Why Better Physician Onboarding Leads To Higher Profits

Matt Humphrey

Serving the central and northeast regions of Pennsylvania, Geisinger Health System is one of the largest rural health systems in the nation, operating nine hospitals, along with a 1,200 member multi-specialty group practice, two research centers, and a 467,000-member health plan. While some hospitals communicate with providers themselves, Geisinger decided to try a different approach, Read More

Mass Media for Health Care Marketing: Not Dead Yet?

Ross Goldberg

Does the rise of the Internet, and its attendant ever-growing roster of social media channels, signal the end of mass media as a channel for health care marketing? Not necessarily, says Ross K. Goldberg, president of Kevin/Ross Public Relations and former chairman of the board of trustees of Los Robles Hospital and Medical Center in Read More

A Fresh Take: How One Hospital Overcame Its Poor Reputation

Fresh Care. Delivered Daily. The concept is simple, yet this hand-picked brand message represents Columbia Memorial Health (CMH) perfectly. It also hits home on many levels for the hospital’s target area, which consists of Greene and Columbia counties of upstate New York. The CMH network has a total of 120 individual multi-specialty practitioners, a hospital, Read More

Small Hospital Takes a Fresh Approach to Marketing; How to Communicate Improvements and Overcome a Reputation That’s Out of Date

By Lisa Ellis Fresh Care. Delivered Daily. The concept is simple, yet this hand-picked brand message represents Columbia Memorial Health (CMH) perfectly. It also hits home on many levels for the hospital’s target area, which consists of Greene and Columbia counties of upstate New York. Hospital Tries To Overcome Past Reputation The CMH network has Read More

Leading Cancer Center Pilots Extensive Value-Based Payment Plan

By Lisa D. Ellis The University of Texas MD Anderson Cancer Center in Houston has always been on the cutting edge when it comes to providing high quality care. For the past 25 years, this multi-disciplinary facility has been ranked in the top two cancer centers in the United States, according to U.S. News & Read More

Small Budget, Big Clout: OB/GYN Group Enters the Advertising Fray with Narrow Targeting and Mixed Media Branding To Grow Their Business

Advertising Worth Noting By Peter Hochstein You could argue that there’s nothing new about doctors running ads. In New York, one maverick dermatologist has been the star of his own earthy subway car posters for decades. They are busy horizontal spaces that simultaneously display his photograph and such things as rhyming headlines, before-and-after acne treatment Read More

Is the Mass Media Still Relevant for Health Care Marketing?

Ross Goldberg

// By Ross K. Goldberg // It was just a blink of an eye ago when corporate America understood, some albeit begrudgingly, the need for a solid media relations program as a way to get their organization’s story told. Product advertising was fine, and promotional gimmicks were exciting; but the inherent credibility found in the Read More

Truth in Messaging—Or Else: 5 Lessons from Brian Williams, Walmart, and GNC

David Mastovich

By David M. Mastovich Can you picture Brian Williams in one of those Southwest Airlines “Want to Get Away?” commercials? The NBC Nightly News Anchor was suspended for six months after misrepresenting events that occurred while he was covering the Iraq War in 2003. Bloggers, comedians, and traditional news media outlets continue to feast on Read More

Behavioral Change Theory Can Assist with Your Population Health Efforts; Learn How

Susan Dubuque

“If you’re designing a prevention or health improvement program, you want to increase your chances for success,” says health care marketing expert Susan Dubuque. “And that’s possible if you build your program on a solid foundation of ‘theory,’” she says. While talk of behavioral change theory may prompt yawning or eye rolls, Dubuque notes, it’s Read More

Rural Health System Maximizes Profits Through Better Physician Onboarding; Can You Cut Your New Docs’ Time to Profit by 78%?

By Lisa D. Ellis Relationships are the focus of attention at Geisinger Health System—and not just with patients, but also with its practitioners and specialists. In fact, aligning with providers, as well as with all of the internal service lines, is a key part of the organization’s strategy, enabling everyone to work collaboratively within the Read More

How To Position Your Service Lines for Success in Today’s Marketplace

Howard Gershon

Service lines may be the mainstay of your organization, but are you using them strategically for the realities of today’s marketplace? If not, you could be missing some important potential for getting, and keeping, your patients. Health care reform has changed the way most hospitals do business—and the impact includes an increased emphasis on value Read More

Preparing for Ebola: Advice from the Experts

Lisa D. Ellis

By Lisa D. Ellis If an Ebola patient walked into your organization’s emergency department today, would you be ready to handle the communication needs of the situation appropriately? If not, you could be missing out on some valuable opportunities to educate the community and at the same time, to help to promote the good work Read More

Gearing Up For Population Health, Part 3: So Many Problems, So Few Resources

Susan Dubuque

// By Susan Dubuque // Last year Strategic Health Care Marketing published a series of three articles on Racing to Wellness. This year we will delve further into the evolution of our profession in a rapidly changing environment. As we move away from conventional promotions intended to drive volumes, we will explore the reinvention of Read More

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