// By Lisa D. Ellis // Many health care organizations today focus their marketing efforts on bringing new patients through their doors. But they often stop there instead of going a step further to ensure that these patients will stay with them long term. If this sounds familiar, your organization’s own health could be at Read More
An inspired name — and a bit of student high jinks — transmogrifies a mass vaccination program into an annual form of entertainment. Notable Health Care Advertising // By Peter Hochstein // Quick, which would you rather do? Interrupt your daily routine, stand in a long line, and then get poked in the arm by Read More
This may not be what hospital communicators signed on to deal with, but it can — and did — happen. How would you handle the ensuing human and PR crisis? On September 12, 2017, a Rhode Island man drove up to Lebanon, New Hampshire, and entered the intensive care unit at Dartmouth-Hitchcock Medical Center, where his mother was recovering from an aneurysm. According to news reports and indictments filed against him, the man asked for some time alone with his mother. Once they were alone, he allegedly pulled out a handgun and shot her four times, killing her.
// By Susan Dubuque // As health care marketers, we are keenly aware of the rampant changes taking place in our industry — unforeseen mergers and consolidations, aggressive competitors entering the marketplace, pressures to demonstrate measurable ROI, and reorientation from delivering acute or episodic care to managing the health of a population with the goals Read More
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 Read More
// By Lisa D. Ellis // When a patient experiences a life-threatening emergency at LifeBridge Health in Baltimore, help is summoned through automated notifications from the centralized call center, which sends a message right to members of the response team’s phones. This is one of the many benefits that care teams experience, thanks to LifeBridge’s Read More
I’m very pleased to announce that Jane Weber Brubaker has been promoted to the role of Executive Editor of Plain-English Health Care. Jane has been the editor of eHealthcare Strategy & Trends since 2015 and is chair of the eHealthcare Leadership Awards. She contributed several of our most popular articles to Strategic Health Care Marketing between 2013 and 2015, and Read More
“What if you and your hospital were measuring patient satisfaction incorrectly?” posits James A. Gardner. “Worse, what if you were focused on improving things that didn’t really matter — and overlooking things that did?” Gardner leads national market and business development efforts for MedTouch, a digital marketing agency serving hospitals and health systems nationally. “In Read More
Are some of the biggest heroes in your organization going unnoticed? At Hartford HealthCare, leadership uncovered amazing examples of frontline staff members who were going to great lengths to show patients they cared. Recognizing these actions provided the health system with a valuable opportunity to strengthen its brand from the inside out. “At Hartford HealthCare, Read More
What if you and your hospital were measuring patient satisfaction incorrectly? Worse, what if you were focused on improving things that didn’t really matter — and overlooking things that did? // By James A. Gardner // In a health care setting, satisfaction focuses on the gap between patients’ expectations and their experiences. Importantly, patient experience Read More
The tragic suicides of fashion designer Kate Spade and television personality Anthony Bourdain have thrust mental health issues into the limelight, catching the attention of people from all walks of life. Further, the recent rash of shootings in schools and at public events both in the U.S. and abroad have also raised widespread awareness about Read More
// By Lisa D. Ellis // Are some of the biggest heroes in your organization going unnoticed? At Hartford HealthCare during a recent push to strengthen internal branding, leadership uncovered amazing examples of frontline staff members who were going to great lengths to show patients they cared. Recognizing these actions provided the health system with Read More
This may not be what hospital communicators signed on to deal with, but it can — and did — happen. How would you handle the ensuing human and PR crisis? On September 12, 2017, a Rhode Island man drove up to Lebanon, New Hampshire, and entered the intensive care unit at Dartmouth-Hitchcock Medical Center, where his mother was recovering from an aneurysm. According to news reports and indictments filed against him, the man asked for some time alone with his mother. Once they were alone, he allegedly pulled out a handgun and shot her four times, killing her.
Physician burnout is a hot topic, but effective solutions have been more elusive. In March 2017, 10 CEOs of the nation’s most prominent health systems examined physician burnout, proposing an 11-item call to action (Health Affairs). In a new article, Susan Emerson, senior vice president of strategic planning and business development at Private Health News/MedNews Read More
// By Susan Emerson // Physician burnout is a hot topic, but effective solutions have been more elusive. In March 2017, 10 CEOs of the nation’s most prominent health systems examined physician burnout, proposing an 11-item call to action (Health Affairs). The Collaborative for Healing and Renewal in Medicine published an eight-step framework this year Read More
// By Lisa D. Ellis // In recent months, stories about mental illness have dominated social media channels and the mainstream press. The tragic suicides of fashion designer Kate Spade and television personality Anthony Bourdain have thrust mental health issues into the limelight, catching the attention of people from all walks of life. Further, the Read More
View from the C-Suite // By Sheryl S. Jackson // Agile, flexible, innovative, and open to change are just a few of the adjectives that Deb Pappas, vice president and chief marketing & communications officer for Connecticut Children’s Medical Center, uses to describe the organization she joined in early 2018. Pappas came to Connecticut Children’s Read More
Five years ago, Allyson Collins was the first person hired in the digital communications team at NYU Langone Health in New York City. She was challenged with relaunching two extensive websites — one for consumers and one for an academic audience — with thousands of pages each. A year into the massive project, she had Read More
Some of the savviest health care marketers are reaching out to connect with people on a personal level through live events. This premise is at the heart of a growing trend called experiential marketing. According to Becca Lyon, senior manager, marketing strategy at agencyEA, “Some of the innovative ways the health care industry can leverage experiential includes using technologies like virtual reality, which allows people to experience a facility from a remote location, hosting grand openings for a new hospital or clinic, so people can come and take an in-person tour, and sponsoring a booth at a trade show to introduce new products, medications, or supplies to a large audience.”
In January, after 16 years at Scripps Health in San Diego, California, with eight of those years as vice president of marketing and communications, Don Stanziano took on the role of chief marketing officer at Geisinger. The move to Geisinger in Pennsylvania was a big change — geographically, organizationally, and lifestyle-wise.
// By Althea Fung // Picture this: A patient goes to her primary care physician with complaints of dark, dry skin patches on her arms. The doctor, who is a staff physician at a large health system in New York City, quickly determines that she has acanthosis nigricans and prescribes a topical ointment. The doctor Read More
What would you do if your ads were actually sending your customers to your competition? Georgia Cancer Center at Augusta University recently faced this challenging scenario. Further complicating matters, the brand had gone through several name changes in recent years, leaving its target audience confused about what the health system was and what it stood Read More
// By Wendy Stark Healy // Five years ago, Allyson Collins was the first person hired in the digital communications team at NYU Langone Health in New York City. She was challenged with relaunching two extensive websites — one for consumers and one for an academic audience — with thousands of pages each. A year Read More
How do you stand out in the crowd — especially when your #1 competitor is a world-famous brand? Pamela Maas, Gundersen’s chief business development and marketing officer, was able to overcome this challenge. “It seemed like so many systems in health care were looking and feeling exactly the same,” she says. “We recognized that brand positioning was really about building an emotional connection with consumers.” In Peter’s latest column, we’ll see how a new campaign triggered a deluge of fan mail — accolades from patients who had been touched by Gundersen staff members.
// By Lisa D. Ellis // As the name implies, experiential marketing builds on the concept of creating in-person experiences that directly engage the target audience. For health care marketers in particular, experiential marketing provides an opportunity to get people to pay attention to what you have to say, even in an increasingly crowded marketplace.