Featured Articles Archives – Strategic Health Care Marketing

Executive Alignment and Marketing Performance, Part 2: Faith-Based Health System Perspective

August 18, 2026

// By Susan Dubuque // At Baptist Health, marketing has earned a seat at the leadership table, helping ensure the consumer’s perspective remains part of the decisions that guide the health system forward. Discover how Baptist Health’s leadership structure, collaborative culture, and faith-based mission help shape a high-functioning marketing organization focused on both growth and community impact.

Penn State Health’s Brand Campaign Changes Perceptions of Cancer Care in a Rural Market

August 13, 2026

Kyle Snyder, chief operating officer, Penn State Health

// By John Marzano // Penn State Health developed an integrated marketing campaign to build awareness for its comprehensive cancer care among consumers in rural Pennsylvania. In Part 1 of this two-part series, we explore the strategy, research, and organizational alignment behind the campaign. Part 2 will examine the creative execution, media strategy, and early performance results.

Advertising Showcase: Community First Health Plans Builds a Brand Around Local Care for Every Generation

August 11, 2026

// By Susan Dubuque // A colorful cast of characters represents families, children, and seniors, and helps Community First Health Plans tell a simple story about coverage that supports people through every stage of life. Discover how Community First Health Plans combined fresh creative with an integrated marketing strategy to change perceptions and achieve key business goals.

Precision Engagement for Population Health: How Nationwide Children’s, Geisinger, and Rochester Regional Health Use Storytelling and CRM to Improve Health Outcomes and Drive Growth

August 4, 2026

// By Susan Dubuque // Population health demonstrates an organization’s commitment to community before someone becomes a patient. Through targeted storytelling and CRM-powered engagement, health systems deepen consumer relationships, strengthen brand and clinician preference, and drive better outcomes. Read on for practical insights, proven strategies, and lessons learned from three organizations leading the way in population health.

A Story Too Big for a Short Cut: A Case for Long-Form Video

July 27, 2026

// By Susan Dubuque // At The Ohio State University Wexner Medical Center, a complex living donor kidney transplant chain was coming together. Ten healthy people donated kidneys to 10 recipients they had never met, setting off a cascade of 20 surgeries. Discover how a five-minute video transformed a clinical milestone into a story with lasting impact.

Search Is Social, and Social Is Search

July 20, 2026

// By Wendy Margolin // That people use social media for search is nothing new. What’s changing is that social media content, like Instagram Reels, TikTok, and YouTube Shorts, is becoming the only place some consumers find brands. Discover How AdventHealth plans for a future when some consumers interact with the brand only on social.

Creating More Meaningful Patient Connections with CRM

July 14, 2026

// By Susan Dubuque // By combining predictive analytics, sophisticated segmentation, and personalized engagement, Virtua Health built a patient-centered strategy that connects patients with the right care while delivering measurable business results. Read on for practical takeaways that can help you get more from your CRM investment.

Aligned to Hire: 30 Nurses in 90 Days

July 6, 2026

// By Susan Dubuque // Southeast Georgia Health System built a recruitment campaign that connects incentives, internal engagement, and smart use of existing channels. With a clear goal and shared ownership, marketing and HR developed and implemented an ambitious recruitment effort. Discover whether the campaign reached its goal and see what a small budget can do.

Inside AdventHealth’s and The Ohio State Wexner Medical Center’s Award-Winning Website Strategies

June 29, 2026

Skip Hidlay The Ohio State Wexner Medical Center

// By Jane Weber Brubaker // In the closing session of The Future of Hospital Websites virtual summit, Carolina Anthony, executive director, digital marketing at AdventHealth, and Skip Hidlay, former vice president and chief communications officer at The Ohio State University Wexner Medical Center (OSU) shared their distinct approaches to website design.

The State of Podcasting: From Emerging Channel to Marketing Essential

June 23, 2026

// By Susan Dubuque // Podcast consumption is climbing, video is reshaping the format, and YouTube is becoming the front door. Discover how audience behavior is shifting, why video is accelerating growth, and how health care marketers can leverage this fast-growing and versatile channel.

Growing Their Own: How Video Became a Precision Marketing Tool for Pediatric Residency Recruitment

June 16, 2026

// By Susan Dubuque // At Memorial Health Dwaine & Cynthia Willett Children’s Hospital of Savannah, a pediatric residency recruitment video does more than tell a story; it accurately positions the program, attracts residents who thrive in its model, and helps build a sustainable pediatric workforce to support a vast regional footprint.

Stronger Together, Part 2: Arkansas Children’s Builds on Its Momentum Through the Golisano Children’s Alliance

June 12, 2026

// By Susan Dubuque // At Arkansas Children’s, plans were already in motion. A systemwide expansion, a new strategic plan, and a growing focus on research, access, and community partnerships had positioned the organization for its next phase. Read on to see how Tom Golisano helps reshape pediatric care, and how Arkansas Children’s advances that shared mission.

Which Is Better for Social Media — Polished or Imperfect?

June 4, 2026

// By Jane Weber Brubaker // Last November, Carla Rivera, social media manager at Broward Health, gave a presentation on short-form video content. She stated you have three seconds to get and hold people’s attention. Now she says it’s even less. Here, Rivera shares tips and tricks for creating short-form video that builds connection by being authentic.

Short-Form Video and AI-Driven Algorithms: Survey Reveals Strategic Priorities for Health Care Social Media Teams

May 28, 2026

// By Erin Laviola // Health care social media leaders are under pressure to produce compelling content that grabs attention and inspires engagement. A new survey shows how social media teams navigate algorithm changes and budget pressures while prioritizing short-form video. Here, we discuss major takeaways from the report, video strategies, and how AI impacts action plans.

eHealthcare Leadership Awards: Anatomy of a Winning Entry

May 22, 2026

// By Susan Dubuque // What separates good work from award-winning work in the eHealthcare Leadership Awards? What gets recognized is not just the work itself, but also how clearly and convincingly it is presented. for practical ways to clarify your story, present your work with confidence, and yes, improve your chances of winning.

When the Delivery Room Goes Dark: What’s Behind OB Unit Closures and What Comes Next

May 19, 2026

// By Susan Dubuque // As hospitals step away from obstetrical services, a clearer picture emerges of the pressures reshaping care delivery and what that means for access and long-term relationships with patients. Find out what drives OB unit closures and how health care organizations adapt to maintain access and support patients and communities.

Advertising Showcase: UChicago Medicine Invites Women to “Live Again”

May 12, 2026

// By Susan Dubuque // UChicago Medicine’s “Live Again” campaign confronts stigma, builds awareness, and drives appointments for pelvic health services in Chicago’s northern suburbs. See how research-driven strategy, relatable creative, and disciplined media planning generated appointments while reshaping the conversation around pelvic health.

Small But Mighty: How Culture Fuels Marketing Efficiency at The Christ Hospital Health Network

May 8, 2026

// By Susan Dubuque // At The Christ Hospital Health Network, marketing efficiency and effectiveness aren’t driven by headcount or budget size. They are the result of a deliberately built culture that gives a lean team clarity and the freedom to move quickly, producing outsized impact in a highly competitive market.

Submit Your Entries to the 2026 eHealthcare Leadership Awards

May 1, 2026

// By Susan Dubuque // 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.

Answers to Your Most Pressing Questions About AI Search and Content

April 30, 2026

// By Wendy Margolin // Industry leaders Amanda Todorovich and Ahava Leibtag offer strategies for navigating the new search landscape. Inviting the audience to “Ask Us Anything,” this conversation, moderated by Lacey Reichwald director of marketing at Aha Media, was part of The Future of Hospital Websites virtual summit in March.

Content Informs Health Care Websites’ Digital Transformation

April 23, 2026

// By Wendy Margolin // After years of optimizing hospital websites for rankings, traffic, and engagement, health care marketers are learning to reshape digital content as consumer search habits shift rapidly. Discover how OU Health and UChicago Medicine rethink website content in the age of AI.

How AI Influences Which Brands Are Found, Trusted, and Chosen

April 21, 2026

// By John Marzano // 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.

A New Name, A Deeper Promise: Dolly Parton Children’s Hospital Takes on a New Identity

April 13, 2026

// By Susan Dubuque // 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.

Stronger Together: How the Golisano Children’s Alliance Connects Children’s Hospitals

April 7, 2026

// By Susan Dubuque // 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.

Beyond Experimentation: The Real Work of Enterprise AI in Health Care Marketing

April 2, 2026

// By Therese Lockemy, MBA // 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.

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