Strategic Health Care Marketing

Hospital Leapfrogs Competitor’s Robotic Surgery Technology, Advertising Campaigns Leverage the Differentiation and Drive Dramatic Growth

May 6, 2015

Advertising Worth Noting By Peter Hochstein This tale begins in 2008, when the people running things at Covenant HealthCare, today a 643-bed multiple facility institution with campuses in and around Saginaw, Michigan, began hearing rumors about robots. Well, not just any robots. These were da Vinci Surgical System robots, those high-tech devices increasingly used in Read More

Yes, It’s Personal: How UConn Health Markets an Individualized Approach to Medical Care; A Game Plan to Follow

May 5, 2015

By Lisa D. Ellis Most people know the University of Connecticut because of its success in running one of the top college basketball programs in the nation. But this small state school has also been gaining a big reputation off the court, too, through its cutting-edge health care organization, which has been accomplishing big things Read More

How Marketing Communications Can Navigate Patients Right to Your Door: 4 Steps to Get Your Facility on Your Customer’s Map

May 4, 2015

By Claire Hovis In health care, it isn’t just the care that’s changing. Power is changing. “Expert-driven” communications that placed providers and large corporations atop the information market are giving way to a generation of empowered consumers who are more engaged and have higher expectations. Access is changing. The Affordable Care Act has brought health Read More

Why Truth In Messaging Matters So Much: 5 Lessons for Health Care Communicators To Remember

April 30, 2015

“Can you picture Brian Williams in one of those Southwest Airlines ‘Want to Get Away?’ commercials?” posits David M. Mastovich, MBA, President and CEO of MASSolutions, an integrated marketing firm based in Pittsburgh. Mastovich, of course, is referring to the disgraced NBC Nightly News Anchor, suspended for six months after misrepresenting events that occurred while Read More

Case Study: Targeted Use of Digital Media by OB/GYN Practice Leads to Better Branding at Lower Costs

April 23, 2015

Word of mouth may help to build your brand over time—but sometimes advertising really helps get the ball rolling quickly. Such was the case in and around Phoenix, Arizona, where Arizona OBGYN Affiliates (AOA), now the largest OB/GYN practice in Arizona, consolidated from several smaller practices in 2007. AOA soon found its future growth and Read More

Why Better Physician Onboarding Leads To Higher Profits

April 16, 2015

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

Physician Referrals: The “Social Network” That Really Matters for Health Care Marketers

April 9, 2015

While health care marketers are often urged to embrace the social media revolution, “another kind of social network has an even bigger impact on health care: the referral network that connects physicians,” says Moses Hohman, CEO of Human Practice, a Chicago-based digital health startup that helps physicians and health systems meet their referral goals. “Though Read More

Mass Media for Health Care Marketing: Not Dead Yet?

April 2, 2015

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

March 26, 2015

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

March 24, 2015

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

March 24, 2015

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

March 24, 2015

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?

March 24, 2015

// 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

March 23, 2015

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

The Other Social Network: What Recent Research Tells Us about Physician Referrals—and What It Means to Your Revenue Goals

March 23, 2015

By Moses Hohman Much has been made in health care marketing circles of the need to embrace the social media revolution. “Go where the patients are,” conventional wisdom tells us, and where they are is on online social networks. Just last month the Pew Research Center came out with the latest user statistics on Facebook: Read More

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

March 19, 2015

“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

Barnabas Health Builds Its Brand In the Real World by Building Its Brand Online—And Vice Versa

March 12, 2015

As more and more people turn to the Internet to get their health information, the digital world becomes an increasingly important space for hospitals to market their services and engage with their communities and consumers. We all know this. What’s critical—with so much opportunity for online promotion—is to make strategic decisions with your digital efforts Read More

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

March 12, 2015

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

Treating Ebola Patients: Transparency and Coordinated Communication at a High Stakes Moment; Lessons Learned

March 5, 2015

A frenzy of media attention has been centered on Nebraska Medicine in Omaha recently. As one of only three hospitals in the United States to run a biocontainment unit equipped to treat highly infectious diseases, it has had an almost unprecedented opportunity to play host to a few of the nation’s first Ebola patients over Read More

Why a Cohesive Internal Communications Strategy Is Essential To Managing System Growth

February 26, 2015

Spectrum Health Medical Group (SHMG) has grown in leaps and bounds in recent years, and so have its onboarding and communication efforts, which are essential to helping new providers acclimate to the large, multidisciplinary system. Headquartered in Grand Rapids, Michigan, Spectrum Health is the second largest health care provider in the state, offering inpatient and Read More

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

February 19, 2015

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

February 17, 2015

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

Treating Ebola Patients Gives University-Based Hospital a Healthy Boost in the Community

February 16, 2015

By Lisa D. Ellis A frenzy of media attention has been centered on Nebraska Medicine in Omaha recently. As one of only three hospitals in the United States to run a biocontainment unit equipped to treat highly infectious diseases, it has had an almost unprecedented opportunity to play host to a few of the nation’s Read More

Gearing Up For Population Health, Part 4: Laying a Solid Foundation with Theory

February 16, 2015

// 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

Cadence Health Case Study: How To Track Metrics Effectively and Use the Data To Your Advantage

February 12, 2015

How can you tell if your marketing efforts are truly successful? The best way is to let the data speak for itself, according to representatives from Laughlin Constable (LC). This integrated advertising agency recently partnered with Cadence Health in Illinois to identify and track key measures to help capture and strengthen the health system’s marketing Read More

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