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
“In some cases, letting your ads ignore the news about [your hospital’s] name change can be a smarter move than headlining it,” notes SHCM contributor and veteran copywriter Peter Hochstein. While this may seem hard to believe, he makes his case with the real-life story of the hospital formerly known as the Floating Hospital for Read More
“Virtual health care has been building momentum slowly since video visits were offered in rural areas in the early 1990s,” says Diane Hopkins. “This new channel for medical care was slow to expand due to limits on payment, adoption of technology by providers, and regulations primarily around provider licensing.” Hopkins is a certified experience economy Read More
// By Jared Johnson // 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 Read More
The traditional view at many hospitals and health systems is that marketing departments are an operating expense called in after strategy has been established and budgets allocated. But that view has been changing at Providence, the Seattle-based nonprofit healthcare system that operates 51 hospitals in seven states. When Providence separated its marketing and communication functions Read More
// By Jim Samuel // The marketing department is increasingly regarded by the system’s leadership as a revenue generator rather than a cost center. The traditional view at many hospitals and health systems is that marketing departments are an operating expense called in after strategy has been established and budgets allocated. But that view has Read More
// By Diane S. Hopkins // As more and more physicians offer virtual visits, operational excellence and provider competence are critical to providing positive patient experiences. Virtual health care has been building momentum slowly since video visits were offered in rural areas in the early 1990s. This new channel for medical care was slow to Read More
As marketers, we spend time and resources to take full advantage of the internet. We want our content to show up at the top of the search results page. We want our brand to be trusted. We want our physicians to be the ones patients find and choose. But as we’ve seen over the past Read More
// By Peter Hochstein // In some cases, letting your ads ignore the news about a name change can be a smarter move than headlining it. Here’s a case in point. It all seemed like a brilliant idea back in 1895. Fresh sea air is good for you, right? All that bracing oxygen and salt Read More
// By Jane Weber Brubaker // As marketers, we spend time and resources to take full advantage of the internet. We want our content to show up at the top of the search results page. We want our brand to be trusted. We want our physicians to be the ones patients find and choose. But Read More
The Lloyd F. Moss Free Clinic in Fredericksburg, Virginia is in a state-of-the-art building opened in 2007 on the campus of Mary Washington Healthcare. “I can see the hospital out my window,” says Karen Dulaney, executive director of the clinic. The strong connection between the hospital and the clinic is based on more than geography. Read More
Marketing budgets were already starting to tighten for some health systems at the beginning of last year. But when the coronavirus pandemic hit, some of those budget cuts became even more severe. Other systems saw budgets remain the same, but marketing departments had to be ready to quickly shift their strategy, messaging, tactics, and media Read More
The nonprofit Ad Council has announced plans for a $50 million educational campaign aimed at encouraging vaccination against COVID-19. The effort will be funded by private-sector contributors and has been created to overcome reluctance by two-thirds of the public to get vaccinated. According to a recent survey, although 86 percent of Americans believe that a Read More