Addressing Opioid Addiction From a Population Health Perspective

Mary Boosalis, president and CEO of Premier Health

“Until very recently, advertising aimed at combatting drug use has pretty much been within the purview of government and nonprofit anti-drug organizations,” notes copywriter and regular SHCM contributor Peter Hochstein. “Partnership for a Drug Free America, for example, ran a famous TV spot during the 1980s showing an egg getting cracked into a hot frying Read More

Linda MacCracken Joins Editorial Advisory Board of Strategic Health Care Marketing

Linda MacCracken, senior principal at Accenture

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. I’m very pleased to announce that Linda MacCracken has joined Read More

Finding Opportunity in Health Care Disruption

“The health care field is in a state of constant disruption today, with mounting competition coming from many outside sectors,” says Craig Allan Ahrens, MHA, MBA, a leader at national health strategy firm BDC Advisors. “But the time is also ripe for health systems that understand the current marketplace to capitalize on growing opportunities to position Read More

Strengthen Your Brand Internally To Build Resonance Externally

Kelly David, director of marketing and public relations for Spectrum Healthcare Partners

Does your brand fully resonate with your employees? If the answer is “no,” and your mission and goals aren’t connecting internally, it’s important to invest time and resources to capture and distill market research data to create a unified vision. Then you’ve got a brand to promote externally. Look at Spectrum Healthcare Partners, a physician-owned Read More

How to Turn Current Health Care Delivery “Disruption” Into Opportunities

// By Craig Allan Ahrens // The health care field is in a state of constant disruption today, with mounting competition coming from many outside sectors. But the time is also ripe for health systems that understand the current marketplace to capitalize on growing opportunities to position themselves as leaders in offering enhanced convenience, increasing Read More

How Marketing Can Help with Population Health Efforts

Susan Dubuque, principal at ndp in Richmond, Virginia

When the powerhouse brands of Amazon, Berkshire Hathaway, and JPMorgan Chase recently pooled resources to form a new independent health care delivery system to serve 1 million collective employees, an entire industry took notice. While lots of questions remain as to how the company will operate, one thing is clear: The health care industry has Read More

Leverage Current Events To Promote Your Health Care Organization’s Offerings

Wonder Movie Poster

When the movie Wonder was released in fall 2017, sharing the fictional story of a fifth-grader named Auggie coping with a facial difference called Treacher Collins syndrome (TCS), Dayton Children’s Hospital saw this as an exciting opportunity to raise awareness about groundbreaking treatments offered for children with TCS through its own Craniofacial Center. “We do Read More

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.
 
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National Happenings Open the Door to Promote Dayton Children’s Local Offerings

Dayton Children’s Logo

// By Lisa D. Ellis // When the movie Wonder was released in fall 2017, sharing the fictional story of a fifth-grader named Auggie coping with a facial difference called Treacher Collins syndrome (TCS), Dayton Children’s Hospital saw this as an exciting opportunity to raise awareness about groundbreaking treatments offered for children with TCS through Read More

Using “Real” Staff to Deliver Your Video Messages? Here’s How to Make the Messages More Engaging

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Any number of hospitals post videos on the internet featuring their doctors and other staff discussing their institutions and specialties. Too often, these standup “talking head” presentations feel unspontaneous and uncomfortable. Eyes shift nervously as speakers obviously read from cue cards. Language that looked good on Read More

4 Keys to Designing a Successful Secret-Shopper Strategy

Steven Maskell, chief client officer and partner at SeeLevel HX

// By Lisa D. Ellis // It’s no coincidence that people who like the Apple brand tend to be loyal customers, keeping all of their technology purchases within the Apple family. This is because Apple goes to great lengths to ensure its customers always have a very positive, consistent experience in stores, online, and by Read More

Looking To Boost Your Health Care Brand? Consider Audio.

The Scope - University of Utah Health Radio - Logo

Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. While some health systems dabble in producing radio content and developing podcasts Read More

Strong Audio Strategy Can Boost Your Health Care Brand in New Ways

Kathy-Wilets-director-media-relations-content-marketing-UUH-square

// By Lisa D. Ellis // Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. Learn how one health system leads Read More

Children’s Hospital Advertising Campaign Targets “Compassionate Moms”

Donna Teach, Nationwide Children's

“Sorry, family health care decision-making moms, ages 20-something to about 50. For once, you’re not the specific target of a hospital advertising campaign,” says veteran copywriter and frequent SHCM contributor Peter Hochstein. “Nationwide Children’s Hospital in Columbus, Ohio, with 618 licensed and leased beds and 1.4 million patient visits annually, has been running a different Read More

Omaha Hospital Celebrates Its Storied Past in New Marketing Campaign

Jenni Stoll, senior director of marketing for Methodist Health System

What’s old is new again at Methodist Hospital in Omaha, Nebraska. Methodist recently celebrated its 125th anniversary, and this milestone provided a valuable opportunity for the health system to build on its past to position itself for the future. While most health care systems pride themselves on being ahead of the curve when it comes Read More