Zero-Click Search Strategies Every Health Care Marketer Should Know

Lecky-Kirsten-WG

AI Overviews, Google’s recent addition to the top of the search engine results page, have changed the game. How can you make sure your brand shows up in these AI-generated summaries? Learn the benefits of zero-click search, how zero-click search impacts digital marketing, and key strategies for zero-click search.

The Future of Health Care Won’t Wait for Stagnant Leadership

// By Allison Minutillo // Success in health care involves not only managing current demands but also anticipating future trends and preparing accordingly. The greatest challenges facing our health care clients aren’t just managing finite resources or navigating complex systems — it’s how their leaders lead through transformation. This article explores essential strategies for modern health care leaders.

Advertising Showcase: Baptist Health Campaign Appeals to Women

Debbie Davis, director of marketing, Baptist Health

// By Susan Dubuque // Baptist Health is Arkansas’ most comprehensive health care organization. Known for its outstanding obstetrics and gynecology services in Arkansas, the organization also aims to be the first choice for women seeking comprehensive health care. Discover how Baptist Health created a compelling integrated marketing campaign that connects with women at every life stage.

Seattle Children’s PSA Breaks Silence on Teen Suicide Conversation

Candi Nicholson

Parents are mostly mum when it comes to talking with their kids about mental health and suicide. One reason is they are often unaware that their kids think about them. A Seattle Children’s public service announcement urges parents to have that cringy conversation about mental health and suicide with their kids.

Unlocking ROI: Transforming Health Care Marketing with HRAs

shcm webinar presenters

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Tuesday | Nov. 19, 2024 | 2 p.m. Eastern

Healthcare marketers face increasing pressure to demonstrate clear ROI, yet fewer than 10% achieve this goal.

Join us Tuesday Nov. 19 for a free webinar to discover how integrating Health Risk Assessments (HRAs) with a customizable matching algorithm can transform your healthcare marketing strategy.

You’ll learn how combining HRAs with email nurturing and ROI tracking can boost patient engagement, justify your marketing investments, and support broader digital experience goals.

Register Now »

Breaking Down Barriers to Mental Health Treatment

Nicole Connell

// By Susan Dubuque // Philadelphia’s first behavioral health urgent care for adults provides immediate access to vital services, helping to reduce ED visits and inpatient stays and offering a positive experience even on the worst days. Read on to learn more about this care model, which aims to improve access, elevate patient experience, and prevent crises.

Munson Healthcare Leverages Storytelling to Engage Younger Health Care Consumers

Megan Brown, chief marketing and communications officer at Munson Healthcare

It’s no secret — the COVID-19 global pandemic drastically changed the consumer health care landscape. In recent years, health care consumers have become more selective about their care. Learn how Munson Healthcare identified the need to increase affinity with an important demographic — the “sandwich generation” — and developed a multichannel strategy to reach them.

Content Marketing Tips for Keeping Pace with AI-Driven Search

ft image Kirsten Lecky and Nikki Breen

// By Kirsten Lecky and Nikki Breen // AI Overviews, Google’s recent addition to the top of the search engine results page, have changed the game. How can you make sure your brand shows up in these AI-generated summaries? Learn the benefits of zero-click search, how zero-click search impacts digital marketing, and key strategies for zero-click search.

Bridging the Gap: One Health System’s Solution to a National Health Crisis

VCU Health

// By Susan Dubuque // The day a teenage boy arrived at the trauma center with a severe gunshot wound, and the team saved his life, it filled them with an incredible sense of joy. This was the genesis of the VCU Health Bridging the Gap Program. Learn how this team set out to reduce violent injuries.

25 Years of Celebrating Excellence in Digital Health Care Strategy

ehla logo 25th

// By Susan Dubuque // As we celebrate the 25th anniversary of the eHealthcare Leadership Awards, it is fitting to reflect on the evolution of the awards program and the parallel advancements in our industry. We look back from various perspectives, including organizers, sponsors, judges, and winners. The 2024 awards ceremony is at HCIC on November 10.

The Power of Plain Language in Physician Marketing – Webinar Recording

Traditional health care marketing often uses complex, jargon-heavy content, assuming educated audiences prefer it. But they don’t. Ongoing research shows that physicians favor clear, concise communication. Learn how plain language improves engagement and decision making among physicians. You’ll get practical tools and strategies to create content that respects physicians’ time and cognitive load. Watch now.

Health Care Brand Loyalty Dwindles Amid Primary Care Delays, Survey Reveals

Rob Klein, founder and CEO, Klein & Partners

In an age where health care access is a primary concern, people can’t love a brand they can’t use. This was the resounding message from a 2024 National Consumer Insights Survey (NCIS) by Klein & Partners. What will it take to deliver experiences that meet consumer expectations, and where should health care organizations focus?

Teens’ Message to Parents: Ask the Question

Michael Boychuk, co-founder and creative director at Little Hands of Stone

// By Jane Weber Brubaker // Parents are mostly mum when it comes to talking with their kids about mental health and suicide. One reason is they are often unaware that their kids think about them. A Seattle Children’s public service announcement urges parents to have that cringy conversation about mental health and suicide with their kids.

Munson Healthcare “Committed to You” Campaign Raises Brand Awareness, Affinity

Munson Healthcare logo

// By Althea Fung // It’s no secret — the COVID-19 global pandemic drastically changed the consumer health care landscape. In recent years, health care consumers have become more selective about their care. Learn how Munson Healthcare identified the need to increase affinity with an important demographic — the “sandwich generation” — and developed a multichannel strategy to reach them.

Leveraging Neuroscience Best Practices to Foster Inclusivity in Health Care Marketing

Donna T. Walthall

// By Andy Semons and Donna T. Walthall // Any good marketer who has been on the receiving end of a DEI backlash can tell you that fostering inclusivity isn’t as simple as saying “we care” or including visual representation of diverse groups in communications. Learn how Dana-Farber Cancer Institute used neuroscience to better reach underserved populations.

University Health’s Award-Winning Brand Strategy Fueled By Embracing Change

Leni Kirkman, executive vice president and chief marketing communications & corporate affairs officer, University Health

University Health in Texas embraced change to create an effective brand strategy, conducting research to understand community needs during transformative times. Their new brand platform supports the organization’s strategic direction while engaging the community on a journey of health improvement. Discover the strategy and creativity behind this award-winning campaign.

UMMC’s Multichannel Strategy to Boost Transplantation Program Sees Impressive Results

Bill Seiler, assistant director, media relations, UMMC

The University of Maryland Medical Center employs a three-tier marketing strategy for its transplant program, using strategic communications for broad reach, targeted digital tactics for mid-funnel engagement, and search campaigns to capture bottom-funnel consumers. Find out how this leading medical center achieves impressive results with a multichannel marketing and communications strategy.

Recruitment Marketing: New Partnership Boosts Workforce Development

Rachel Smith, Evangelical Community Hospital

// By John Marzano // Workforce shortages and caregiver capacity challenges impact virtually all health care organizations across the U.S. A recent survey found 81 percent reported delays in care due to staff shortages. Discover how two organizations’ HR teams work alongside marketing to bring new life to the health care recruitment process.

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