Real-time connections between patients and providers — inside and outside the four walls of hospitals — offer benefits to both. What are the strategic implications? // By Chintan Prajapati // Higher consumer expectations, increased digitization, and the Covid-19 pandemic have all contributed to the trend toward monitoring patient health remotely. This new frontier has ushered Read More
View from the C-Suite: Heather Geisler, Executive Vice President and Chief Marketing Communications and Experience Officer, Henry Ford Health A strong brand acts as a unifying force to express the shared values of an organization. // By Jane Weber Brubaker // When Heather Geisler joined Henry Ford Health two years ago as executive vice president Read More
We’re all storytellers these days. Well-told stories have the power to influence behaviors and decisions. We tend to “lend an ear” to our neighbors. Community experiences matter, which is why tapping former patients from small towns and cities across a vast geographic service area made perfect sense to Geisinger for its health care brand journalism Read More
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When providers demonstrate warmth and an empathetic, human view of health care, it matters to consumers. // By Althea Fung // People respond to people. But with the rise of technology in marketing, many brands sound less and less human. This is particularly true in health care, where organizations haven’t traditionally been consumer-centric. But some Read More
One of the most common concerns for any health care organization is: How do you build and establish brand loyalty among your constituents? According to a recent study, the answer might lie in the development of “brand love” as a driving theme in a brand’s lexicon. Language has long influenced the worldview of organizations and Read More
Does the brand promise you’re making reflect reality and the clear, explicit commitments your leadership and organization as a whole are willing to make? // By Chris Bevolo and Benjamin Kalevitch // Workforce is the number-one issue facing hospitals and health systems today — and potentially for months or even years to come. COVID-19 burnout, Read More
Patients speak from the heart about their health care experience at Geisinger in unscripted videos shot from their hometown. “What’s more powerful than that?” asks the health system’s marketing chief. // By Marcia Simon, APR // We’re all storytellers these days. Well-told stories have the power to influence behaviors and decisions. We tend to “lend Read More
Welcome to a new age of “Post Health System Brands.” This is another way of saying that moving a brand beyond the product offered to deeper meaning is now expected by consumers as well as by the workforce and the communities where they live, work, and play. Health system brands have been built the same Read More
When we connect with stakeholders on an emotional level, we forge strong attachments that drive the behaviors and bottom-line results we all want. // By Dan Dunlop and Stephanie Gonthier // Health care organizations currently face a number of significant challenges: recruitment and retention, DEI-related reforms, addressing health inequities in the communities we serve, and Read More