A Strategic Health Care Marketing webinar on demand for health care marketers and digital strategists
Originally presented June 24, 2020.
Your Presenter:
Rob Klein, Founder & CEO, Klein & Partners
// By Althea Fung // As the U.S. emerges from what is likely the first wave of the COVID-19 global pandemic, many health care organizations are launching campaigns to encourage patients to seek the medical care they have delayed. Northwell Health, a 23-hospital system with nearly 800 outpatient facilities in the New York metro area, Read More
// By Marlene Kurban // Rebranding a large health system is a complex undertaking that is more than a marketing and design challenge; it requires a thoughtful, strategic approach to be successful. ChristianaCare, the largest health care provider in Delaware, unveiled its new brand identity in October 2019, after an 18-month planning process with its Read More
// By Wendy Stark Healy // “If you can’t measure it, you can’t manage it” is the motto at Richmond-based NDP. Last year, the full-service marketing and advertising agency added a media planning division — Neathawk360. As the name implies, this new service embraces a 360-degree approach to the many and diverse forms of media Read More
// By Dan Dunlop // During the pandemic, provider organizations have done a great job communicating with their communities about the need for people to stay home and stay safe. Unfortunately, the public has come to believe that hospitals and medical facilities are no longer safe places. As consumers have begun to take this pandemic Read More
// By Peter Hochstein // A group of musicians in Iceland demonstrated that promoting social distancing doesn’t have to sound like somber, top-down marching orders from an authoritarian central command. Instead, they tapped into something uplifting, communal, and perhaps instinctively primeval. I feel sorry for the American doctors and public health experts who’ve been tasked Read More
// By Sheryl S. Jackson // Health systems across the country are cautiously restarting elective surgeries and trying to recover from financial losses incurred during the peak of the pandemic. How are leaders approaching this massive challenge? Here, industry experts walk us through their evolving communication strategies as their organizations pivot from crisis communications to Read More
// By Sue Spaight // Successful technologies have their big adoption moment — the event that pushes them past the “tipping point” and across the chasm to become a part of everyday life. Telehealth surged across U.S. health care systems during the worst of the coronavirus pandemic. The crisis reduced barriers to virtual care and Read More
For most marketers, a pandemic like coronavirus is uncharted territory. Health care marketing and communications teams are working around the clock to craft and distribute content for patients, visitors, and staff. With the demand to churn out reliable content quickly, organizations may need help staying organized. “While media budgets for our clients are dropping by, Read More
// By Nikki Viner // Targeted marketing is a strategy intended to match the right messages with the right consumers at the right time. To do this successfully, you must first define the audience you want to reach. The health care industry has used various approaches for determining target audiences for many years, but today Read More
// By Althea Fung // For most marketers, a pandemic like coronavirus is uncharted territory. Health care marketing and communications teams are working around the clock to craft and distribute content for patients, visitors, and staff. With the demand to churn out reliable content quickly, organizations may need help staying organized. “While media budgets for Read More
// By Marlene Kurban // People age 50 and older represent the largest demographic of health care consumers. But do you know how to best reach and market your health care organization to this audience, and which products and services resonate the most with them? A recent national consumer survey conducted by Cox Media Group Read More
// By Peter Hochstein // Sometimes the best way to trigger a strong emotional response is to emphasize the positive. Nothing triggers an emotional reaction like watching someone trying to resist it. There’s a kids’ game in which the object is to stare at all the other kids and try to make one of them Read More
“If you become a trusted source of information in a time of crisis, you are demonstrating leadership rather than simply claiming it. And people notice,” says veteran copywriter and frequent SHCM contributor Peter Hochstein. In his new article, he discusses the value of becoming a source of information and reassurance during a crisis, with key Read More
A Strategic Health Care Marketing webinar on demand for health care marketers and digital strategists
Originally presented May 5, 2020.
Your Presenters:
Moderated By:
// By David Marlowe // “Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning” (Winston Churchill, November 1942) As I write this article (April 16, 2020), the United States has experienced more than 625,000 confirmed COVID-19 cases. Thousands have been Read More
// By Wendy Stark Healy // From Girl Scouts donating cookies they couldn’t sell, to chaplains bringing lollipops to nursing stations, to colleagues making posters and shout-outs to frontline staff, coronavirus isn’t spreading only an illness, but kindness and cheer as well. As hospitals and health care organizations seek much-needed personal protective equipment for staff, Read More
// By Howard Gershon, LFACHE // In ordinary times, we are a nation of people with high levels of anxiety. According to statistics reported by Mental Health America, during usual times, the combination of general anxiety disorders, phobias, panic disorders, obsessive-compulsive disorders, post-traumatic stress disorders, and related issues are reported to affect more than 21 Read More
// By Kyle Hardner // Amid the COVID-19 pandemic, U.S. health care facilities face a tsunami of rapid-fire change. Hospital marketing leaders, historically charged with promoting signature service lines, are rapidly transforming their role and their tactics to meet this unprecedented challenge. The new key priorities for health care marketing leaders include providing up-to-the-minute, accurate Read More
// By Lisa D. Ellis // As we wait for the coronavirus to peak, some health care thought leaders are already looking ahead and envisioning what the post-pandemic role of hospitals should be in their communities. Boston Children’s has been supporting community health for vulnerable, underserved populations all along, and is making an impact in Read More
A Strategic Health Care Marketing webinar on demand for health care marketers and digital strategists
Your Presenters:
// By Peter Hochstein // If you become a trusted source of information in a time of crisis, you are demonstrating leadership rather than simply claiming it. And people notice. Are we all actually dealing simultaneously with two pandemics? There must be millions of Americans who are simultaneously struggling to avoid a pair of plagues. Read More
A Strategic Health Care Marketing webinar on demand for health care marketers and digital strategists
Originally presented March 24, 2020.
Your Presenters:
// By Marcia Simon, APR // Crisis management is a standard part of hospital communication preparedness, but who could ever have anticipated the coronavirus pandemic? How do you communicate to your community and patients about a pandemic when nobody anywhere has all the answers? Yale New Haven Health clinicians and ancillary staff quickly came together, Read More
// By Wendy Stark Healy // It’s easy for health care organizations to articulate what they do and how they do it. But they sometimes struggle to understand their brand purpose — their “why” — especially in connecting with patients. Purpose-driven organizations outperform competitors, increase market share, attract better talent, and do better overall, according Read More
