Posted by Shawn Gross

This edition of Rhino Radio is a recap of the 2014 Greystone Healthcare Internet Conference presentation on "What's next in healthcare digital marketing?" 


A recent PwC study quote recently got me thinking: “As ‘patients’ behave more like ‘consumers,’ health care organizations need to deliver a higher level of personalized service, satisfaction and overall experience – or risk losing business to the competition.”

Sure healthcare digital marketers are doing a great job developing responsive websites, Adwords campaigns, SEO tactics, unique landing pages, mobile apps, email marketing programs, social media content and more.  But are we building patient experience and long-term loyalty into our marketing efforts?


Where healthcare digital marketing is heading

It's time to think beyond hospital digital marketing table stakes and embrace a new generation of provider digital marketing. It’s “advertising without the ads” and works best when weaved into the organization’s operational fabric.


This podcast (and shorter SlideShare presentation summary below) discusses how creating valuable digital services can build engaging, life-long patient relationships that improve hospital service, raise satisfaction and build a better care experience. Examples include:

  • Geo-fencing and location-based marketing
  • Secure 1:1 mobile services
  • In-building wayfinding
  • Re-imagining the lab result and patient portal
  • Using “invisible” mobile companion apps to keep patients healthy and out of the hospital

We'd love to hear from you.  Share your ideas, feedback and experiences in the comments section.


shawn-profile-imgShawn Gross is the Chief Digital Strategist, Healthcare Practice Lead for White Rhino in Burlington, Massachusetts where he helps health care organizations weave marketing programs into the fabric of their operations and builds content rich, patient-centric websites and inbound marketing programs. Shawn was previously the head of digital marketing at Tufts Medical Center, Floating Hospital for Children and Massachusetts General Hospital and can be reached at



Topics: Digital Marketing, Healthcare, Addictive Experience