Latest Articles

2019 Trend: Staying Relevant as Consumers Take Health Care into Their Own Hands

Russom-Braden-Smith-Jones; caption: Braden Russom, account planner, Smith & Jones

// By Braden Russom // What drives consumers to look for alternatives to traditional medical care? And how can health care marketers respond? Here, Braden Russom, account planner at Smith & Jones, shares some of the factors contributing to changes in consumer behavior, particularly among millennials, and recommends proactive marketing strategies to stay relevant. 2019 Read More

Marketing & Public Relations: Why Reaching Across the Aisle Works

Don Stanziano, chief marketing officer for Geisinger

// By Wendy Stark Healy // One less silo would be welcome news for any health care organization. More and more, marketing and PR are coming together with a common goal of advancing organizational objectives. In this article, we hear from three marketing and PR leaders who share their perspectives on how the landscape has Read More

Patients Help to Define and Recognize Clinical Excellence at Johns Hopkins

// By Jane Weber Brubaker // Marketers’ ability to grow market share and promote patient loyalty is intricately and inextricably linked with what actually happens when patients receive treatment. Patients expect clinical expertise as a baseline. It’s the way they are treated that defines the relationship and either forges a bond or drives patients online Read More

Ambulatory Pricing: Transform Your Pricing Strategy to Protect and Grow Market Share

Craig Allan Ahrens, managing director at Ankura Consulting

// By Craig Allan Ahrens and Sarah Hull // Hospital systems will be required to publish their chargemaster “list pricing” online by January 1, 2019, with the finalization of the Fiscal Year 2019 Medicare Hospital Inpatient Prospective Payment System (IPPS) and Long-Term Acute Care Hospital (LTCH) Prospective Payment System Final Rule (CMS-1694-F). Many states have Read More

How to Set a Public Health World Record for Flu Inoculations

Keqin (Catherine) Qian, manager & nurse practitioner, Vanderbilt Occupational Health Clinic, instructor, Vanderbilt School of Nursing

An inspired name — and a bit of student high jinks — transmogrifies a mass vaccination program into an annual form of entertainment. Notable Health Care Advertising // By Peter Hochstein // Quick, which would you rather do? Interrupt your daily routine, stand in a long line, and then get poked in the arm by Read More