Blair Braxton, Author at Strategic Health Care Marketing

0 The End of the Workaround: How to Safeguard Your Tracking and Analytics Capabilities While Maintaining Compliance

For more than a decade, digital marketing in health care has existed in a state of contradiction. Caught between regulatory reality and marketing necessity, organizations have turned to a familiar strategy: the workaround. But the era of the workaround is ending, and health care marketers must be ready for what comes next.

0 4 Emerging Themes in Health Care Brand Storytelling

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.

0 Health Care’s Hidden Ally: How Hospitals Gain Strategic Advantage by Partnering with FQHCs

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.

0 Leading with Purpose: Onvida Health’s 18-Month Journey to Build a Brand that Lives Its Values

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.

0 ‘Things We Can Treat’: Northwell Health Champions Gun Safety with a Powerful New Campaign

Ramon Soto, senior vice president and chief marketing and communications officer, Northwell Health

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.

0 Can Authentic Messaging Cut Through Today’s Health Care Distrust?

Shannon Hooper, president and COO of Unlock Health

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.

0 Fixing What’s Broken: 4 Strategies to Rebuild Trust in Health Care

Ross K. Goldberg is president of Kevin/Ross Public Relations

The health care system is full of contradictions: more care, more technology — and more frustration. This opinion piece unpacks the growing disconnect with health care and how marketers can close the gap. Read on to explore four critical strategies to rebuild trust, reframe expectations, and reconnect with a new generation of patients.

0 Why Human Insight Is Still Essential in the AI Marketing Era

Jordan Buning, President, ddm marketing+communications

Large language models are breathtakingly fast at returning answers to our prompts and even adjusting the voice and tone according to our guidance. But people skills, unique to humans, can’t be outsourced to AI. Here are a few of the most important people skills marketers must possess, now and in the future.

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

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.

0 MD Anderson Brings a Fresh Approach to Annual Reports with Dual-Format Strategy

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.

0 University of Maryland Medical System Leverages Journey Mapping to Enhance Cancer Patient Experience

Jim McMahon, vice president of marketing and communications, University of Maryland Medical System

How the University of Maryland Medical System leveraged journey mapping to align marketing with the patient experience. Learn how a leadership team of cancer experts came together to create a shared understanding of the patient experience, and how hearing directly from patients refined their perceptions and guided the changes they made.

0 The New Rules of Referral Growth: Lessons from Mayo Clinic, Memorial Healthcare System, and Stanford Children’s Health

Samar Shakoor, FACHE, director of physician relations, Stanford Children’s Health

Referrals are an indispensable source of growth for health systems and medical practices. Despite that, many of the processes and tactics around referrals have been playing catch-up in terms of modernized strategies and effective use of data. Read on to learn key success factors you can apply to your own organization.

0 How MedStar Health Unifies Marketing and Philanthropy to Drive Impact

As health systems face rising costs, shrinking margins, and growing demand for services, charitable contributions can provide critical funding for capital improvements, medical research, and community health programs. Fundraising professionals are among the most recruited health care executives today. Read on to discover the mutual benefits of philanthropy and marketing joining forces.

0 What Parents Value Most in Pediatric Care—and How Providers Are Responding

Rob Klein, founder and CEO, Klein & Partners

Trustworthiness is the quality Americans value most, according to national consumer studies from Klein & Partners. During a Strategic Health Care Marketing webinar in May, Rob Klein presented results from the company’s latest National Consumer Insight Study. Here, we discuss some of the larger themes that emerged from the conversation.

0 What Does It Take to Succeed as a New Health Care CMO?

Andrew Chang, chief marketing officer, UChicago Medicine

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.

0 Embracing Change in a Turbulent Era: Paul Keckley’s Roadmap for Health Care Leaders

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.

0 How Can Health Systems Align Internal Culture With Public Perception?

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.

0 Doing More with Less: How AMC Marketers Balance Digital Growth with Financial Pressures

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.

0 Behind the Mic: Strategies from 4 Award-Winning Health Care Podcasts

Award-winning marketers from Orlando Health, Norton Healthcare, CommonSpirit Health, and BayCare Health System share how they launched, evolved, and elevated their podcasts. Keep reading for insights, practical tips, and inspiration to help you launch your organization’s podcast or take it to the next level.

0 Why Does Health Care Still Struggle to Deliver a Seamless Digital Experience?

Health care’s digital experience often lags behind the expectations of modern consumers. Industry expert Ben Dillon unpacks how retail giants have set a new standard for digital experience. Read the full article to explore how health care marketers can more closely align patient experience with consumer expectations influenced by major brands.

0 How MUSC Health Uses Animal Therapy to Enhance Patient Experience

Furry caregivers contribute to the health care experience by reducing anxiety, boosting spirits, and even improving medical outcomes. Today, it is common for hospitals, nursing homes, and rehabilitation centers to incorporate animal-assisted interventions. Read on to learn more about how therapy animals can enrich the health care experience and improve outcomes.

0 Breaking the Cycle: How Project ECHO Is Transforming Trauma-Informed Care for Children

The ACEs ECHO Program at the University of New Mexico Health Sciences Center brings new hope to children suffering from the impact of traumatic life experiences. Read on to learn more about the program and explore how health care marketing can play a vital role in addressing the needs of this population.

0 How TriHealth Built a Brand Rooted in Culture and Community Care

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.

0 How Tanner Health Aligns Marketing and Philanthropy to Maximize Impact

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.

0 Reputation Matters: Why It’s Time to Invest in Your Own Brand

Marketers and communicators understand the importance of a strong brand to the organizations they support. We also know how vital personal brands are to leaders of those organizations. Whether you are just starting out or a seasoned professional, it’s never too late to improve your personal brand.

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