Genomics Creates Strong Market Niche for One Health System

Geisinger Health System is on the cutting edge when it comes to precision medicine, and its capacity in this area has proven to be a strong market differentiator. As an integrated community health system serving areas of Pennsylvania and New Jersey, Geisinger has long been known for its patient-centered focus and innovative approach to caring Read More

Doing Hospital Fundraising? Meet Your Latest Target: “Compassionate Moms”

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // 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. But then, Nationwide Children’s Hospital in Columbus, Ohio, with 618 licensed and leased beds and 1.4 million patient visits annually, has been running Read More

Make Seniors a Focus of Your Marketing Strategy

“There are three unmistakable truths,” says Paul Gauthier, founder and chief executive officer of MedicareCompareUSA. “The first truth is that approximately 10,000 Americans turn 65 every day, making Medicare recipients the fastest-growing segment of the American population. The confluence of aging baby boomers, better lifestyle habits, and incredible advances in pharmaceuticals has resulted in 41.5 Read More

The Importance of Being More Strategic in Attracting and Retaining Seniors

// By Paul Gauthier // There are three unmistakable truths. The first truth is that approximately 10,000 Americans turn 65 every day, making Medicare recipients the fastest-growing segment of the American population. The confluence of aging baby boomers, better lifestyle habits, and incredible advances in pharmaceuticals has resulted in 41.5 million American seniors today. This Read More

Silicon Valley: Where You Can Call Potential Patients “Nerds”

Veteran copywriter and regular SHCM contributor Peter Hochstein suggests an interesting proposition: “Run some hospital advertising that flat out calls your potential patients nerds. Nah, come to think of it, that probably wouldn’t work, and might prompt some irate letters to your CEO. Well then, how about offering advice that sounds financial, and encourages people to ‘go Read More

A Focus on Well-Being Improves Patient Satisfaction

Sometimes the best marketing opportunities come from just naturally doing the right thing for the people you serve. That’s certainly been the case for Beaumont Health, headquartered in Southfield, Michigan. Its commitment to caring for the community extends beyond addressing people’s physical health to also supporting their mental and spiritual well-being through an array of Read More

Adopting Practices from Consumer Marketing to Build Patient Loyalty

Rich Phillips

// By Rich Phillips // The past few years have seen noteworthy transformation within health care strategy and marketing. An important shift is underway from “awareness” marketing focused on brand building to “conversion” marketing focused on patient acquisition. While this shift is necessary, it remains insufficient. The emerging emphasis by health care CEOs on retention Read More

How To Brand a Health Network Without Spending a Dime on Ads

“Before anything, Rachael Kagan, director of communications for the San Francisco Department of Public Health, wants you to know that the campaign her department launched is not an advertising campaign. It’s a branding campaign, she insists,” says veteran copywriter and regular SHCM contributor Peter Hochstein. “It wasn’t about drawing more people or business,” she explains. Read More

Empower Your Community Champions to Advocate on Your Behalf

What Your Health Care Organization Can Learn from a New Decentralized Fundraising Campaign That Leverages Generational Giving Trends // By Lisa D. Ellis // Some of the greatest champions for your health care organization no doubt come from your service communities. A new campaign from the Muscular Dystrophy Association (MDA) shows how champions are newly Read More

Aging Boomers and More: Key Topics To Watch in 2018

Linda MacCracken, senior principal at Accenture

“One of the great pleasures of [Strategic Health Care Marketing] is tracking the innovative marketing approaches that are key to building consumer engagement,” says Linda MacCracken, senior principal at Accenture (and member of the SHCM Editorial Advisory Board). After numerous conversations with providers and technology innovators, and from reviewing trending analytic indicators, she has identified Read More

Five Topics for Health Care Marketers to Manage in 2018

Linda MacCracken, senior principal at Accenture

// By Linda MacCracken // One of the great pleasures of this journal is tracking the innovative marketing approaches that are key to building consumer engagement. After numerous conversations with providers and technology innovators, and from reviewing trending analytic indicators, I have identified five key factors in building strong customer engagement. How do these topics Read More

Fitness Trackers: An Untapped Source of Valuable Data

Michelle Berryman, managing director of strategy & innovation at LiquidHub

Do you wear a fitness tracker to count your steps or follow other health-related measures? Many people who access health care services within your system also probably use the latest devices to monitor details like activity level, amount of sleep, and blood pressure. All of this information can paint a valuable picture of health status Read More

How To Navigate The New World of Health Care Cost Transparency

Daniel Weinbach, president and CEO of Weinbach Group; Richard Klass, co-founder of KCI Partners; and Justin Irizarry, co-founder and CFO of OrthoNOW

You probably wouldn’t buy an appliance or book a cruise without knowing what it will cost. Yet historically, health care systems have expected patients to undergo various diagnostic tests, procedures, and treatments without any idea of what they will be charged. But times are changing quickly. While most patients are not yet comparison-shopping based on Read More

Can Fitness Trackers Move Your Organization into the Future?

Michelle Berryman, managing director of strategy & innovation at LiquidHub

// By Lisa D. Ellis // Do you wear a fitness tracker to count your steps or follow other health-related measures? Many people who access health care services within your system also probably use the latest devices to monitor details like activity level, amount of sleep, and blood pressure. All of this information can paint Read More

Journalist Draws From His Own Frustrations to Create Expert-Source Matching Tool; Benefits for Health Care Marketing Teams

Stavros Rougas, co-founder, Expertise Finder

// By Lisa D. Ellis // Today’s latest expert-source matching tools can be a valuable part of any health care organization’s marketing strategy. One such expert-matching service called Expertise Finder was formed by a former journalist to help writers and media outlets find researchers and other experts with specific knowledge and data to share. Services Read More

Yes, You Can Brand a Citywide Health Network for a Price Close to Chicken Feed These Days: Do Use Video Graphics and Multilingual Messaging, Just Don’t Use the “A” Word

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Before anything, Rachael Kagan, director of communications for the San Francisco Department of Public Health, wants you to know that the campaign her department launched is not an advertising campaign. It’s a branding campaign, she insists. “It wasn’t about drawing more people or business,” she explains. Read More

A New Global Health Care Marketing Framework

Skills and Attributes of the Healthcare Strategist

At the annual meeting of the Society for Healthcare Strategy & Market Development (SHSMD) in September 2017, a group of health care strategists from the Middle East came all the way to Orlando, Florida to attend the presentations. When they introduced themselves to SHSMD representatives, they revealed that they had made the trip to attend Read More