Optimize Your Website and the World May Beat a Path to Your Door — Plus Other PR Wisdom from a Not-So-Little Hospital System on the Prairie

Peter Hochstein

// By Peter Hochstein // Whether it’s a national news network on the phone, or a triple-header of a tornado, some of the biggest PR opportunities are unplanned. Even Lindsey Meyers, vice president of public relations and communications for Avera Health, sounds just a tad surprised that there’s such sophisticated medical research going on in Read More

Who’s Looking Out for Consumers’ Health Care Interests These Days?

Lindsay Resnick

“We’ve been exposed!” exclaims Lindsay Resnick, executive vice president at Wunderman Thompson Health. “COVID shined a bright light on American health care — the best and the worst: gaps in its value chain, disparities in communities, advances in technology, changes in consumer behavior, and a culture of collaboration in crisis.” Resnick says health care consumers Read More

Chief Marketing Officers — Your CEO Is Counting on Your Expertise

View From the C-Suite: Greg Feirn, CEO; and Christine Albert, SVP; Marketing & Communications, LCMC Health Anthony D. Slonim, MD, DrPH, CEO; and Suzanne Hendery, Chief Marketing & Customer Officer; Renown Health // By Sheryl S. Jackson // Strong relationships between CEOs and CMOs help organizations align on a shared vision, invest in the right Read More

Retail Disruptors Stealing Your Customers? Time to Disrupt Back

jane weber brubaker

// By Jane Weber Brubaker // See those retailers in your rearview mirror? They are the health care disruptors you’ve been hearing about — Walmart, Walgreens, CVS, Amazon, Google — and they are coming for you. They are closer than they appear, and they will steal your customers — if you don’t disrupt back. “The Read More

Is Your Call Center Creating Loyal Customers?

Marcia Simon

// By Marcia Simon, APR // Google is often the place people look first when seeking health information online. Assuming your health care system has done all the right things to optimize discoverability, the patient’s next step is to access care, most often by making a phone call. That first impression determines the course for Read More

How to Incorporate Inclusive Language in Your Marketing Materials

// By Althea Fung // Language can build relationships and forge bonds, but it can also create barriers. Content writers and marketers carry implicit biases that can rear their ugly heads when crafting copy. “Bias in and of itself isn’t a bad thing. Evolution developed it for survival,” says Kristen Syrett, PhD, an associate professor Read More

COVID Has Lingering Effects For Providers and Consumers

“The repercussions of consumers putting off both routine and essential care (most likely a result of both the voluntary shutdown of elective procedures around the country by many health systems as well as growing concerns over being exposed to the virus) are significant,” says Daniel Fell of Optum. “From both a public health and a Read More

Four Challenges Facing Health Care Marketers in COVID Recovery

Lindsay Resnick

// By Lindsay Resnick // Consumers want to know, “Who’s going to do the right thing when it comes to my health?” We’ve been exposed! COVID shined a bright light on American health care — the best and the worst: gaps in its value chain, disparities in communities, advances in technology, changes in consumer behavior, Read More

Filling In the Gaps Left By Telemedicine

Ann Mond Johnson, CEO, American Telemedicine Association

Telemedicine came to the rescue when COVID-19 first rattled the capacity and safety of health care delivery. It didn’t take long for hospitals, providers, and patients to embrace the conveniences, especially when federal waivers allowed for expanded access to virtual care services, and payers relaxed their reimbursement guidelines. But there’s a problem: The pandemic shed Read More

Los Angeles Archrivals Team Up for the Greater Good

Rhoda Weiss, PhD, president and founder, Rhoda Weiss Consulting Group, Inc.

Los Angeles is home to many world-class health care organizations, and they compete vigorously for the same patients. But even in a competitive market, joining together for the greater good may be the best way to get an important message across to the community. “It became apparent early on that people were not accessing health Read More

SHSMD Update: Annual Conference Is Now Two Exciting Virtual Events

Diane Weber, executive director, SHSMD

In this topsy-turvy world we’re living in, everything familiar has had to change to accommodate the new normal, and conferences are no exception. The Society for Health Care Strategy & Market Development annual conference, SHSMD Connections, will now be held virtually as two conferences, “Navigating a New Reality” on September 14-16, and “SHSMD Connections Bytes” Read More

How Four Words Made a Remarkable Difference to a Struggling Hospital

“The situation seemed dire at Vassar Brothers Medical Center,” writes Peter Hochstein, copywriter and SHCM contributor. “Doctors at a large medical group were under orders to refer patients to a different hospital. Then Vassar launched an ad campaign that empowered patients to defy their doctors. And everything changed.” Here’s an excerpt from Hochstein’s new article: Read More

Consumer Sentiment Evolving with COVID Spread

// By Daniel Fell // In early May, our company launched a biweekly tracking study to better understand and monitor consumer sentiment toward seeking health care services during the COVID pandemic. The Optum Consumer Pulse Survey asks a representative sample of 700 adult consumers nationwide how likely they are to visit different types of health Read More

Telemedicine a Saving Grace — Unless You’re Poor or Don’t Speak English

Marcia Simon

// By Marcia Simon, APR // Telemedicine came to the rescue when COVID-19 first rattled the capacity and safety of health care delivery. It didn’t take long for hospitals, providers, and patients to embrace the conveniences, especially when federal waivers allowed for expanded access to virtual care services, and payers relaxed their reimbursement guidelines. Hospitals Read More

“Care Bravely”: Rallying Cry for LifeBridge Health

// By Richard Cohen // One of the central issues when a health care organization acquires other hospitals or entities on the care continuum is how to get all the employees from its disparate parts on message. This was something that the folks at the Baltimore-based LifeBridge Health took to heart several years ago after Read More

SHSMD Annual Conference Goes Virtual, Adding New Bells and Whistles

// By Jane Weber Brubaker // In this topsy-turvy world we’re living in, everything familiar has had to change to accommodate the new normal, and conferences are no exception. The Society for Health Care Strategy & Market Development annual conference, SHSMD Connections, will now be held virtually as two conferences, “Navigating a New Reality” on Read More

What Are Patients’ Key Non-COVID Health Care Concerns?

Rob Klein, Founder & CEO, Klein & Partners

“People will remember how they’re treated,” says Rob Klein, founder and CEO of Klein & Partners. “And how you treat them will determine whether your brand comes out of this with momentum.” Klein & Partners and The DRG recently released the results of the third wave of an online national survey measuring consumer reactions to Read More

The Present and Future of Telehealth

Joseph Brennan, Jennifer Humbert, Pamela Landis, David Marlowe

Developing Your Strategic Game Plan for Virtual Care Now and Post-Pandemic

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

Wednesday | August 12, 2020 | 2 p.m. Eastern

Your Presenters:

  • Joseph Brennan, Telehealth Consultant, Moonshot Health Consulting
  • Jennifer Humbert, AVP, Telemedicine Development and Virtual Inpatient Monitoring, Ochsner CareConnect 360
  • Pamela Landis, Vice President of Digital Engagement, Hackensack Meridian Health Network

Moderated By:

  • David Marlowe, Principal, Strategic Marketing Concepts

Joseph Brennan, Jennifer Humbert, Pamela Landis, David Marlowe
 

Register Now »

Creating a Brand That Can Withstand a Global Pandemic

Don Stanziano, chief marketing and communications officer at Geisinger

Health care marketers know that building a successful brand is not just about new logos, taglines, and ads. The brand must accurately reflect the vision and beliefs that make up the culture of the organization, drive all strategic decisions, and form the foundation for communications with all audiences. “If your brand is authentic, you can Read More

Mitigating the Effects of Social Determinants of Health

Jill Feldstein, chief operating officer of IMPaCT

The pandemic is hitting hardest among certain racial, ethnic, and minority groups. Through mid-June, non-Hispanic Black people had a COVID-19 hospitalization rate about five times that of non-Hispanic White people, according to the Centers for Disease Control and Prevention. Hispanic or Latino people had a hospitalization rate four times that of non-Hispanic White people. In Read More

Everyday People Can Be Health Care Heroes During COVID-19

Ramon Soto, senior vice president and chief marketing and communications officer at Northwell Health

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, wanted its campaign to communicate Read More

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