Featured Articles Archives – Page 30 of 36 – Strategic Health Care Marketing

Is Your Organization Well Positioned to Adopt Value-Based Care? These 7 Questions Can Help You Assess Your Readiness

June 29, 2015

By Lisa D. Ellis In pursuit of high-quality, cost-effective care that revolves around the patient, many health care organizations seek new ways to foster system-wide collaboration. This concept involves breaking down barriers that have traditionally separated payers, providers, and patients to enable everyone to work more closely together to meet common goals. Such a way Read More

You Don’t Have to Go It Alone: Why One Rural Health Care Organization Joined a Larger Network—and What You Can Learn From Its Example

June 29, 2015

By Lisa Ellis Is bigger better? For Grinnell Regional Medical Center (GRMC), a 49-bed rural hospital in Grinnell, Iowa, affiliating with the larger Mercy Health Network in Des Moines has certainly had its benefits. This affiliation was approved back in 2009, after GRMC’s leadership decided to look for new ways to position itself so it Read More

How One Health Care Provider Goes the Extra Mile to Reduce Its Environmental Footprint—and What You Can Learn From These Efforts

May 28, 2015

By Lisa D. Ellis The leadership at Kaiser Permanente recognizes the importance of not only caring for the people their health care system serves, but also of protecting the health of the communities where its members live, work, and play. That’s why, in addition to providing health and wellness services for its members, Kaiser Permanente Read More

The Best Marriages Are Built on Commonalities: How Two Organizations Became One—and What You Can Learn From Their Example

May 28, 2015

By Melissa Fors It’s a marriage made in heaven. In February 2014, two of the nation’s best-known substance abuse treatment organizations—Hazelden and the Betty Ford Center—said, “I do” to a merger. This agreement marked the culmination of more than 30 years of connectedness between the two organizations. A Snapshot of the Two Organizations Hazelden, founded Read More

Try These Communication Strategies in Your ED to Increase Your Patient Satisfaction Scores

May 27, 2015

By Lisa D. Ellis When patients come to your hospital for services, do you take the time to spotlight your organization’s strengths and let them know how much you value their health and well-being? If not, you could be missing an important opportunity to improve your patient satisfaction ratings and also get them to recommend Read More

Going Local: Mayo Clinic Adapts Its International Reputation to Nearby Markets and Facilities in the Upper Midwest

May 26, 2015

Advertising Worth Noting By Peter Hochstein The internationally known Mayo Clinic in Rochester, Minnesota, is among the world’s few destination medical facilities. Popular perceptions were, and probably still are, that it’s where you go for the gravest cases, the ones that can’t be handled wherever else in the world you live. Recently, changing conditions in Read More

Think Like a Health Care CEO and Elevate the Role of Marketing

May 22, 2015

By Mike Milligan Eighty percent of CEOs don’t really trust marketers, according to a recent Fournaise Marketing Group survey of high-level decisions-makers. Eighty percent! This is painful for me to say because I’ve been on both sides of the health care marketing table. But I’ve also learned that before you can overcome a challenge, you Read More

Population Health Management: Behavior-Change Marketing is One of the Best New Tools for Health Care Marketers, Communicators, and Strategists

May 13, 2015

[Webinar on Demand] Until recently, health care marketers have focused primarily on generating volume: putting as many “heads in the beds” as possible. But with recent changes in health care reimbursement, hospitals and health systems are transitioning from getting people into their facilities to keeping them healthy. And health care marketers are an important part Read More

Online Journalist Tools Make Ideal Match for Health Care Organizations

May 8, 2015

By Lisa D. Ellis The trend of using online relationship sites continues to be a popular way for singles to meet potential mates. Now, some savvy hospital marketers are using similar types of matching tools to connect them with reporters and bloggers as a way to build strategic relationships to help promote their services to Read More

5 Trends Shaping the Future of Health Care Consumerism—and What They Mean to Marketers

May 8, 2015

// By Lindsay R. Resnick, MHA // The consumerization of health care means your customer is now in control: budgeting health benefits, choosing providers, and navigating care delivery options. They are comparing prices, quality, convenience, and outcomes as they post reviews; and, refer friends and family—one way or the other. And a constant stream of Read More

Gearing Up for Population Health, Part 5: Fear Factor

May 7, 2015

// By Susan Dubuque // Last year Strategic Health Care Marketing published a series of three articles on Racing to Wellness. This year we will delve further into the evolution of our profession in a rapidly changing environment. As we move away from conventional promotions intended to drive volumes, we will explore the reinvention of marketing and communications Read More

Hospital Leapfrogs Competitor’s Robotic Surgery Technology, Advertising Campaigns Leverage the Differentiation and Drive Dramatic Growth

May 6, 2015

Advertising Worth Noting By Peter Hochstein This tale begins in 2008, when the people running things at Covenant HealthCare, today a 643-bed multiple facility institution with campuses in and around Saginaw, Michigan, began hearing rumors about robots. Well, not just any robots. These were da Vinci Surgical System robots, those high-tech devices increasingly used in Read More

Yes, It’s Personal: How UConn Health Markets an Individualized Approach to Medical Care; A Game Plan to Follow

May 5, 2015

By Lisa D. Ellis Most people know the University of Connecticut because of its success in running one of the top college basketball programs in the nation. But this small state school has also been gaining a big reputation off the court, too, through its cutting-edge health care organization, which has been accomplishing big things Read More

How Marketing Communications Can Navigate Patients Right to Your Door: 4 Steps to Get Your Facility on Your Customer’s Map

May 4, 2015

By Claire Hovis In health care, it isn’t just the care that’s changing. Power is changing. “Expert-driven” communications that placed providers and large corporations atop the information market are giving way to a generation of empowered consumers who are more engaged and have higher expectations. Access is changing. The Affordable Care Act has brought health Read More

Mass Media for Health Care Marketing: Not Dead Yet?

April 2, 2015

Does the rise of the Internet, and its attendant ever-growing roster of social media channels, signal the end of mass media as a channel for health care marketing? Not necessarily, says Ross K. Goldberg, president of Kevin/Ross Public Relations and former chairman of the board of trustees of Los Robles Hospital and Medical Center in Read More

Small Hospital Takes a Fresh Approach to Marketing; How to Communicate Improvements and Overcome a Reputation That’s Out of Date

March 24, 2015

By Lisa Ellis Fresh Care. Delivered Daily. The concept is simple, yet this hand-picked brand message represents Columbia Memorial Health (CMH) perfectly. It also hits home on many levels for the hospital’s target area, which consists of Greene and Columbia counties of upstate New York. Hospital Tries To Overcome Past Reputation The CMH network has Read More

Leading Cancer Center Pilots Extensive Value-Based Payment Plan

March 24, 2015

By Lisa D. Ellis The University of Texas MD Anderson Cancer Center in Houston has always been on the cutting edge when it comes to providing high quality care. For the past 25 years, this multi-disciplinary facility has been ranked in the top two cancer centers in the United States, according to U.S. News & Read More

Small Budget, Big Clout: OB/GYN Group Enters the Advertising Fray with Narrow Targeting and Mixed Media Branding To Grow Their Business

March 24, 2015

Advertising Worth Noting By Peter Hochstein You could argue that there’s nothing new about doctors running ads. In New York, one maverick dermatologist has been the star of his own earthy subway car posters for decades. They are busy horizontal spaces that simultaneously display his photograph and such things as rhyming headlines, before-and-after acne treatment Read More

Is the Mass Media Still Relevant for Health Care Marketing?

March 24, 2015

// By Ross K. Goldberg // It was just a blink of an eye ago when corporate America understood, some albeit begrudgingly, the need for a solid media relations program as a way to get their organization’s story told. Product advertising was fine, and promotional gimmicks were exciting; but the inherent credibility found in the Read More

Truth in Messaging—Or Else: 5 Lessons from Brian Williams, Walmart, and GNC

March 23, 2015

By David M. Mastovich Can you picture Brian Williams in one of those Southwest Airlines “Want to Get Away?” commercials? The NBC Nightly News Anchor was suspended for six months after misrepresenting events that occurred while he was covering the Iraq War in 2003. Bloggers, comedians, and traditional news media outlets continue to feast on Read More

The Other Social Network: What Recent Research Tells Us about Physician Referrals—and What It Means to Your Revenue Goals

March 23, 2015

By Moses Hohman Much has been made in health care marketing circles of the need to embrace the social media revolution. “Go where the patients are,” conventional wisdom tells us, and where they are is on online social networks. Just last month the Pew Research Center came out with the latest user statistics on Facebook: Read More

Rural Health System Maximizes Profits Through Better Physician Onboarding; Can You Cut Your New Docs’ Time to Profit by 78%?

March 12, 2015

By Lisa D. Ellis Relationships are the focus of attention at Geisinger Health System—and not just with patients, but also with its practitioners and specialists. In fact, aligning with providers, as well as with all of the internal service lines, is a key part of the organization’s strategy, enabling everyone to work collaboratively within the Read More

Preparing for Ebola: Advice from the Experts

February 17, 2015

By Lisa D. Ellis If an Ebola patient walked into your organization’s emergency department today, would you be ready to handle the communication needs of the situation appropriately? If not, you could be missing out on some valuable opportunities to educate the community and at the same time, to help to promote the good work Read More

Treating Ebola Patients Gives University-Based Hospital a Healthy Boost in the Community

February 16, 2015

By Lisa D. Ellis A frenzy of media attention has been centered on Nebraska Medicine in Omaha recently. As one of only three hospitals in the United States to run a biocontainment unit equipped to treat highly infectious diseases, it has had an almost unprecedented opportunity to play host to a few of the nation’s Read More

Gearing Up For Population Health, Part 4: Laying a Solid Foundation with Theory

February 16, 2015

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