Patients speak from the heart about their health care experience at Geisinger in unscripted videos shot from their hometown. “What’s more powerful than that?” asks the health system’s marketing chief. // By Marcia Simon, APR // We’re all storytellers these days. Well-told stories have the power to influence behaviors and decisions. We tend to “lend Read More
Welcome to a new age of “Post Health System Brands.” This is another way of saying that moving a brand beyond the product offered to deeper meaning is now expected by consumers as well as by the workforce and the communities where they live, work, and play. Health system brands have been built the same Read More
When we connect with stakeholders on an emotional level, we forge strong attachments that drive the behaviors and bottom-line results we all want. // By Dan Dunlop and Stephanie Gonthier // Health care organizations currently face a number of significant challenges: recruitment and retention, DEI-related reforms, addressing health inequities in the communities we serve, and Read More
A strong and sustaining health system brand is a living organism. It is conceived from the system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. So how does a health system bring its brand to life? What steps must be Read More
Health system brands have been built the same way for 40 years, with a focus on self-promotion: If you get sick, we’re the absolute best to treat you and get you on the road to recovery. But if the past two-plus years have taught us anything, it’s that this approach may no longer be enough Read More
A strong and sustaining brand is a living organism. It is conceived from a health system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. And it is up to everyone within the organization to bring it to life. // By Read More
What do consumers value in their health care? How do they value the care from a health system compared to the care they might be offered by a non-traditional care provider? Health care has largely viewed those encroaching on its turf — from retail, big tech, and startups, among others — as a threat. But Read More
This is a tale of three cities, or more accurately, two cities and a state, where partnerships between faith-based organizations and health systems — built on trust and mutual respect — are solving some of health care’s toughest challenges. // By Jane Weber Brubaker // An article titled “COVID and Race” appeared in the New Read More
When the Society for Health Care Strategy & Market Development’s SHSMD Connections 2022 conference convenes September 11-14 in the Washington, D.C. area, it will aim to inspire, challenge and empower today’s health care professionals. But it will also be a celebration of the many leaders driving growth and innovation in the industry. “This isn’t just Read More
Is disruption a good or bad thing? It depends on whom you ask. // By Jane Weber Brubaker // Let’s talk about disrupters. Health care has largely viewed those encroaching on its turf — from retail, big tech, and startups, among others — as a threat. But how do consumers see things? Before the COVID-19 Read More
SHSMD Connections 2022 will inspire, challenge, and empower health care professionals to reclaim their resilience, roll up their sleeves, and get creative in solving the industry’s biggest challenges today and in the future. // By Jane Weber Brubaker // When the Society for Health Care Strategy & Market Development’s SHSMD Connections 2022 conference convenes September Read More
Death and dying is a reality we are all going to face. So it is remarkable that end-of-life care isn’t as freely spoken about between providers and patients as it should be. This highlights an often overlooked communication challenge in the health care industry: How do you integrate end-of-life care into the patient experience in Read More
Imagine a world where everyone has advance care planning documents — and they’re accessible on the cloud. Why not start with your own community? // By L. Scott Brown // Health care gets a lot of things right, and a hospital is an amazing place filled with good-hearted heroes doing heroic things every day. But Read More
As a health care marketer, how do you get a consumer to care about where she goes for her mammogram? About one in eight women will develop invasive breast cancer in her lifetime. Studies have found that having screening mammography reduces breast cancer mortality by 40 percent in women of average risk between the ages Read More
A message on a pink napkin delivered with your food truck order highlights convenience for workers in downtown Richmond. // By Althea Fung // About one in eight women will develop invasive breast cancer in her lifetime. Studies have found that having screening mammography reduces breast cancer mortality by 40 percent in women of average Read More
In most industries, digital transformation is more than a simple buzzword. It’s a connected experience for customers looking for access, convenience, on-demand service, and an expected good outcome. In health care, a two-plus-year pandemic accelerated the forces underlying these challenges, continuing to raise consumer expectations in an industry that historically struggles with real change for Read More
With new tools for rolling out the welcome mat at the digital front door, health care organizations today have the opportunity to provide frictionless online interactions and guided, personalized user experiences to acquire and engage patients. Using digital conversion tools and marketing tactics that influence consumer behavior, health care organizations can prompt individuals to take Read More
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“Growth means different things to different organizations at different times,” says Daniel Fell of Optum. “One thing is very clear, though. The role of marketing has never been more critical.” Here’s an excerpt from Fell’s new article: We recently turned to several leading health care marketers across the country, representing a variety of health care Read More
When you think of the view from the C-suite, you think of a physical or metaphorical high-rise vantage point. A position that sits above many others, taking in big-picture ideas and providing direction for the masses. But Renown Health’s Suzanne Hendery tries to keep that C-suite view on a similar level to her managers and Read More
In a fee-for-service world, “there’s a pretty hefty incentive to continue to drive more care into these hospital platforms,” says Jaewon Ryu, MD, JD, president and CEO of Geisinger. But is that what consumers want and need? Ryu doesn’t think so. “The reality is, not many people wake up and say, ‘I want to go Read More
// By Brian Griffin // Two tragic events sparked Johns Hopkins Medicine to strengthen its commitment to racial justice and HEDI through microsites and community outreach. In May 2020, the killing of George Floyd rocked the nation and sparked civil unrest and cries for racial justice that continue to reverberate today. At Johns Hopkins Medicine Read More
University of California at San Francisco (UCSF) Health Creates a Coordinated Patient Experience with Persistent Cross-Functional Teamwork // By John Marzano // Incredible advances in health care over the past 20 years have dramatically improved patients’ outcomes and lives. Yet care remains difficult to access, expensive, inequitable, and falls short of consumer expectations despite advancements Read More
Growing up, Lloyd Dean saw the impact of health disparities in his own community. His experiences motivated him to use his formidable leadership abilities to change things for the better. He will retire this summer after a long and impactful career. “Imagine 11 people in a house of three bedrooms and being on welfare when Read More
The SHCM Editorial Advisory Board is made up of leaders in the health care marketing field who are committed to shaping the future of the industry. They offer ongoing feedback on our editorial coverage, write occasional articles, and point us to developments and people SHCM members like you should know about. We’re very pleased to announce that Suzanne Hendery Read More