Learn How Low-Key Marketing Campaign Has Moved the Needle with Facebook Live // By Lisa D. Ellis // Sometimes the simplest plans are the most effective. That’s what one health system discovered when it stumbled onto a no-cost way to share its expertise across its target area. In the process, it also succeeded in spotlighting Read More
Notable Health Care Advertising // By Peter Hochstein // For the 36 or so years I’ve been writing this column, hospital marketing managers and their agencies have been telling me they didn’t want their ads to look like “typical hospital advertising.” And much hospital advertising really has been atypical. I’ve seen senior citizens doing stand-up Read More
// By Lisa D. Ellis // Have you considered contracting your services directly with large employers in your area? There is a growing movement to bring employers and health care organizations together to provide high-quality care for patients while managing costs and making them more predictable. SHSMD recently released Futurescan 2018-2023: Healthcare Trends and Implications, Read More
// By Lisa D. Ellis // In today’s hectic world, it’s the little things that matter, especially when it comes to making life a bit more convenient. And when this convenience brings tangible benefits to families with young kids, including those with chronic medical needs, it can be enough to spark a compelling public relations Read More
// By Lisa D. Ellis // The technology landscape is rapidly evolving, creating new challenges — and also new opportunities — for marketers in all industries. For those working in the health care sector, this means that the time is right to draw on the latest tools to have the most meaningful impact in a Read More
Notable Health Care Advertising // By Peter Hochstein // For readers younger than 45 or so, this story requires a bit of history. In the 1960s, the “slice of life” TV commercial (or “slice” for short) dominated America’s TV screens. The formula, most often used to sell detergents, toothpaste, food products, and other packaged goods, Read More
// By Jill Mead // With patient experience increasingly recognized as connected to a host of measures, including patient outcomes and your bottom line, it’s essential to reach all of your target populations with education and messaging that resonate with people’s cultural backgrounds and native languages. More than ever before in our history, U.S. hospital Read More
The Call for Entries for the 2018 eHealthcare Leadership Awards is now open. This leading awards program, which draws some 1,000 entries, exclusively recognizes the very best websites and digital communications of healthcare organizations (both large and small), online health companies, pharmaceutical/medical equipment firms, agencies/suppliers, and business improvement initiatives. These awards highlight the role of Read More
Love you, hate you, want something from you. When any of your patients have these or other strong feelings about you, chances are they’ll turn to social media and share their sentiments in a very public way to a very wide audience. This makes it essential to stay on top of the latest comments posted Read More
// By Lisa D. Ellis // Love you, hate you, want something from you. When any of your patients have these or other strong feelings about you, chances are they’ll turn to social media and share their sentiments in a very public way to a very wide audience. This makes it essential to stay on Read More
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. I’m very pleased to announce that Linda MacCracken has joined Read More
Notable Health Care Advertising // By Peter Hochstein // Until very recently, advertising aimed at combatting drug use has pretty much been within the purview of government and nonprofit anti-drug organizations. Partnership for a Drug Free America, for example, ran a famous TV spot during the 1980s showing an egg getting cracked into a hot Read More
// By Lisa D. Ellis // Does your brand fully resonate with your employees? If the answer is “no,” and your mission and goals aren’t connecting internally, it’s important to invest time and resources to capture and distill market research data to create and validate a unified vision. Then you’ve got a brand to promote Read More
// By Craig Allan Ahrens // The health care field is in a state of constant disruption today, with mounting competition coming from many outside sectors. But the time is also ripe for health systems that understand the current marketplace to capitalize on growing opportunities to position themselves as leaders in offering enhanced convenience, increasing Read More
// By Lisa D. Ellis // For one health system, extensive research served as a catalyst to bring staff members together to create a dynamic campaign that truly resonates with its target audience. How often do you go to Starbucks and what do you order? Your answer likely will be different from that of your Read More
// By Lisa D. Ellis // When the powerhouse brands of Amazon, Berkshire Hathaway, and JPMorgan Chase recently pooled resources to form a new independent health care delivery system to serve 1 million collective employees, an entire industry took notice. While lots of questions remain as to how the company will operate, one thing is Read More
// By Lisa D. Ellis // When the movie Wonder was released in fall 2017, sharing the fictional story of a fifth-grader named Auggie coping with a facial difference called Treacher Collins syndrome (TCS), Dayton Children’s Hospital saw this as an exciting opportunity to raise awareness about groundbreaking treatments offered for children with TCS through Read More
// By Lisa D. Ellis // Childhood obesity is a serious problem in North Texas. Find out how one health system addresses the issue with the help of local schools and an innovative deskside exercise program, and see how the results make a difference. In an elementary school science classroom in the Fort Worth area, Read More
Notable Health Care Advertising // By Peter Hochstein // Any number of hospitals post videos on the internet featuring their doctors and other staff discussing their institutions and specialties. Too often, these standup “talking head” presentations feel unspontaneous and uncomfortable. Eyes shift nervously as speakers obviously read from cue cards. Language that looked good on Read More
// By Lisa D. Ellis // It’s no coincidence that people who like the Apple brand tend to be loyal customers, keeping all of their technology purchases within the Apple family. This is because Apple goes to great lengths to ensure its customers always have a very positive, consistent experience in stores, online, and by Read More
// By Lisa D. Ellis // Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. Learn how one health system leads Read More
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. I’m very pleased to Read More
Geisinger Health System is on the cutting edge when it comes to precision medicine, and its capacity in this area has proven to be a strong market differentiator. As an integrated community health system serving areas of Pennsylvania and New Jersey, Geisinger has long been known for its patient-centered focus and innovative approach to caring Read More
Notable Health Care Advertising // By Peter Hochstein // Sorry, family health care decision-making moms, ages 20-something to about 50. For once, you’re not the specific target of a hospital advertising campaign. But then, Nationwide Children’s Hospital in Columbus, Ohio, with 618 licensed and leased beds and 1.4 million patient visits annually, has been running Read More
// By Lisa D. Ellis // Geisinger Health System is on the cutting edge when it comes to precision medicine, and its capacity in this area has proven to be a strong market differentiator. As an integrated community health system serving areas of Pennsylvania and New Jersey, Geisinger has long been known for its patient-centered Read More