Iceland Comes Together To Sell (and Sing) The Power of Staying Home

Peter Hochstein

“A group of musicians in Iceland demonstrated that promoting social distancing doesn’t have to sound like somber, top-down marching orders from an authoritarian central command,” says SHCM contributor and copywriter Peter Hochstein. “Instead, they tapped into something uplifting, communal, and perhaps instinctively primeval.” Here’s an excerpt from Hochstein’s new story: I feel sorry for the Read More

Understanding the People Behind the Data Helps Drive Engagement

Brent Morris, CEO of NDP

“If you can’t measure it, you can’t manage it” is the motto at Richmond-based NDP. Last year, the full-service marketing and advertising agency added a media planning division — Neathawk360. As the name implies, this new service embraces a 360-degree approach to the many and diverse forms of media that can impact a consumer’s engagement Read More

With “Fearless Leader” Campaign, Northwell Allays Fears Through Heroism

Althea Fung

// By Althea Fung // As the U.S. emerges from what is likely the first wave of the COVID-19 global pandemic, many health care organizations are launching campaigns to encourage patients to seek the medical care they have delayed. Northwell Health, a 23-hospital system with nearly 800 outpatient facilities in the New York metro area, Read More

Communication Strategies Evolve as Pandemic Restrictions Loosen

Suzanne Hendery, chief marketing and communications officer at Renown Health

During the initial stages of the pandemic, health care marketing leaders found their mission changing from brand and service-line promotion to crisis communication management, with staffs focusing efforts on sharing up-to-date information for patients and communities. Now that businesses are beginning to reopen, employees are returning to work, and restrictions on daily activities are loosening, Read More

ChristianaCare’s Rebrand: A Labor of Love

// By Marlene Kurban // Rebranding a large health system is a complex undertaking that is more than a marketing and design challenge; it requires a thoughtful, strategic approach to be successful. ChristianaCare, the largest health care provider in Delaware, unveiled its new brand identity in October 2019, after an 18-month planning process with its Read More

Taking a Data-Driven Approach to Health Care Marketing

Wendy Stark Healy

// By Wendy Stark Healy // “If you can’t measure it, you can’t manage it” is the motto at Richmond-based NDP. Last year, the full-service marketing and advertising agency added a media planning division — Neathawk360. As the name implies, this new service embraces a 360-degree approach to the many and diverse forms of media Read More

Effective Campaign Features Kids as Fighting Champions

Shira Pollard, PR & Marketing Manager, VCU Health System

“Nothing triggers an emotional reaction like watching someone trying to resist it. There’s a kids’ game in which the object is to stare at all the other kids and try to make one of them laugh while they resist. Trying not to laugh usually ended with an explosion of giggles all around,” notes veteran copywriter Read More

Pandemic Recovery: Gearing Up for Business Development Marketing

Sheryl S. Jackson

// By Sheryl S. Jackson // Health systems across the country are cautiously restarting elective surgeries and trying to recover from financial losses incurred during the peak of the pandemic. How are leaders approaching this massive challenge? Here, industry experts walk us through their evolving communication strategies as their organizations pivot from crisis communications to Read More

6 Ways to Market Telehealth As an Essential Service for Your Patients

// By Sue Spaight // Successful technologies have their big adoption moment — the event that pushes them past the “tipping point” and across the chasm to become a part of everyday life. Telehealth surged across U.S. health care systems during the worst of the coronavirus pandemic. The crisis reduced barriers to virtual care and Read More

How Do Older Adults Take Care of Themselves and Their Health?

Rob Klein, Founder & CEO, Klein & Partners

People age 50 and older represent the largest demographic of health care consumers. But do you know how to best reach and market your health care organization to this audience, and which products and services resonate the most with them? A recent national consumer survey conducted by Cox Media Group revealed surprising insights about how Read More

How To Start Re-Ramping Business Development Marketing

The United States has experienced hundreds of thousands of confirmed COVID-19 cases and over 100,000 deaths. On the economic side, millions have been furloughed or have lost their jobs. And, sadly, “we are not anywhere near done yet,” notes David Marlowe. Here’s an excerpt from Marlowe’s new article: The health care system has been hit Read More

Central Hub Keeps Communications Organized During Crisis

Tessa Court, CEO of IntelligenceBank

For most marketers, a pandemic like coronavirus is uncharted territory. Health care marketing and communications teams are working around the clock to craft and distribute content for patients, visitors, and staff. With the demand to churn out reliable content quickly, organizations may need help staying organized. “While media budgets for our clients are dropping by, Read More

A Community Rallies Around Its Local Health System

Andy Lyons, corporate communications director at Roper St. Francis Healthcare

From Girl Scouts donating cookies they couldn’t sell, to chaplains bringing lollipops to nursing stations, to colleagues making posters and shout-outs to frontline staff, coronavirus isn’t spreading only an illness, but kindness and cheer as well. As hospitals and health care organizations seek much-needed personal protective equipment for staff, communities are responding by donating comfort Read More

How MarTech Can Help Streamline Crisis Communications During COVID-19

Althea Fung

// By Althea Fung // For most marketers, a pandemic like coronavirus is uncharted territory. Health care marketing and communications teams are working around the clock to craft and distribute content for patients, visitors, and staff. With the demand to churn out reliable content quickly, organizations may need help staying organized. “While media budgets for Read More

How Health Systems Are Mobilizing Emergency Action Plans

Sara Vaezy, chief digital strategy and business development officer, Providence St. Joseph Health

Amid the COVID-19 pandemic, U.S. health care facilities face a tsunami of rapid-fire change. Hospital marketing leaders, historically charged with promoting signature service lines, are rapidly transforming their role and their tactics to meet this unprecedented challenge. Providence Regional Medical Center in Everett, Washington, cared for the first confirmed COVID-19 patient in the U.S. on Read More

Coronavirus: If You Offer the Answers You Become the Leader

Bruce Silverman

“If you become a trusted source of information in a time of crisis, you are demonstrating leadership rather than simply claiming it. And people notice,” says veteran copywriter and frequent SHCM contributor Peter Hochstein. In his new article, he discusses the value of becoming a source of information and reassurance during a crisis, with key Read More

Pandemic Recovery: Gearing Up for Business Development Marketing

Preston Gee, Suzanne Hendery, Karina Jennings, Danny Fell, David Marlowe

A Strategic Health Care Marketing webinar on demand for health care marketers and digital strategists

Originally presented May 5, 2020.

Your Presenters:

  • Preston Gee, Vice President, Strategic Marketing, CHRISTUS Health
  • Suzanne Hendery, Vice President & Chief Marketing Officer, Renown Health
  • Karina Jennings, Vice President of Marketing Strategy and Planning, Providence St. Joseph Health
  • Daniel Fell, Marketing Consultant & Senior Strategist, Optum

Moderated By:

  • David Marlowe, Principal, Strategic Marketing Concepts

Preston Gee, Suzanne Hendery, Karina Jennings, Danny Fell, David Marlowe
Watch Now »

COVID-19 and Behavioral Health: Health Care’s Response

“In ordinary times, we are a nation of people with high levels of anxiety,” says Howard Gershon, a founding principal of New Heights Group and a member of the SHCM Editorial Advisory Board. But “[i]n times of a pandemic such as we are experiencing now with the ongoing fear of the deadly coronavirus, anxiety and Read More

Effective Population Health Efforts During the Coronavirus Pandemic

Shari Nethersole, MD, executive director for community health at Boston Children’s

In the midst of the coronavirus (COVID-19) pandemic, health care organizations around the U.S. are focused on safeguarding the health of people living in their communities. At Boston Children’s in Massachusetts, the pediatric teaching hospital for Harvard Medical School, caring for the health of families in the greater Boston area has long been a priority. Read More

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