// By Althea Fung // Public trust in institutions is eroding, and health policy debates are increasingly polarized. Health care leaders face growing pressure to speak publicly on issues that blend medicine, politics, and public perception. For executive communications teams, the question is not whether to engage, but how and when to do so for maximum credibility.
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// By Wendy Margolin // The search landscape has changed dramatically now that AI-generated answers are featured at the top of search engine results pages. Do consumers trust what they find? How should health care organizations change their approach to content development? New research sheds light on some of the new dynamics.
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// By Deb Pappas // Is AI ready to accurately predict creative strategy choices? To explore this question, Connecticut Children’s undertook a side-by-side test during the development of the next phase of creative for a brand campaign surrounding the December 2025 opening of a new patient tower. Read on to see how AI-generated research measured up.
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// By Susan Dubuque // A recent decision by the U.S. Department of Education to classify nursing and other health positions as “non-professional” has raised concern across the health care community. Find out how health care leaders are responding to this decision and how marketers can help safeguard future talent pipelines.
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A free white paper, published by Perficient
Access to care is no longer about convenience: it’s a competitive differentiator. Our award-winning research, based on insights from more than 1,000 U.S. healthcare consumers, reveals how expectations are shifting and why digital-native disruptors are redefining what quality care means. The perception gap is widening, and the stakes have never been higher.
Benefit: Download the report to uncover what your data might be missing and gain the insights you need to deliver connected care moments that drive patient loyalty and support better health outcomes.
Key Learning Points:
// By Susan Dubuque // Across a global network of medical centers, The Michael J. Fox Foundation leads a research initiative reshaping how we study, detect, and hope to stop Parkinson’s disease. Discover how a thoughtful marketing strategy helped build the study that’s changing what we know about Parkinson’s.
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// By Susan Dubuque // Few things connect more directly to human emotion than sound. In marketing, that connection is powerful: Audio cues can reinforce brand recognition up to 96 percent faster than visuals alone. Discover how Northwell’s sonic brand amplifies emotion, strengthens trust, and helps the organization break through the clutter in a fiercely competitive marketplace.
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// By Alan Shoebridge // Chris Bevolo, author of “Joe Public Doesn’t Care About Your Hospital,” shares his thoughts on the evolution of health care marketing in this Q&A. Here’s how he sums it up: “At the end of the day, we need to make things better, whether it’s marketing, health care, or the world.”
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// By Susan Dubuque // UCSF Health brings empathy and clarity to bariatric surgery marketing, helping patients see that this transformative care is within their reach. Discover how UCSF Health’s award-winning campaign built trust, educated the community, and achieved measurable impact.
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In this new report from Strategic Health Care Marketing, you’ll find real-world examples of how academic medical centers address these challenges through innovative marketing strategies and purpose-driven campaigns.
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// By Jane Weber Brubaker // Character matters in Dennis Pullin’s 2025 book Suited for Leadership: How to Show Up with Purpose to Have a Lasting Impact. Here, we share a few nuggets from Pullin’s wisdom and how his leadership spreads out from Virtua Health to the community it serves and benefits the industry as a whole.
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// By Susan Dubuque // Winners of the 2025 eHealthcare Leadership Awards were announced on November 9 at an awards presentation held during the Healthcare Internet Conference. More than 270 organizations were recognized for their outstanding work. Winners of Platinum, Gold, Silver, and Distinction awards represent 18 industry classifications, from hospitals and health systems to pharmaceutical firms.
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A new Strategic Health Care Marketing webinar for healthcare marketers and strategists
Presented on November 5, 2025
Your Presenters:
Are your patients trusting AI-generated answers more than your website? Are they asking ChatGPT about symptoms before calling your clinic? You’re not imagining the shift — and we’re digging into the data to prove it.
Join Lacey Reichwald (Aha Media Group) and Rob Klein (Klein & Partners) for an exclusive preview of our national research on how people search for health information today — and what it means for your content, SEO strategy, and brand trust.
We asked 1,000 people nationally about their search for care, the tools they use (including AI), and who they trust. The answers might surprise you — and they’ll definitely change how you approach digital strategy in 2026.
What you’ll learn:
// By Susan Dubuque // In an era of shrinking reimbursements and rising costs, philanthropy has become an essential lifeline for hospitals and health systems, with donors contributing more than $20 billion to U.S. hospitals each year. Discover how philanthropy mobilizes communities and provides millions of dollars in essential funding for cancer research and patient care.
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// By Russell Reid // 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.
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This new report from Strategic Health Care Marketing brings together expert perspectives and case studies that show how effective marketing and operational strategies can help health care organizations achieve sustainable growth.
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// By Susan Dubuque // By transforming annual specialty updates into dynamic digital impact reports, Cincinnati Children’s builds awareness, strengthens its national reputation, and fosters connections across the physician community. Read on to explore the making of Cincinnati Children’s Accomplishment Reports and the lessons they offer for organizations looking to boost physician engagement.
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In this new report from Strategic Health Care Marketing, you’ll gain practical insights on how children’s hospitals navigate today’s challenges while positioning themselves for long-term success.
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// By Jane Weber Brubaker // Top marketers at NewYork-Presbyterian, Virtua Health, and Mass General Brigham share experiences that shaped them as leaders. Their stories of strength, creativity, and resilience are a source of inspiration for leaders and aspiring leaders as you navigate today’s choppy health care waters.
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// By Susan Dubuque // Industry expert Shannon Curran offers insights on why authenticity is no longer optional. In today’s competitive hiring market, health care organizations must align their brands and culture to attract — and keep — the right talent. Discover five tips on how to create recruitment and retention campaigns that truly connect — and keep talent engaged.
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// By Susan Dubuque // Marketing leaders from Renown Health and The Christ Hospital Health Network share how their award-winning recruitment and retention strategies helped address workforce shortages. Read on to discover how authentic messaging and targeted outreach can strengthen both recruitment and retention.
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// By Jane Weber Brubaker // A five-year timeline for market maturity? Really? Jeff Stewart, vice president of strategic marketing at CHRISTUS Health, was skeptical at first. Today, halfway through the process, he’s a believer. Discover highlights of CHRISTUS Health’s journey toward market maturity and learn how a unified approach to marketing accrues benefits for all stakeholders.
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// By Susan Dubuque // Banner Health is charting a bold new course. The system needed a brand platform that could keep pace. Read the full article to learn how Banner Health transformed its name into a powerful brand asset, plus insights for shaping your own brand story.
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// By Althea Fung // U.S. birth rates just hit a record low, and pediatric hospitals are fighting for fewer patients. The ripple effects are felt across industries, but for pediatric hospitals, the demographic shift raises a pressing question: How do you compete for fewer children? Here are three trends that are shaping children’s hospital strategies.
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// By Susan Dubuque // 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.
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