Advertising Showcase: Baptist Health’s “Living Proof” Integrated Marketing Campaign

Each month, Strategic Health Care Marketing Advertising Showcase will feature challenges, tactics, and outcomes of a multimedia advertising campaign — offering you strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. “Living Proof” Integrated Marketing Campaign  Opportunity What do you do when your state has the highest cancer Read More

An Innovative Approach to Reducing Workforce Shortages and Burnout in Health Care

People stay in their jobs when they feel valued, respected, and where relationships and teamwork are strong in high-pressure environments. At a time of unprecedented change in health care, the twin challenges of workforce shortages and burnout have emerged as formidable adversaries that impact the delivery of health care services to patients across the U.S., Read More

A Conference Hand-Crafted for You

The Healthcare Marketing & Physician Strategies Summit (HMPS24) planning team has put together a star-studded program covering today’s top issues that will keep you educated, informed, and connected. // By Jane Weber Brubaker // When a health care conference sends out a call for speakers nine months in advance, you might wonder how current the Read More

Achieving More by Doing Less: Loma Linda University Health’s Strategic Approach to Advertising

Nearly every health system has a mission statement, and most are a version of “meeting the health needs of the community.” But bringing a mission to life — truly operationalizing it — is a different matter. Health care marketing budgets have declined significantly in the past year, and marketing leaders feel increased pressure to quantify Read More

Research, Early Intervention, and Effective Communications Underpin Kaiser Permanente’s Multi-Year Record of Success in Combating Breast Cancer

Sometimes women are so busy taking care of others that they leave one important thing off their to-do lists: Get my mammogram.  // By Althea Fung // One in eight women in the U.S. will develop invasive breast cancer at some point in their lifetime. In recent years, the rate of breast cancer incidences has Read More

CHRISTUS Health Unifies Its Mission Through Advertising

CHRISTUS Health has been committed to the health and well-being of individuals and communities for generations. Today, it remains true to its original mission and purpose. // By Susan Dubuque // How do you craft a cohesive message platform that makes sense for an expanding organization comprising three separate religious congregations with hospitals and health Read More

Unlock Health Aims to Fulfill Industry Need for Unified Growth Platform

Whenever there’s an announcement about a major M&A move, it makes you wonder about the backstory. Why did Company A decide to acquire Company B? What did both sides hope to gain? What market needs did they solve for? And how will customers benefit? Unlock Health announced its acquisition of SPM Group on November 28, Read More

Kaiser Permanente Leads the Way in Addressing Digital Health Care Equity and Inclusion

In-depth research identifies key challenges and solutions to bridging the digital divide. // By Brian Griffin // For most Americans, expansion of digital health care at hospitals and health systems across the nation has improved the patient experience and medical outcomes. But for individuals unable to access broadband internet service or lacking ability or desire Read More

Northwell Health Inspires Brand Love with “Resolutions” Campaign

Welcome to the first Strategic Health Care Marketing Advertising Showcase. Each month, we feature challenges, tactics, and outcomes of a multimedia advertising campaign — offering you strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. Opportunity This past holiday season, the Northwell Health marketing team saw the opportunity Read More

George Mason University Takes the Lead in Combating Burnout and Workforce Shortages Through Evidence-Based Resiliency Training

People stay in their jobs when they feel valued, respected, and where relationships and teamwork are strong in high-pressure environments. // By John Marzano // At a time of unprecedented change in health care, the twin challenges of workforce shortages and burnout have emerged as formidable adversaries that impact the delivery of health care services Read More

Improving Access for Vulnerable Patient Populations

Traumatic injury of the brain or spine can be caused by a sports or work accident, age-related, or other medical issues. Whatever the cause, physical rehabilitation requires a significant amount of follow-up home care after a patient leaves the hospital. But all too often, social determinants of health ­and barriers to access impact a patient’s Read More

Aligning Advertising and Organizational Purpose Through One Mission

Nearly every health system has a mission statement, and most are a version of “meeting the health needs of the community.” But bringing a mission to life — truly operationalizing it — is a different matter. // By Susan Dubuque // Health care marketing budgets have declined significantly in the past year, and marketing leaders Read More

Focus on Public Relations: How to Protect Your Health System’s Image, Build Trust, and Navigate the Complexities of Public Opinion

In this new report from Strategic Health Care Marketing, you’ll get critical insights on the current PR landscape in health care. Through case studies and expert insights, you’ll discover what health care organizations around the country are doing to step up their PR efforts and protect their brands.

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5 Ways to Make Your Health Care Advertising More Believable: Why Consumer Trust is Key

Those entrusted with communicating clear messages during crises know that such communication is successful only if people believe what is said is true. But the time to build that trust is not when a crisis hits. That’s too late. Trust must be built through years of candid, timely, frequent, and honest communication. The same can Read More

What Unlock Health’s Acquisition of SPM Group Means for the Industry

The leaders of the two companies believe a combined organization, with a broad portfolio of capabilities, fills an industry need for a unified partner for all health care marketing needs. // By Jane Weber Brubaker // Whenever there’s an announcement about a major M&A move, it makes you wonder about the backstory. Why did Company Read More

“Fasten Your Seatbelts”: Health Care Trends to Watch Out For in 2024

Political, social, and marketplace trends crisscrossing the health care landscape going into 2024 present actionable strategic and operational challenges — and opportunities. Overall, the 2024 forecast for the health care sector is “fasten your seat belts.” Investments in technology adoption or replacement, labor costs, spending on infrastructure, and a volatile economy translate into higher insurance Read More

Advertising Showcase: Northwell Health’s “Resolutions” 2023 Holiday Campaign

Welcome to the first Strategic Health Care Marketing Advertising Showcase. Each month, we feature challenges, tactics, and outcomes of a multimedia advertising campaign — offering you strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. // By Susan Dubuque // Opportunity This past holiday season, the Northwell Health Read More

Rallying Stakeholders Around DEI Through Meaningful Community Focus

The Shirley Ryan AbilityLab improves access for vulnerable patient populations. // By Marcia Simon, APR // Traumatic injury of the brain or spine can be caused by a sports or work accident, age-related, or other medical issues. Whatever the cause, physical rehabilitation requires a significant amount of follow-up home care after a patient leaves the Read More

Understanding the Hispanic Population’s Health Care Needs and Challenges

About 1 in 5 people living in the U.S. are Hispanic, an increase of 23 percent from 2010 and 2020. By 2060, it is estimated that 1 in 4 Americans will be Hispanic. How well does your health system understand this population’s needs? If you and your doctor speak the same language, communication is easier. Read More

Should Your Health System Invest in Nontraditional Partnerships?

Nontraditional partnerships provide unique opportunities for hospitals and health systems to enhance consumer experiences, expand service offerings, and address emerging health care needs. 2024 is a year of hope and new possibilities for health system leaders who look to do more, with fewer resources, than ever before. Amid uncertain financial forecasts, leaders increasingly look to Read More

5 Things You Can Do to Make Your Health Care Advertising More Believable

Trust in the health care system continues to be low, so how do you get people to believe your advertising? // By Ross K. Goldberg // Editor’s Note: This article kicks off our Q1 series on Advertising — and what better place to begin than with the ingredient most essential for successful advertising: TRUST. Those Read More

Health Care Trends 2024: Sector-by-Sector Watchlist

Political, social, and marketplace trends crisscrossing the health care landscape going into 2024 present actionable strategic and operational challenges — and opportunities. // By Lindsay Resnick, MHA // Overall, the 2024 forecast for the health care sector is “fasten your seat belts.” Investments in technology adoption or replacement, labor costs, spending on infrastructure, and a Read More

Data-Driven Media Planning: How to Optimize Your Strategy

The continued growth in channels makes precision media buying more important than ever. Today, consumers have a seemingly endless array of media options to choose from, causing many health care marketers to ask: “How should I allocate my limited budget to maximize the effectiveness of media buying?” It’s a crucial question that will often determine Read More

Survey Identifies Barriers to Care for the Rapidly Growing Hispanic Population

About 1 in 5 people living in the U.S. are Hispanic, an increase of 23 percent from 2010 and 2020. By 2060, it is estimated that 1 in 4 Americans will be Hispanic. How well does your health system understand this population’s needs? // By Jane Weber Brubaker // If you and your doctor speak Read More

Corporate and Brand Strategy Alignment Offers Competitive Advantage for Recruitment and Retention

When brand promise rings true for employees, organizations have a competitive advantage when it comes to recruitment, retention, and engagement. In health care organizations, the relationship between corporate strategy, culture, and brand is vital, complex, and often overlooked. But it holds immense potential for driving success. Across all industries, successful businesses achieve this relationship by Read More