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.

Reactivating Patient Access and Navigating Recovery in the COVID-19 Period

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As your organization responds to the COVID-19 pandemic and navigates the accelerating trends towards consumerism and digital self-service, it is essential to innovate for the pandemic and beyond by ensuring your patient access model is flexible, scalable and sustainable.

Download this guide to help your healthcare organizations build flexible, scalable, and sustainable patient access and scheduling models for the pandemic and beyond.

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2020 Patient Access Journey Report

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Our fourth annual patient access survey of 1,000 people shows that the pandemic has only accelerated consumer demand for convenient access online to both in-person and virtual care options. As the patient journey continues to evolve, the findings also suggest that opportunities exist for healthcare organizations to stand out by not only expanding their care offerings, but also delivering a more connected, consumer-friendly experience across access channels.

For more insights on what drives consumers’ healthcare decisions and how their decision criteria is changing, download the full report.

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Integrating Media and Content Strategy

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Content marketing and media placement are becoming increasingly intertwined throughout the healthcare industry. To increase the impact of marketing efforts, it is vital that coordination exists between all paid, earned, and owned communication channels.

By understanding the entire patient buyer’s journey, media strategies are better aligned to produce a desired awareness and action. These strategies are then supported by relevant and engaging content that articulates differentiation and value.

Download this white paper now to discover:

  • Four key questions to answer as you develop content for successful healthcare marketing campaigns
  • How paid search and paid social coupled with storytelling and authenticity maximize your “converged media” distribution
  • Why measurement and goals must both lead and follow content creation and campaign deployment

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Aging Well Consumer Insights Study

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Understanding and Reaching an Aging Population Seeking their Best, Healthiest Lives

People age fifty and older represent the largest demographic of health care consumers. But do you know how to best reach and market your health care organization to this audience?

According to our survey, 63% of aging consumers agreed with the statement that how they look has a lot to do with how they feel about their self-worth as a person. And their top 2 motivations for staying healthy were to feel better and live longer.

To find out how 2,000 older adults are taking care of themselves and their health — what’s working, what’s not, and which services and treatments they seek to improve their quality of life – download the report today. Use these insights to drive patient volumes and get the highest return on your marketing investment today.

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Patient Perspectives on Virtual Care

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Do you know how many patients would switch providers to have the option to have virtual care visits regularly? 1 in 2.

This is one of the many findings from our new survey that found patients want greater access to virtual care in the future. 72% had their first-ever virtual care visit during the COVID-19 pandemic and now the vast majority seek it as a standard part of their care.

However, with many organizations implementing virtual care strategies quickly due to COVID-19, the results also put a spotlight on opportunities to improve existing programs, such as by making virtual visits bookable online.

To learn more about what 1,000 patients said about their recent virtual care experiences and how your organization can deliver more seamless access to care, download the report today.

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Local Search, Healthcare, and the Impact of COVID-19

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How are you optimizing information about your services in search engines to connect consumers to the care they need?

With consumers increasingly turning to the internet to find care and COVID-19 resources, expanding your digital presence and taking advantage of Google My Business updates will be important for communicating changes in your services and raising awareness about new offerings (e.g., virtual visits).

To help you pivot your digital marketing strategy, download this white paper and learn:

  • Where consumers go online to find information about providers and medical facilities
  • What impact coronavirus has had on local search and what it means for health systems
  • How to leverage Google’s updates to expand patient access online, now and in the future

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Ideas for Applying and Marketing Telehealth in the COVID-19 Crisis

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Six ways U.S. health systems are using telehealth to deliver care now. And six ways to best communicate these services, including examples from leading systems.

Telehealth has surged as U.S. healthcare systems prepare for and manage the viral surge.

The COVID-19 pandemic and the corresponding reduced barriers to virtual care is pushing telehealth further into the mainstream, and many health care providers are moving quickly to implement or expand telehealth capabilities.

Download the e-Book to learn more about:

  • The growth of telehealth
  • How top health systems are implementing it now
  • The best strategies for marketing telehealth as a central part of your COVID-19 plan – and an essential, accessible service to your patients and communities

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Core Health Research: Consumer Perspectives on Healthcare

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Examining the top drivers of consumer healthcare choice

What really matters to American healthcare consumers when selecting a healthcare provider? The answer may surprise and enlighten you. It may even give you the information you need to convince the bosses of your insights and decisions. Core Health’s inaugural research study explored consumer choice drivers in six key areas. Download this free white paper to learn what healthcare consumers value most.

In addition to identifying key drivers of healthcare choice, this study:

  • Explains how consumers define each of the drivers of healthcare choice
  • Discusses the relative value of health “systems” to a healthcare consumer
  • Explores other information consumers need when selecting a healthcare provider
  • Assesses respondents’ most recent provider-visit experiences
  • Details health insurance coverage and limitations

This study provides healthcare marketers with critical insight into the minds of today’s healthcare consumers and what truly motivates them.

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Six Essential Patient Access Metrics

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Do you know how patients are accessing – or leaving – your health system?

As the healthcare landscape continues to become more competitive, delivering the access, convenience, and experience patients are looking for will be critical to achieving sustainable growth. However, many health systems currently lack the insights they need to understand how patients access their care and identify when — and why — they leave the network.

In this white paper, health system leaders will learn the six key metrics to:

  • Understand their provider networks & identify potential gaps in coverage
  • Align patient demand with provider supply & optimize capacity utilization
  • Evaluate access performance across points of entry (e.g., online, call center)

Download this free white paper to learn the metrics your organization needs to move the needle on access.

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Survey: Provider Perspectives on Digital Access

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A free download from Kyruus

As health systems increasingly prioritize digital initiatives to transform patient access, engaging providers in the process will be critical to scaling access and promoting provider satisfaction. We surveyed PCPs and specialists to uncover their thoughts on – and appetite for involvement in – digital access initiatives. Based on responses from 200 providers, we have identified strategies for health systems to win provider buy-in on your modern digital initiatives.

Download the report to discover key findings about provider perspectives, including:

  • 91% want to be more involved in creating and maintaining their find-a-provider profile
  • While 63% think patient ratings and reviews are very or extremely important
  • 64% do not offer online scheduling, yet nearly half of this group expressed interest

For additional insights and best practice for partnering with your providers, download the report today.

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Online Scheduling Done Right: 10 Considerations For Health System Buyers

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A free download from Kyruus

Are you ready to make online scheduling a reality?

With high demand for digital self-service, health systems have an opportunity to differentiate their patient experience by making access to providers and services easier with online scheduling. But determining the optimal approach and gaining cross-functional buy-in can be tough.

Download this free buyer’s guide to help you get the right online scheduling plan in place from the start.

Discover how to:

  • Develop a comprehensive online scheduling strategy to engage today’s consumers
  • Drive organizational alignment, including engaging key stakeholders & providers effectively
  • Evaluate and select the optimal solution by asking vendors the right questions

Download now »

2019 Healthcare Reputation Report

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An Analysis of Consumer Reviews for More than 3,800 Hospitals — and How Online Reputation Drives Revenue

A free white paper, published by Reputation.com

Today’s healthcare consumers find healthcare providers online, and they rely on information in online reviews and social media to inform their decisions. This means that for health systems and providers, maintaining a stellar online reputation is essential.

Systems and providers that neglect their online reputation will struggle to compete with others that proactively manage their reputation and consistently show up higher in search rankings with more positive reviews.

To create the 2019 Healthcare Reputation Report, Reputation.com’s data science team applied artificial intelligence, machine learning, and sentiment analysis to unstructured text in reviews of 4,800 hospitals that report revenue annually to the Centers for Medicare and Medicaid Services (CMS). From that sample, they included 3,824 hospitals with 10 or more online reviews on Google or Facebook between January 1, 2016 and August 31, 2018.

Key findings include:

  • A strong Reputation Score predicts higher revenue per bed. Specifically, hospitals with a Reputation Score in the top 25% have a revenue per bed that is $1.2 million higher than hospitals with a Reputation Score in the bottom 25%.
  • Google is dominating the search landscape in healthcare and is the top vehicle used for the healthcare listings that consumers use to find organizations and providers.
  • The top 5 sites (Google, HomePages, Apple, Facebook and Bing) constitute 89% of all sites used to find healthcare listings.
  • Tier 2 sites (Healthgrades, WebMD, Yahoo and Vitals) now make up only 10% of the sites visited when patients look for healthcare listings.
  • Hospital reviews on Google grew an incredible 86% from 2016 to 2018 (Figure 2), establishing it as the preferred platform for leaving hospital reviews.

In addition to these findings, the report uncovers the Reputation Score for the top 100 health systems in our study. It also explores the three best practices that health systems and providers must focus on to improve their online reputation.

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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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