It’s no secret — the COVID-19 global pandemic drastically changed the consumer health care landscape. In recent years, health care consumers have become more selective about their care. Learn how Munson Healthcare identified the need to increase affinity with an important demographic — the “sandwich generation” — and developed a multichannel strategy to reach them.
// By Althea Fung // It’s no secret — the COVID-19 global pandemic drastically changed the consumer health care landscape. In recent years, health care consumers have become more selective about their care. Learn how Munson Healthcare identified the need to increase affinity with an important demographic — the “sandwich generation” — and developed a multichannel strategy to reach them.
The University of Maryland Medical Center employs a three-tier marketing strategy for its transplant program, using strategic communications for broad reach, targeted digital tactics for mid-funnel engagement, and search campaigns to capture bottom-funnel consumers. Find out how this leading medical center achieves impressive results with a multichannel marketing and communications strategy.
// By Susan Dubuque // The University of Maryland Medical Center employs a three-tier marketing strategy for its transplant program, using strategic communications for broad reach, targeted digital tactics for mid-funnel engagement, and search campaigns to capture bottom-funnel consumers. Find out how this leading medical center achieves impressive results with a multichannel marketing and communications strategy.
The goal for any hospital and health system is to successfully activate and operationalize the service trio of brand, culture, and experience to achieve business loyalty, recruit exceptional talent, and provide the best experience for people in need of care. The recipe for success in today’s transforming health care delivery model needs all three to Read More
// By John Marzano // The goal for any hospital and health system is to successfully activate and operationalize the service trio of brand, culture, and experience. Here, we share LCMC’s approach to embedding brand in the organization’s culture to drive better experience for employees, patients, and the community.
Health care marketers are sometimes on the defensive when proposing budgets to their CEOs and CFOs, feeling the pressure to justify the expense and project the expected return on investment — especially for “softer” initiatives like brand building. So, it was refreshing to hear a different perspective from Bill Robertson, CEO of MultiCare, a 12-hospital Read More
MultiCare’s CEO believes brand-building is the key to sustainable growth, and that it supports acquisition. It’s not either-or; it’s both-and. // By Jane Weber Brubaker // Health care marketers are sometimes on the defensive when proposing budgets to their CEOs and CFOs, feeling the pressure to justify the expense and project the expected return on Read More
As hospital systems have merged and grown over the years, so have the number of executives occupying their C-suites. The chief information officer (CIO) was a creation of the 1990s, as hospitals began relying on electronic medical records. A more recent admittee to the C-suite is the CXO, or chief experience officer. So, what is Read More
While some are clinicians, many come from marketing/communications backgrounds. // By Ron Shinkman // As hospital systems have merged and grown over the years, so have the number of executives occupying their C-suites. The chief information officer (CIO) was a creation of the 1990s, as hospitals began relying on electronic medical records. A more recent Read More
In the middle of the pandemic, Michigan Medicine launched a new brand campaign, Michigan Answers, spearheaded by Rose Glenn, the organization’s chief communications and marketing officer. In explaining the meaning of the campaign, the branding guidelines emphasize, “At Michigan Medicine, we believe there’s a difference between an answer and a Michigan Answer. Michigan Answers are Read More
In the first three months of 2023, more than 70 mass shootings have already occurred in the U.S. Gun violence is a public health crisis. // By John Marzano // The politics surrounding gun ownership and control are infinitely polarizing. Yet, one truth believed by all Americans is that the use of guns and other Read More
To find the right answers, ask the right questions. // By Jane Weber Brubaker // In the middle of the pandemic, Michigan Medicine launched a new brand campaign, Michigan Answers, spearheaded by Rose Glenn, the organization’s chief communications and marketing officer. In explaining the meaning of the campaign, the branding guidelines emphasize, “At Michigan Medicine, Read More
Which is better — Medicare Fee-for-Service (FFS) or Medicare Advantage (MA)? Sachin Jain, MD, MBA, president and CEO of SCAN Group & Health Plan, doesn’t think it’s the right question. “We all know we have a broken health care system, and we have to try in our own ways to make it better,” he says. Read More
Health care marketing has entered a new “era of change,” according to Amalia Stanton, senior vice president and chief strategic communications & marketing officer at Memorial Hermann Health System. It has been 34 months since the COVID-19 pandemic uprooted our lives and altered the way we work — perhaps forever. This time period has been Read More
Top execs at Walmart and SCAN Group & Health Plan share their candid perspectives on the state of health care in the U.S. and how their organizations can help fill the gaps. // By Jane Weber Brubaker // Which is better — Medicare Fee-for-Service (FFS) or Medicare Advantage (MA)? Sachin Jain, MD, MBA, president and Read More
The dynamics of health care delivery have changed dramatically. In the coming year, health care executives will need all the tools in their toolboxes to meet the challenges. // By Amalia Stanton // It has been 34 months since the COVID-19 pandemic uprooted our lives and altered the way we work — perhaps forever. This Read More
Health care brand positioning requires more than a clever tagline or slogan. It requires a strategy and rallying cry that inspires an organization and connects a community. It’s rare in marketing that you get to start from scratch on anything. Wherever you jump on the moving train, that’s your starting point, complete with legacy systems Read More
Brand positioning is more than a clever tagline or slogan. It’s a strategy and rallying cry that inspires an organization and connects a community. // By Jane Weber Brubaker // It’s rare in marketing that you get to start from scratch on anything. Wherever you jump on the moving train, that’s your starting point, complete Read More
View from the C-Suite: Heather Geisler, Executive Vice President and Chief Marketing Communications and Experience Officer, Henry Ford Health A strong brand acts as a unifying force to express the shared values of an organization. // By Jane Weber Brubaker // When Heather Geisler joined Henry Ford Health two years ago as executive vice president Read More
“Growth means different things to different organizations at different times,” says Daniel Fell of Optum. “One thing is very clear, though. The role of marketing has never been more critical.” Here’s an excerpt from Fell’s new article: We recently turned to several leading health care marketers across the country, representing a variety of health care Read More
When you think of the view from the C-suite, you think of a physical or metaphorical high-rise vantage point. A position that sits above many others, taking in big-picture ideas and providing direction for the masses. But Renown Health’s Suzanne Hendery tries to keep that C-suite view on a similar level to her managers and Read More
Growing up, Lloyd Dean saw the impact of health disparities in his own community. His experiences motivated him to use his formidable leadership abilities to change things for the better. He will retire this summer after a long and impactful career. “Imagine 11 people in a house of three bedrooms and being on welfare when Read More
// By Daniel Fell // Growth means different things to different organizations at different times. One thing is very clear, though. The role of marketing has never been more critical. In part one of our feature series on health system growth, The Growth Imperative and Why Marketers Must Lead, we explored why growth is essential Read More
// By Melanie Graham // For Renown Health’s Suzanne Hendery, sitting in the C-suite is about listening and having real conversations. Through these listening sessions Hendery and her colleagues find new ways to connect with employees and patients across Renown’s 100,000-square-mile footprint. When you think of the view from the C-suite, you think of a Read More