// 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 Read More
More people today are turning to the Internet to get their health information, making the digital world an increasingly important space for hospitals to market their services and engage with consumers. With so much opportunity for online promotion, the key to successfully navigating the array of choices is to make strategic decisions with your digital Read More
Spectrum Health Medical Group (SHMG) has grown in leaps and bounds in recent years, and so has its onboarding and communication efforts, which are essential to helping new providers acclimate to the large, multi-disciplinary system. Headquartered in Grand Rapids, Michigan, Spectrum Health is the second largest health care provider in the state, offering inpatient and Read More
By Lisa D. Ellis How can you tell if your marketing efforts are truly successful? The best way is to let the data speak for itself, according to representatives from Laughlin Constable (LC). This integrated advertising agency recently partnered with Cadence Health in Illinois to identify and track key measures to help capture and strengthen Read More
Service lines may be the mainstay of your organization, but are you using them strategically for the realities of today’s marketplace? If not, you could be missing some important potential for getting, and keeping, your patients. Responding to the Current Climate Health care reform has changed the way most hospitals do business—and the impact includes Read More
By Peter Hochstein I once knew an advertising creative director who said his constant prayer was, “Grant me the luxury of a tightly written creative strategy.” The following strategy would most certainly have answered his prayer: Position UC Irvine Health as Orange County’s top destination for cancer care. Leverage our status as Orange County’s only Read More
by Jane Weber Brubaker A seven-minute home video titled If Air Travel Worked Like Health Care made its debut on YouTube in 2010 and subsequently went viral. The video features a hapless customer struggling to book a round-trip flight through a fictitious airline, Air Health Care, and nail down the cost. The man’s frustration level Read More
by Lisa D. Ellis Hill Country Memorial (HCM) in Fredericksburg, TX, is a small community hospital that’s accomplishing big things. It was one of four organizations nationwide to receive a 2014 Malcolm Baldrige National Quality Award for achieving excellence in its efforts. Now, Hill Country Memorial plans to use this national recognition as a platform Read More
by Jennifer Busick At a health care center in Florida, patients who were undergoing radiology procedures believed they were receiving injections of a narcotic painkiller, fentanyl. What they didn’t know was that a radiology technician at the clinic was injecting himself with the fentanyl and then refilling the syringes with saline solution. Although fentanyl is Read More
by Lisa D. Ellis While many hospitals are grappling with how best to use their social media efforts, Advocate Health Care in Illinois seems to be leading by example. This faith-based health delivery system has developed a comprehensive social media strategy that supports its broader communications goals on multiple levels. Better yet, it includes an Read More
by Stewart Gandolf Clinical service department profitability is a constant challenge for hospitals. That’s nothing new. What’s changed, however, is just about everything else. The newly empowered patient now regards medical services with the critical eye of a retail shopper. The dynamics of health care reform, facility mergers and acquisitions and increasingly intense competition have Read More
by Peter Hochstein Is there a best time of year for health care marketers to advertise? In light of current events, the answer may be yes. That special time is the open enrollment period under the Affordable Care Act. During open enrollment season, even people in good health have reason to pay extra attention to Read More
by Lisa D. Ellis Many hospitals are acquiring physician groups at a rapid pace. But in the process of incorporating new practices into the larger organization, it’s crucial that hospitals don’t lose sight of their end goal: getting a good return on their investment. Thinking strategically Daniel Weinbach of the Weinbach Group, Inc., in Miami, Read More
by Cheryl L. Serra Satisfied patients are a powerful marketing tool for health care organizations, as one hospital learned when it overhauled the scheduling and management of its operating rooms (ORs). The efforts led to increased efficiency and patient satisfaction and helped boost profitability. Dr. Adam Blomberg, Vice Chief of Anesthesiology and Co-Medical Director of Read More
// By Susan Dubuque // Last year, Strategic Health Care Marketing published a series of three articles on Racing to Wellness. This year, we 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 Read More
by Peter Hochstein It all starts with mysterious-sounding music, images of equipment and people you can find at any hospital, and a young child’s voice. All together, they make magic. There’s a picture of a hospital bed with a teddy bear lying on it. “Secret lair,” confides a little girl’s voice, barely above a whisper. Read More
by Patricia Chaney With reimbursement cuts, increasingly price-sensitive consumers and payers, and the development of accountable care organizations, independent outpatient facilities stand to take market share from hospitals. Outpatient imaging and ambulatory surgery centers pose steep competition for hospitals in certain markets, but with all providers struggling to balance reimbursements and payer negotiations, there’s more Read More
by Cheryl Haas Whether the cause is super-sized portions, pedestrian-unfriendly suburbs, or too many hours in front of the computer (or some combination of the above), Americans are becoming bigger at an alarming rate. The growing numbers of morbidly obese adults and children are fueling an increase in weight-loss surgery and medical weight-loss management services Read More
by Sheryl S. Jackson Since its humble beginnings in 1895, the 20-bed Macon (GA) Hospital has grown to become the Central Georgia Health System. It comprises the Medical Center of Central Georgia, a 637-bed, full-service, acute care hospital, along with 30 entities that include other clinics, specialty-care centers, and community hospitals. In September 2014, the Read More
by Jane Weber Brubaker In October, a nurse who had extensive contact with Thomas Eric Duncan at Texas Health Presbyterian Hospital in Dallas became infected with Ebola. Although the worker had worn protective gear, the Centers for Disease Control confirmed the infection was caused by a “breach in safety protocol.” (AP) Shortly thereafter, a second Read More
// 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 Read More
by Peter Hochstein Imagine you live in Aurora, CO. One attraction in this third-most-populous city in the state is the rich availability of recreational sports activities, including soccer fields, ice hockey mountain biking, and—well, you get the idea. While taking the kids to soccer practice, you suddenly see an alarming sight. A soccer player behind Read More
by Jennifer Redmond Implementation of the Affordable Care Act has created an equal share of opportunity and difficulty for health care providers. In an evergrowing market, providers are vying for the attention of consumers in creative ways, but some, in an effort to edge out the competition, are met with vehement criticism. This pressure to Read More
by Sandra Marchetti Backups and delays are a common, but always unwelcome, part of the health care process. Patient flow problems are a source of anxiety and long waits for patients, as well as frustration and inefficiency for providers. According to the Institute for Healthcare Improvement, many U.S. hospitals have problems with achieving optimal patient Read More
by Cheryl Haas Devi Shetty, MD, is out to change the world of health care delivery through compassion, quality, and affordability. India’s most renowned heart surgeon and Chairman of Narayana Health has built a chain of 21 medical centers that cut costs so substantially that they can provide clinical excellence at a fraction of the Read More