How the University of Maryland Medical System leveraged journey mapping to align marketing with the patient experience. Learn how a leadership team of cancer experts came together to create a shared understanding of the patient experience, and how hearing directly from patients refined their perceptions and guided the changes they made.
// By John Marzano // Gun violence is still the leading cause of death among children and adolescents in the United States. Read on to learn about the gun violence prevention movement started by Northwell Health and view the latest public service campaign spot that puts the spotlight on gun safety.
// By Jane Weber Brubaker // In the current environment of cultural tribalism, how can health care organizations break down barriers and rebuild trust in the communities they serve? Brandon Edwards and Shannon Hooper believe the antidote to toxicity is authenticity. Here, they share ideas for how marketers can break through the red state/blue state conundrum.
Referrals are an indispensable source of growth for health systems and medical practices. Despite that, many of the processes and tactics around referrals have been playing catch-up in terms of modernized strategies and effective use of data. Read on to learn key success factors you can apply to your own organization.
// By Susan Dubuque // To better understand trends reshaping strategy, execution, and engagement, we turned to trusted voices from organizations supporting the eHealthcare Leadership Awards. These experts offer a roadmap for staying relevant and impactful in today’s health care environment. Keep reading for frontline insights to help you stay informed, inspired, and ahead of the curve.
As health systems face rising costs, shrinking margins, and growing demand for services, charitable contributions can provide critical funding for capital improvements, medical research, and community health programs. Fundraising professionals are among the most recruited health care executives today. Read on to discover the mutual benefits of philanthropy and marketing joining forces.
// By Ross Goldberg // The health care system is full of contradictions: more care, more technology — and more frustration. This opinion piece unpacks the growing disconnect with health care and how marketers can close the gap. Read on to explore four critical strategies to rebuild trust, reframe expectations, and reconnect with a new generation of patients.
In this new report from Strategic Health Care Marketing, you’ll discover how collaboration between marketing and human resources is helping health care organizations nationwide find creative ways to attract talent, retain valued employees, and show appreciation for their teams.
// By Jordan Buning // Large language models are breathtakingly fast at returning answers to our prompts and even adjusting the voice and tone according to our guidance. But people skills, unique to humans, can’t be outsourced to AI. Here are a few of the most important people skills marketers must possess, now and in the future.
In this new exclusive report from Strategic Health Care Marketing, you’ll learn that humanizing health system brands by investing in authentic storytelling is still a primary goal. But today, highly credible, content from experts also establishes a health system’s authority, increasing the likelihood of its content appearing in AI-generated answers.
Trustworthiness is the quality Americans value most, according to national consumer studies from Klein & Partners. During a Strategic Health Care Marketing webinar in May, Rob Klein presented results from the company’s latest National Consumer Insight Study. Here, we discuss some of the larger themes that emerged from the conversation.
What a new CMO accomplishes in the first three months on the job can make or break their legacy. Three seasoned CMOs joined a panel at the 2025 Healthcare Marketing & Physician Strategies Summit to share how they started in their roles and what really works when stepping into the top marketing job.
// By Susan Dubuque // In a world of 30- and 60-second TV spots, The Christ Hospital Health Network in Cincinnati is turning heads with something refreshingly brief: 10-second ads that deliver big impact. Airing during Jeopardy, the spots feature a nod to the game show, rotate through service line messages, introduce providers, and reinforce the brand.
The U.S. health care industry is approaching a critical inflection point. In a candid and thought-provoking keynote at the 2025 Healthcare Marketing & Physician Strategies Summit, Paul Keckley outlined the challenges and potential opportunities health care leaders must navigate in an era of unprecedented economic uncertainty, regulatory disruption, and consumer discontent.
// By Susan Dubuque // For many health care marketers, annual reports often walk a fine line between fulfilling institutional obligations and sparking genuine audience engagement. MD Anderson Cancer Center’s FY23 Annual Report didn’t just meet expectations — it redefined them. Discover how the team executed a single vision for the organization’s annual report across print and digital.
// By Amanda Green // How the University of Maryland Medical System leveraged journey mapping to align marketing with the patient experience. Learn how a leadership team of cancer experts came together to create a shared understanding of the patient experience, and how hearing directly from patients refined their perceptions and guided the changes they made.
In an SHCM exclusive Q&A, marketing strategist Cynthia Newton unpacks how review platforms, transparency, and employee engagement reshape health care reputation from the inside out. Read the full article for insights to help ensure that your employer reputation matches your culture.
A new Strategic Health Care Marketing webinar for healthcare marketers and strategists
Presented on July 9, 2025
Your Presenters:
How do you unify your brand across a large and growing system without losing the local relevance patients trust?
CHRISTUS Health is in the middle of its marketing maturity journey, moving toward a centralized approach to advertising efforts without losing what matters locally. In this candid, strategy focused session, you’ll get an inside look at how CHRISTUS is gaining efficiencies while executing local priorities, and how &well’s Marketing Maturity Model is guiding every step.
Join us for this free webinar on Wednesday July 9, 2025 at 2 p.m. to benchmark your approach against a real-world case study. You’ll come away with actionable ideas, no matter where you are on the marketing maturity curve.
You’ll learn:
Marketing leaders from Banner Health, Renown Health, the Medical University of South Carolina (MUSC), and Primacy share how academic medical centers adapt strategy, structure, and technology to align today’s health care landscape. Learn how academic medical center marketers adjust their strategies to optimize effectiveness today and focus on the future.
// By Jane Weber Brubaker // Trustworthiness is the quality Americans value most, according to national consumer studies from Klein & Partners. During a Strategic Health Care Marketing webinar in May, Rob Klein presented results from the company’s latest National Consumer Insight Study. Here, we discuss some of the larger themes that emerged from the conversation.
Award-winning marketers from Orlando Health, Norton Healthcare, CommonSpirit Health, and BayCare Health System share how they launched, evolved, and elevated their podcasts. Keep reading for insights, practical tips, and inspiration to help you launch your organization’s podcast or take it to the next level.
// By Susan Dubuque // This vibrant new marketing campaign presents an imaginative take on the spirit of innovation that powers the people and life-changing work at this leading academic medical center. Keep reading — you won’t want to miss this bold, fresh take on health care advertising. And yes, there just might be a unicorn.
// By Devin Healy // Referrals are an indispensable source of growth for health systems and medical practices. Despite that, many of the processes and tactics around referrals have been playing catch-up in terms of modernized strategies and effective use of data. Read on to learn key success factors you can apply to your own organization.
Health care’s digital experience often lags behind the expectations of modern consumers. Industry expert Ben Dillon unpacks how retail giants have set a new standard for digital experience. Read the full article to explore how health care marketers can more closely align patient experience with consumer expectations influenced by major brands.
// By Susan Dubuque // The Children’s Healing Art Project has spent the past 19 years transforming pediatric playrooms and hospital rooms into vibrant, imaginative spaces where creativity can flourish. Read on for a clearer picture of the role of art in patient experience and actionable strategies for healthcare marketers to engage families and strengthen community ties.