// By Matthew O’Connor // Out-of-home advertising provides an opportunity for hospitals, health systems, medical groups, and other health care organizations to get their messages to underserved, multilingual, and rural communities. The COVID-19 pandemic has exposed a persistent challenge in health care: sharing public health and general health care initiatives with hard-to-reach and historically underserved Read More
// By Marlene Kurban // Health systems activate their hospital incident command systems (HICS) during a crisis, but usually the crisis doesn’t last for more than a year as the coronavirus pandemic has. Four health system leaders share how the structure helped them navigate during the worst of it, and how its flexibility continues to Read More
// By Jim Samuel // There is a common thought among health care marketers that the business lags years behind other industries regarding digital marketing and meeting consumer needs. Two health systems have brought in marketing executives from Disney and higher education to help them catch up. If you have been paying attention for the Read More
In Peter Hochstein’s new story, he explains how a radio-focused advertising campaign enabled a regional hospital system to significantly increase its telehealth and urgent-care traffic, with relatively low media and production costs. Here’s an excerpt: Radio tends to be a medium that reaches people while their minds are on something else. There are exceptions, of Read More
Like every other health care operation, fundraising has been impacted by the COVID-19 pandemic. Foundations, trusts, and development departments have had to squeeze all the creative juices they could muster to tackle an unpredictable, unprecedented situation. Boston Children’s Hospital sets the bar high. Named the country’s #1 Pediatric Hospital by U.S. News & World Report for Read More
A Strategic Health Care Marketing webinar on demand for marketers, communicators, and strategists at hospitals, health systems, and physician groups
Your Presenters:
Moderated by:
A few seminal moments led to the genesis of the Bluford Healthcare Leadership Institute (BHLI). Marketed as an intense professional development program, BHLI has a self-proclaimed mission to “eliminate health care disparities among minority and vulnerable populations by cultivating a pipeline of culturally competent under-represented scholars for leadership roles in health care.” John W. Bluford Read More
View from the C-Suite: Toby Cosgrove, MD, Executive Advisor and Former CEO and President of Cleveland Clinic // By Jane Weber Brubaker // In an interview with StartUp Health co-founders, Dr. Toby Cosgrove shares his perspectives on what we’ve learned from the pandemic, how technology accelerated innovation, and how it will continue to open new Read More
// By Peter Hochstein //A radio-focused advertising campaign enabled this regional hospital system to significantly increase its telehealth and urgent-care traffic, with relatively low media and production costs. But a caveat: Radio works best when the message is simple.What’s radio for? Largely it’s there these days to keep you company while you drive the car Read More
“On December 14, 2020, the first COVID-19 vaccination outside the clinical trials was administered in the U.S. But UNC Health began preparing for the vaccine rollout months earlier,” writes Susan Dubuque, principal and co-founder of NDP. Here’s an excerpt from Susan’s new article. “Our consumer insights team conducts monthly Brand Trackers, and in the summer Read More
// By Marcia Simon, APR // When you have hundreds of runners raising money for you, and the Boston Marathon — usually held on the third Monday in April — gets canceled, how do you bounce back? Boston Children’s Hospital Trust, the pediatric hospital’s fundraising arm, found lots of ways to keep the donations flowing Read More
A Strategic Health Care Marketing webinar on demand for marketers, communicators, and strategists at hospitals, health systems, and physician groups
Your Presenters:
Moderated by:
View from the C-Suite: John W. Bluford III, Founder and President, Bluford Healthcare Leadership Institute // By Ndome Yvonne Essoka // John Bluford was inspired by his own mid-career program at Harvard to become a mentor, and then went on to create a mentorship program for high-achieving African American students. The program seeks to develop Read More
“Coming off an incredibly challenging 2020, health care marketers face a potentially rocky start to the new year,” says Danny Fell, a senior strategist with Optum’s innovation team. “Positive factors, like revolutionary new COVID-19 vaccines, are coming up against the ongoing reality of a pandemic that is still very much with us across many parts Read More
// By Susan Dubuque // In Part 2 of this series (Part 1 is here), Victor Reiss, vice president of consumerism and insights, marketing and communications for UNC Health, shares the health system’s research-based, comprehensive plan to address vaccine hesitancy. “For most health care marketing professionals, dealing with COVID-19 is the largest undertaking of a Read More
The current pandemic is pushing the boundaries for parity when it comes to telemedicine reimbursement. How long will it be before the entire health care system repositions itself to provide hospital-level care for patients at home through ongoing remote monitoring? That’s what Tony Slonim has been working toward since he took the helm seven years Read More
While many health care marketers seek to limit their media outlets, the reality is that successful marketing plans need to incorporate a blend of many efforts to produce a desired reach, frequency, and outcome. Here’s an excerpt from John Gonda’s new article on this topic: For many years, hospitals have used traditional media outlets such Read More
// By Danny Fell // Marketers can help their organizations thrive in an increasingly competitive environment by introducing creative “outside the box” approaches that will help accelerate change. Coming off an incredibly challenging 2020, health care marketers face a potentially rocky start to the new year. Positive factors, like revolutionary new COVID-19 vaccines, are coming Read More
View from the C-Suite: Anthony Slonim, MD, DrPH, President and CEO at Renown Health // By Marcia Simon, APR // Leading the charge toward home care reimbursement parity and population health involves huge challenges. “You have to have a vision, you have to execute the vision, and you have to tell your story,” says Renown Read More
“On May 8, 1980, the World Health Assembly issued an official declaration,” says Susan Dubuque of NDP: “‘The world and all its peoples have won freedom from smallpox.’ Global eradication of this disease through vaccination is considered international public health’s biggest achievement. “Fast forward to 2021. We’re once again in the clutches of a worldwide Read More
// By John Gonda // While many health care marketers seek to limit their media outlets, the reality is that successful marketing plans need to incorporate a blend of many efforts to produce a desired reach, frequency, and outcome. For many years, hospitals have used traditional media outlets such as newspapers, direct mail, radio, and Read More
A Strategic Health Care Marketing webinar on demand for marketers, communicators, and strategists at hospitals, health systems, and physician groups
Your Presenters:
Moderated by:
// By Peter Hochstein // If editorial and PR people fall into a passive-aggressive relationship, something’s wrong. Sometimes on both sides. There’s no magic to how I find sources for most of the stories I write in this space. Sometimes I start by calling the advertising agency that was involved. Most ad agencies love publicity Read More
More than ever, it’s important for health care executives to understand that broad brand strategy alone doesn’t drive business. Successful service-line growth campaigns are based on insights from marketing and consumer data. Without direction from digital marketing data, health care organizations will struggle even more in the post-pandemic world. Brand/MarCom strategist John Marzano recently spoke Read More
// By Susan Dubuque // In this two-part series, Jeanine Guidry, PhD, assistant professor at the Robertson School of Media and Culture at Virginia Commonwealth University, and Victor Reiss, vice president of consumerism and insights marketing and communications for UNC Health care, offer practical insights for implementing a successful communication strategy to help bolster vaccine Read More