// 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.
// 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.
// 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.
// 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.
// 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.
// 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.
// By Elaine Christie // 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 Susan Dubuque // 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.
// By Jane Weber Brubaker // 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 // 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 // White Plains Hospital, part of the Montefiore Health System, is renowned in Westchester County for its 130-year legacy. In 2022, the hospital shifted its marketing strategy to emphasize its capability in complex care, launching the successful “Every Day” campaign to highlight its advanced services and exceptional patient experience.
// By Susan Dubuque // This year marks the silver anniversary of the eHealthcare Leadership Awards. Join us as we celebrate 25 years of industry innovation and honor your accomplishments from the past year. The eHealthcare Leadership Awards recognize outstanding health websites and digital initiatives. The Call for Entries is officially open!
// By Linda MacCracken and Jane Weber Brubaker // 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. But done right, all of these problems can be avoided.
// By Brian Griffin // Last year, Virginia-based Riverside Health System set out to enhance digital communications with its patients in pursuit of the Institute for Healthcare Improvement’s Triple Aim. Learn how Riverside Health used an automated audience segmentation strategy to increase patient engagement.
// By Susan Dubuque // In 2022, Penn Medicine Princeton Medical Center received the Joint Commission’s Gold Seal of Approval for spine surgery. The award coincided with the official launch of the new Center for Spine Care and kicked off the “Get Back to Being You” campaign. View the award-winning creative that supported the campaign.
// By Susan Dubuque // Providence’s marketing model uses a combination of digital technology and direct mail to boost enrollment in Medicare Advantage plans, build patient volume, and increase customer loyalty. Get critical insights on Providence’s dual approach to new-patient acquisition.
// By Susan Dubuque // Static brands result in static organizations. Dynamic, forward-leaning brands break through the noise and unleash the real potential that can change not only your organization but the industry as a whole. Discover a practical and scalable approach to formulating a dynamic brand strategy for your organization.
// By John Marzano // The goal for any hospital and health system is to successfully activate and operationalize the service trio of brand, culture, and experience. Here, we share LCMC’s approach to embedding brand in the organization’s culture to drive better experience for employees, patients, and the community.
// By Brian Griffin // CommonSpirit Health’s framework for successfully achieving clinically aligned service line growth. In the evolving health care landscape, developing successful service line strategies is more challenging than ever. Health systems are dealing with a range of issues and trends that affect the process, such as: Mounting financial pressures. Shifting payment models. Read More
// By Susan Dubuque // In early 2022, the Centra marketing team recognized the need to evolve the look and feel of the organization’s advertising. The health system marketing team created the “It’s My Life” campaign based on personal, lifelong relationships Centra caregivers have with patients they serve. to learn the strategy behind this campaign.
// By Daniel Fell // The case for supporting family caregivers as an integral part of the care team. Here, we look at recent initiatives led by the federal government, share some programs developed by forward-thinking health systems, and propose a framework that health care executives can use to reimagine the role of caregivers.
// By Matt Cyr // In the dynamic landscape of health care, marketers face a pivotal choice: Should we invest in our brand or our business? If you put it in simple terms like this, the answer is: both. Marketers need to allocate resources to promote services while building enduring brand visibility.
// By Alan Shoebridge // When ChatGPT burst into the public consciousness in late 2022, it sent ripples of excitement and concern through many professions. Those working in public relations and communication were especially interested. Questions abounded. Debate ensued.
// By Susan Dubuque // Baptist Health has tackled cancer advertising and marketing from several angles. Research revealed that many people in the market assumed that a cancer diagnosis meant a death sentence, and as a result, they avoided seeking medical treatment. A new campaign was needed to help consumers overcome this barrier by flipping the narrative.