise can set your organization up for success for seamless integrations to help meet your organization’s goals. Learn more.

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