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.
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
Nurse recruitment is vital to the growth and survival of every health care organization today. A successful nurse recruitment effort requires that departments break down the silos and come together to ensure that best practices from operations, human resources, internal communications, marketing strategy, and analytics are brought to the table. So what does it look Read More
Does your organization invest heavily in generating leads through your marketing channels — social media, website optimization, paid search — only to have little new-patient growth? If so, you may have a prospective patient ghosting issue in your patient pipeline. Ghosting is when a valid lead who has taken some kind of action — a Read More
The art of planning a conference involves taking the pulse of an industry, reflecting on the major themes, and creating a program that recharges attendees with inspirational ideas and the opportunity to build deeper connections with each other, and challenges them to think differently and consider fresh perspectives. At this year’s SHSMD Connections, it was Read More
Remote patient monitoring — inside and outside the four walls of a hospital, with real-time connections between patients and providers — offers benefits to both. During the pandemic, hospitals needed to efficiently provide care to more patients without compromising safety, doctor-patient engagement, quality of care delivery, and patient satisfaction. Higher consumer expectations, increased digitization, and Read More
We’re all storytellers these days. Well-told stories have the power to influence behaviors and decisions. We tend to “lend an ear” to our neighbors. Community experiences matter, which is why tapping former patients from small towns and cities across a vast geographic service area made perfect sense to Geisinger for its health care brand journalism Read More
One of the most common concerns for any health care organization is: How do you build and establish brand loyalty among your constituents? According to a recent study, the answer might lie in the development of “brand love” as a driving theme in a brand’s lexicon. Language has long influenced the worldview of organizations and Read More
Welcome to a new age of “Post Health System Brands.” This is another way of saying that moving a brand beyond the product offered to deeper meaning is now expected by consumers as well as by the workforce and the communities where they live, work, and play. Health system brands have been built the same Read More
A strong and sustaining health system brand is a living organism. It is conceived from the system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. So how does a health system bring its brand to life? What steps must be Read More
What do consumers value in their health care? How do they value the care from a health system compared to the care they might be offered by a non-traditional care provider? Health care has largely viewed those encroaching on its turf — from retail, big tech, and startups, among others — as a threat. But Read More
When the Society for Health Care Strategy & Market Development’s SHSMD Connections 2022 conference convenes September 11-14 in the Washington, D.C. area, it will aim to inspire, challenge and empower today’s health care professionals. But it will also be a celebration of the many leaders driving growth and innovation in the industry. “This isn’t just Read More
As a health care marketer, how do you get a consumer to care about where she goes for her mammogram? About one in eight women will develop invasive breast cancer in her lifetime. Studies have found that having screening mammography reduces breast cancer mortality by 40 percent in women of average risk between the ages Read More
In most industries, digital transformation is more than a simple buzzword. It’s a connected experience for customers looking for access, convenience, on-demand service, and an expected good outcome. In health care, a two-plus-year pandemic accelerated the forces underlying these challenges, continuing to raise consumer expectations in an industry that historically struggles with real change for Read More
With new tools for rolling out the welcome mat at the digital front door, health care organizations today have the opportunity to provide frictionless online interactions and guided, personalized user experiences to acquire and engage patients. Using digital conversion tools and marketing tactics that influence consumer behavior, health care organizations can prompt individuals to take 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
In a fee-for-service world, “there’s a pretty hefty incentive to continue to drive more care into these hospital platforms,” says Jaewon Ryu, MD, JD, president and CEO of Geisinger. But is that what consumers want and need? Ryu doesn’t think so. “The reality is, not many people wake up and say, ‘I want to go 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
“When it comes to marketing health care services, content marketing provides an excellent platform for conveying the expertise of providers and building confidence and trust among prospective and current patients,” says Susan Dubuque, cofounder of NDP Agency. Here’s an excerpt from Susan’s new article: “Our overarching content strategy is to position U of U Health Read More
Sharp HealthCare in San Diego believes in expediting change. To prove it, a little more than a year ago the organization partnered with Podium, a leading customer communication and payments platform, to improve its patient communication and feedback operations through text communication and online reviews. “Our goal was to help our patients provide timely feedback Read More
Podcasts have shown remarkable growth in listenership over the past decade and have quickly become a mainstream marketing tool and an effective way to educate and connect with your target audience. The content you create for a podcast also fills the pipeline for all of your other channels. Health care marketers face common challenges, from Read More
The “Three C’s of Health Equity” aim to enhance providers’ knowledge about the cultures or groups usually defined by racial/ethnic or sexual minority groups, says attorney Ndome Yvonne Essoka. Here’s an excerpt from her new article: In recent times, buzzwords like “cultural competence”, “cultural humility,” and “cultural safety” have grown in popularity and become rooted Read More
For many senior leaders of health care organizations, adapting to constant changes in the COVID landscape for the past two years has been all-consuming. Yet refocusing on strategic priorities is essential for organizations to move forward. Marketers can play a pivotal role in making that happen by facilitating brief and focused meetings with senior administrators Read More
More than 20 years ago, Brenda Reiss-Brennan, PhD, APRN, recalls being invited by Intermountain Healthcare (IH) primary care doctors to help improve the quality of mental health care for their patients and families. She recalls the doctors’ challenge: “Our biggest burden is stress, substance use, domestic violence, and depression our families are coming in with,” Read More
“Successful physician relationship management has been a longstanding goal of health care leaders,” says John McKeever of Endeavor Management. “No doubt its importance remains, but success requirements continue to evolve. If your organization is questioning what industry leaders are doing to maximize results from physician relations, you are not alone.” Here’s an excerpt from McKeever’s Read More