// By Jane Weber Brubaker // Get an exclusive inside view of the major themes at this year’s Healthcare Marketing & Physician Strategies Summit. 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 Read More
// By Jane Weber Brubaker // PRC’s biennial National Healthcare Consumer Study sheds light on consumer attitudes impacting health care decisions, expectations about quality of care, and generational differences. 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, Read More
// By Brian Griffin // A prominent West Coast health system is building a care environment, work culture, and community presence that takes health equity, diversity, and inclusion to the next level. UCLA Health is emerging as a national leader in addressing racial inequities in health care and across society. In light of growing local Read More
// By Jane Weber Brubaker // One physician specialist’s vision for sharing his expertise with primary care providers has grown into a global movement that extends specialized care to patients in underserved communities. Health care industry expert Paul Keckley challenges the belief that all health care is local, calling it “the myth that refuses to Read More
// By Brian Griffin // One of the Midwest’s largest health systems is effectively using social media to reach its Spanish-speaking population with information about COVID-19 and important health services for the community. As diversity, equity, and inclusion continue to increase in importance, Advocate Aurora Health has been making strong progress in connecting online with Read More
// By Susan Dubuque // On March 16, 2020, I met with a group of fellow Donate Life America volunteers in my office. That would be my last face-to-face meeting for the next 18 months. My story is not unique. Throughout the pandemic, many nonessential employees have made the adjustment to working remotely. Somehow, we Read More
// By John Marzano // In the middle of a pandemic, with the world tuning in daily to view the latest alarming statistics on infections, hospitalizations, and deaths, Johns Hopkins Medicine launched a new brand campaign centered on hope, connection, and progress. During the past two years of a pandemic that continues to rage throughout Read More
// By Jane Weber Brubaker // The 2021 book Patient No Longer asks the question, “What makes the top organizations in the country unique?” 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 Read More
// By Jane Weber Brubaker // Walmart’s marketing VP believes that high-quality, personalized health care content is the start to building trusted relationships with consumers, and supporting them on their health care journeys. Notwithstanding the health care industry’s keen interest in Walmart and figuring out what its next move might be, most consumers still think Read More
// By Jane Weber Brubaker // The urgent need of health care organizations to make up for lost business during the pandemic creates an opportunity for physician relations teams to become the critical communications link between service-line leaders and high-priority referring physicians. In spite of the population of Austin, Texas growing by a net of Read More
// By Jane Weber Brubaker // The story of health care over the past two years is the story of provider organizations adapting to extreme circumstances and constant change, which continues to this day; as of this writing in late December 2021, the U.S. reported 488,000 new COVID-19 infections, breaking its single-day record. But back Read More
// By Rhoda Weiss, Ph.D. // Patients are still postponing routine care and preventive screenings due to the COVID-19 pandemic. In one dramatic example, the CDC reported in June 2021 that breast cancer screenings through its Early Detection Program had declined 87 percent. Additionally, a National Poll on Healthy Aging1 taken in January 2021 reported Read More
// 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
// By Richard L. Cohen // A satirist once said, “Life doesn’t imitate art; it imitates bad television.” While doctor shows aren’t necessarily bad TV, they do present an idealized portrait of hospital care, and reality is often very different. I am a medical television junkie. Starting with ER seemingly forever ago, I have watched Read More
// By Jane Weber Brubaker // If acquiring a new customer is up to 25 times more expensive than retaining an existing one[1], why is so much attention paid to patient acquisition and so little to retention? Even the definition of “new patient” is relative. At what point does a former patient who has leaked Read More
// 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
// 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
// By Althea Fung // In a rural state with the highest smoking rates in the country, lung cancer screening is a critical need. WVU Cancer Institute built on its legacy of finding new ways to serve remote areas and offer patient education. Lung cancer is the leading cause of cancer death in West Virginia, Read More
// 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
// By Rhoda Weiss, Ph.D. // As we approach the two-year mark of the pandemic, it’s clear that the crisis has forged strong alliances across the industry. Leaders have come together to share best practices and help one another address challenges common to all. For two years, marketing and communication professionals have faced the excruciating Read More
// 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
// By Jane Weber Brubaker // It’s hard enough to get marketing budget for efforts directly tied to external goals in the strategic plan like patient acquisition or physician referral growth. If the key to the success of any major organizational initiative is keeping employees informed and aligned, what are the best strategies for getting Read More
// 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
// By Althea Fung // If you’ve called any business in the past 18 months, you’ve probably heard a cheerful robotic voice apologizing for the hold every 30-60 seconds due to “unusually high call volume.” In some industries, call volume to call centers jumped over 600 percent from normal levels, while agent call capacity dropped Read More
// 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