“The repercussions of consumers putting off both routine and essential care (most likely a result of both the voluntary shutdown of elective procedures around the country by many health systems as well as growing concerns over being exposed to the virus) are significant,” says Daniel Fell of Optum. “From both a public health and a Read More
// By Lindsay R. Resnick // Consumers want to know, “Who’s going to do the right thing when it comes to my health?” We’ve been exposed! COVID shined a bright light on American health care — the best and the worst: gaps in its value chain, disparities in communities, advances in technology, changes in consumer Read More
Telemedicine came to the rescue when COVID-19 first rattled the capacity and safety of health care delivery. It didn’t take long for hospitals, providers, and patients to embrace the conveniences, especially when federal waivers allowed for expanded access to virtual care services, and payers relaxed their reimbursement guidelines. But there’s a problem: The pandemic shed Read More
Los Angeles is home to many world-class health care organizations, and they compete vigorously for the same patients. But even in a competitive market, joining together for the greater good may be the best way to get an important message across to the community. “It became apparent early on that people were not accessing health Read More
In this topsy-turvy world we’re living in, everything familiar has had to change to accommodate the new normal, and conferences are no exception. The Society for Health Care Strategy & Market Development annual conference, SHSMD Connections, will now be held virtually as two conferences, “Navigating a New Reality” on September 14-16, and “SHSMD Connections Bytes” Read More
// By Paula Serios // In Part 1 of this two-part series, we looked at surprising results from a proprietary national study. Two cohorts — Innovators and Early Adopters — have the potential to consume more health services and generate higher revenues than any other. The key is to understand what makes them tick, and Read More
“The situation seemed dire at Vassar Brothers Medical Center,” writes Peter Hochstein, copywriter and SHCM contributor. “Doctors at a large medical group were under orders to refer patients to a different hospital. Then Vassar launched an ad campaign that empowered patients to defy their doctors. And everything changed.” Here’s an excerpt from Hochstein’s new article: Read More
// By Daniel Fell // In early May, our company launched a biweekly tracking study to better understand and monitor consumer sentiment toward seeking health care services during the COVID pandemic. The Optum Consumer Pulse Survey asks a representative sample of 700 adult consumers nationwide how likely they are to visit different types of health Read More
// By Marcia Simon, APR // Telemedicine came to the rescue when COVID-19 first rattled the capacity and safety of health care delivery. It didn’t take long for hospitals, providers, and patients to embrace the conveniences, especially when federal waivers allowed for expanded access to virtual care services, and payers relaxed their reimbursement guidelines. Hospitals Read More
// By Richard Cohen // One of the central issues when a health care organization acquires other hospitals or entities on the care continuum is how to get all the employees from its disparate parts on message. This was something that the folks at the Baltimore-based LifeBridge Health took to heart several years ago after Read More
// By Jane Weber Brubaker // Los Angeles is home to many world-class health care organizations, and they compete vigorously for the same patients. But even in a competitive market, joining together for the greater good may be the best way to get an important message across to the community. “It became apparent early on Read More
// By Jane Weber Brubaker // In this topsy-turvy world we’re living in, everything familiar has had to change to accommodate the new normal, and conferences are no exception. The Society for Health Care Strategy & Market Development annual conference, SHSMD Connections, will now be held virtually as two conferences, “Navigating a New Reality” on Read More
“People will remember how they’re treated,” says Rob Klein, founder and CEO of Klein & Partners. “And how you treat them will determine whether your brand comes out of this with momentum.” Klein & Partners and The DRG recently released the results of the third wave of an online national survey measuring consumer reactions to Read More
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Health care marketers know that building a successful brand is not just about new logos, taglines, and ads. The brand must accurately reflect the vision and beliefs that make up the culture of the organization, drive all strategic decisions, and form the foundation for communications with all audiences. “If your brand is authentic, you can Read More
The pandemic is hitting hardest among certain racial, ethnic, and minority groups. Through mid-June, non-Hispanic Black people had a COVID-19 hospitalization rate about five times that of non-Hispanic White people, according to the Centers for Disease Control and Prevention. Hispanic or Latino people had a hospitalization rate four times that of non-Hispanic White people. In Read More
As the U.S. emerges from what is likely the first wave of the COVID-19 global pandemic, many health care organizations are launching campaigns to encourage patients to seek the medical care they have delayed. Northwell Health, a 23-hospital system with nearly 800 outpatient facilities in the New York metro area, wanted its campaign to communicate Read More
// By Peter Hochstein // The situation seemed dire at Vassar Brothers Medical Center. Doctors at a large medical group were under orders to refer patients to a different hospital. Then Vassar launched an ad campaign that empowered patients to defy their doctors. And everything changed. The news arrived more than a little jarringly at Read More
Rebranding a large health system is a complex undertaking that is more than a marketing and design challenge; it requires a thoughtful, strategic approach to be successful. ChristianaCare, the largest health care provider in Delaware, unveiled its new brand identity in October 2019, after an 18-month planning process with its agency, Wax Custom Communications. The Read More
// By Paula Serios // Some companies decide what product or service they want to sell and then use marketing to find people to buy it. Smart companies figure out what problems people face and how they want them solved, then create distinctive products and services to solve them. The human-centric approach to developing products Read More
// By Marlene Kurban // “People will remember how they’re treated,” says Rob Klein, founder and CEO of Klein & Partners. “And how you treat them will determine whether your brand comes out of this with momentum.” Klein & Partners and The DRG recently released the results of the third wave of an online national Read More
View from the C-Suite: Don Stanziano, Chief Marketing Officer, Geisinger // By Sheryl S. Jackson // Health care marketers know that building a successful brand is not just about new logos, taglines, and ads. The brand must accurately reflect the vision and beliefs that make up the culture of the organization, drive all strategic decisions, Read More
// By Kyle Hardner // As COVID-19 has spread throughout the United States, it has shed new light on a decades-old question: the role of social determinants of health in defining overall health outcomes. The pandemic is hitting hardest among certain racial, ethnic, and minority groups. Through mid-June, non-Hispanic Black people had a COVID-19 hospitalization Read More
“A group of musicians in Iceland demonstrated that promoting social distancing doesn’t have to sound like somber, top-down marching orders from an authoritarian central command,” says SHCM contributor and copywriter Peter Hochstein. “Instead, they tapped into something uplifting, communal, and perhaps instinctively primeval.” Here’s an excerpt from Hochstein’s new story: I feel sorry for the Read More
“If you can’t measure it, you can’t manage it” is the motto at Richmond-based NDP. Last year, the full-service marketing and advertising agency added a media planning division — Neathawk360. As the name implies, this new service embraces a 360-degree approach to the many and diverse forms of media that can impact a consumer’s engagement Read More