SHCM Editor, Author at Strategic Health Care Marketing

0 Keeping Score: How One Medical Center’s Sponsorship of a Sports Team Scored a Touchdown with Its Population Health Efforts

Jeff Sofka, founder and principal at Bendigo

// By Lisa D. Ellis // Some of the latest headlines from top academic medical centers today seem more fitting for ESPN than for a health care brand. This is thanks to the fact that a growing number of organizations are signing increasingly complex and integrated agreements with NFL, MLB, and NBA teams. Just these Read More

0 In a City Loaded with Expertise in Treating Illness, One Teaching Hospital Focuses Its Marketing on Wellness

Notable Health Care Advertising // By Peter Hochstein // If somebody ever produces a list of the best places in America to get sick, Cleveland will have to be high on the list. The 1.2 million people of Cleveland and surrounding Cuyahoga County have a choice of three teaching hospitals. One of them, Cleveland Clinic, Read More

0 Advice from a Health Care Executive: Cultivating Physician Relations Leads to a Bounty of Benefits for Health Systems

// By Lisa D. Ellis // What do the peach orchards of Northern California and most major health systems have in common? There are actually more commonalities than you might think, according to Ritch K. Eich, who worked on several ranches to earn his way through college before going on to build an impressive career Read More

0 One Size Doesn’t Fit All: A Custom Approach to Enhancing Patient Experience

// By Lisa D. Ellis // At a children’s hospital in Massachusetts, families of patients trying to park their cars in the very crowded multilevel garage will find a valet waiting at the top level to take the vehicle for them if the lot is full. This helps to relieve parents’ stress and makes a Read More

0 Capitalizing on Opportunities in Current and Future Health Care Policy

// By Lisa D. Ellis // The fate of the American health care system is currently unknown as a new health care plan is making its way through Congress, raising many questions for people working in health care organizations, as well as for the patients they serve. How can you be sure your organization is Read More

0 Is There a Fresh Way Left to Advertise That Your Hospital Is in the Front Lines of Medical Science? Here’s a Surprisingly Engaging One from Galveston, Texas

Notable Health Care Advertising // By Peter Hochstein // If you’ve been involved with hospital advertising for a while, you’ve probably seen it all. Touching testimonials from patients telling what a hospital’s doctors did for them. Doctors explaining how they collaborated on a medical breakthrough. Pictures galore of high-tech tools, people in surgical masks, MRI Read More

0 Lessons Learned from the ALS Ice Bucket Challenge, and How St. Luke’s Applies Them to Move Patients and Employees to Action

// By John Brand // Consumer engagement is one of those terms-of-the-moment in marketing to which marketers apply a variety of meanings. At St. Luke’s University Health Network, a seven-hospital health system spread across northeastern Pennsylvania and northwestern New Jersey, we define it as compelling consumers to take action on behalf of our brand, primarily Read More

0 8 Current and Future Health Care Trends: Experts Weigh In

Diane R. Weber, RN, BSN, MHA, SHSMD’s Executive Director

// By Lisa D. Ellis // What trends should be on your radar screen as you navigate the ever-changing health care field? Find out what a group of experts say is coming down the road so you can help your organization be prepared for whatever comes next. SHSMD’s Futurescan 2017-2022: Health Care Trends and Implications Read More

0 Stepping Up to Help Spread the Word About the Importance of Organ, Eye, and Tissue Donation

Tom Mone is chief executive officer, OneLegacy

// By Tom Mone // No hospital public relations or marketing department is sitting around looking for something to do. In truth, there are few departments within a hospital that juggle more responsibilities, impact the organization’s brand as dramatically, or have as visible a role in telling the hospital’s story. That said, there is one Read More

0 The Writing Is on the Wall: How Albert Einstein College of Medicine’s Blog Fits into Its Broader Communication Strategy

David Flores, social media manager at Albert Einstein College of Medicine

// By Lisa D. Ellis // Blogging is becoming an increasingly important way to communicate with your target audience. And it can also provide a valuable forum for your staff to share their experiences and ideas within the larger organization and beyond. The Doctor’s Tablet This lesson comes from Albert Einstein College of Medicine in Read More

0 Walking the Fine Line Between Fact and Opinion in Physician-Authored Writing

// By Lisa D. Ellis // Circus performers who walk the tightrope receive extensive training to prevent falls. But medical personnel who represent their health care organizations are often much less savvy about how to avoid taking a misstep when they enter the complex world of social media. As a result, health systems can suffer Read More

0 Marketing Communications: How to Stay Relevant as a Marketer—and a Health Care Organization—in This Mobile Age

// By Lisa D. Ellis // This post accompanies the article, Putting Micro-Moments to Work for Your Organization: Q and A with Google’s Ben Killmer. “The trend toward mobile is changing everything,” says Stewart Gandolf, MBA, CEO, and creative director of Healthcare Success. “It’s not just people talking on their mobile phones but today mobile Read More

0 Putting Micro-Moments to Work for Your Organization: Q&A with Google’s Ben Killmer

// By Lisa D. Ellis // Clinical service department profitability is a constant challenge for hospitals. But what’s changed is just about everything else. It probably comes as no surprise that in 2017, people are relying on smartphones more than ever before. And most of them go beyond using these devices to make calls, send Read More

0 How Henry Ford Uses Technology to Drive Its Messages to a Growing Audience

// By Lisa D. Ellis // Industrialist Henry Ford (1863-1947) manufactured the first affordable mass-produced car in the early 1900s, striving to improve the quality of life for many middle-class Americans. Now a full century later, the Henry Ford Health System is following his tradition by strengthening its marketing efforts to reach residents from all Read More

0 Health Care Marketing: Try This Recipe for Cooking Up Fresh and Relevant Results

// By Eric Brody // Your health system or hospital story doesn’t matter—until it does. What matters is simply how your story fits into the lives of your audience. This simple concept is tough to deliver on, but it’s also critical to your success as a health care marketer. It really comes down to the Read More

0 How Do You Get a Rough, Tough “Man’s Man” to Overcome His Angst and Get a Colorectal Screening? Maybe with Direct Response Advertising

Notable Healthcare Advertising // By Peter Hochstein // In the Champlain Valley of upstate New York, where the nearest big city is Plattsburgh, population just short of 20,000, and the prevailing ethos is blue collar, 300-bed Champlain Valley Physicians Hospital had a problem. “ When you think of the kind of male who lives in Read More

0 Kids and Docs Engage in Jocular Banter. Result: Stony Brook Children’s Hospital Builds Awareness and Preference for Its Serious Approach to Medicine

Notable Health Care Advertising // By Peter Hochstein // The little girl getting wheeled into surgery is about 11 years old—and not at all like any other little girl you’ve seen in TV spots about surgery. She’s a quick-thinking, fast-talking, smart mouth. But then, so is the pediatric surgeon who accompanies her. The girl asks, Read More

0 Augusta University Health System Launches a Strategic Campaign to Grow Neuroscience Service Line and Build Its Reputation

// By Lisa D. Ellis // Augusta University Health System is no stranger to change. Over the past five years, it has undergone several rebranding campaigns and two consolidations. Yet through all of these fluctuations, one thing has remained the same: the need to find new and more efficient ways to improve its reputation and Read More

0 How One NYC Hospital Is Taking a Stand Against Diabetes in the Latino Community, and Empowering Others to Join the Effort

// By Lisa D. Ellis // A new educational campaign led by Lenox Hill Hospital has rallied together an impressive array of big and small public and private groups in New York City to fight against a common problem: the incidence of diabetes in the Latino community. Rallying Around a Common Problem “Hispanics are almost Read More

0 Health Care “Near Me”: Targeting Health Care Consumers Where They Live — With Geomarketing

Terrence Tucker, media supervisor at Response Mine Interactive

// By Terrence Tucker // When parents have children with fevers or a bout of stomach flu, whether they need a general practitioner or a specialist, they’ll generally look for doctors who are close to them. Even if the need isn’t immediate and patients are just looking for a physical exam, six out of 10 Read More

0 Word of Mouth: Harness the Voice of Patients and Staff for Powerful Results

// By Ryan Hanser // Here’s important context for health care marketing in 2017: Attention and trust continue to decline across the country. Year over year, America appears to be witnessing the collapse of expertise and institutional trust. Sure, we still have knowledgeable specialists—doctors, for starters. The trouble is that people increasingly reject the authority Read More

0 Orthopedic Urgent Care Franchise Goes the Extra Mile to Enhance Patients’ Health Care Journey

// By Lisa D. Ellis // If you or a family member broke an ankle or dislocated a shoulder, what if you could just use an app on your smartphone to schedule a visit at a nearby orthopedic urgent care center and, at the same time, also arrange for an Uber driver to transport you? Read More

0 Language Access in Health Care Under a Trump Presidency

Part 2: Interpreting (Spoken Word) Requirements for Health Care Organizations // By Jill Mead // Are you wondering about President Donald Trump’s current plans to “repeal and replace” the Affordable Care Act? Most people working in the field want to know the timeframe and what this will mean when it comes to interpreting (spoken word) Read More

0 Quick—What Do Merged Hospitals and a Woman Stock Car Race Driver Have in Common? One Health Care Advertising Agency Found Plenty of Similarity

Notable Health Care Advertising // By Peter Hochstein // In 2013, three hospitals, along with various satellite practices and facilities in the western suburbs of Chicago, merged. Edward Hospital in Naperville, Illinois, with 309 beds, all in private rooms; Elmhurst Memorial Hospital in Elmhurst, Illinois, with 259 beds, also all in private rooms; and Linden Read More

0 Tanner Health System Uses Micro-Targeted Data to Strengthen Its Marketing Efforts

// By Lisa D. Ellis // When its market share began dwindling recently, Tanner Health System turned to micro-targeted data to step up its marketing efforts and make them more efficient. Using Data to Hone Marketing Efforts As a nonprofit health system serving nine counties in rural west Georgia and east Alabama, Tanner has more Read More

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