// By Kathy Selker // While hospitals cater to everyone, their most influential consumers are women, who make 80 percent of health care decisions in America. It’s important to segment and target by gender, but remember that women prefer gender-neutral marketing messages. With recent social media movements toward greater equality for women (in all realms, Read More
// By Lisa D. Ellis // What happens when a health care entity outgrows its name? One Florida-based health system recently tackled this challenge, reinventing its brand to better reflect its identity in an exciting new way. For well over a century, Flagler Hospital has gone to great lengths to care for the physical health Read More
Notable Health Care Advertising // By Peter Hochstein // Here’s a powerful technique for building emotion into your advertising. If you dare to use it. Advertisers in almost any business — and the advertising agencies that service them — usually hate negativity. They look for emphasis on the upbeat. They like to portray, as the Read More
// By Lisa D. Ellis // The business of medical care has been rapidly changing in recent years, becoming much more focused on outpatient care. Marketers have an increasingly important role helping their health care organizations navigate the shifting dynamics as they align more closely with physician groups to better meet patient needs in new and Read More
// By Sheryl S. Jackson // There is no question that the most effective, successful health programs are designed with the patient in mind, but traditional market research — consumer surveys, focus groups, and individual interviews — is costly and time-consuming. The MetroHealth System, a Cleveland, Ohio-based health system with 7,800 employees and more than Read More
// By Wendy Stark Healy // Want to increase your health care organization’s market share? Think like a consumer. That’s the advice of Dan Clarin, CFA, senior vice president of Kaufman, Hall & Associates, a health care consulting, software, and data company. Improving access to care, aligning price with value, and providing better patient experience Read More
// By Lisa D. Ellis // When Permanente Medical Group leaders set out to create a unified brand for its eight medical groups around the country, the health system’s physician leaders went on the road to engage with physicians and patients at every single location. This was part of a comprehensive effort to understand what Read More
// By Sheryl S. Jackson // In “View from the C-Suite” we share the insights of health care leaders from across the leadership spectrum — CEOs to CFOs to CMOs and more. This month, we hear from a health system CEO who co-authored a book that provides a different perspective on health care in the Read More
Notable Health Care Advertising // By Peter Hochstein // How can a hospital facing lots of local competition successfully undo commonplace misperceptions in a fresh way? For Children’s Minnesota, it involved taking one approach in print advertising and another in TV. There was a good reason for the inconsistency. Sometime ago, Children’s Minnesota, a 381-bed Read More
// By Lisa D. Ellis // Many great stories exist at Cape Cod Healthcare (CCHC), just waiting to be told. Yet until recently, there was a shortage of opportunities and avenues to share most of them, says Patrick Kane, senior vice president, communications and business development of CCHC. This prompted Kane to take matters into Read More
// By Althea Fung // In 2015, The Jewish Hospital — Mercy Health, a 184-bed acute-care facility in Cincinnati, was in the midst of a massive expansion project when a problem arose. “We were almost doubling the size of the hospital. During construction, we had to close our main entrance. So we had all of Read More
// By Paul Szablowski // The health care ecosystem is experiencing a period of rapid change and there’s no finish line in sight. This disruption is creating pressure on hospital systems and caregivers, and upending well-established health care business models. Employers are seeking value-based payment models and consumers are demanding affordable, convenient care choices — Read More
A Strategic Health Care Marketing webinar on demand for health care marketers, communicators, and strategists.
Your Presenters:
Duration: 60 Minutes
Sponsored by Wax Custom Communications
This event is free for Strategic Health Care Marketing members to view thanks to our event sponsor.
Notable Health Care Advertising // By Peter Hochstein // Sometimes, showing some “attitude” can sell your expertise better than simply presenting all the things you’re expert at. Here’s a case in point. What’s with the peculiar convictions some health care consumers have about teaching hospitals? They’ll seek out a top-tier school for their kids, and Read More
// By Sheryl S. Jackson // Editor’s Note: In our “View from the C-Suite” series, our goal is to share the insights of health care leaders from across the leadership spectrum — CEOs to CFOs to CMOs and more. In this article, the CMO we’re referring to is the chief medical officer. This story profiles Read More
// By Wendy Stark Healy // Studies show that patients do better when they understand their health and treatments and can speak frankly with their health providers and caregivers. Patient advocacy groups encourage talking in plain language, using everyday words, and speaking in easily understandable terms. The Patient Protection and Affordable Care Act defines health Read More
// By Lisa D. Ellis // What message is your organization’s culture sending to your employees? If it doesn’t tell the people you employ that you value their input, you’re missing an important chance to get them more engaged in your day-to-day operations. You may also be losing out on a valuable differentiator in a Read More
// By Lisa D. Ellis // With a large and growing percentage of people turning to the internet to research their health care options, what your customers say about you publicly can be the deciding factor in whom new patients ultimately choose. This makes it essential to put customers at the center of your efforts Read More
// By Jane Weber Brubaker // If your health system is in a geographic region experiencing rapid growth, it makes sense to capitalize on that trend and expand right along with the population. Hamilton County, a suburb of Indianapolis, is “growing by leaps and bounds,” according to Seth Warren, president and CEO of Riverview Health. Read More
// By Jane Weber Brubaker // The term “transformation” conjures up a range of possibilities when applied to health care. It could mean technological innovation — new tools and solutions for providers and patients, or digital transformation. Is it the shift from volume to value? Or does it mean business process improvement and finding ways Read More
The answer to this question dictates success — and failure — in Norton Healthcare’s efforts. // By Lisa D. Ellis // When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key Read More
// By Melanie Graham // The nation’s largest nonprofit health system, Ascension, has more than 153 hospitals in 22 states and 2,600 sites of care with 156,000 employees. It maintains health care services as well as a solutions division, which includes investment management, a ministry service center, and a venture capital fund. Despite its spread Read More
// By Wendy Stark Healy // One of the themes of this article is that brands evolve. We covered the Hackensack Meridian merger back in December 2016. The consolidated health system’s first-generation brand has now been replaced with a new brand, built on consumer research and a solid brand strategy. Two-and-a-half years after two large Read More
// By Lisa D. Ellis // The last time you went on vacation, you probably enjoyed five-star treatment from the staff at the hotels and restaurants you visited. But while customer service is paramount when it comes to dining and accommodations, most health care systems don’t think to treat their patients like valued guests. The Read More
// By Lisa D. Ellis // With a predicted shortage of physicians over the next several years, and increasing concern over physician burnout, a group of savvy thought leaders are focusing on improving physician satisfaction and engagement. Physicians are responsible for making most decisions related to patient care. Yet medical staff members often aren’t involved Read More