jrojas, Author at Strategic Health Care Marketing

0 Advertising Showcase: Beacon’s “That’s Where We Shine” Campaign

// By Susan Dubuque // An established health system name enters a new market with a message that feels both hopeful and grounded in what people need most right now. See how the creative executives capture the spirit of the community and bring the campaign to life across multiple channels.

0 Beyond Awareness: Extending the Brand for Growth

// By Susan Dubuque // Children’s Hospital Colorado is using a new brand campaign to solve an unusual marketing challenge: How do you become top of mind with families who may live hundreds of miles away and may not need you until something changes in an instant? Read on for important lessons on expanding your brand’s reach.

0 AI Is Everywhere. Focused Training Determines How Well It Works in Your Organization

Kathy Smith, SVP, chief marketing & communications officer, Roswell Park Comprehensive Cancer Center

// By Alan Shoebridge // AI adoption requires careful stewardship. Northwell Health and Roswell Park Comprehensive Cancer Center are leading their organizations closer to AI fluency. Read on to learn about processes for embedding AI literacy in your organization, and how marketing can play an important role as a catalyst.

0 A Health Care Marketer’s Roadmap: Replacing AI Fragmentation with Clear Direction

// By Wendy Margolin // During a recent webinar, leaders shared tips for navigating beyond fragmented AI testing toward AI systems that work for your specific marketing organization. Here, the panelists discuss how to manage change brought about by AI, share a framework for understanding an organization’s starting point, and explain how to avoid one-off AI successes.

0 Beyond the Click: Proving Marketing’s Impact on the Bottom Line

// By Susan Dubuque // Clicks and calls can tell marketers whether a campaign is active. But health care leaders want to know how those interactions ultimately drive results. An industry leader and executives from University Hospitals and Ochsner Health share how connecting marketing activity to appointments, patients, and revenue can change the conversation about marketing’s value.

0 Beyond the Funnel: Reaching Health Care Consumers in the Moments That Matter

// 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.

0 Where Is Your Health System on the AI Adoption Curve?

Taylor Pressler, senior director, enterprise analytics, Renown Health

// 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.

0 Content as Data: How an AI-Powered Content Management System Helps Renown Health Optimize for AI Search

// 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.

0 Executive Alignment and Marketing Performance, Part 2: Faith-Based Health System Perspective

// 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.

0 Focus on Recruitment and Retention: How Marketing Supports Hiring and Employee Retention

In this new report, you’ll discover how leading health systems use authentic storytelling, stronger internal communications, and closer collaboration across departments to support hiring and retention goals. From culture-driven recruitment strategies to creative digital campaigns, these examples offer practical ideas that can help you strengthen your organization’s workforce and employer brand.

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0 Penn State Health’s Brand Campaign Changes Perceptions of Cancer Care in a Rural Market, Part 1

Kyle Snyder, chief operating officer, Penn State Health

// 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.

0 Advertising Showcase: Community First Health Plans Builds a Brand Around Local Care for Every Generation

// 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.

0 Focus on Content Marketing: Creating Content That Informs Consumers and Powers AI Discovery

In this new report, we examine how innovative hospitals and health systems adapt their content strategies for an AI-driven search landscape while building stronger digital experiences. You’ll find practical examples and proven approaches that can help your organization create more effective content today while preparing for what comes next.

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0 Precision Engagement for Population Health: How Nationwide Children’s, Geisinger, and Rochester Regional Health Use Storytelling and CRM to Improve Health Outcomes and Drive Growth

// 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.

0 A Story Too Big for a Short Cut: A Case for Long-Form Video

// 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.

0 Search Is Social, and Social Is Search

// 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.

0 Creating More Meaningful Patient Connections with CRM

// 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.

0 Aligned to Hire: 30 Nurses in 90 Days

// By Susan Dubuque // Southeast Georgia Health System built a recruitment campaign that connects incentives, internal engagement, and smart use of existing channels. With a clear goal and shared ownership, marketing and HR developed and implemented an ambitious recruitment effort. Discover whether the campaign reached its goal and see what a small budget can do.

0 Inside AdventHealth’s and The Ohio State Wexner Medical Center’s Award-Winning Website Strategies

Skip Hidlay The Ohio State Wexner Medical Center

// By Jane Weber Brubaker // In the closing session of The Future of Hospital Websites virtual summit, Carolina Anthony, executive director, digital marketing at AdventHealth, and Skip Hidlay, former vice president and chief communications officer at The Ohio State University Wexner Medical Center (OSU) shared their distinct approaches to website design.

0 The State of Podcasting: From Emerging Channel to Marketing Essential

// By Susan Dubuque // Podcast consumption is climbing, video is reshaping the format, and YouTube is becoming the front door. Discover how audience behavior is shifting, why video is accelerating growth, and how health care marketers can leverage this fast-growing and versatile channel.

0 Which Is Better for Social Media — Polished or Imperfect?

// By Jane Weber Brubaker // Last November, Carla Rivera, social media manager at Broward Health, gave a presentation on short-form video content. She stated you have three seconds to get and hold people’s attention. Now she says it’s even less. Here, Rivera shares tips and tricks for creating short-form video that builds connection by being authentic.

0 Short-Form Video and AI-Driven Algorithms: Survey Reveals Strategic Priorities for Health Care Social Media Teams

// By Erin Laviola // Health care social media leaders are under pressure to produce compelling content that grabs attention and inspires engagement. A new survey shows how social media teams navigate algorithm changes and budget pressures while prioritizing short-form video. Here, we discuss major takeaways from the report, video strategies, and how AI impacts action plans.

0 When the Delivery Room Goes Dark, Part 1: What’s Behind OB Unit Closures and What Comes Next

// By Susan Dubuque // As hospitals step away from obstetrical services, a clearer picture emerges of the pressures reshaping care delivery and what that means for access and long-term relationships with patients. Find out what drives OB unit closures and how health care organizations adapt to maintain access and support patients and communities.

0 Advertising Showcase: UChicago Medicine Invites Women to “Live Again”

// By Susan Dubuque // UChicago Medicine’s “Live Again” campaign confronts stigma, builds awareness, and drives appointments for pelvic health services in Chicago’s northern suburbs. See how research-driven strategy, relatable creative, and disciplined media planning generated appointments while reshaping the conversation around pelvic health.

0 Health Care Advertising Showcase

In this new report, we have compiled five varied Advertising Showcases from Onvida Health, The Christ Hospital Health Network, Northwell Health, Mount Sinai Health System, and Gilchrist. Each one explores the challenges behind the work and the strategies and tactics that brought each campaign to life, while also putting the campaign’s creative execution on display.

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