Centralized Strategy, Local Impact: Inside CHRISTUS Health’s Marketing Transformation

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Mergers and acquisitions help health care organizations achieve growth targets, but unifying marketing across an entire system can be daunting. This webinar will show how CHRISTUS Health is turning marketing complexity into clarity with the help of its agency partner &well. You’ll learn how a market maturity model can strengthen your brand and drive advertising efficiency.

Wednesday | July 9, 2025 | 2 p.m. Eastern

Your Presenters:

• Jeff Stewart, Vice President, Strategic Marketing, CHRISTUS Health
• Julie Benton, President, &well

You’ll learn:

• How CHRISTUS Health structures its marketing model for systemized campaign planning that accounts for regional variation
• How maturity planning provides structure while allowing for flexibility
• What centralized creative and media buying looks like in practice
• How the system localizes and activates marketing campaigns
• Lessons learned, and what they’d do differently

Register Now »

Breaking the Cycle: How Project ECHO Is Transforming Trauma-Informed Care for Children

The ACEs ECHO Program at the University of New Mexico Health Sciences Center brings new hope to children suffering from the impact of traumatic life experiences. Read on to learn more about the program and explore how health care marketing can play a vital role in addressing the needs of this population.

From Budget Battles to Consumer Backlash: Paul Keckley on the Future of U.S. Health Care

// By Jared Johnson // The U.S. health care industry is approaching a critical inflection point. In a candid and thought-provoking keynote at the 2025 Healthcare Marketing & Physician Strategies Summit, Paul Keckley outlined the challenges and potential opportunities health care leaders must navigate in an era of unprecedented economic uncertainty, regulatory disruption, and consumer discontent.

Your Employer Brand Shows What Candidates and Patients See

// By John Marzano // In an SHCM exclusive Q&A, marketing strategist Cynthia Newton unpacks how review platforms, transparency, and employee engagement reshape health care reputation from the inside out. Read the full article for insights to help ensure that your employer reputation matches your culture.

How TriHealth Built a Brand Rooted in Culture and Community Care

Cincinnati’s health care market is highly competitive, with eight health systems, including an academic medical center and a renowned children’s hospital. When Rob Whitehouse joined seven years ago, the health system struggled to differentiate itself. Discover how TriHealth aligns its brand to reflect a culture rooted in humanity and in population health.

Health Care Advertising Showcase Featuring Campaigns from Community Health Systems, CHI St. Vincent, Baptist Health, and Centra

In February 2024, Strategic Health Care Marketing launched a new column called Advertising Showcase. Each month, we feature a multimedia advertising campaign from some of the nation’s leading hospitals and health systems — many are winners of eHealthcare Leadership Awards.

In this new report from Strategic Health Care Marketing, we have compiled four varied Advertising Showcases. We hope this excellent work gives you a little inspiration for your next creative endeavor.

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The Healthcare Marketer’s Paid Search Playbook

A free white paper, published by INVOCA

Phone calls are the main way patients contact healthcare providers to book appointments. If you’re responsible for paid search at a multi-location healthcare organization, phone calls are your most valuable conversions – but they’re also the most difficult to optimize.

To help, we put together this playbook of paid search strategies you can use to drive more appointment calls to your locations cost-effectively. It also suggests ways to help locations convert more callers so you can increase patient acquisition with fewer leads and less budget.

Download this playbook to learn:

• Why calls to locations are critical to patient acquisition
• Strategies to drive more valuable calls from paid search
• How you can help locations convert more calls to appointments
• Success stories from healthcare brands like yours
• How to ensure HIPAA Compliance with BAA-signed vendors

Download Now »

Biggest Issues Facing Academic Medical Center Marketers in 2025

// By Therese Lockemy, MBA // Marketing leaders from Banner Health, Renown Health, the Medical University of South Carolina (MUSC), and Primacy share how academic medical centers adapt strategy, structure, and technology to align today’s health care landscape. Learn how academic medical center marketers adjust their strategies to optimize effectiveness today and focus on the future.

How Tanner Health Aligns Marketing and Philanthropy to Maximize Impact

Health care philanthropy’s resurgence is leading to larger fundraising initiatives, expanded development departments, and new partnerships between marketing and philanthropy to help organizations tell their stories, leverage their brands, and engage donors. Keep reading to discover how marketing and fundraising work together to create a greater impact.

Pediatric Marketing in 2025: What Are Parents Really Thinking About Children’s Health Care? – Webinar Recording

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Presented on May 21, 2025

Your Presenters:

• Deb Pappas, Vice President, Chief Marketing & Communications Officer, Connecticut Children’s
• Bob Davidson, Vice President, Marketing & Communications, Children’s Nebraska
• Leona Wong, Director of Brand Strategy, Stanford Medicine/Children’s Health

Moderated by:

• Rob Klein, Founder & CEO, Klein & Partners

The 13th annual edition Klein & Partners National Consumer Insights Study (NCIS) — a survey of 1,000 health care decision-makers from across the country — focuses solely on how parents view health care and how they make decisions for their children.

If you have been looking for detailed national data to inform your marketing planning for pediatric services, this study will give you a deeper understanding of parent perspectives and preferences and enable you to effectively tailor your pediatric marketing initiatives.

Our panel of experts will weigh in on the survey results and share insights from their lived experience as marketing leaders in children’s hospitals.

Join us for this free webinar — you’ll come away with actionable insights from the latest pediatric-focused research and commentary from our panel.

You’ll learn:

• The four segments of children’s health and how they shape parent behavior
• Where parents turn for information and what they actually want to know
• How hospital brand, pediatrician choice, and awards factor into decisions
• What drives parent loyalty and what pushes them away
• Digital touchpoints that matter — urgent care, virtual visits, online research
• Why maternity experience impacts lifetime customer value

And much more!

Watch now »

Advertising Showcase: CaroMont Health “Trust in Caring” Campaign

// By Susan Dubuque // CaroMont Health has spent more than 80 years earning the trust of its neighbors. Testing ad concepts for emotional stickiness lends credibility to this organization’s brand platform and messaging. Discover the creative executions and discover how this health system uses emotion to distinguish its brand.

Health Care Podcasts: Making an Impact with Sight and Sound

// By Susan Dubuque // Award-winning marketers from Orlando Health, Norton Healthcare, CommonSpirit Health, and BayCare Health System share how they launched, evolved, and elevated their podcasts. Keep reading for insights, practical tips, and inspiration to help you launch your organization’s podcast or take it to the next level.

Reputation Matters: Why It’s Time to Invest in Your Own Brand

Marketers and communicators understand the importance of a strong brand to the organizations they support. We also know how vital personal brands are to leaders of those organizations. Whether you are just starting out or a seasoned professional, it’s never too late to improve your personal brand.

The 2025 eHealthcare Leadership Awards Are Open – Submit Your Entries Today!

The 2025 eHealthcare Leadership Awards Call for Entries is officially open! Now in their 26th year, the eHealthcare Leadership Awards celebrate excellence in health care digital marketing, recognizing standout websites, apps, videos, campaigns, and digital initiatives that drive marketing and business success across the industry. The deadline for entries is June 27, 2025.

The Pizza Tracker Problem: Why Health Care Still Has a Patient Experience Gap

// By Susan Dubuque // Health care’s digital experience often lags behind the expectations of modern consumers. Industry expert Ben Dillon unpacks how retail giants have set a new standard for digital experience. Read the full article to explore how health care marketers can more closely align patient experience with consumer expectations influenced by major brands.

38 Percent Growth in Appointment Action: Mount Sinai Campaign Targets Women

Mount Sinai took a strategic, empathy-driven approach, conveying the message, “We get you, and we’ve got you,” to appeal to the ultimate health decision-makers: women. Read on to see how Mount Sinai captures the attention of this vital target audience and achieves measurable results with this award-winning campaign.

Above and Beyond: Sharing Stories About Acts of Kindness from Staff

// By Melissa Sher // One of the most powerful ways to demonstrate compassionate care is by sharing stories that reveal the tangible heart behind your hospital’s work through acts of kindness and compassion. In honor of National Nurses Week, here are seven powerful stories about care teams that showed compassion for patients — and one another.

The 2025 eHealthcare Leadership Awards Are Now Open

// By Susan Dubuque // The 2025 eHealthcare Leadership Awards Call for Entries is officially open! Now in their 26th year, the eHealthcare Leadership Awards celebrate excellence in health care digital marketing, recognizing standout websites, apps, videos, campaigns, and digital initiatives that drive marketing and business success across the industry. The deadline for entries is June 27, 2025.

UC Davis Health Aligns Brand with Mission in Campaign that Champions Community Health

Most Americans want to live a happier, healthier life. But for many, the gap between wanting to lead a healthy life and being healthy can feel like an ever-widening chasm. Learn how UC Davis designed a campaign that engaged its employees and increased public awareness of its support for community health.

Paws and Patients: Therapy Animals Contribute to Comfort and Healing at MUSC Health

// By Susan Dubuque // Furry caregivers contribute to the health care experience by reducing anxiety, boosting spirits, and even improving medical outcomes. Today, it is common for hospitals, nursing homes, and rehabilitation centers to incorporate animal-assisted interventions. Read on to learn more about how therapy animals can enrich the health care experience and improve outcomes.

From Adversity to Action

// By Susan Dubuque // The ACEs ECHO Program at the University of New Mexico Health Sciences Center brings new hope to children suffering from the impact of traumatic life experiences. Read on to learn more about the program and explore how health care marketing can play a vital role in addressing the needs of this population.

How Roper St. Francis Built a Data-Driven Case for a Bigger Marketing Budget — and Won

Marketing budgets have rebounded since the pandemic, and health systems are focused on efficiency and ROI-driven spending. Roper St. Francis shares its approach to justifying a robust marketing and communications budget using benchmarking data. Learn how to create a budget proposal grounded in benchmarking data and how you can master strategic presentations.

Deb Pappas Joins Editorial Advisory Board of Strategic Health Care Marketing

We’re very pleased to announce that Deb Pappas has joined the Editorial Advisory Board of Strategic Health Care Marketing. Deb serves as Vice President and Chief Marketing & Communications Officer at Connecticut Children’s, where she leads the development of comprehensive marketing, communications, and brand strategies. Her leadership has enhanced the organization’s brand awareness, reputation and preference.

Advertising Showcase: TriHealth Brand Campaign

// By Susan Dubuque // Cincinnati’s health care market is highly competitive, with eight health systems, including an academic medical center and a renowned children’s hospital. When Rob Whitehouse joined seven years ago, the health system struggled to differentiate itself. Discover how TriHealth aligns its brand to reflect a culture rooted in humanity and in population health.

Where Marketing Meets Philanthropy

// By Susan Dubuque // Health care philanthropy’s resurgence is leading to larger fundraising initiatives, expanded development departments, and new partnerships between marketing and philanthropy to help organizations tell their stories, leverage their brands, and engage donors. Keep reading to discover how marketing and fundraising work together to create a greater impact.