Latest Articles

How to Succeed in a New CMO Role: Lessons from Top Health Care Marketing Leaders

Kathy Smith, vice president and chief marketing and digital officer, Roper St. Francis Healthcare

// By Wendy Margolin // What a new CMO accomplishes in the first three months on the job can make or break their legacy. Three seasoned CMOs joined a panel at the 2025 Healthcare Marketing & Physician Strategies Summit to share how they started in their roles and what really works when stepping into the top marketing job.

From Budget Battles to Consumer Backlash: Paul Keckley on the Future of U.S. Health Care

Jared Johnson

// By Jared Johnson // The U.S. health care industry is approaching a critical inflection point. In a candid and thought-provoking keynote at the 2025 Healthcare Marketing & Physician Strategies Summit, Paul Keckley outlined the challenges and potential opportunities health care leaders must navigate in an era of unprecedented economic uncertainty, regulatory disruption, and consumer discontent.

Your Employer Brand Shows What Candidates and Patients See

John Marzano

// By John Marzano // In an SHCM exclusive Q&A, marketing strategist Cynthia Newton unpacks how review platforms, transparency, and employee engagement reshape health care reputation from the inside out. Read the full article for insights to help ensure that your employer reputation matches your culture.

How TriHealth Built a Brand Rooted in Culture and Community Care

Rob Whitehouse, vice president of marketing and community relations, TriHealth

Cincinnati’s health care market is highly competitive, with eight health systems, including an academic medical center and a renowned children’s hospital. When Rob Whitehouse joined seven years ago, the health system struggled to differentiate itself. Discover how TriHealth aligns its brand to reflect a culture rooted in humanity and in population health.

Health Care Advertising Showcase Featuring Campaigns from Community Health Systems, CHI St. Vincent, Baptist Health, and Centra

In February 2024, Strategic Health Care Marketing launched a new column called Advertising Showcase. Each month, we feature a multimedia advertising campaign from some of the nation’s leading hospitals and health systems — many are winners of eHealthcare Leadership Awards.

In this new report from Strategic Health Care Marketing, we have compiled four varied Advertising Showcases. We hope this excellent work gives you a little inspiration for your next creative endeavor.

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The Healthcare Marketer’s Paid Search Playbook

The Healthcare Marketer's Paid Search Playbook cover

A free white paper, published by INVOCA

Phone calls are the main way patients contact healthcare providers to book appointments. If you’re responsible for paid search at a multi-location healthcare organization, phone calls are your most valuable conversions – but they’re also the most difficult to optimize.

To help, we put together this playbook of paid search strategies you can use to drive more appointment calls to your locations cost-effectively. It also suggests ways to help locations convert more callers so you can increase patient acquisition with fewer leads and less budget.

Download this playbook to learn:

  • Why calls to locations are critical to patient acquisition
  • Strategies to drive more valuable calls from paid search
  • How you can help locations convert more calls to appointments
  • Success stories from healthcare brands like yours
  • How to ensure HIPAA Compliance with BAA-signed vendors

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Biggest Issues Facing Academic Medical Center Marketers in 2025

// By Therese Lockemy, MBA // Marketing leaders from Banner Health, Renown Health, the Medical University of South Carolina (MUSC), and Primacy share how academic medical centers adapt strategy, structure, and technology to align today’s health care landscape. Learn how academic medical center marketers adjust their strategies to optimize effectiveness today and focus on the future.

How Tanner Health Aligns Marketing and Philanthropy to Maximize Impact

Kelly Meigs, Vice President, Marketing Strategy and Planning, Tanner Health

Health care philanthropy’s resurgence is leading to larger fundraising initiatives, expanded development departments, and new partnerships between marketing and philanthropy to help organizations tell their stories, leverage their brands, and engage donors. Keep reading to discover how marketing and fundraising work together to create a greater impact.

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 »