// By Althea Fung // Increasingly, brands are turning to celebrity endorsers with loyal and aligned audiences — and large social media networks — to influence consumer behavior. As social media has evolved, the Federal Trade Commission has also evolved its guidance on disclosure of relationships between influencers and advertisers. In 2014, Edward-Elmhurst Health, a Read More
// By Peter Hochstein // Sometimes there’s more to hospital advertising than recruiting and reassuring patients. One thing’s fairly certain. When a hospital with facilities that are pretty much limited to the Boston area starts advertising in New York and other major metropolitan centers around the nation, they must be doing something other than trying Read More
// By Wendy Stark Healy // It’s essential to understand the emotional aspects of a patient’s interaction with a contact center, as people ultimately make decisions based on their feelings. Does your contact center delight patients and uphold the promise your health care organization makes to them? Or is it a pain point with long Read More
View from the C-Suite // By Jane Weber Brubaker // Under Skip Hidlay’s leadership, UChicago Medicine launched a new brand and a new website that helps the organization stand out in a crowded market. When you have a great story to tell, you need great storytellers. Skip Hidlay came on board as senior vice president, Read More
How to make the shift from transactions to relationships // By Jared Johnson // Health care is really good at creating transactions, but not so good at creating relationships. Today’s consumers are frustrated at health care brand experiences that fail to meet their expectations. Visionary health care organizations are listening more and more to the Read More
// By Jordan Pisarcik // Most providers do not have a digital access strategy in place that accounts for health plan initiatives, but greater payer-provider financial alignment will accelerate the need for a coherent strategy. Value-based care models are on the rise, and health care providers and payers are increasingly aligning to control costs while Read More
// By Marcia Simon, APR // Quality and star ratings matter, according to Healthgrades: Patients treated at hospitals receiving a 5-star rating have a 49 percent lower risk of dying, and a 59 percent lower risk of experiencing one or more complications during a hospital stay than if they were treated at hospitals receiving a Read More
// By Peter Hochstein // Properly done, the participation of sports teams can create impressive visibility and emotional involvement for a cancer awareness promotion. Here’s what it produced for the State of Washington’s Virginia Mason Health System and CHI Franciscan. If you didn’t know the whole story, you’d think last October 20 was a less-than-glorious Read More
// By Daniel Fell // How should hospitals and health care delivery systems think about serving the growing “senior” population? How can health systems better leverage data and technology to meet the needs of consumers and caregivers who will be using health care services at the highest rate over the next several decades? Not that Read More
// By Marlene Kurban // Hospital marketers have to be active on social media and online review sites, right? We know the answer is ‘yes,’ but who is it for and how do you do it well? A recent national consumer survey conducted by Wax Custom Communications showed surprising results about who follows social media Read More
// By Linda MacCracken // As health marketing strategists, we find ourselves on a frantic pace to reinvent. The new mantra for 2020 is to find, reach, and engage a higher purpose — that of unleashing trapped value. Trapped value is the common challenge where digital and related technologies are creating value faster than companies Read More
// By Jane Weber Brubaker // If you’re a big, distributed health network with multiple locations and thousands of employees, how do you make sure your employees keep you top of mind when they’re out in the community? One way is to capitalize on what they already love. “We’re a large 10-hospital network — soon Read More
As the only children’s hospital in the state of Arkansas, with greater than 90 percent awareness, Arkansas Children’s had historically not prioritized marketing, says Carla Bryant, executive vice president of Corrigan Consulting. “While they had a marketing department, it was more focused on internal communications than strategic marketing,” Bryant says. New leadership brought a new Read More
// By Jane Weber Brubaker // What should a high-performing marketing function in a health system look like? And how do you leverage marketing to support growth? As the only children’s hospital in the state of Arkansas, with greater than 90 percent awareness, Arkansas Children’s had historically not prioritized marketing, says Carla Bryant, executive vice Read More
// By Wendy Stark Healy // Medicare Advantage Plans have become a popular choice among Medicare recipients, and health systems are staking their claim to the market. Some health systems have had insurance arms for years, and others are just launching their plans. Done correctly, hospital-sponsored Medicare Advantage plans offer an attractive opportunity for health Read More
// By Scott Opitz // What’s the best way to improve a process? In complex organizations like health care systems with countless interdependent processes, tracing the root of a problem back to its source and fixing it may not be a straightforward proposition. What if there was an always-on technology solution running in the background Read More
Marketers envision playing a leading role in population health activities. // By Susan Dubuque // Population health is a hot topic in our industry. But let’s be honest. As health care marketing professionals, we may have a difficult time getting our heads around this complex, multifaceted concept. There is lack of clarity about even the Read More
// By Althea Fung // Care of transgender patients is complex, cutting across multiple medical specialties and requiring an integrated, coordinated approach — including care at home. Mount Sinai’s Center for Transgender Medicine and Surgery (CTMS) offers gender-affirming care to trans men and women. Approximately 0.6 percent (about 1.4 million) of American adults identify as Read More
// By Peter Hochstein // Meet Bebo. He’s preposterous. He’s orange. He’s always sick or injured. And he’s helping Patient Plus clinics in Baton Rouge, Louisiana carve out a strong identity in a highly competitive market. You can do terrible things to a puppet for popular amusement that aren’t funny when they happen to real Read More
A new Strategic Health Care Marketing webinar for health care marketers and digital strategists
Your Presenters:
Sponsored by Wax Custom Communications
This event is free to attend thanks to our event sponsor.
// By Jane Weber Brubaker // The experience of health care often falls short for the most important stakeholders in health care — patients and the clinicians who serve them. Are health care leaders stuck trying to reengineer a fundamentally flawed system? Is reframing a way to unlock the potential? Dr. Zeev Neuwirth, author of Read More
// By Marcia Simon, APR // Your communications team works hard to produce content that engages physicians. The problem is that your clinicians may completely ignore it. How do you get them to pay attention? Recruiting, retaining, and communicating effectively with your attending physicians affects everything from patient satisfaction and operating costs to hospital reputation Read More
// By Marcia Simon, APR // Boston Children’s Hospital and Atrium Health are among the pioneers of Alexa “skills,” similar to apps on a mobile device. Alexa’s HIPAA compliance has been a game changer, making it easier for users to quickly gain access to information they need. “Alexa, what is rotator cuff tendinitis?” “Alexa, where’s Read More
View from the C-Suite // By Sheryl S. Jackson // Health care leadership extends beyond the walls of the hospital into the halls of government for Nick Ragone. “Creating an open dialogue among legislators, state agencies, and health care organizations gives all of us a different perspective,” he says. Ragone was recently appointed to the Read More
// By Peter Hochstein // How brave do marketers have to be to use humor in a spot for pediatric emergency care that shows kids flirting with danger? Uh oh! Trouble in the backyard. On a steeply sloping patch of lawn, three girls who appear to be the right age for middle school have erected Read More