Driving Service Line Growth with Targeted Health Risk Assessments: Engaging Patients Throughout the Healthcare Journey

If your marketing funnel is top-heavy with few leads converting into actual encounters, you may have a qualification and engagement problem. The good news: we wrote the playbook on service line growth and patient acquisition, and we want you to have it.

This new eBook is packed with strategies healthcare organizations have used to achieve and exceed their service line growth goals.

Inside, you’ll discover:

• How patient acquisition and retention have changed, requiring new tactics to identify and convert the right prospects into patients
• Checklists to help you create your own service line campaigns and engage leads at each stage of the marketing funnel
• Real-world examples of successful campaigns that improved patient engagement, reduced acquisition costs, and drove service line growth

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Unified Marketing Governance: Lessons from Leading Health Systems

// By Marcos Irigaray // Without a unified governance framework to guide marketing, organizations risk sending mixed messages, squandering resources, and failing to engage patients and employees and fulfill the organizational mission. Explore how three health systems use tailored governance models to align marketing efforts with strategic goals, ensuring consistent brand messaging and effective return on investments.

Is Rome Burning? Let’s Discuss the Changing CMO Role

Join us for a free webinar on Wednesday December 11 at 2:30 p.m. ET, as we explore the future value of marketing and changes in the CMO role for 2025

Your Presenters:

• Christine Kotler, Chief Marketing and Communications Officer, Baptist Health South Florida
• Sarah Sanders, Chief Marketing and Brand Experience Officer, UCSF Health
• Chris Bevolo, Chief Transformation Officer, BPD
• Chris Boyer, Digital Patient Experience Strategist, Chris Boyer, LLC

Moderated by:

• Marcia Simon, Contributing Writer, Plain-English Health Care

In this webinar, you’ll learn:

• The impact of AI on marketing
• How the CMO role is evolving outside of the healthcare space
• How shifting healthcare economics may impact marketing and the role of the CMO
• Innovative approaches to align marketing with long-term organizational goals

Register Now  »

Philadelphia Bridges Mental Health Services Gap with Walk-In Urgent Care Clinic

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.

Henry Ford Health “We Go For It” Campaign Brings Grit to Health Care

// By Althea Fung // Henry Ford Health’s latest campaign “We Go For It” pairs the grit of Detroit Lions Head Coach Dan Campbell with the health care system’s relentless commitment to patient care. Find out how Henry Ford Health leveraged an important sports partnership to showcase its own expanded services and the region’s renewed vitality.

Unlocking ROI: Transforming Health Care Marketing with HRAs

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

Wednesday | Jan. 29, 2025 | 2 p.m. Eastern

Your Presenters:

• Dan Lavelle, Chief Product Officer at Unlock Health
• Cody Brutlag, Region Director, Digital Marketing (California) at CommonSpirit

Register Now »

Zero-Click Search Strategies Every Health Care Marketer Should Know

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.

Focus on Healthcare Branding: How Health Care Organizations Stand Out and Drive Meaningful Connections with Consumers

In this new report from Strategic Health Care Marketing, you’ll explore the strategies and initiatives health care organizations use to elevate their brands and connect more effectively with consumers.

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Focus on Internal Communications: Aligning Brand Messaging to Build a Cohesive Workforce and Enhance Recruitment and Retention Efforts

In this new report from Strategic Health Care Marketing, you’ll discover innovative strategies and approaches from hospitals and health systems around the country.

Download now »

A Call to Arms: How VCU Health is Leading the Charge to Reduce Gun Violence

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.

Advertising Showcase: Baptist Health Campaign Appeals to Women

// 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

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.

Breaking Down Barriers to Mental Health Treatment

// 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

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

// 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

// 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.

Community Health Systems Find Recruitment Success Through Marketing-HR Collaboration

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.

25 Years of Celebrating Excellence in Digital Health Care Strategy

// 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.

Conference Preview: SHSMD24 Connections Gears Up for Insightful Sessions and Networking in Denver

SHSMD Connections is a must-attend event for health care marketers every fall. This year’s conference takes place October 13-15 in Denver. This three-day conference, jampacked with exceptional educational and networking opportunities, will fill you up with new ideas and fresh inspiration, and empower you to become a changemaker in your organization.

Crafts, S’mores, and Kumbaya: Looking at Patient Experience Through the Eyes of a Child

// By Susan Dubuque // Thirty-eight children’s hospitals and three Ronald McDonald Houses partner with The Hole in the Wall Gang Camp, giving kids with serious health problems the opportunity to just be kids. If you are up for a bit of inspiration, read on. This article might give you a whole new perspective on patient experience.

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

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

// 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.

The Cost of Data Mismanagement: How Health Systems Can Protect Against Class Action Lawsuits

The convergence of technology and health care has raised concerns about data security. Nearly 75 percent of people are concerned about protecting their personal health data. High-profile class action lawsuits related to consumer privacy have caused significant financial and reputational damage to some health systems. How can you protect your organization?