Where Health Care Marketers Should Focus in 2021

// By Danny Fell // Marketers can help their organizations thrive in an increasingly competitive environment by introducing creative “outside the box” approaches that will help accelerate change. Coming off an incredibly challenging 2020, health care marketers face a potentially rocky start to the new year. Positive factors, like revolutionary new COVID-19 vaccines, are coming Read More

The Case for Hospital-Level Home Care

Tony Slonim, MD, DrPH, president and CEO, Renown Health

View from the C-Suite: Anthony Slonim, MD, DrPH, President and CEO at Renown Health // By Marcia Simon, APR // Leading the charge toward home care reimbursement parity and population health involves huge challenges. “You have to have a vision, you have to execute the vision, and you have to tell your story,” says Renown Read More

Ending the Pandemic Hinges on Overcoming Vaccine Hesitancy

Jeanine Guidry, PhD, assistant professor at the Robertson School of Media and Culture at Virginia Commonwealth University

“On May 8, 1980, the World Health Assembly issued an official declaration,” says Susan Dubuque of NDP: “‘The world and all its peoples have won freedom from smallpox.’ Global eradication of this disease through vaccination is considered international public health’s biggest achievement. “Fast forward to 2021. We’re once again in the clutches of a worldwide Read More

Traditional and Digital Media: Why You Need Both

// By John Gonda // While many health care marketers seek to limit their media outlets, the reality is that successful marketing plans need to incorporate a blend of many efforts to produce a desired reach, frequency, and outcome. For many years, hospitals have used traditional media outlets such as newspapers, direct mail, radio, and Read More

Free Guide: Patient Acquisition During COVID-19

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Overcoming Resistance: Targeted Communications to Promote COVID-19 Vaccine Acceptance

A Strategic Health Care Marketing webinar on demand for marketers, communicators, and strategists at hospitals, health systems, and physician groups

Your Presenters:

  • Jeanine D. Guidry, Ph.D., Virginia Commonwealth University School of Medicine
  • Victor Reiss, System Vice President of Consumerism and Insights – Marketing and Communications, UNC Healthcare

Moderated by:

  • Susan Dubuque, Principal, NDP Marketing & Advertising

Learn More or Watch Now »

How Data-Driven Marketing Fuels Brand Strategy

More than ever, it’s important for health care executives to understand that broad brand strategy alone doesn’t drive business. Successful service-line growth campaigns are based on insights from marketing and consumer data. Without direction from digital marketing data, health care organizations will struggle even more in the post-pandemic world. Brand/MarCom strategist John Marzano recently spoke Read More

Communications Strategies to Counteract the “Tsunami” of Misinformation About COVID-19 Vaccines

Susan Dubuque

// By Susan Dubuque // In this two-part series, Jeanine Guidry, PhD, assistant professor at the Robertson School of Media and Culture at Virginia Commonwealth University, and Victor Reiss, vice president of consumerism and insights marketing and communications for UNC Health care, offer practical insights for implementing a successful communication strategy to help bolster vaccine Read More

When To Downplay the News of a Name Change

Laura Pierce, manager of marketing and communications, Tufts Children’s Hospital

“In some cases, letting your ads ignore the news about [your hospital’s] name change can be a smarter move than headlining it,” notes SHCM contributor and veteran copywriter Peter Hochstein. While this may seem hard to believe, he makes his case with the real-life story of the hospital formerly known as the Floating Hospital for Read More

Keys To Creating High-Quality Virtual Care Experiences

“Virtual health care has been building momentum slowly since video visits were offered in rural areas in the early 1990s,” says Diane Hopkins. “This new channel for medical care was slow to expand due to limits on payment, adoption of technology by providers, and regulations primarily around provider licensing.” Hopkins is a certified experience economy Read More

Brand and Demand Go Hand in Hand in Today’s Marketing Landscape

// By Jared Johnson // More than ever, it’s important for health care executives to understand that broad brand strategy alone doesn’t drive business. Successful service-line growth campaigns are based on insights from marketing and consumer data. Without direction from digital marketing data, health care organizations will struggle even more in the post-pandemic world. Brand/MarCom Read More

Does Your Marketing Department Deliver a Measurable ROI?

Karina Jennings, vice president, marketing strategy and planning for Providence St. Joseph Health

The traditional view at many hospitals and health systems is that marketing departments are an operating expense called in after strategy has been established and budgets allocated. But that view has been changing at Providence, the Seattle-based nonprofit healthcare system that operates 51 hospitals in seven states. When Providence separated its marketing and communication functions Read More

How to Create Exceptional Virtual-Care Experiences That Delight Patients

// By Diane S. Hopkins // As more and more physicians offer virtual visits, operational excellence and provider competence are critical to providing positive patient experiences. Virtual health care has been building momentum slowly since video visits were offered in rural areas in the early 1990s. This new channel for medical care was slow to Read More

New Technology Helps Target Health Disinformation at the Source

Sarah Brandt, executive vice president of partnerships at NewsGuard

As marketers, we spend time and resources to take full advantage of the internet. We want our content to show up at the top of the search results page. We want our brand to be trusted. We want our physicians to be the ones patients find and choose. But as we’ve seen over the past Read More

Free Clinics and Health Systems: A Vital Partnership

Karen Dulaney, executive director of Lloyd F. Moss Free Clinic

The Lloyd F. Moss Free Clinic in Fredericksburg, Virginia is in a state-of-the-art building opened in 2007 on the campus of Mary Washington Healthcare. “I can see the hospital out my window,” says Karen Dulaney, executive director of the clinic. The strong connection between the hospital and the clinic is based on more than geography. Read More

Data-Driven Efforts Help Systems Adapt During the Pandemic

Kevan Mabbutt, senior vice president and chief consumer officer at Intermountain Healthcare

Marketing budgets were already starting to tighten for some health systems at the beginning of last year. But when the coronavirus pandemic hit, some of those budget cuts became even more severe. Other systems saw budgets remain the same, but marketing departments had to be ready to quickly shift their strategy, messaging, tactics, and media Read More

How an Investment in Billboard Marketing Is Paying off for One Health System

James K. Elrod, president and CEO of Willis-Knighton Health System

Do you read billboards when you’re driving? If you do, you’re not alone. According to the 2019 Nielsen out-of-home advertising study, eight out of 10 Americans consciously look at billboard messages. As technology evolves, more and more advertisers turn to digital billboards — a computer-controlled display that shows advertisements on a rotating basis — to Read More

2021 Will Be Difficult: A Flexible Plan Is Key

// By Alan Shoebridge // Predicting the future is always a dicey proposition, but from a marketing perspective it has generally been sort of, well, predictable. Most experienced professionals know how to prepare for an upcoming year with the general acceptance that a few minor bumps along the road will always come up. I know Read More

The Case for Strong Partnerships Between Free Clinics and Health Systems

Xavier Richardson, senior vice president and chief development officer, and president, Mary Washington Hospital and Stafford Hospital Foundations

// By Jane Weber Brubaker // The Lloyd F. Moss Free Clinic in Fredericksburg, Virginia is in a state-of-the-art building opened in 2007 on the campus of Mary Washington Healthcare. “I can see the hospital out my window,” says Karen Dulaney, executive director of the clinic. The strong connection between the hospital and the clinic Read More

New Campaign Features Health Care Workers Encouraging Mask Use

The coronavirus continues its rampage throughout the country, sickening people, taking lives, devastating the economy, and overwhelming our health systems. Even if we are not sick, COVID-19 wears down our will to keep fighting until vaccines are widely available. That includes abiding by public health guidance: avoiding large group gatherings, social distancing, handwashing, and wearing Read More

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