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.

Core Health Research: Consumer Perspectives on Healthcare

// Sponsored Post //

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.

Download now »

4 Patient Access Imperatives To Deliver A Differentiated Brand Experience

// Sponsored Post //

How to Build an Access Strategy that Wins Patient Loyalty

Today’s patients are increasingly informed, engaged, and empowered. And while they continue to value a health system’s reputation, they are prioritizing convenience and selecting organizations that can deliver connected care experiences. In fact, 82% of healthcare consumers said they’d switch providers as the result of a bad experience.¹

Download this checklist to learn the four key components needed to create a brand experience that consumers are wiling to switch for, including how to:

  • Build the foundation for customer-centricity
  • Make information about your network easily accessible
  • Remove barriers to booking an appointment
  • Expand flexible access to care

Download now »

¹ Salesforce. Connected Healthcare Consumer, 2019.

Patient Access Journey Report

Kyruus 2019 Patient Access Journey Report Cover

What Health Systems Need to Know to Engage Today’s Consumers

// Sponsored Post //

Do you have the insight you need into how today’s consumers make healthcare decisions to capture their attention effectively?

For the third year in a row, Kyruus surveyed 1,000 people about how they search for, select, and book appointments with providers to understand their access journeys. This year’s report reveals that convenient access to care is increasingly important to consumers, and health system brand has a growing influence on their care decisions.

Key findings about today’s consumers include:

  • 93% conduct research on providers, even after receiving a referral from a provider
  • 50% weren’t able to book an appointment on the first call into a health system call center
  • 44% visited an urgent care clinic this year, with speed of access as the top reason

For more insights into how today’s consumers access care and trends over time, download the report.

Download now »

Six Essential Patient Access Metrics

// Sponsored Post //

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.

Download now »

Survey: Provider Perspectives on Digital Access

// Sponsored Post //

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.

Download now »

Online Scheduling Done Right: 10 Considerations For Health System Buyers

// Sponsored Post //

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

// Sponsored Post //

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.

Download now »

The Health System Marketer’s Guide to Online Consumer Engagement

The Health System Marketer’s Guide to Online Consumer Engagement - Read more

// Sponsored Post //

52% of consumers conduct online research when looking for a provider and the majority of them start with a general internet search.* With so many organizations vying for their attention, making your health system and its providers stand out online requires a comprehensive digital strategy.

The Health System Marketer’s Guide combines research, resources, and checklists to empower health system marketers with novel consumer insights and proven strategies for effective online consumer engagement – in one handy guide.

Download the free guide to explore:

  • The evolving role of online patient access
  • Digital provider directory must-haves
  • Strategies for building brand loyalty online

Download now »

How to Compete for Patients in the Digital Age

reputation.com how to compete for patients digital age cover

// Sponsored Post //

Creating competitive advantage starts with a sound digital strategy.

In a 2017 survey of healthcare consumers across the U.S. from a representative range of demographic groups, we found that 88% of consumers begin their search for healthcare providers online. Consumers rely on search engines and review sites to steer their decisions about where to go for care.

What consumers read about you online heavily influences their decision-making. Your reputation is defined at every touchpoint a potential patient has with your doctors and organization on the web — from the doctor or location listing, to patient rating and reviews, to finding the right doctor and reading profiles on your website.

Done well, online reputation management (ORM) enables your providers to generate a high volume of representative reviews from the “silent majority,” while providing valuable insights to improve patient experience, make operational improvements and drive new patient appointments.

Download this new white paper to learn how.

Download now »

Why Healthcare Needs to Invest in Consumer Journeys

Consumer Journeys

// Sponsored Post //

Every day, healthcare consumers look for help. Help to diagnose a condition. Help to book an appointment. Help to find the best treatment option.

Make no mistake — these people are not shopping as one does for clothes or books or games. They are struggling to piece together what to do now and what to do next. They are often thrust into a series of decisions that stretch their understanding, finances, and patience.

Healthcare organizations no longer have the luxury to delay improvements to their consumer experience.

By mapping the consumer journey from end to end, your healthcare organization can anticipate needs and deliver clear, simple, personalized content to create a better experience for the consumer.

Download this new white paper to learn how.
 
Download now »
 

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.

Read More »

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.

Read more »