Latest Articles

Pediatric Marketing in 2025: What Are Parents Really Thinking About Children’s Health Care? – Webinar Recording

Pediatric Marketing in 2025 webinar

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

Presented on May 21, 2025

Your Presenters:

  • Deb Pappas, Vice President, Chief Marketing & Communications Officer, Connecticut Children’s
  • Bob Davidson, Vice President, Marketing & Communications, Children’s Nebraska
  • Leona Wong, Director of Brand Strategy, Stanford Medicine/Children’s Health

Moderated by:

  • Rob Klein, Founder & CEO, Klein & Partners

The 13th annual edition Klein & Partners National Consumer Insights Study (NCIS) — a survey of 1,000 health care decision-makers from across the country — focuses solely on how parents view health care and how they make decisions for their children.

If you have been looking for detailed national data to inform your marketing planning for pediatric services, this study will give you a deeper understanding of parent perspectives and preferences and enable you to effectively tailor your pediatric marketing initiatives.

Our panel of experts will weigh in on the survey results and share insights from their lived experience as marketing leaders in children’s hospitals.

Join us for this free webinar — you’ll come away with actionable insights from the latest pediatric-focused research and commentary from our panel.

You’ll learn:

  • The four segments of children’s health and how they shape parent behavior
  • Where parents turn for information and what they actually want to know
  • How hospital brand, pediatrician choice, and awards factor into decisions
  • What drives parent loyalty and what pushes them away
  • Digital touchpoints that matter — urgent care, virtual visits, online research
  • Why maternity experience impacts lifetime customer value

And much more!

Presenters

Watch now »

Advertising Showcase: CaroMont Health “Trust in Caring” Campaign

CaroMont Health logo

// By Susan Dubuque // CaroMont Health has spent more than 80 years earning the trust of its neighbors. Testing ad concepts for emotional stickiness lends credibility to this organization’s brand platform and messaging. Discover the creative executions and discover how this health system uses emotion to distinguish its brand.

Health Care Podcasts: Making an Impact with Sight and Sound

Bill Klaproth

// By Susan Dubuque // Award-winning marketers from Orlando Health, Norton Healthcare, CommonSpirit Health, and BayCare Health System share how they launched, evolved, and elevated their podcasts. Keep reading for insights, practical tips, and inspiration to help you launch your organization’s podcast or take it to the next level.

Reputation Matters: Why It’s Time to Invest in Your Own Brand

Alan Shoebridge

Marketers and communicators understand the importance of a strong brand to the organizations they support. We also know how vital personal brands are to leaders of those organizations. Whether you are just starting out or a seasoned professional, it’s never too late to improve your personal brand.

The 2025 eHealthcare Leadership Awards Are Open – Submit Your Entries Today!

eHealthcare Leadership Awards logo black

The 2025 eHealthcare Leadership Awards Call for Entries is officially open! Now in their 26th year, the eHealthcare Leadership Awards celebrate excellence in health care digital marketing, recognizing standout websites, apps, videos, campaigns, and digital initiatives that drive marketing and business success across the industry. The deadline for entries is June 27, 2025.

The Pizza Tracker Problem: Why Health Care Still Has a Patient Experience Gap

Ben Dillon, Geonetric

// By Susan Dubuque // Health care’s digital experience often lags behind the expectations of modern consumers. Industry expert Ben Dillon unpacks how retail giants have set a new standard for digital experience. Read the full article to explore how health care marketers can more closely align patient experience with consumer expectations influenced by major brands.

38 Percent Growth in Appointment Action: Mount Sinai Campaign Targets Women

Wendi Chason, assistant vice president, marketing, Mount Sinai Health System

Mount Sinai took a strategic, empathy-driven approach, conveying the message, “We get you, and we’ve got you,” to appeal to the ultimate health decision-makers: women. Read on to see how Mount Sinai captures the attention of this vital target audience and achieves measurable results with this award-winning campaign.

Above and Beyond: Sharing Stories About Acts of Kindness from Staff

AdventHealth for Women logo

// By Melissa Sher // One of the most powerful ways to demonstrate compassionate care is by sharing stories that reveal the tangible heart behind your hospital’s work through acts of kindness and compassion. In honor of National Nurses Week, here are seven powerful stories about care teams that showed compassion for patients — and one another.

The 2025 eHealthcare Leadership Awards Are Now Open

eHealthcare Awards logo

// By Susan Dubuque // The 2025 eHealthcare Leadership Awards Call for Entries is officially open! Now in their 26th year, the eHealthcare Leadership Awards celebrate excellence in health care digital marketing, recognizing standout websites, apps, videos, campaigns, and digital initiatives that drive marketing and business success across the industry. The deadline for entries is June 27, 2025.