Special Reports

These special reports from Strategic Health Care Marketing and our partners offer in-depth insight for marketers, communicators, planners and other business development leaders at hospitals, health systems, physician groups and other health care organizations.

How Physician Relations Can Build Value Into Every Visit

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Build-Value-into-Every-VisitAn ideal visit between a physician liaison and a physician ends with both parties believing the visit was a valuable use of their limited time.

That’s why building value into every visit is so important, not just for the liaison, but for the physician. If they feel meeting with you is a good use of their time, they’ll do it again. If not, your next meeting might be with their gatekeeper. Respect their time and they’ll give you more of it.

Read this whitepaper to learn the details of these 7 actionable steps to building value into your meetings

  • Have a goal for every meeting
  • Prepare for every meeting
  • Adapt to the connecting style of your prospects
  • Create impactful conversations
  • Create value for both sides
  • Establish credibility
  • Be proactive

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5 Considerations When Developing Service Line Priorities

Service Line Priorities

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Healthcare Organizations Don’t Succeed by Accident

Rather, organizational success most often comes from intentional and purposeful planning. Today’s hospitals face shrinking reimbursements, shifting reimbursement models and an increasing focus on reducing costs and utilization—making planning even more important.

To succeed in this environment, you must plan with purpose. It helps you grow in areas that improve organizational return and protect profitability. It also keeps you focused on your core mission, helping you avoid wasteful strategies.

Read this whitepaper to learn these five factors that will help you develop service line priorities:

  • Understand how each service line fits within your mission, vision & values
  • Measure the service line’s capacity & readiness for growth
  • Quantify the market opportunity for growth
  • Determine the service line’s value to your organization
  • Identify current & planned patient pathways

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5 Lessons Healthcare Organizations Can Learn from the Retail Sector

5 Lessons Healthcare Organizations Can Learn from the Retail Sector

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Advances in technology over the past decade have made it possible to track customers’ demographics, lifestyle, habits, and preferences. At Buxton, we work with some of the fastest growing retailers that regularly gather such data and put it to work helping to customize products and services to meet the needs that exist.

This information can be invaluable for healthcare systems: guiding operations, site decisions, and marketing efforts.

In this white paper you’ll discover the key lessons we’ve gleaned from the retail world and find out how they apply to healthcare strategy and marketing. These lessons can provide your organization with a valuable blueprint to guide your efforts and grow your market share.

Download your white paper and learn:

  • How healthcare systems can use customer analytics to strengthen their positions in the marketplace
  • Which retail strategies can help health care marketers identify, attract, and retain the most profitable patients
  • How a retail mindset helps health care systems meet the long-term goals of population health while still providing essential fee-for-service care to keep their operations sustainable

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Modernizing Physician Alignment Strategies with Data Analytics

Modernizing Physician Alignment Strategies with Data Analytics

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If your organization has not started executing a well-designed, well-funded physician alignment program, it cannot compete for the best physicians.

Real physician alignment is difficult to achieve. Success must start at the top. Today’s health system C-suite executives are realizing they have the ability and the responsibility to contribute to physician alignment efforts.

To achieve both physician alignment and optimize patient care, you must have a view into physician activity and referrals. Understanding physician behavior provides the basis for more meaningful dialogue with physicians.

Download this eBook to learn how to achieve better physician alignment through the use of data analytics to:

  • Utilize relevant data-driven intelligence to conduct meaningful dialogue with physicians
  • Identify baseline issues that negatively impact physician and patient satisfaction Improve referral rates
  • Help your institution achieve its revenue goals

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Attracting and Retaining Physicians in Today’s Hyper-Competitive Healthcare Environment

attracting and retaining physicians ebook: Augmenting your Physician Relationship Management (PRM) System with Market Intelligence

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Gone are the days when your physician liaisons called on physicians to discuss referrals and recruit physicians armed with only the “word on the street.” In fact, if your institution is doing this, you can be sure that any competitor is winning the referrals with the help of market intelligence.

Optimize the power of PRM with market intelligence. A PRM market intelligence system is the differentiator—the game changer—your institution needs.

Take the first step to learning how your physician liaisons can help your health system grow patient volumes, revenue, and market share in this hyper-competitive environment.

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A Hospital Marketer’s Guide to Aligning Digital & Traditional Marketing

Evariant White Paper: A Hospital Marketer's Guide to Aligning Traditional and Digital Marketing

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Learn the Ten Steps To Success

Download your free copy to learn how to successfully integrate and optimize traditional digital marketing, and make more efficient use of social platforms. The guide also addresses:

  • Shift in consumer’s trust
  • Engaging patients with multichannel marketing
  • Opportunities and challenges of digital marketing
  • Integrating social media in your marketing
  • Ten Steps to Success

Over the last decade, consumer behavior has shifted. Even though traditional marketing tactics still work, hospital marketers must develop a multichannel approach to reach patients.

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The ROI of Physician Relationship Management

Evariant White Paper - Physician Relationship Management ROI

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To drive growth by increasing referrals, hospitals look to the team that develops and maintains physician relationships, frequently referred to as “Physician Relations Managers” or “Physician Liaisons.”

But no matter their titles, their mandate has been clear: Cultivate relationships with doctors that will lead to an increase in cases being referred.

But which doctors? In which service lines? And what kinds of cases? And what touch points?

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Racing to Wellness [Special Report]

Mastering the Role of Marketing in a Changing Health Care Environment

An Exclusive Report from Strategic Health Care Marketing

// By Susan Dubuque //

These days, says health care marketing expert Susan Dubuque, health care organizations across the country are racing to stake their claims as champions of wellness:

They shout, “We are no longer dedicated to treating you when you’re sick or injured. Now we are committed to keeping you well—and out of the hospital.” The unspoken words: Like our financial lives depend on it.

What is the best approach for health care marketers to calm the frenzy, she asks, and help their organizations remain focused and smart?

In this exclusive report, Dubuque, a nationally recognized expert in health care marketing and a member of the Strategic Health Care Marketing Editorial Advisory Board, deftly examines this question in three thoughtful chapters. We know you will appreciate her take on what “wellness” means to health care consumers these days, how to align wellness with
your strategic goals, and more.

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Lessons from 9 Innovative Health Care Marketing Campaigns [Special Report]

9 Innovative Health Care Marketing Campaigns

Advertising Worth Noting

// By Peter Hochstein //

This exclusive SHCM special report is filled with real-life health care marketing success stories…from the best use of television ads, to innovative print campaigns, to smart radio spots and more.

Here, you’ll see what’s working well for other hospitals and health care facilities around the country so you can adapt the best work of others to your own marketing campaigns and boost your ROI. It’s an exciting time to be in the health care field, and we want to help you make the most of it.

Our goal for this report is to get the creative ideas flowing for your next successful campaign at your facility. I am confident you will come away with some new ways to present your unique offerings and strengths to your target market.

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