// By Susan Dubuque // Health care marketers know the funnel by heart: Awareness. Consideration. Conversion. But it does not reflect how people actually move through their day or how they engage with health care. Learn how shifting from a funnel mindset to a moment-based strategy can help marketers connect earlier, stand out, and drive action.
// By Jane Weber Brubaker // No more AI for AI’s sake, and no more vanity projects. That’s the message from industry leaders from Mass General Brigham, Renown Health, and Invoca. Learn how enterprise AI is progressing, and what it will take to deliver real value.
// By Erin Laviola // Renown Health’s migration to an AI-native CMS shows how structured content and the right training can help even small teams increase workflow efficiencies and online visibility. Read on to learn how an AI-native CMS enables a small team to efficiently manage a large website.
// By Susan Dubuque // At Baptist Health, marketing has earned a seat at the leadership table, helping ensure the consumer’s perspective remains part of the decisions that guide the health system forward. Discover how Baptist Health’s leadership structure, collaborative culture, and faith-based mission help shape a high-functioning marketing organization focused on both growth and community impact.
// By John Marzano // Penn State Health developed an integrated marketing campaign to build awareness for its comprehensive cancer care among consumers in rural Pennsylvania. In Part 1 of this two-part series, we explore the strategy, research, and organizational alignment behind the campaign. Part 2 will examine the creative execution, media strategy, and early performance results.
// By Susan Dubuque // A colorful cast of characters represents families, children, and seniors, and helps Community First Health Plans tell a simple story about coverage that supports people through every stage of life. Discover how Community First Health Plans combined fresh creative with an integrated marketing strategy to change perceptions and achieve key business goals.
// By Susan Dubuque // Population health demonstrates an organization’s commitment to community before someone becomes a patient. Through targeted storytelling and CRM-powered engagement, health systems deepen consumer relationships, strengthen brand and clinician preference, and drive better outcomes. Read on for practical insights, proven strategies, and lessons learned from three organizations leading the way in population health.
// By Susan Dubuque // At The Ohio State University Wexner Medical Center, a complex living donor kidney transplant chain was coming together. Ten healthy people donated kidneys to 10 recipients they had never met, setting off a cascade of 20 surgeries. Discover how a five-minute video transformed a clinical milestone into a story with lasting impact.
// By Wendy Margolin // That people use social media for search is nothing new. What’s changing is that social media content, like Instagram Reels, TikTok, and YouTube Shorts, is becoming the only place some consumers find brands. Discover How AdventHealth plans for a future when some consumers interact with the brand only on social.
// By Susan Dubuque // By combining predictive analytics, sophisticated segmentation, and personalized engagement, Virtua Health built a patient-centered strategy that connects patients with the right care while delivering measurable business results. Read on for practical takeaways that can help you get more from your CRM investment.