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5 Keys to Building Stronger Relationships Between Marketing and Finance


Increased economic pressures caused by the pandemic and other factors are making it more important than ever for marketers to partner with their chief financial officers to develop a deeper understanding of finance and demonstrate return on investment for marketing spending.

A new Strategic Health Care Marketing webinar for health care marketers and strategists

Presented on January 12, 2022

Your Presenters:

  • Amy Stevens, Vice President and Chief Marketing Officer, Tidelands Health
  • Beth Ward, Executive Vice President and Chief Financial Officer, Tidelands Health
  • Melissa Fors, Vice President of Marketing Strategy, Hazelden Betty Ford Foundation
  • James A. Blaha, Vice President and Chief Financial Officer, Hazelden Betty Ford Foundation


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Free White Paper: Returning to Profitability in a Post COVID Environment

// Sponsored Post //

Hospital systems world-wide have been one of the hardest-hit industries during the COVID pandemic. Not only are they struggling with the current and future management of the crisis, but they’re also learning how to dissect the “new normal” by re-engaging with their communities and promoting revenue-generating service lines and elective procedures.

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Three Top Health System Marketers Share the Latest Trends in MarTech

Paul Matsen, chief marketing and communications officer, Cleveland Clinic

// By Brian Griffin // The growth of MarTech is revolutionizing health care marketing. In this article, you will learn how marketing experts at leading health systems use the latest MarTech tools to communicate more effectively with key audiences, grow patient volumes, and demonstrate marketing’s value to the C-suite. Marketing technology (MarTech) is changing fast. Read More

Six Impact Trends for 2022: Health Care’s Transformation Journey Continues

Lindsay Resnick

// By Lindsay R. Resnick // The ability to attract, activate, and guide consumers through health care’s labyrinth depends not only on reimagining the business of health care but building relationships of value and trust that result in inspired, confident customers. Health care transformation was all the buzz throughout 2021. To be transformed means to Read More

Consumer Voice Is Essential to Launch of Medicare Advantage Product

Darrell Beneker, director of consumer insights, Advocate Aurora Health

// By Sheryl S. Jackson // There’s no substitute for market research when launching a new product and designing a campaign to support it. Advocate Aurora Health relied heavily on consumer research to support the launch of its Medicare Advantage plan.  The success of Advocate Aurora Health’s launch of a Medicare Advantage product can be Read More

Communicating Employee Vaccine Mandates: A Formula for Success

Emile Lee Vice President, Corporate Communications Geisinger Health

// By Brian Griffin // With the ongoing public health threat posed by COVID-19, a growing number of hospitals, health systems, and medical groups are adopting employee vaccine mandates. The opposition this has generated among some groups of medical workers and the general public make crafting mandate communications and messaging critically important for health care Read More

Family Caregivers: An Untapped Resource in Value-Based Care

Julia Evans Starr, president, Connecticut Community Care

// By Marlene Kurban // More than 50 million Americans — one in five — provide unpaid care for their loved ones valued at $950 billion annually. But their contributions to reducing the total cost of care are often overlooked and undervalued by health systems. As the shift to value-based care gains momentum and more Read More

Free Research Report: 2021 Patient Access Journey Report

// Sponsored Post //

Kyruus’ 5th annual patient access survey of 1,000 people shows that consumers increasingly utilize, and prefer, digital access channels—a consistent trend over the past five years. The findings also illuminate the multitude of factors consumers consider when looking for a new provider or service, where they go for information, and trends in how they prefer to book appointments.

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Communicating Employee Vaccine Mandates: A Formula for Success

Don Stanziano and Emile Lee

Geisinger Health has implemented communications for the organization’s employee vaccine mandate that have helped to increase compliance by 27% in just two months. Learn about the effective strategies marketing leaders developed that you can use at your organization.

A new Strategic Health Care Marketing webinar for health care marketers and strategists

Presented on November 10, 2021

Your Presenters:

  • Don Stanziano, Chief Marketing and Communications Officer, Geisinger Health
  • Emile Lee, Vice President, Corporate Communications, Geisinger Health

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Attention Shoppers! What’s Next in Retail Health?


// By James A. Gardner // Unmet needs and unsolved problems always attract the attention of growth-seeking business leaders. Many see primary care as an exciting opportunity to compete, disrupt — and win. Traditional primary care is being disrupted, right in front of our eyes. Blink and I suspect you soon won’t recognize it. Look Read More

When Public Health Meets Collaborative Clinical Care, Good Things Happen

Joie McCracken, MPH, program manager for Public Health – Seattle & King County

// By Marcia Simon, APR // “Medicine and public health share a common mission … however, important differences have prevented their integration and effective working collaboration,” says the author of a 2020 NIH publication: Covid-19: An Imperative to Bridge the Gap Between Medicine and Public Health. The work of the King County Hospitals for a Read More

Mobile App or Web App: Which Is Better for Your Organization?

// By Jared Mauskopf // Health care organizations are increasingly under enormous pressure to offer the best digital tools to their patients. But before you set out to develop a health care application, you’ll need to make a number of key decisions — not least whether you should opt for a mobile app or a Read More

Patient Experience + Brand + Culture = Growth

Sally Mildren, CEO and managing partner of Boss Lady Consulting, LLC

// By Sally Mildren // For patient experience to be successful, it must be woven into the culture, expressed through your brand and marketing, and demonstrated first and foremost to your employees.  Truly exceptional patient experience programs thrive at the intersection of culture, engagement, and experience. This has played out in study after study by Read More

City of Hope Expands to Orange County

Nisha Morris, vice president of marketing communications, City of Hope Orange County

// By Jane Weber Brubaker // To meet the expected demand for highly specialized cancer services in Orange County, City of Hope has opened four cancer treatment sites and is currently building a 190,000-square-foot cancer center, scheduled to open next year. A separate specialty hospital will be ready to open its doors in 2025. The Read More

Measuring the Health of the Patient Relationship

Eric Andreoli, director, HSG Advisors

// By Wendy Stark Healy // How much of a patient’s health care spending goes to your organization? And how much goes to your competitors? “Share of Care” is a revenue-based measurement that compiles multiple data points to give you the full picture. Measuring brand loyalty is a constant challenge for health care organizations. Marketing Read More

How Integrating Family Caregivers into the Care Team Adds Value to Value-Based Care

Panelists for webinar on Integrating Family Caregivers into the Care Team Adds Value to Value-Based Care

Strategic Health Care Marketing presents a brand-new member webinar for health care marketers, communicators, and strategists at hospitals, health systems and physician groups.

Presented on October 21, 2021

Your Presenters:

  • Alexandra Drane, Co-Founder and CEO, ARCHANGELS
  • Paul Hiltz, President and CEO of Naples Community Healthcare System
  • Richard Martin, MD, Chief Medical Officer for the Keystone Accountable Care Organization and Medical Director for LIFE Geisinger
  • Julia Evans Starr, President, Connecticut Community Care

Moderated by:

  • Dan Ansel, CEO, Active Daily Living

Panelists for webinar on Integrating Family Caregivers into the Care Team Adds Value to Value-Based Care

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