Internet Strategy for Johns Hopkins Medicine
Most marketing campaigns at Johns Hopkins Medicine are about us — our facilities, our doctors, our research, our services. But what would happen if we created a campaign all about our audience — if we let our audience tell us what they care about — and as a result, show that we care about them?(...)
We don’t get a second chance to make first impressions, and today, more often than not, first impressions are made online. It should be no surprise, then, that the central physician and faculty profiles on hopkinsmedicine.org are among the most visited content on our website. According to the results of a 2013 survey by the Pew(...)
[This is the first of a three part series that explains the website development process in excruciating detail. The good news, you will be a pro by the time you’ve made it through all three trimesters. Pun intended. You can read part two in this series here.] Congratulations! You’ve made the decision to add a(...)
In online marketing, bigger isn't always better when it comes to connecting with patients and others. One of the first measures of a marketing campaign’s success is the number of impressions. The number of people who have the opportunity to see the message is measured by the volume of impressions. It is one indicator of success, but online(...)
“Purpose-built” is a concept most often associated with physical design — buildings, vehicles, even kitchen implements — but it has relevancy to content as well. Purpose-built pretty much means what it says (I love when terms are clear like that!): designed to serve a specific set of uses and standards. But there’s also a lot packed(...)
Ask Johns Hopkins Medicine physicians which of their colleagues has a strong online presence, and one of the names that you’re likely to hear is that of orthopaedic spine surgeon A. Jay Khanna. Khanna views his online footprint as a critical element of building his practice. It’s so important that he’s positioned iPads at checkout(...)
As a marketing professional, I enjoy watching my industry continue to adapt to the need to mix traditional media with a more interactive format. Getting people to act on a call to action they see in traditional offline media often involves some type of Web, mobile or social interaction—frequently in the form of a URL,(...)
As I discussed in my last post, online marketing can be a powerful tool to help increase awareness. And once you’ve educated people about a topic, you can also turn to online marketing to help them when they are ready to take a specific course of action. One form of online marketing that helps you(...)
Over the course of my career, I’ve thrice had the opportunity to midwife print publications to online rebirths. Despite occurring over a span of more years than I care to admit, the success of all these projects revolved around a critical realization. I had a chance to call on this learning as the Johns Hopkins(...)
Like Jan. 1, the fiscal new year is a time when many of us have an opportunity to start fresh. And I’m sure that many of us are approaching it in much the same way—with tighter budgets, greater pressures, and a drive to meet the demands of an increasingly clear and increasingly challenging vision for(...)