Each week we email a tip or news that we are covering in Strategic Health Care Marketing. You can view the archives of this weekly ezine below.
Today, every health care provider must recognize one emerging reality: Consumers are more informed, more skeptical, and more selective than ever in choosing their care. Conversational tools like ChatGPT shape early perceptions, change search behavior, and train patients on which providers to trust, often before a health system even enters the picture.
When East Tennessee Children’s Hospital announced it would become Dolly Parton Children’s Hospital, the news traveled fast. The name alone carries instant recognition, not just across the state but well beyond. Discover how the organization translates this high-profile partnership into a strategy to reach families, engage donors, and expand access to care.
Backed by philanthropy, a new national alliance gives children’s hospitals a way to expand access, align strategy, and move faster together. Discover how this alliance reshapes pediatric care while giving marketing and communications leaders new ways to tell their stories and strengthen their brands.
AI is moving quickly in health care, but many organizations are still working out how to use it in a more coordinated, enterprise-wide way. Here, leaders from Hackensack Meridian Health, Baptist Health South Florida, and BPD share what it really takes to move AI from isolated pilots to an enterprise capability.
The 2026 eHealthcare Leadership Awards Call for Entries is officially open! In its 27th year, the eHealthcare Awards celebrate excellence in healthcare digital marketing, recognizing standout websites, videos, campaigns, and other digital initiatives that drive marketing and business success across the healthcare industry. The deadline for submitting entries is June 26, 2026.
At Renown Health, communicating with Spanish-speaking patients requires more than literal translation. It calls for a marketing strategy built on listening, cultural understanding, and an end-to-end experience that makes access to care feel respectful and seamless. Discover practical lessons in navigating language, culture, and access in diverse markets.
If everybody knows your name, your organization has achieved brand awareness nirvana. Roper St. Francis Healthcare has that level of name recognition if you grew up in Charleston, South Carolina. Discover how Roper St. Francis uses claims data and PRM insights to uncover opportunities, reduce leakage, and accelerate growth.
The Virginia Mental Health Access Program (VMAP) helps build primary care capacity from within. Working directly with hospitals and health systems, VMAP expands access to pediatric and maternal mental health care, supports providers with training and guidance, and tackles one of the state’s most pressing workforce challenges.
In many organizations, marketing still operates downstream, pushed into a reactive role long after strategic decisions have been made. This series examines executive partnerships by reverse-engineering them. We begin with Tanner Health, a community health system in rural Georgia, where collaboration, candor, direct executive access, and shared metrics shape marketing performance.
Hospice care remains one of the most misunderstood services in health care. Despite strong clinical outcomes, many patients delay hospice services until the final days of life. See how Gilchrist uses authentic storytelling and documentary-style videos to reposition hospice as a way to live every remaining day to its fullest.
As health care organizations race to personalize digital experiences, UCLA Health takes a deliberate stance: Privacy isn’t a constraint on engagement; it’s the foundation of trust that enables meaningful connections. Discover how UCLA Health embeds privacy into its digital strategy to strengthen trust, improve continuity of care, and support long-term patient relationships.
Student- and staff-led ambassador programs have helped the University of Miami Health System and the University of Miami, Miller School of Medicine boost engagement 50 percent and reach nearly half a million accounts — without spending a dollar on paid social.
For more than a decade, Orlando Health has been quietly perfecting a weekly video news show that keeps tens of thousands of employees informed, engaged, and genuinely connected, one 3-minute episode at a time. Discover how Orlando Health uses its news show to inform and bring together team members.
At the University of Toledo Medical Center (UTMC), leaders are focused on strengthening what matters most: supporting nurses, building trust, and creating a place where people want to stay and grow. Learn more about UTMC’s approach, results achieved, and tactics you can adopt to strengthen your recruitment and retention efforts.
Generative AI is changing how health care organizations create, scale, and govern content. Marketing and digital leaders discussed how they are navigating this shift in a recent eHealthcare Strategy & Trends webinar. Learn how organizations are integrating AI into content strategy without losing clarity, consistency, or the human voice behind the work.
Children’s Hospital of Richmond at VCU and Children’s Hospital Foundation share a marketing and fundraising story shaped by grit, creativity, and a deep sense of community ownership. See what came next: a coordinated effort between philanthropy and marketing and the ad campaign that brought their shared story to life.
Health care marketing is entering 2026 at an inflection point. AI is no longer an emerging capability. It is a structural force reshaping how patients search, choose, access, and trust health care. In this article, 10 health care marketing leaders weigh in on key priorities for 2026.
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.
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.
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.
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.
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.
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.
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.
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.”