Latest Articles

Competing for Fewer Patients: How Pediatric Hospitals Adapt Amid U.S. Population Decline

Althea Fung

// By Althea Fung // U.S. birth rates just hit a record low, and pediatric hospitals are fighting for fewer patients. The ripple effects are felt across industries, but for pediatric hospitals, the demographic shift raises a pressing question: How do you compete for fewer children? Here are three trends that are shaping children’s hospital strategies.

The Christ Hospital Scores Big on Jeopardy with 10-Second TV Ads

Jennifer Miller, Assistant Director of Service Line Marketing, The Christ Hospital

In a world of 30- and 60-second TV spots, The Christ Hospital Health Network in Cincinnati is turning heads with something refreshingly brief: 10-second ads that deliver big impact. Airing during Jeopardy, the spots feature a nod to the game show, rotate through service line messages, introduce providers, and reinforce the brand.

Beyond Medicine: A Modern Approach to Health Care Brand Storytelling

Stephanie Wierwille, executive vice president of engagement, BPD

// By Susan Dubuque // As consumer expectations rise and attention spans shrink, traditional messaging about excellence and empathy is no longer enough. Today’s audiences are tuning out institutional voices and tuning in to brands that feel authentic, emotionally relevant, and boldly human. Here, industry leader Stephanie Wierwille offers insights into creating a compelling brand story.

2026 MarComm Planning Doesn’t Have to Suck

Core Creative annual planning

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

Laura Nathan-Garner, Director, Strategic Communications, MD Anderson Cancer Center

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

Toniann Richard, CEO, HCC Network

// 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

Headshot - Shay-Andres-Onvida

// 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.

Northwell Health Evolves Its National Leadership on Gun Violence Prevention

Michael Dowling, president and CEO, Northwell Health

// 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

Brandon Edwards, CEO Unlock Health

// 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.