Jen Carsen, Author at Strategic Health Care Marketing

0 Use Consumer Data To Improve the Quality of the Care You Provide

“As a health care marketer or leader, you know your health care system doesn’t specialize in everything,” Keith Schneider notes. “By pairing the needs of your market with your unique differentiators, your team has chosen its investments wisely. “This intelligent approach allows you to focus on excellence. Yet you might be surprised that, despite service Read More

0 Partner Up to Externally Rightsize Your Health Care Organization

“As the Affordable Care Act continues to alter the profile of health care in America, hospitals are challenged to meet the objectives of the Triple Aim and offer access, quality, and affordability in their care delivery even while reimbursement continues to be ratcheted back,” says Dennis Knox, Chief Executive Officer of Aethena Healthcare Holding Company. Read More

0 Online Bill Pay Saves Health System Money, Frees Resources, and Satisfies Patients

Denise Kennedy, Vice President of Financial Services, Lancaster General Health

It’s common today for people to buy their food and clothing online, and to arrange their travel reservations through web-based services. Now many health systems also allow patients to view and pay their health care bills online. In addition to increasing patient satisfaction with this offering, health care systems can also save valuable staff time Read More

0 Predictive Analytics Facilitate a Successful Health System Growth Strategy

Pamela Ladu, MBA, Assistant Vice President, Ambulatory Planning and Logistics, Cooper University Health Care

Placing your service lines, retail clinics, and outpatient facilities in optimal locations may mean the difference between success and failure in today’s competitive marketplace. These days, it’s no longer enough to make decisions about where to locate new offerings based on available sites or what an organization “thinks” might work. Rather, the savviest organizations are Read More

0 Proven Strategies for Turning Callers Into Patients

Ken Robbins, CEO of Response Mine Interactive

“Until recently, health care businesses often did little or no marketing as a general rule,” says Ken Robbins, CEO of award-winning digital agency Response Mine Interactive (RMI). “Now, we are experiencing a seismic shift to the point where online marketing such as paid and organic search have helped it become a clear and distinctive focus in health care. Read More

0 A Money-Back Guarantee In Health Care? Yes.

When new CEO David Feinberg, M.D., arrived at Geisinger Health System in May 2015, he saw a large system with a great reputation for medical innovation and outcomes. “But its reputation among its patients based on their hospital experiences? Not so great,” says copywriter and regular SHCM contributor Peter Hochstein. Hochstein notes that the hospital regularly surveys employees, patients, Read More

0 How To Keep Your Messaging Inclusive and Non-Discriminatory

Sara Tack, Co-Founder and Creative Director at Smith & Jones

“Health care advertising often falls short of representing the various populations that hospitals and health systems serve,” says Sara Tack. “We are inclusive to a point, covering our diversity bases by featuring ads with Caucasians, African Americans, Hispanics, and Asians. Sometimes, these images come across as pandering or obvious tokenism to the point where the Read More

0 Retail Health Care: Meet Your Customers Where They Are—Literally

Christi McCarren, RN, MBA, CPHQ, Senior Vice President of Retail Health and Community-Based Care, MultiCare Health

It used to be that if you built a good health system, people would come. But in today’s hectic world, many organizations find it necessary to extend their services to places their patients frequent instead. In fact, these days, organizations providing the highest-quality care are a given, but how that care is delivered—and where—have become the Read More

0 Growing Health Care System Solves a Branding Challenge By Keeping It Local

“Health care is changing—and so are health care brand campaigns,” says Daniel P. Stevens. “Building a strong health care brand in an environment that is undergoing drastic change is challenging: the switch from fee for service to value-based care; the emergence of accountable care organizations; the consolidation of hospitals—the list goes on. Sure, these shifts Read More

0 Personas Bring Abstract Health Care Consumers To Life

“A recent Accenture report found a significant correlation between superior patient experiences and higher margins for hospitals of every type and size. In an increasingly choice-driven health care industry, it’s no wonder that ‘patient-centricity’ is a buzzing topic for a variety of stakeholders—from regulators and payers to provider organizations,” says Matt Hummel, founder and President Read More

0 Rx for Your Health Care Organization’s Internal Newsletter? Make It Interactive.

What’s the best way to nurse an ailing employee newsletter back to health? For Miami Children’s Health System (MCHS), the solution to overhaul an existing internal publication in dire need of an update was to use an updated software solution that creates an interactive digital experience for staff members. As the only designated health system Read More

0 Emotional vs. Rational Health Care Advertising—With a Nod to a 1960s Hit Song

Peter Hochstein, our crackerjack marketing writer, likes to interview hospital marketing departments and their advertising agencies for his column. “And I often ask them identical questions. I justify this with an analogy concerning two people viewing an elephant from opposite ends,” he notes. “One party tells you the animal’s most notable feature is a skinny tail. Read More

0 Partnership With Local Chamber of Commerce Improves Community Care

Piedmont Health Services really means business, especially when it comes to protecting the health of the community. Back in 2009, it started a unique partnership with Chapel Hill-Carrboro Chamber of Commerce to provide access to more affordable health services for employees of small businesses and their families. Since the high price tag associated with most Read More

0 Sharp HealthCare Launches Sharp Health News and Reports a Marketing Win

What happens to medical supplies and equipment once the items expire? How can you mix medications and supplements safely? What are some healthful and quick lunch recipes? These are just a few of the timely topics covered on Sharp Health News, a new website run by Sharp HealthCare. The news service was launched in October Read More

0 6 Ways To Spin New Life Into Old Marketing Concepts

Caren Begun, Vice President, Media Relations and Strategy, Green Room Communications

Savvy health care marketers recognize that people tend to trust what they know. Therefore, it’s important to remember that new isn’t always better. The reality is that even amid the shifting priorities of the health care field, staying grounded on your past accomplishments and trying to progress from there may get you further than trying Read More

0 Oops? Ouch! How One Urgent Care Center’s Advertising Sets It Apart

Copywriter and SHCM columnist Peter Hochstein recently spotted an interesting advertising tactic for an urgent care center: A billboard displaying the word “OOPS?” in an upward-slanted, rounded rectangle, along with the word “OUCH!” in a similar but downward-slanted rectangle. Adjacent to OOPS? and OUCH! is a headline that says “Crystal Run Urgent Care!” Hochstein was curious to know Read More

0 Valuable Health Care Marketing Lessons From a State-Based Insurance Exchange

Andrea Ravitz, the Director of Marketing for Access Health CT

Health care marketers often look to their peers for examples to help guide their efforts to bring people in to access their programs or services. But when Access Health CT (Connecticut’s state-run health exchange) came into being in 2012 to serve as a statewide exchange making affordable health care accessible for qualified individuals and businesses through Read More

0 Strategies for Encouraging Patients To Become Storytellers

Daniel C. Potts, Founder and President of the Cognitive Dynamics Foundation

How much do you really know about your patients? If you and your staff haven’t asked the people you treat to talk about their personal experiences, their families, their careers, and the things they care about, you could be missing a valuable opportunity to connect with them on a deeper level—and you may also be Read More

0 Storytelling as an Effective Population Health Management Strategy

Beth Sanders, Founder and CEO of LifeBio

0 Bring Your Physicians and Administrators Together for Business Success

“When is the last time your C-suite reached out to your medical staff to find out what they want and need? If the answer is ‘never’ (or at least not anytime recently that you can remember), you could be missing out on some important opportunities to help your hospital or other health care setting reach Read More

0 Leverage the Power of “Big Synergy” In Your Health Care Marketing

A phenomenon you might call “big synergy” is powerful stuff. If you have the resources to somehow combine several strong elements of human interest seamlessly into one emotionally touching marketing and advertising campaign, each element can support, reinforce, and energize the others. This creates efficiencies of exposure and impact that eclipse most traditional advertising. And Read More

0 The Continued Importance of Print in Health Care Marketing

How do you get your news today? If the answer is mainly online, you’re certainly not alone. In fact, with fewer people reading printed newspapers and magazines than in past decades, you may be considering following the trend by ditching your health care organization’s printed material to focus your efforts solely on the digital side Read More

0 NFL Quarterback Helps Seattle Children’s Score a Touchdown in Pediatric Cancer Battle

Seattle Children’s recently scored a touchdown when it launched a new campaign called “Strong Against Cancer” to raise awareness and support for groundbreaking research that holds the potential to cure childhood cancer. Leading the play is Seattle Seahawks quarterback Russell Wilson, who has a personal connection to Seattle Children’s and who has used his platform Read More

0 Marketing Your Hospital’s Maternity Services as a Luxury Item? Yes.

While Jackson Memorial Hospital in Miami, Florida is a well-regarded teaching hospital with a Level 1 trauma center, there was a perception that its facilities were outdated—which was particularly problematic for the facility’s maternity services. “When you’re talking about organ transplants, the quality of the room you’re staying in is not one of the top three concerns,” Read More

0 Powerful Storytelling Shifts Perceptions for New York Hospital

Mark Shipley, CEO and strategy director, Smith & Jones

“Every great brand has a story to tell,” says Mark Shipley. And “an emotional, honest brand story can change the perception of a hospital or health care organization, eliciting consumer engagement, employee alignment, and a unique competitive position,” he adds. Shipley is the CEO and Strategy Director of Smith & Jones, a health care marketing agency Read More

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