The chief marketing and communications officer for Geisinger shares how collaboration between marketing and public relations enhances effectiveness and efficiency. // By Susan Dubuque // In the aftermath of COVID-19, hospitals and health systems are pressured to do more with less. The 2023 Healthcare Marketers Trend Report reveals that marketing and advertising budgets have shrunk Read More
Health care industry experts have been sounding the alarm about the staffing shortage for decades, with a variety of factors contributing to the problem — the aging population, lack of nursing faculty, competition from other industry sectors, and burnout. Now, in the wake of the COVID-19 pandemic, hospitals and health systems face unprecedented challenges as Read More
It takes a village to raise a child, and it takes a village to save their mothers’ lives. // By Wendy Margolin // The U.S. is the only high-resource country in the world with a rising maternal mortality rate. As shameful as that is, it gets worse. One group of women — Black women — 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
Marketing and talent acquisition executives from Michigan Medicine share how collaboration and brand alignment helped to address staff recruitment and retention challenges for their organization. // By Susan Dubuque // Health care industry experts have been sounding the alarm about the staffing shortage for decades, with a variety of factors contributing to the problem — Read More
A successful health care rebrand requires two things: effective project management and clear communication. Your brand is more important than ever, especially for organizations seeking to be recognized over an expanding number of marketing platforms and sales channels. Shifts in the market, mergers and acquisitions, and other company changes also drive the need for brand 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
As many as 24 million people could lose their Medicaid coverage by late 2024 as part of an ongoing process of Medicaid redeterminations. Hospitals have a vested interest in making sure they stay on the rolls. Providence has embarked on an ambitious outreach campaign with a singular goal: Keep its patients insured. The Renton, Washington-based Read More
What health care marketers can do to bring attention to women’s health disparities. // By Wendy Margolin // When it comes to women’s health, there’s a lack of attention, funding, research, and education. From the moment we start menstruating, it’s a secret. Girls are often embarrassed to tell their mothers, which is partly what makes Read More
Effective project management and clear communication are critical to keeping a rebrand on schedule. // By Brian Bekins // Your brand is more important than ever, especially for organizations seeking to be recognized over an expanding number of marketing platforms and sales channels. Shifts in the market, mergers and acquisitions, and other company changes also Read More
The scarcity of health care workers is not new. Since the 1980s, there has been significant industry chatter, particularly surrounding the critical shortage of nurses. When COVID hit, demand skyrocketed, just as the “Great Resignation” struck. Workforce shortfalls threaten patient care and have significant financial implications. One study finds that labor shortages have cost hospitals and Read More
As many as 24 million people could lose their Medicaid coverage by late 2024. Hospitals have a vested interest in making sure they stay on the rolls. // By Ron Shinkman // Providence has embarked on an ambitious outreach campaign with a singular goal: Keep its patients insured. The Renton, Washington-based health system has printed Read More
In this exclusive report from Strategic Health Care Marketing, we take a closer look at what hospitals and health systems around the country are doing to expand access to care and gain critical insights on how to improve access in your own organization.
Each fall, the SHSMD Annual Conference brings together the best and brightest in our industry — from seasoned veterans to tomorrow’s leaders — for three days of sharing, growing, and learning together. This year, the health care strategy and marketing community will convene in Chicago from September 10-12 at SHSMD23 Connections. The conference is an Read More
WellSpan Health’s omnichannel media approach had a dramatic impact in a highly competitive marketplace. Learn how you can use intent-based planning to guide your media strategy and drive results. A new Strategic Health Care Marketing webinar for healthcare marketers and strategists Presented on September 7, 2023 Your Presenters: Jason VanDiver, Vice President of Communications, WellSpan Read More
Marketing executives share how Moffitt Cancer Center’s marketing and HR teams work together to alleviate recruitment and retention challenges by aligning with the brand. // By Susan Dubuque // The scarcity of health care workers is not new. Since the 1980s, there has been significant industry chatter, particularly surrounding the critical shortage of nurses. When Read More
Connect with the community shaping the future of health care. // By Jane Weber Brubaker // Each fall, the SHSMD Annual Conference brings together the best and brightest in our industry — from seasoned veterans to tomorrow’s leaders — for three days of sharing, growing, and learning together. This year, the health care strategy and Read More
Being in the middle of the western half of the United States — between well-known East and West Coast medical facilities — presented Children’s Hospital Colorado with a marketing challenge. In addition to making potential patients and their loved ones aware of its existence, the hospital wanted to demonstrate the individualized, innovative, and often complex Read More
DEI is about more than representation. It’s all about creating an environment where everyone feels heard, respected, and empowered. No other industry has more of an imperative to embrace DEI than health care as the path to a healthier future for everyone. At this year’s Healthcare Marketing & Physician Strategies Summit (HMPS23) in Austin, Texas, Read More
Medical experts collaborated with the marketing team to showcase complex procedures that change lives. // By Cheryl L. Serra // Being in the middle of the western half of the United States — between well-known East and West Coast medical facilities — presented Children’s Hospital Colorado with a marketing challenge. In addition to making potential Read More
Health care marketers are sometimes on the defensive when proposing budgets to their CEOs and CFOs, feeling the pressure to justify the expense and project the expected return on investment — especially for “softer” initiatives like brand building. So, it was refreshing to hear a different perspective from Bill Robertson, CEO of MultiCare, a 12-hospital Read More
Ethnographic research starts with the assumption that consumers are experts on themselves. Beebe Healthcare and Baylor Scott & White Health use this approach to gain deeper understanding of patients and their context. // By Ron Shinkman // Empathizing with patients is a better way to connect with and market to them. That was the primary Read More
As a health care provider, how can you ensure your patients are able to easily navigate your facilities to access care when they need it? Health care facilities lose an estimated $200,000 per year due to scheduling conflicts directly caused by patient navigation challenges, reports Clay Anderson in a new article. First impressions are crucial. Read More
Executives from Connecticut Children’s, UNC Health, and Stanford Health Care share how they integrate diversity, equity, and inclusion (DEI) into the organizational culture. // By Susan Dubuque // DEI is about more than representation. It’s all about creating an environment where everyone feels heard, respected, and empowered. No other industry has more of an imperative Read More
MultiCare’s CEO believes brand-building is the key to sustainable growth, and that it supports acquisition. It’s not either-or; it’s both-and. // By Jane Weber Brubaker // Health care marketers are sometimes on the defensive when proposing budgets to their CEOs and CFOs, feeling the pressure to justify the expense and project the expected return on Read More