From Adversity to Action

Susan Dubuque, a strategist and writer specializing in health care and behavior change, was a cofounder and principal of Two Tango (formerly NDP Agency).

// 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

Kathy Smith, chief marketing and digital officer, Roper St. Francis Healthcare

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

Deb Pappas, Connecticut Children’s

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

TriHealth logo

// 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.

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

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

Klein & Partners’ first pediatric-focused National Consumer Insights Study reveals how parents make decisions about their children’s health care. If your organization markets pediatric services, this webinar will give you essential data to inform your strategies.

Wednesday | May 21, 2025 | 2 p.m. Eastern

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

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!

Presenters
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Where Marketing Meets Philanthropy

Tanner Health logo

// 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.

Health Care Mergers and Acquisitions: A Strategic Guide for Marketers

Daniel Fell is senior vice president, Health, BVK

Hospital and health system mergers are nothing new for anyone familiar with health care. After a slight decline during and after the pandemic, mergers and acquisitions have picked up again. Read on to understand the current state of health care mergers and acquisitions and get an actionable playbook for marketers and strategists.

Strategic Health Care Marketing in Academic Medical Centers: Navigating 2025’s Challenges – Webinar Recording

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

Presented on April 2, 2025

Your Presenters:

  • Don Stanziano, SVP, Chief Marketing Officer, Banner Health
  • Tara Coyle, Senior Director, Web Strategy at MUSC
  • Suzanne Hendery, Chief Marketing & Customer Officer at Renown Health
  • Charlie DeLong, SVP, Technology at Primacy

Moderated by:

  • Therese Lockemy, Founder and Principal Consultant, Inner Path Digital, L.L.C

The role of healthcare marketing in Academic Medical Centers (AMCs) is evolving rapidly. Financial constraints, ongoing digital transformations, and the increased focus on the overall patient experience are deeply intertwined in paving the way for success and growth. This discussion will explore how AMC’s can rethink traditional healthcare marketing, placing a stronger emphasis on funnel management and optimizing the path to conversion while navigating financial constraints and the need for greater efficiency. Optimized user journeys, scalable and efficient technical architecture and best in class services allow for the maximum impact and operational effectiveness.

Presenters

Watch now »

How Strong Is Your Personal Brand?

Brenda Meller, LinkedIn ambassador and chief engagement officer at Meller Marketing

// By Alan Shoebridge // 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.

Walk with a Doc: How a Simple Idea Turned Into a Global Health Movement

Dr. David Sabgir

Dr. David Sabgir was tired of hearing excuses. In 2005, almost no one in his practice was getting the minimum recommendation of weekly exercise. He decided to try something different: He invited a patient to join him on a walk. Discover how Sabgir transformed a single walk into a global health movement.

Advertising Showcase: Mount Sinai Health System “Chief Medical Officer” Campaign

Mount Sinai Health System logo

// By Susan Dubuque // 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.

The True Cost of Call Center Outsourcing—and How to Evaluate Vendors Wisely

Yuriy Kotlyar is co-founder and CEO of American Health Connection

As a health care marketing leader, you always strive to be a careful steward of your organization’s resources. Considering whether to outsource various functions is one aspect of being a careful steward. In this article, Yuriy Kotlyar offers a series of considerations on outsourcing contact center services at your health system.

Capturing the Heart of Your Hospital with Employee Stories

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// By Melissa Sher // Everyone who works in your hospital contributes to its mission. Sharing stories offers a fuller picture of what your hospital is and what it stands for. Read on to discover a variety of employee stories told through photos and videos in social media posts by your colleagues around the country.

Telehealth in Libraries: A Game-Changer for Rural Health Care?

Donna Eggers, public information officer at the Idaho Commission for Libraries

A partnership among the Idaho Department of Health and Welfare, the state’s libraries, and St. Luke’s Health System offers library patrons a new place to receive remote medical care. Read on to learn more about this program and how public spaces in your community could double as hubs for community health.

Show Me the Numbers: Data-Driven Playbook for Supporting Your Budget

Peter Miller, executive in residence, Endeavor Management

// By Susan Dubuque // 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.

Old-School M&A Is Out; New Collaborations Are In

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// By Daniel Fell // Hospital and health system mergers are nothing new for anyone familiar with health care. After a slight decline during and after the pandemic, mergers and acquisitions have picked up again. Read on to understand the current state of health care mergers and acquisitions and get an actionable playbook for marketers and strategists.

Redefining the Health Care CMO: How to Prove Marketing’s Value in Tough Times

BPD webinar speakers

How do chief marketing officers (CMOs) defend the fundamental value of health care marketing amid budget constraints, workforce shortages, and increasing use of artificial intelligence? Head marketers from UCSF Health and Baptist Health South Florida share their thoughts on how their role is shifting to meet the needs of their organizations.

Should You Use U.S.-Based or Offshore Vendors for Call Center Outsourcing?

SHCM title image

// By Yuriy Kotlyar // As a health care marketing leader, you always strive to be a careful steward of your organization’s resources. Considering whether to outsource various functions is one aspect of being a careful steward. In this article, Yuriy Kotlyar offers a series of considerations on outsourcing contact center services at your health system.

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