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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Lindsay R. Resnick, MHA Joins Editorial Advisory Board of Strategic Health Care Marketing

The SHCM Editorial Advisory Board is made up of leaders in the health care marketing field who are committed to shaping the future of the industry. They offer ongoing feedback on our editorial coverage, write occasional articles, and point us to developments and people SHCM members like you should know about. We’re very pleased to announce that Lindsay Resnick Read More

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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Latest Campaign from Consortium of Los Angeles Health Systems Coaxes Patients Back for Routine and Preventive Care

// 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

Three Top Health System Marketers Share the Latest Trends in MarTech

// 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

When Life Doesn’t Imitate Art: How Hospital TV Shows Set Consumer Expectations — and How to Bridge the Gap

// 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

Why Investing in Patient Retention Is as Important as Investing in Patient Acquisition — and How to Make the Case with Data

// 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

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

// 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

// 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

WVU Cancer Institute Takes Lung Cancer Screening Mobile with LUCAS Program

// 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

Communicating Employee Vaccine Mandates: A Formula for Success

// 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

View from the C-Suite: A Look Back at the Challenges and Opportunities of 2021 from Five Industry Leaders

// 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

Family Caregivers: An Untapped Resource in Value-Based 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

Get the Internal Communications Resources You Need to Help Your Organization Succeed

// 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

Communicating Employee Vaccine Mandates: A Formula for Success

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

How Houston Methodist Used AI Phone Automation to Manage Vaccine-Related Call Volume

// 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

When Public Health Meets Collaborative Clinical Care, Good Things Happen

// 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

In Sickness and in Health: Nemours Children’s Health Vision Goes Well Beyond Medicine

// By Jane Weber Brubaker // Dr. Larry Moss, president and CEO of Nemours Children’s Health, shares a story about one of his patients as a way to explain the strategy behind the organization’s new brand, “Well Beyond Medicine,” launched in mid-September. Early in his career as a surgeon, Moss was called to the ED 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

// 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

// 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

// 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

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

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52 Hospitals; 1,025 Clinics; 7 States — and One Unified Brand Architecture

// By Jane Weber Brubaker // Providence’s family of organizations embarked on a multi-year brand journey — right before the pandemic. Despite the many challenges brought on by the pandemic, the system launched a strong new brand that is energizing its 125,000 caregivers and the communities they serve. We’ve heard the familiar adage: All health Read More