Health Care Consumerism, Up Close and Personal

// By Lindsay R. Resnick, MHA // As 2022 draws to a close, two issues have dominated industry talking points and sparked record-breaking investment in hundreds of specialty ventures: customer experience (CX) and digital health. I hope my newfound perspective on these trends can serve as thought starters going into 2023. This past year I suffered a spinal-cord injury. Multiple hospitalizations and extensive rehab have given me an eye-opening user’s view of the health care system. I’ve learned how little we know about delivering high-quality health care customer experiences and how often we mistake innovation for solutions.

Has Your Health System Adopted Person-Centered Care?

If we’ve heard it once, we’ve heard it a thousand times: Health care is complex, dysfunctional, and slow to change. But one person can still make a difference. For Angelica Thieriot, it took a horrific experience as patient in a U.S. hospital in 1978 for her to imagine how different things could be if patients Read More

Health Care Marketers’ Critical Role in Reducing Health Care Stigma

// By Cheryl L. Serra // If you’re embarrassed by your medical diagnosis, you will probably keep it hidden. You may not seek help, or if you do, you may find under-the-radar, less-credentialed and less-qualified people. You likely won’t talk about your condition with others in your social circles, further limiting the availability of helpful resources and information you receive. Your medical care will likely suffer. An often undiscussed symptom of many conditions is the stigma attached to them that results in secrecy and shame around the diagnoses. Some of these include mental health and substance abuse issues, and smoking-related lung cancer.

44 Years of Person-Centered Care: The Power of Planetree to Transform Organizations

// By Jane Weber Brubaker // If we’ve heard it once, we’ve heard it a thousand times: Health care is complex, dysfunctional, and slow to change. But one person can still make a difference. For Angelica Thieriot, it took a horrific experience as patient in a U.S. hospital in 1978 for her to imagine how different things could be if patients came first. Long before the term “patient experience” became a thing, Thieriot, a native of Argentina, took it upon herself to change things for the better in the U.S.

Tips for Effective Service-Line Marketing at Your Health Care Organization

As a health care marketer, you’re acutely aware of how important it is to not only acquire patients and drive patient volume, but also to engage and retain those patients in order to establish long-term brand loyalty and improve ROI. The history of service-line promotion dates back to the early 1980s when marketers built brand Read More

Marketers from Three Leading Organizations Weigh In on Patient Acquisition and Retention and What It Takes to Succeed

// By John Marzano // The history of service-line promotion dates back to the early 1980s when marketers built brand awareness of their organizations’ high-end specialty care using visual and emotional imagery to display the prowess of their services, physicians, and organizations. Marketing terminology referenced centers of excellence, and promoted an organization’s distinction as the largest, highest quality, best, or first program in almost all health care marketing and advertising.

Remote Patient Monitoring: Improving Outcomes and Reducing Costs

COVID escalated implementation of remote patient monitoring (RPM). Now, with the door pushed open, healthtech companies are competing to burst through and build clinical partnerships that stretch the boundaries of digital health. The potential for mobile health, which includes smartphone apps, wearables, and other monitoring devices, is massive. The percentage of physicians who feel digital health Read More

Ochsner Health Expands Remote Patient Monitoring to New Patient Groups, with Improved Outcomes and Reduced Costs

// By Marcia Simon, APR // COVID escalated implementation of remote patient monitoring (RPM). Now, with the door pushed open, healthtech companies are competing to burst through and build clinical partnerships that stretch the boundaries of digital health. The potential for mobile health, which includes smartphone apps, wearables, and other monitoring devices, is massive. The percentage of physicians who feel digital health tools are an advantage for patient care grew from 85 percent in 2016 to 93 percent in 2022, according to recent findings from the American Medical Association, citing clinical outcomes and work efficiency as top factors. The AMA study found that nearly one-third of physicians across a wide range of specialties currently use remote monitoring devices for patients, up from 12 percent in 2016.

Tips for Mastering Short-Form Video Production for Your Health Care Brand

“So, you’ve been assigned to create a short-form video for your health care organization. Maybe you even have a ring light, a tripod, dedicated studio space, or a quality microphone. Now what?” says John Ferin, content strategy and development lead at ddm. In a new article, Ferin shares three tips that will serve you well Read More

How to Make Short-Form Videos for Your Health Care Brand

// By John Ferin // So, you’ve been assigned to create a short-form video for your health care organization. Maybe you even have a ring light, a tripod, dedicated studio space, or a quality microphone. Now what? Anyone who can hit “record” and “stop” on an iPhone can make a video. To make your video stand out from a crowded pack, it’s essential to first think critically about the purpose of your video and its intended audience, then follow a few basic do’s and don’ts of production. Following these best practices can save time and energy later.

The Value Attack: Defend Your Health System’s Reputation

Gain control of the health care cost narrative, combat the tsunami of negativity, communicate the value your organization provides, and protect your brand.

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on Dec. 14, 2022

Your Presenters:

• Cynthia Charles, Vice President, Public Relations and Communications, North Carolina Healthcare Association
• Ryan Colaianni, Executive Vice President, Communications and Crisis/Issues, Revive Health

Watch Now »

Community Health Needs Assessment: Targeting Your Community’s Unique Needs and Concerns

Hospitals meet a vital need in the communities they serve. In 2016, hospitals spent $157 billion on financial assistance and community benefit activities across the country. To better understand the needs of the communities they serve, triennially, nonprofit hospitals are required by the Internal Revenue Service to complete a community health needs assessment (CHNA). The Read More

Southwestern Vermont Health Care Creates a Magazine to Meet Information Needs Identified by Its CHNA

Giving back to the community is a requirement of nonprofit health systems. This New England health care organization identified four priority areas and developed a print and online publication to provide information and resources for community members. // By Althea Fung // Hospitals meet a vital need in the communities they serve. In 2016, hospitals Read More

How to Set Your Health System Apart From Competitors? Try Niche Marketing

If niche marketing is defined as the business of promoting and selling a product or service to a specialized segment of a market, then Geisinger has powered its expertise for a specific population and area that is expected to grow going forward. Northeast Pennsylvania (NEPA) is rapidly becoming a distribution and shipping hub for e-commerce Read More

Geisinger 65 Forward Senior-Focused Primary Care Is Pure Niche Marketing

The over-65 population in northeast Pennsylvania is expected to double in the next decade. Geisinger is ready. // By John Marzano // Northeast Pennsylvania (NEPA) is rapidly becoming a distribution and shipping hub for e-commerce to reach roughly 60 percent of the U.S. within a day’s drive. Think Amazon Prime for a 1-to-2 day delivery Read More

Report Download: Kyruus’ 2022 Patient Access Journey Report

// Sponsored Post //

Digital self-service is a key part of the entire patient access journey—from scheduling to pre-visit tasks. New research from Kyruus highlights just how important self-service options are to consumers when finding, selecting, and accessing care.

For more insights on the pivotal role of digital channels across the patient access journey—download the report.

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Health Care Brand Positioning: Going From Good to Great

Health care brand positioning requires more than a clever tagline or slogan. It requires a strategy and rallying cry that inspires an organization and connects a community. It’s rare in marketing that you get to start from scratch on anything. Wherever you jump on the moving train, that’s your starting point, complete with legacy systems Read More

Virtua Health Has a Message for South Jersey: We Are “Here for Good”

Brand positioning is more than a clever tagline or slogan. It’s a strategy and rallying cry that inspires an organization and connects a community. // By Jane Weber Brubaker // It’s rare in marketing that you get to start from scratch on anything. Wherever you jump on the moving train, that’s your starting point, complete Read More

The Strategic Marketing and HR Approach to Enhancing Nurse Recruitment

Nurse recruitment is vital to the growth and survival of every health care organization today. A successful nurse recruitment effort requires that departments break down the silos and come together to ensure that best practices from operations, human resources, internal communications, marketing strategy, and analytics are brought to the table. So what does it look Read More

Marketing and HR Join Forces to Elevate Nurse Recruitment

// By Susan Dubuque // Nurse recruitment is vital to the growth and survival of every health care organization today. Here’s how one health system combined the talents of two disciplines — marketing and HR — to tackle it together.

Prevent Patient “Ghosting” at Your Health Care Organization with These Strategies

Does your organization invest heavily in generating leads through your marketing channels — social media, website optimization, paid search — only to have little new-patient growth? If so, you may have a prospective patient ghosting issue in your patient pipeline. Ghosting is when a valid lead who has taken some kind of action — a Read More

Better Health, One Haircut at a Time

Barbers across the country are helping their customers identify and prevent health problems. For Black men, these trusted relationships can be a lifesaver. // By Althea Fung // We all know the trope — men don’t like to visit the doctor. Unfortunately, for Black men, the cliché has all too real consequences. Black men avoid Read More

What Does the Primary Care Shakeup in 2022 Really Mean?

The pace of change in primary care will continue to accelerate. We should not be scared by this change, but we do need to act. // By Alan Shoebridge // Most of us have heard the saying that things change gradually and then suddenly. Is primary care having that moment now? After years of incremental change, Read More

For Health Care Marketers, SHSMD 2022 Was a Chance to Reflect and Recharge

The art of planning a conference involves taking the pulse of an industry, reflecting on the major themes, and creating a program that recharges attendees with inspirational ideas and the opportunity to build deeper connections with each other, and challenges them to think differently and consider fresh perspectives. At this year’s SHSMD Connections, it was Read More

Five Ways to Stop Patient Prospects from Ghosting You

If you spend scarce marketing dollars to attract new patients to your high-margin service lines only to have them ghost you, a solution may be within your REACH. // By Jessica Walker // Does your practice invest heavily in generating leads through your marketing channels — social media, website optimization, paid search — only to Read More