// By Jane Weber Brubaker // SHSMD Connections is a must-attend event for health care marketers every fall. This year’s conference takes place October 13-15 in Denver. This three-day conference, jampacked with exceptional educational and networking opportunities, will fill you up with new ideas and fresh inspiration, and empower you to become a changemaker in your organization.
The tweens, teens, and 20-somethings who make up Gen Z have different health and wellness priorities than older generations. How can health care organizations meet them where they are? Here, we examine some challenges this generation faces, how it defines health and well-being, and how health care brands can resonate with it.
// By Wendy Margolin // A National Consumer Insights Survey revealed 63 percent of health care decision-makers struggle to access primary care. Health care brand loyalty hinges on service quality, with long wait times driving patients to seek alternative options. What will it take to deliver experiences that meet consumer expectations, and where should organizations focus?
Plain language is crucial in health care marketing. It’s easier for readers to understand — and act upon — clear communication. But the case for plain language doesn’t apply only to patients. Plain language is just as important in physician marketing. Find out why physicians prefer plain language marketing content over technical jargon.
// By Ray Mina // The convergence of technology and health care has raised concerns about data security. Nearly 75 percent of people are concerned about protecting their personal health data. High-profile class action lawsuits related to consumer privacy have caused significant financial and reputational damage to some health systems. How can you protect your organization?
Alignment is hard to come by in complex organizations like hospitals and health systems. But progress is possible when stakeholders come together and make decisions collaboratively. Find out how governance groups function in two organizations, how they work through conflicts and set priorities, and improve conversions.
// By Susan Dubuque // University Health in Texas embraced change to create an effective brand strategy, conducting research to understand community needs during transformative times. Their new brand platform supports the organization’s strategic direction while engaging the community on a journey of health improvement. Discover the strategy and creativity behind this award-winning campaign.
// By Susan Dubuque // The University of Maryland Medical Center employs a three-tier marketing strategy for its transplant program, using strategic communications for broad reach, targeted digital tactics for mid-funnel engagement, and search campaigns to capture bottom-funnel consumers. Find out how this leading medical center achieves impressive results with a multichannel marketing and communications strategy.
When the marketing team set out to make Comer Children’s a household name, it had a not-so-secret weapon to tap into: the powerhouse brand of the University of Chicago Medicine. Find out how an engaging new campaign helps position Comer Children’s as a nationally recognized brand, generating remarkable results in record time.
// By Susan Dubuque // CHI St. Vincent’s marketing team created a multichannel recruitment and retention strategy that engaged team members across the health system. The campaign targeted both internal and external audiences and used a broad range of traditional and digital media. Get insights on supporting your organization’s recruitment and retention initiatives from this award-winning campaign.
A new Strategic Health Care Marketing webinar for healthcare marketers and strategists
Presented on July 17, 2024
Understand the mindset of today’s healthcare consumer and how to more effectively communicate with them. Gain insights to inform your marketing plans. Join us for a free webinar to hear the latest on what consumers really think from the 12th annual Klein & Partners National Consumer Insights Study (NCIS).
You’ll learn:
// By Brian Griffin // Data analytics is more important than ever, given industry pressures tightening health system budgets. Fortunately, expanding data resources provide planners with additional analytical tools they need to identify and capitalize on the most promising strategic growth opportunities. Discover how planners can leverage these information sources to develop effective growth plans.
Podcasts are a popular and well-established audio medium used by health care organizations of all sizes to share longer-form content that educates, inspires, entertains, and provides thought leadership to various audiences. Discover secrets of award-winning podcasts from three top organizations and get practical tips to make podcasting vital for your marketing strategy.
Yuma Regional Medical Center’s (YRMC) quality journey began when the health system saw significant operational and clinical improvements. But for employees and the community, this positive message needed to be amplified. Discover how Yuma Regional Medical Center’s “We Believe” campaign elevated the perception of quality for both internal and external audiences.
// By Amanda Williams // The tweens, teens, and 20-somethings who make up Gen Z have different health and wellness priorities than older generations. How can health care organizations meet them where they are? Here, we examine some challenges this generation faces, how it defines health and well-being, and how health care brands can resonate with it.
CRM is evolving, helping health care leaders prioritize high-value communications that enhance profitability and support patients. Yet, today’s CRM often falls short of customer expectations. Are these expectations realistic, or are organizations expecting too much? Explore the current state and future possibilities of health care CRM.
// By Ahava Leibtag // Plain language is crucial in health care marketing. It’s easier for readers to understand — and act upon — clear communication. But the case for plain language doesn’t apply only to patients. Plain language is just as important in physician marketing. Find out why physicians prefer plain language marketing content over technical jargon.
// By Jane Weber Brubaker // Alignment is hard to come by in complex organizations like hospitals and health systems. But progress is possible when stakeholders come together and make decisions collaboratively. Find out how governance groups function in two organizations, how they work through conflicts and set priorities, and improve conversions.
For 25 years, the eHealthcare Leadership Awards have celebrated excellence in health care digital marketing. At the 2023 awards, winning videos showcased the power of video to capture attention, evoke emotion, and drive action. Read the full article for expert insights and examples of award-winning videos.
Ochsner Health’s and Ohio State’s well-developed content hubs consolidate and showcase their organizational strengths, and as important, provide answers to the questions site visitors search for. Discover highlights of their content journeys and see how their strategies work to attract site visitors and drive organizational success.
// By Susan Dubuque // When the marketing team set out to make Comer Children’s a household name, it had a not-so-secret weapon to tap into: the powerhouse brand of the University of Chicago Medicine. Find out how an engaging new campaign helps position Comer Children’s as a nationally recognized brand, generating remarkable results in record time.
South Shore Hospital, part of South Shore Health, serves hundreds of thousands in the Greater Boston area. To differentiate itself, the marketing team crafted the brand positioning “Your Health, Our Passion, One Community,” reflecting the hospital’s commitment to offering exceptional services and fostering a community-centric healthcare approach.
// By Susan Dubuque // Podcasts are a popular and well-established audio medium used by health care organizations of all sizes to share longer-form content that educates, inspires, entertains, and provides thought leadership to various audiences. Discover secrets of award-winning podcasts from three top organizations and get practical tips to make podcasting vital for your marketing strategy.
A focused, bidirectional collaboration between health system call centers and marketing teams is critical to ensuring positive customer experiences that deliver on the brand promise and ultimately drive organizational targets for growth and revenue. Too often, health system marketing and Access teams operate separately and don’t align to create the best customer service journey. This Read More
// By Susan Dubuque // Yuma Regional Medical Center’s (YRMC) quality journey began when the health system saw significant operational and clinical improvements. But for employees and the community, this positive message needed to be amplified. Discover how Yuma Regional Medical Center’s “We Believe” campaign elevated the perception of quality for both internal and external audiences.