CTAs + Measurable Outcomes = Valuable Engagement

Elicia Newcom Gregory, director of marketing, Norton Healthcare

When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key to your marketing efforts’ success. “Health care organizations must provide altruistic, valuable content to consumers in order to build engagement over Read More

Be Our Guest: The Importance of a Stellar Patient Experience

Kim Mott, marketing and customer service manager for Florida Orthopaedic Institute

The last time you went on vacation, you probably enjoyed five-star treatment from the staff at the hotels and restaurants you visited. But while customer service is paramount when it comes to dining and accommodations, most health care systems don’t think to treat their patients like valued guests. The danger is that if you’re not Read More

Are Your CTAs “Sticky” Enough?

Elicia Newcom Gregory, director of marketing, Norton Healthcare

The answer to this question dictates success — and failure — in Norton Healthcare’s efforts.  // By Lisa D. Ellis // When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key Read More

Hackensack Meridian Health Builds a New Brand

Patti Winegar, managing partner, SPM Marketing & Communications

// By Wendy Healy // One of the themes of this article is that brands evolve. We covered the Hackensack Meridian merger back in December 2016. The consolidated health system’s first-generation brand has now been replaced with a new brand, built on consumer research and a solid brand strategy. Two-and-a-half years after two large New Read More

2018 Patient Access Journey Report

// Sponsored Post //

A Survey of 1,000 Consumers Reveals New Opportunities for Health Systems to Improve Patient Access

This annual report on patient access trends by Kyruus shows that convenience is a growing priority for consumers — but they don’t want to sacrifice quality to get it. As competition rises from both traditional and emerging care sites, the findings show that opportunities exist for health systems to differentiate their brands by expanding their reach and removing scheduling barriers.

Key findings about consumer demand include:

  • Convenience: 48% visited an urgent care or retail clinic in the last 12 months, primarily due to location convenience.
     
  • Care Quality: 32% rated quality of online patient ratings & reviews extremely important, up from 26% in 2017.
     
  • Cohesiveness: While 52% conduct online research, most still prefer to book by phone, perceiving it to be faster.

For more healthcare consumer insights, download the report.

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Five-Star Service: Treat Your Patients Like Valued Guests, or Else

Kim Mott, marketing and customer service manager for Florida Orthopaedic Institute

// By Lisa D. Ellis // The last time you went on vacation, you probably enjoyed five-star treatment from the staff at the hotels and restaurants you visited. But while customer service is paramount when it comes to dining and accommodations, most health care systems don’t think to treat their patients like valued guests. The Read More

Are You Paying Enough Attention to Physician Engagement?

McAllister Dianne

With a predicted shortage of physicians over the next several years, and increasing concern over physician burnout, a group of savvy thought leaders are focusing on improving physician satisfaction and engagement. Physicians are responsible for making most decisions related to patient care. Yet medical staff members often aren’t involved in the broader decision-making process around Read More

Why Physician Engagement Is an Essential Part of Your Health System’s Equation

McAllister Dianne

// By Lisa D. Ellis // With a predicted shortage of physicians over the next several years, and increasing concern over physician burnout, a group of savvy thought leaders are focusing on improving physician satisfaction and engagement. Physicians are responsible for making most decisions related to patient care. Yet medical staff members often aren’t involved Read More

A New (and Effective) Spin on Health Care Testimonials

Dawn French, senior vice president, marketing and community outreach at White Plains Hospital

In the testimonial-heavy world of hospital advertising, is there a fresh way of doing a testimonial campaign? How well can it perform for you? And what can you do to increase the impact of the advertising? In our new article, SHCM contributor and veteran copywriter Peter Hochstein looks at a new type of testimonial that Read More

5 Key Dynamics for Health Care Marketers in 2019

Linda MacCracken, senior principal at Accenture

“In my ongoing conversations with industry leaders about what’s shifting in health care, five factors rose to the top of the list for 2019, as marketing moves to new dimensions, and closer to health system collaborative scaling of smart pilots.” In our new article, Linda MacCracken, senior principal, customer engagement at Accenture Health, and Strategic Read More

How To Market When Your Specialists Are Booked Out

David Marlowe, Principal of Strategic Marketing Concepts

In our new article, David Marlowe, principal, Strategic Marketing Concepts, and Strategic Health Care Marketing Editorial Advisory Board member, shares results from five recent nationwide studies he’s conducted of what consumers consider to be “reasonable” wait times for routine, non-urgent visits. Will this type of information give marketers the hard evidence they need to stand Read More

Health Care Value: Moving Toward Affordable, Sustainable Care Delivery Models

Jane Weber Brubaker

We recently sat down with Priya Bathija, vice president of AHA’s Value Initiative, and Brian Griffin, SHSMD’s senior editorial specialist, to learn about the program, its scope, and its goals. Launched in December 2017, the Value Initiative’s mission is to be a change agent and provide thought leadership to the hospital industry as it moves Read More

5 Small – Yet Transformational – Strategies for Your Hospital Website

Whether you’re a small organization with just a few marketing professionals or a large health system with an extensive marketing team — or perhaps you fall somewhere in between these two extremes — it’s worth taking the time to listen to your digital customers. The insights they provide can help you make small changes that Read More

Position Your Health System for Success in 2019

Linda MacCracken, senior principal at Accenture

Five Key Market Dynamics for Marketers to Manage  // By Linda MacCracken // “In my ongoing conversations with industry leaders about what’s shifting in health care, five factors rose to the top of the list for 2019, as marketing moves to new dimensions, and closer to health system collaborative scaling of smart pilots.” In this Read More

AHA’s Value Initiative: Convener and Catalyst for Change

Jane Weber Brubaker

// By Jane Weber Brubaker // At the 2018 SHSMD conference in Seattle, we sat down with Priya Bathija, vice president of AHA’s Value Initiative, and Brian Griffin, SHSMD’s senior editorial specialist, to learn about the program, its scope, and its goals. Launched in December 2017, the Value Initiative’s mission is to be a change Read More

5 Small Changes to Fine-Tune Your Hospital Website

// By Lisa D. Ellis // Whether you’re a small organization with just a few marketing professionals or a large health system with an extensive marketing team — or perhaps you fall somewhere in between these two extremes — it’s worth taking the time to listen to your digital customers. The insights they provide can Read More

Crisis Communication Planning Is Essential for Health Care Marketers

Paul Wood kicks off UPMC’s Health Care Crisis Communications Summit, August 2018

What if your hospital is suddenly the center of national media attention for all the wrong reasons? What if a catastrophic event occurs and you must respond immediately? Do you know what to do? Do you have a crisis communications plan in place? In our new article, Paul Wood, vice president and chief communications officer Read More

Accelerating Success with Marketing Automation: How Scripps Health Drives Patient Journeys

Scripps Health

// Sponsored Post //

A Strategic Health Care Marketing webinar on demand for health care marketers, communicators, and strategists.

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This on-demand webinar is free for members thanks to our event sponsor.

Your Presenters:

  • Christy Clay, Senior Director, System Marketing, Scripps Health
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  • Rachel Neely, Senior Healthcare Consultant, Evariant

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Turning Hospital Employees Into Ambassadors for Your Health Care Brand

Newton-Wellesley Hospital - Finding a Better Way Campaign

The latest marketing efforts at Newton-Wellesley Hospital in Massachusetts have a very important goal: to engage employees to do whatever it takes to provide the very best experience for patients. While most health systems recognize the importance of internal engagement, Newton-Wellesley’s approach — which includes seeing the employees as “brand ambassadors” to extend the system’s Read More

The Three R’s of Using Internal Advertising to Create a Cultural Change in a Health Care Organization: Repetition, Refreshment, and Recognition

Peter Hochstein

Notable Health Care Advertising In a hospital setting, changing employee routines and behaviors can save lives — but the change may call for altering the entire institutional culture. A memo to staff likely won’t work. What will? Signature Healthcare discovered some of the answers, involving an internal advertising campaign that began in 2015 and is Read More

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