Notable Health Care Advertising // By Peter Hochstein // How fast can you turn a ship around—a really big ship? Here’s what happened at Geisinger Health System, with 12 hospital campuses; 1,472 licensed beds combined; over 2.6 million outpatient visits annually; two research centers; 30,000 employees; 1,600 employed physicians; plus a 510,000-member health plan. All Read More
// By Lisa D. Ellis // It used to be that if you built a good health system, people would come. But in today’s hectic world, many organizations find it necessary to extend their services to places their patients frequent instead. In fact, these days, organizations providing the highest-quality care are a given, but how that Read More
// By Dennis Knox // As any golfer knows, even the most powerful swing won’t get your ball where it needs to go if you don’t follow through on the backswing. This premise also holds true off the golf course. In fact, health care organizations today need to keep the idea of follow-through in mind Read More
Piedmont Health Services really means business, especially when it comes to protecting the health of the community. Back in 2009, it started a unique partnership with Chapel Hill-Carrboro Chamber of Commerce to provide access to more affordable health services for employees of small businesses and their families. Since the high price tag associated with most Read More
3 Ways Health Care Marketers Can Make Sure Callers Become Patients // By Ken Robbins // Until recently, health care businesses often did little or no marketing as a general rule. Now, we are experiencing a seismic shift to the point where online marketing such as paid and organic search have helped it become a Read More
// By Jeannie Lewis // If you’re a medical supply company, compliance software manufacturer, or other provider of health care products or services targeted to hospitals, health care organizations, long-term facilities, or other types of care providers, it’s important to understand the current realities of the marketplace so you can position yourself in the best Read More
Copywriter and SHCM columnist Peter Hochstein recently spotted an interesting advertising tactic for an urgent care center: A billboard displaying the word “OOPS?” in an upward-slanted, rounded rectangle, along with the word “OUCH!” in a similar but downward-slanted rectangle. Adjacent to OOPS? and OUCH! is a headline that says “Crystal Run Urgent Care!” Hochstein was curious to know Read More
Health care marketers often look to their peers for examples to help guide their efforts to bring people in to access their programs or services. But when Access Health CT (Connecticut’s state-run health exchange) came into being in 2012 to serve as a statewide exchange making affordable health care accessible for qualified individuals and businesses through Read More
// By Lisa D. Ellis // Piedmont Health Services really means business, especially when it comes to protecting the health of the community. Back in 2009, it started a unique partnership with Chapel Hill-Carrboro Chamber of Commerce to provide access to more affordable health services for employees of small businesses and their families. Since the Read More
“When is the last time your C-suite reached out to your medical staff to find out what they want and need? If the answer is ‘never’ (or at least not anytime recently that you can remember), you could be missing out on some important opportunities to help your hospital or other health care setting reach Read More
While Jackson Memorial Hospital in Miami, Florida is a well-regarded teaching hospital with a Level 1 trauma center, there was a perception that its facilities were outdated—which was particularly problematic for the facility’s maternity services. “When you’re talking about organ transplants, the quality of the room you’re staying in is not one of the top three concerns,” Read More
Notable Health Care Advertising // By Peter Hochstein // This somewhat complicated story starts, at least for me, with a clever graphic trick on a highway billboard. The billboard displays the word “OOPS?” in an upward-slanted, rounded rectangle. And then the word “OUCH!” in a similar but downward-slanted rectangle. Adjacent to OOPS? and OUCH! is Read More
// By Lisa D. Ellis // Health care marketers often look to their peers for examples to help guide their efforts to bring people in to access their programs or services. But when Access Health CT (Connecticut’s state-run health exchange) came into being in 2012 to serve as a statewide exchange making affordable health care Read More
// By Lisa D. Ellis // Dr. David Birdsall, Vice President of CEP America: When is the last time your C-suite reached out to your medical staff to find out what they want and need? If the answer is “never” (or at least not anytime recently that you can remember), you could be missing out Read More
An Exclusive Report from Strategic Health Care Marketing
// By Susan Dubuque //
These days, says health care marketing expert Susan Dubuque, health care organizations across the country are racing to stake their claims as champions of wellness:
They shout, “We are no longer dedicated to treating you when you’re sick or injured. Now we are committed to keeping you well—and out of the hospital.” The unspoken words: Like our financial lives depend on it.
What is the best approach for health care marketers to calm the frenzy, she asks, and help their organizations remain focused and smart?
In this exclusive report, Dubuque, a nationally recognized expert in health care marketing and a member of the Strategic Health Care Marketing Editorial Advisory Board, deftly examines this question in three thoughtful chapters. We know you will appreciate her take on what “wellness” means to health care consumers these days, how to align wellness with
your strategic goals, and more.
// An SHCM webinar on March 30, 2016 //
Patients are transforming health care as they demand that health care organizations provide them with a consumer experience. They expect the immediacy of a Google search, the personalization of Amazon, the convenience of Uber, the value of Target, and the ubiquity of Facebook.
And the changes are happening fast. Most health care organizations understand they must embrace change or be left behind.
But what does this mean in practical terms for your organization? How can we make health care access easier, more valuable, and more efficient? What tools can we use to improve delivery of care and empower patients to manage and improve their health?
What will it take for your organization to build a consumer-centric health care system based on wellness and prevention? How will the ability to collect, measure, and analyze customer data translate to competitive advantage?
Join us on March 30 for a webinar presented by Pamela DeSalvo Landis, Vice President, Information Services, Carolinas HealthCare System and Lindsay Resnick, MHA, Chief Marketing Officer, Wunderman Health. Learn more »
The corporate and health care sectors often talk in different languages and have different ways of doing business. But there are lessons from the business world that can translate well to the health care setting, especially when it comes to building a brand. Perhaps no one knows this better than Lisa Stockmon, the Chief Marketing Read More
For One Florida Hospital, It Was the Smart Way Out of a Marketing Conundrum. Notable Health Care Advertising // By Peter Hochstein // For people trying to market the maternity services at Jackson Memorial Hospital, a huge institution in Miami, Florida, with more than 1,254 beds on its main campus alone, it must have felt Read More
St. Francis Hospital and Health Centers in Poughkeepsie, New York, wasn’t the first hospital to find itself drowning in a sea of financial troubles and it probably won’t be the last, notes veteran copywriter Peter Hochstein. Having filed for bankruptcy, “It was accepting bids for full acquisition from other hospitals,” recalls Barbara Kram, Senior Director, Read More
“As a former TV reporter, I have had a unique chance to see multiple organizations and topics competing for media coverage in a crowded market,” says Lisa Arledge Powell, President of MediaSource, a content-focused health care public relations firm. “But in the past few years,” she says, “the growth of new media has opened up Read More
“There’s no denying it: Value-based population health management is here to stay,” says David Wildebrandt, a member of the Berkeley Research Group’s (BRG) Healthcare Performance Improvement practice. “But how can hospitals best manage the transition from a fee-for-service approach to treating sickness to adopting one that focuses on keeping patients well in the first place?” Most Read More
Notable Health Care Advertising // By Peter Hochstein // St. Francis Hospital and Health Centers in Poughkeepsie, New York, wasn’t the first hospital to find itself drowning in a sea of financial troubles and it probably won’t be the last. Having filed for bankruptcy, “It was accepting bids for full acquisition from other hospitals,” recalls Read More
Over the past year, Clay Cutchins of Franklin Street, a health care brand consultancy, worked with his team to help form the messaging and positioning of a new pediatric Accountable Care Organization (ACO) in Texas. This was not his first experience developing ACO marketing strategies. “Previously, we had helped sculpt the brand framework for a Read More
Q&A with Lisa Stockmon, Chief Marketing and Communications Officer, City of Hope // By Lisa D. Ellis // The corporate and health care sectors often talk in different languages and have different ways of doing business. But there are lessons from the business world that can translate well to the health care setting, especially when Read More
// By Lisa Arledge Powell // As a former TV reporter, I have had a unique chance to see multiple organizations and topics competing for media coverage in a crowded market. But in the past few years, the growth of new media has opened up many more avenues for publicity and the process of how Read More