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.
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
“Growth is important for every organization,” says Daniel Fell of Optum. “Whether it’s for-profits or not-for-profits, start-ups or established market leaders, every business depends on some level of growth to succeed in the near term. Growth is also essential to long-term sustainability, especially when navigating dynamic markets and overcoming unforeseen market disruptions.” Here’s an excerpt Read More
As marketers, we often preach the importance of data-driven decisions. Without data, marketing feels like a guessing game. But at UNC Health, describing the marketing and communications department as “data-driven” feels like an understatement. With an in-house consumer insights team and a robust survey process, data truly sits at the core of everything the team Read More
Every other year, PRC conducts a National Healthcare Consumer Study. The 2022 edition reflects research conducted in 2021, comparing it with previous surveys from 2019, 2017, and 2015. Not surprisingly, there are big differences between 2019 and 2021 — before and after the onset of the COVID-19 pandemic. The intervening years changed the way consumers Read More
Looking to recharge and reconnect? Head to the 27th Healthcare Marketing and Physician Strategies Summit in Salt Lake City, May 16-18. Not only will you finally be able to emerge from the metaverse of nonstop Zoom meetings and spend quality time with your peers — in person — the lineup of sessions will give you Read More
UCLA Health is emerging as a national leader in addressing racial inequities in health care and across society. In light of growing local and national awareness, the health system became one of the first health care organizations in the country to form an Office of Health Equity, Diversity, and Inclusion. “It’s perhaps the most visible Read More
Health care industry expert Paul Keckley challenges the belief that all health care is local, calling it “the myth that refuses to die,” in his 2018 post on The Health Care Blog. But he notes one exception: “For the least fortunate in our communities, staying at home for care is reality.” Taking time off from Read More
As diversity, equity, and inclusion continue to increase in importance, Advocate Aurora Health has been making strong progress in connecting online with the more than 2.2 million Hispanics who live in its service area. The Illinois and Wisconsin provider launched a market-wide social media initiative at the end of 2019 designed to “position the organization Read More
“On March 16, 2020, I met with a group of fellow Donate Life America volunteers in my office,” writes Susan Dubuque of NDP. “That would be my last face-to-face meeting for the next 18 months.” Here’s an excerpt from Dubuque’s new article: My story is not unique. Throughout the pandemic, many nonessential employees have made Read More
During the past two years of a pandemic that continues to rage, health care brands have absorbed the additional burden of managing their reputations in the throes of unprecedented consumer demand for needed services to counter COVID-19 within their communities. Hospitals and health systems across the U.S., including Johns Hopkins Medicine, have overwhelmingly answered the Read More
Let’s face it. Health care is a maze, and patients often feel like the rat, trying to get through and hitting one dead end after another. More often than not, health systems don’t prioritize what matters to patients. And even calling patients “patients” instead of “consumers” may serve to maintain the status quo. In the Read More