How to build a sustainable, scalable process for a better consumer and employee experience. // By John Marzano // The goal for any hospital and health system is to successfully activate and operationalize the service trio of brand, culture, and experience to achieve business loyalty, recruit exceptional talent, and provide the best experience for people Read More
Emory Healthcare’s rebranding initiatives enable the health system to stand out in Atlanta’s crowded market. Emory’s success should serve as an example for other hospitals and health systems looking to develop a successful rebranding strategy and drive growth. There are hospitals and health systems with reputations verging on veneration. But for all the world-renowned research Read More
The Atlanta academic medical center had to figure out how to convince patients that, while it takes care of the sickest of the sick, it also provides routine medical care. // By Ron Shinkman // There are hospitals and health systems with reputations verging on veneration. But for all the world-renowned research and medical breakthroughs Read More
Hospitals meet a vital need in the communities they serve. In 2016, hospitals spent $157 billion on financial assistance and community benefit activities across the country. To better understand the needs of the communities they serve, triennially, nonprofit hospitals are required by the Internal Revenue Service to complete a community health needs assessment (CHNA). The Read More
Giving back to the community is a requirement of nonprofit health systems. This New England health care organization identified four priority areas and developed a print and online publication to provide information and resources for community members. // By Althea Fung // Hospitals meet a vital need in the communities they serve. In 2016, hospitals Read More
What do consumers value in their health care? How do they value the care from a health system compared to the care they might be offered by a non-traditional care provider? Health care has largely viewed those encroaching on its turf — from retail, big tech, and startups, among others — as a threat. But Read More
Is disruption a good or bad thing? It depends on whom you ask. // By Jane Weber Brubaker // Let’s talk about disrupters. Health care has largely viewed those encroaching on its turf — from retail, big tech, and startups, among others — as a threat. But how do consumers see things? Before the COVID-19 Read More
// By Brian Griffin // Two tragic events sparked Johns Hopkins Medicine to strengthen its commitment to racial justice and HEDI through microsites and community outreach. In May 2020, the killing of George Floyd rocked the nation and sparked civil unrest and cries for racial justice that continue to reverberate today. At Johns Hopkins Medicine Read More
As marketers, we often preach the importance of data-driven decisions. Without data, marketing feels like a guessing game. But at UNC Health, describing the marketing and communications department as “data-driven” feels like an understatement. With an in-house consumer insights team and a robust survey process, data truly sits at the core of everything the team Read More
// By Melanie Graham // The pandemic has renewed focus on certain health care pain points: consumerism, funnel wars, and employee retention. UNC Health is taking on all these challenges with a data-first mindset. As marketers, we often preach the importance of data-driven decisions. Without data, marketing feels like a guessing game. But at UNC Read More
“The repercussions of consumers putting off both routine and essential care (most likely a result of both the voluntary shutdown of elective procedures around the country by many health systems as well as growing concerns over being exposed to the virus) are significant,” says Daniel Fell of Optum. “From both a public health and a Read More
// By Daniel Fell // In early May, our company launched a biweekly tracking study to better understand and monitor consumer sentiment toward seeking health care services during the COVID pandemic. The Optum Consumer Pulse Survey asks a representative sample of 700 adult consumers nationwide how likely they are to visit different types of health Read More
People age 50 and older represent the largest demographic of health care consumers. But do you know how to best reach and market your health care organization to this audience, and which products and services resonate the most with them? A recent national consumer survey conducted by Cox Media Group revealed surprising insights about how Read More
// By Marlene Kurban // People age 50 and older represent the largest demographic of health care consumers. But do you know how to best reach and market your health care organization to this audience, and which products and services resonate the most with them? A recent national consumer survey conducted by Cox Media Group Read More
Hospital marketers have to be active on social media and online review sites, right? We know the answer is ‘yes,’ but who is it for and how do you do it well? A recent national consumer survey conducted by Wax Custom Communications showed surprising results about who follows social media channels and to what extent Read More
// By Marlene Kurban // Hospital marketers have to be active on social media and online review sites, right? We know the answer is ‘yes,’ but who is it for and how do you do it well? A recent national consumer survey conducted by Wax Custom Communications showed surprising results about who follows social media Read More
Treating illness is important, but that is only a part of overall health. Social determinants of health (SDoH) — the conditions under which people are born, live, and work — are increasingly recognized as strong influences on health. Conditions like poverty, education level, and lack of social support contribute to more than half of premature Read More
// By Althea Fung // Treating illness is important, but that is only a part of overall health. Social determinants of health (SDoH) — the conditions under which people are born, live, and work — are increasingly recognized as strong influences on health. Conditions like poverty, education level, and lack of social support contribute to Read More
What message is your organization’s culture sending to your employees? If it doesn’t tell the people you employ that you value their input, you’re missing an important chance to get them more engaged in your day-to-day operations. You may also be losing out on a valuable differentiator in a competitive marketplace. At Tri-State Memorial Hospital Read More
// By Lisa D. Ellis // What message is your organization’s culture sending to your employees? If it doesn’t tell the people you employ that you value their input, you’re missing an important chance to get them more engaged in your day-to-day operations. You may also be losing out on a valuable differentiator in a Read More
“What if you and your hospital were measuring patient satisfaction incorrectly?” posits James A. Gardner. “Worse, what if you were focused on improving things that didn’t really matter — and overlooking things that did?” Gardner leads national market and business development efforts for MedTouch, a digital marketing agency serving hospitals and health systems nationally. “In Read More
What if you and your hospital were measuring patient satisfaction incorrectly? Worse, what if you were focused on improving things that didn’t really matter — and overlooking things that did? // By James A. Gardner // In a health care setting, satisfaction focuses on the gap between patients’ expectations and their experiences. Importantly, patient experience Read More
Health care organizations increasingly focus on improving the patient experience as reimbursement levels are now tied to this essential measurement. Further, when patients aren’t satisfied with their medical care or how office staff treats them, they are apt to shop around for a new provider. Yet all too often, areas where health care organizations invest Read More
// By Lisa D. Ellis // Health care organizations increasingly focus on improving the patient experience as reimbursement levels are now tied to this essential measurement. Further, when patients aren’t satisfied with their medical care or how office staff treats them, they are apt to shop around for a new provider. Yet all too often, Read More