2026 MarComm Planning Doesn’t Have to Suck

A free white paper, published by Core Creative

Strategic communication planning is essential — but that doesn’t mean it has to be painful. If you’re a healthcare marketing communication leader, you already know planning is about aligning with big-picture strategy, setting focused goals and identifying the right initiatives. But all too often, the process gets bogged down with siloed and “expected” thinking, lack of team buy-in and stalled momentum.

With the right collaboration methods — especially drawn from design thinking — you can transform planning from a box-checking exercise into an energizing experience your team actually enjoys. One that builds alignment, invites creative thinking and makes a bigger impact for your organization.

In this e-book, you will discover:

• Five common planning pitfalls and specific tools to overcome them
• How to build a brand roadmap
• How to augment your planning with AI
• Additional resources to support your collaborative comms planning

Download Now »

MD Anderson Brings a Fresh Approach to Annual Reports with Dual-Format Strategy

For many health care marketers, annual reports often walk a fine line between fulfilling institutional obligations and sparking genuine audience engagement. MD Anderson Cancer Center’s FY23 Annual Report didn’t just meet expectations — it redefined them. Discover how the team executed a single vision for the organization’s annual report across print and digital.

Hospitals and FQHCs: Why Partnerships Matter Now More Than Ever

// By Susan Dubuque // Community Health Centers are bracing for major Medicaid cuts. Community Health Centers, including Federally Qualified Health Centers (FQHCs), have been the backbone of health care access since 1965. Hospitals and health systems have a vested interest in supporting their sustainability. Read on to see how health systems benefit by partnering with FQHCs.

From the Inside Out: Onvida Health’s Approach to Reimagining Its Brand

// By Susan Dubuque // Onvida Health reinvented itself with a renewed purpose and values — and then wrapped the package with a new name, brand identity, and smart positioning. Learn how Onvida Health introduced its brand internally and externally, launched a multichannel campaign, and created a platform for long-term connection and growth.

University of Maryland Medical System Leverages Journey Mapping to Enhance Cancer Patient Experience

How the University of Maryland Medical System leveraged journey mapping to align marketing with the patient experience. Learn how a leadership team of cancer experts came together to create a shared understanding of the patient experience, and how hearing directly from patients refined their perceptions and guided the changes they made.

Northwell Health Evolves Its National Leadership on Gun Violence Prevention

// By John Marzano // Gun violence is still the leading cause of death among children and adolescents in the United States. Read on to learn about the gun violence prevention movement started by Northwell Health and view the latest public service campaign spot that puts the spotlight on gun safety.

Authentic Health Care Marketing: Treating People with Empathy, Curiosity, and Respect

// By Jane Weber Brubaker // In the current environment of cultural tribalism, how can health care organizations break down barriers and rebuild trust in the communities they serve? Brandon Edwards and Shannon Hooper believe the antidote to toxicity is authenticity. Here, they share ideas for how marketers can break through the red state/blue state conundrum.

The New Rules of Referral Growth: Lessons from Mayo Clinic, Memorial Healthcare System, and Stanford Children’s Health

Referrals are an indispensable source of growth for health systems and medical practices. Despite that, many of the processes and tactics around referrals have been playing catch-up in terms of modernized strategies and effective use of data. Read on to learn key success factors you can apply to your own organization.

Stay Ahead: What Shapes the Future of Health Care Marketing

// By Susan Dubuque // To better understand trends reshaping strategy, execution, and engagement, we turned to trusted voices from organizations supporting the eHealthcare Leadership Awards. These experts offer a roadmap for staying relevant and impactful in today’s health care environment. Keep reading for frontline insights to help you stay informed, inspired, and ahead of the curve.

How MedStar Health Unifies Marketing and Philanthropy to Drive Impact

As health systems face rising costs, shrinking margins, and growing demand for services, charitable contributions can provide critical funding for capital improvements, medical research, and community health programs. Fundraising professionals are among the most recruited health care executives today. Read on to discover the mutual benefits of philanthropy and marketing joining forces.