Learn How Low-Key Marketing Campaign Has Moved the Needle with Facebook Live // By Lisa D. Ellis // Sometimes the simplest plans are the most effective. That’s what one health system discovered when it stumbled onto a no-cost way to share its expertise across its target area. In the process, it also succeeded in spotlighting Read More
Bay Area Regional Medical Center, in Webster, Texas, first opened its doors in July 2014. As an independent facility in the Houston Bay Area not affiliated with any larger systems or networks, it had to work hard at first to establish its reputation in an already crowded market. “Initially the goal was to find a Read More
Notable Health Care Advertising // By Peter Hochstein // For the 36 or so years I’ve been writing this column, hospital marketing managers and their agencies have been telling me they didn’t want their ads to look like “typical hospital advertising.” And much hospital advertising really has been atypical. I’ve seen senior citizens doing stand-up Read More
// By Lisa D. Ellis // Have you considered contracting your services directly with large employers in your area? There is a growing movement to bring employers and health care organizations together to provide high-quality care for patients while managing costs and making them more predictable. SHSMD recently released Futurescan 2018-2023: Healthcare Trends and Implications, Read More
// By Lisa D. Ellis // In today’s hectic world, it’s the little things that matter, especially when it comes to making life a bit more convenient. And when this convenience brings tangible benefits to families with young kids, including those with chronic medical needs, it can be enough to spark a compelling public relations Read More
Has your health care organization’s marketing strategy kept pace with your largest payer — Medicare? If not, you could be missing important opportunities to target seniors and caregivers with your services and keep them coming back for more. As organizations have become more focused on trying to keep people well and heading off illness, the Read More
// By Lisa D. Ellis // Has your health care organization’s marketing strategy kept pace with your largest payer—Medicare? If not, you could be missing important opportunities to target seniors and caregivers with your services and keep them coming back for more. Need to Focus on Seniors — and Their Caregivers As organizations have become Read More
“With patient experience increasingly recognized as connected to a host of measures, including patient outcomes and your bottom line, it’s essential to reach all of your target populations with education and messaging that resonate with people’s cultural backgrounds and native languages,” says Jill Mead, in-house compliance counsel for full-service language solutions company Vocalink, Inc. “More Read More
The technology landscape is rapidly evolving, creating new challenges — and also new opportunities — for marketers in all industries. For those working in the health care sector, this means that the time is right to draw on the latest tools to have the most meaningful impact in a variety of situations. Marketers need look Read More
// By Lisa D. Ellis // The technology landscape is rapidly evolving, creating new challenges — and also new opportunities — for marketers in all industries. For those working in the health care sector, this means that the time is right to draw on the latest tools to have the most meaningful impact in a Read More
Competing for — and winning — awards can be an important part of your health care organization’s marketing strategy. Awards can help you raise awareness about your service lines, driving new business; recognize individual employees as leaders, improving staff morale and elevating performance standards; and promote your organization as a stellar workplace, helping to attract Read More
Notable Health Care Advertising // By Peter Hochstein // For readers younger than 45 or so, this story requires a bit of history. In the 1960s, the “slice of life” TV commercial (or “slice” for short) dominated America’s TV screens. The formula, most often used to sell detergents, toothpaste, food products, and other packaged goods, Read More
// By Lisa D. Ellis // Competing for — and winning — awards can be an important part of your health care organization’s marketing strategy. Awards can help you raise awareness about your service lines, driving new business; recognize individual employees as leaders, improving staff morale and elevating performance standards; and promote your organization as Read More
// By Jill Mead // With patient experience increasingly recognized as connected to a host of measures, including patient outcomes and your bottom line, it’s essential to reach all of your target populations with education and messaging that resonate with people’s cultural backgrounds and native languages. More than ever before in our history, U.S. hospital Read More
The Call for Entries for the 2018 eHealthcare Leadership Awards is now open. This leading awards program, which draws some 1,000 entries, exclusively recognizes the very best websites and digital communications of healthcare organizations (both large and small), online health companies, pharmaceutical/medical equipment firms, agencies/suppliers, and business improvement initiatives. These awards highlight the role of Read More
Love you, hate you, want something from you. When any of your patients have these or other strong feelings about you, chances are they’ll turn to social media and share their sentiments in a very public way to a very wide audience. This makes it essential to stay on top of the latest comments posted Read More
// By Lisa D. Ellis // Love you, hate you, want something from you. When any of your patients have these or other strong feelings about you, chances are they’ll turn to social media and share their sentiments in a very public way to a very wide audience. This makes it essential to stay on Read More
“Until very recently, advertising aimed at combatting drug use has pretty much been within the purview of government and nonprofit anti-drug organizations,” notes copywriter and regular SHCM contributor Peter Hochstein. “Partnership for a Drug Free America, for example, ran a famous TV spot during the 1980s showing an egg getting cracked into a hot frying 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 announce that Linda MacCracken has joined Read More
How often do you go to Starbucks, and what do you order? Your answer likely will be different from that of your co-worker or neighbor, since everyone has his or her own unique lifestyle and taste. The same premise also holds true when it comes to selecting health care services. Different people have different needs Read More
“The health care field is in a state of constant disruption today, with mounting competition coming from many outside sectors,” says Craig Allan Ahrens, MHA, MBA, a leader at national health strategy firm BDC Advisors. “But the time is also ripe for health systems that understand the current marketplace to capitalize on growing opportunities to position Read More
Notable Health Care Advertising // By Peter Hochstein // Until very recently, advertising aimed at combatting drug use has pretty much been within the purview of government and nonprofit anti-drug organizations. Partnership for a Drug Free America, for example, ran a famous TV spot during the 1980s showing an egg getting cracked into a hot Read More
Does your brand fully resonate with your employees? If the answer is “no,” and your mission and goals aren’t connecting internally, it’s important to invest time and resources to capture and distill market research data to create a unified vision. Then you’ve got a brand to promote externally. Look at Spectrum Healthcare Partners, a physician-owned Read More
// By Lisa D. Ellis // Does your brand fully resonate with your employees? If the answer is “no,” and your mission and goals aren’t connecting internally, it’s important to invest time and resources to capture and distill market research data to create and validate a unified vision. Then you’ve got a brand to promote Read More
// By Craig Allan Ahrens // The health care field is in a state of constant disruption today, with mounting competition coming from many outside sectors. But the time is also ripe for health systems that understand the current marketplace to capitalize on growing opportunities to position themselves as leaders in offering enhanced convenience, increasing Read More