// By Wendy Stark Healy // One of the themes of this article is that brands evolve. We covered the Hackensack Meridian merger back in December 2016. The consolidated health system’s first-generation brand has now been replaced with a new brand, built on consumer research and a solid brand strategy. Two-and-a-half years after two large Read More
// By Lisa D. Ellis // The last time you went on vacation, you probably enjoyed five-star treatment from the staff at the hotels and restaurants you visited. But while customer service is paramount when it comes to dining and accommodations, most health care systems don’t think to treat their patients like valued guests. The Read More
With a predicted shortage of physicians over the next several years, and increasing concern over physician burnout, a group of savvy thought leaders are focusing on improving physician satisfaction and engagement. Physicians are responsible for making most decisions related to patient care. Yet medical staff members often aren’t involved in the broader decision-making process around Read More
// By Lisa D. Ellis // With a predicted shortage of physicians over the next several years, and increasing concern over physician burnout, a group of savvy thought leaders are focusing on improving physician satisfaction and engagement. Physicians are responsible for making most decisions related to patient care. Yet medical staff members often aren’t involved Read More
In the testimonial-heavy world of hospital advertising, is there a fresh way of doing a testimonial campaign? How well can it perform for you? And what can you do to increase the impact of the advertising? In our new article, SHCM contributor and veteran copywriter Peter Hochstein looks at a new type of testimonial that Read More
“In my ongoing conversations with industry leaders about what’s shifting in health care, five factors rose to the top of the list for 2019, as marketing moves to new dimensions, and closer to health system collaborative scaling of smart pilots.” In our new article, Linda MacCracken, senior principal, customer engagement at Accenture Health, and Strategic Read More
In our new article, David Marlowe, principal, Strategic Marketing Concepts, and Strategic Health Care Marketing Editorial Advisory Board member, shares results from five recent nationwide studies he’s conducted of what consumers consider to be “reasonable” wait times for routine, non-urgent visits. Will this type of information give marketers the hard evidence they need to stand Read More
We recently sat down with Priya Bathija, vice president of AHA’s Value Initiative, and Brian Griffin, SHSMD’s senior editorial specialist, to learn about the program, its scope, and its goals. Launched in December 2017, the Value Initiative’s mission is to be a change agent and provide thought leadership to the hospital industry as it moves Read More
Whether you’re a small organization with just a few marketing professionals or a large health system with an extensive marketing team — or perhaps you fall somewhere in between these two extremes — it’s worth taking the time to listen to your digital customers. The insights they provide can help you make small changes that Read More
Notable Health Care Advertising // By Peter Hochstein // In the testimonial-heavy world of hospital advertising, is there a fresh way of doing a testimonial campaign? How well can it perform for you? And what can you do to increase the impact of the advertising? Is there room in this world for yet another hospital Read More
Five Key Market Dynamics for Marketers to Manage // By Linda MacCracken // “In my ongoing conversations with industry leaders about what’s shifting in health care, five factors rose to the top of the list for 2019, as marketing moves to new dimensions, and closer to health system collaborative scaling of smart pilots.” In this Read More
// By Jane Weber Brubaker // At the 2018 SHSMD conference in Seattle, we sat down with Priya Bathija, vice president of AHA’s Value Initiative, and Brian Griffin, SHSMD’s senior editorial specialist, to learn about the program, its scope, and its goals. Launched in December 2017, the Value Initiative’s mission is to be a change Read More
// By Lisa D. Ellis // Whether you’re a small organization with just a few marketing professionals or a large health system with an extensive marketing team — or perhaps you fall somewhere in between these two extremes — it’s worth taking the time to listen to your digital customers. The insights they provide can Read More
// By David Marlowe // In a recent SHSMD discussion board posting, one member raised the question: “Do you continue to market your specialists that are booked out for six weeks?” This posting highlights a challenge that has faced marketers in medical groups, hospitals, and health systems for many years — do we yield to Read More
What if your hospital is suddenly the center of national media attention for all the wrong reasons? What if a catastrophic event occurs and you must respond immediately? Do you know what to do? Do you have a crisis communications plan in place? In our new article, Paul Wood, vice president and chief communications officer Read More
// By Paul Wood // What if your hospital is suddenly the center of national media attention for all the wrong reasons? What if a catastrophic event occurs and you must respond immediately? Do you know what to do? Do you have a crisis communications plan in place? In this article, Paul Wood, vice president Read More
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The latest marketing efforts at Newton-Wellesley Hospital in Massachusetts have a very important goal: to engage employees to do whatever it takes to provide the very best experience for patients. While most health systems recognize the importance of internal engagement, Newton-Wellesley’s approach — which includes seeing the employees as “brand ambassadors” to extend the system’s Read More
Notable Health Care Advertising In a hospital setting, changing employee routines and behaviors can save lives — but the change may call for altering the entire institutional culture. A memo to staff likely won’t work. What will? Signature Healthcare discovered some of the answers, involving an internal advertising campaign that began in 2015 and is Read More
Health care marketers have much to gain by getting up to speed on the concept of design thinking. This approach is becoming increasingly valuable in helping organizations effectively meet patients’ needs and address an array of challenges. With more people living longer and needing to manage chronic conditions, and with the health care model shifting Read More
// By Lisa D. Ellis // Health care marketers have much to gain by getting up to speed on the concept of design thinking. This approach is becoming increasingly valuable in helping organizations effectively meet patients’ needs and address an array of challenges. With more people living longer and needing to manage chronic conditions, and Read More
// By Lisa D. Ellis // A growing number of people rely on their computers and smartphones to remotely do their shopping, pay their bills, and manage their bank accounts. Thanks to advances in telehealth offerings, many people also can access medical services they need from the convenience of their own homes. In fact, some Read More
// By Lisa D. Ellis // The latest marketing efforts at Newton-Wellesley Hospital in Massachusetts have a very important goal: to engage employees to do whatever it takes to provide the very best experience for patients. Tackling a Challenging Market While most health systems recognize the importance of internal engagement, Newton-Wellesley’s approach — which includes Read More
Length of stay (LOS) is the duration of an inpatient episode of care, calculated from day of admission to day of discharge, and based on the number of nights spent in hospital. By tracking LOS, hospitals seek to improve processes and prevent errors, which ultimately lowers costs. But for Anne Arundel Medical Center, a 350-bed Read More
// By Althea Fung // At the 2018 SHSMD Connections conference in Seattle, SHSMD convened a series of presentations on value as part of its “Value Initiative.” What does value mean for health care organizations? How can they achieve it? One of the presenters, Jessica Farrar, director of strategic planning and decision support at Anne Read More