Healthgrades CEO Roger Holstein has been continuously involved with innovation on the consumer health internet since 1996. But his passion for
providing consumers with access to transparent health information dates back to 1986 when he helped to invent the notion of physician directories and referral services.
Roger has also spent a considerable amount of time reimagining the role of marketing within the health system. At the 2012 HealthShare Symposium, he shared his perspective on the five key ways to strengthen a hospital’s digital marketing strategy, right now:
1) Find consumers where they’re looking for you.
This sounds so obvious, but it makes sense to review the numbers. More than 80 percent of people online are searching for health information. And yet hospital marketers continue to spend a disproportionate amount of their budgets in traditional media – 7 percent is spent on digital media; 44 percent is spent on TV. Look to the health internet, which affords even local marketers with broadcast-size scale at a local level – millions of qualified visitors, not thousands, seeking information which can lead to your doorsteps.
