Is disruption a good or bad thing? It depends on whom you ask. // By Jane Weber Brubaker // Let’s talk about disrupters. Health care has largely viewed those encroaching on its turf — from retail, big tech, and startups, among others — as a threat. But how do consumers see things? Before the COVID-19 Read More
SHSMD Connections 2022 will inspire, challenge, and empower health care professionals to reclaim their resilience, roll up their sleeves, and get creative in solving the industry’s biggest challenges today and in the future. // By Jane Weber Brubaker // When the Society for Health Care Strategy & Market Development’s SHSMD Connections 2022 conference convenes September Read More
Death and dying is a reality we are all going to face. So it is remarkable that end-of-life care isn’t as freely spoken about between providers and patients as it should be. This highlights an often overlooked communication challenge in the health care industry: How do you integrate end-of-life care into the patient experience in Read More
Imagine a world where everyone has advance care planning documents — and they’re accessible on the cloud. Why not start with your own community? // By L. Scott Brown // Health care gets a lot of things right, and a hospital is an amazing place filled with good-hearted heroes doing heroic things every day. But Read More
As a health care marketer, how do you get a consumer to care about where she goes for her mammogram? About one in eight women will develop invasive breast cancer in her lifetime. Studies have found that having screening mammography reduces breast cancer mortality by 40 percent in women of average risk between the ages Read More
A message on a pink napkin delivered with your food truck order highlights convenience for workers in downtown Richmond. // By Althea Fung // About one in eight women will develop invasive breast cancer in her lifetime. Studies have found that having screening mammography reduces breast cancer mortality by 40 percent in women of average Read More
In most industries, digital transformation is more than a simple buzzword. It’s a connected experience for customers looking for access, convenience, on-demand service, and an expected good outcome. In health care, a two-plus-year pandemic accelerated the forces underlying these challenges, continuing to raise consumer expectations in an industry that historically struggles with real change for Read More
With new tools for rolling out the welcome mat at the digital front door, health care organizations today have the opportunity to provide frictionless online interactions and guided, personalized user experiences to acquire and engage patients. Using digital conversion tools and marketing tactics that influence consumer behavior, health care organizations can prompt individuals to take Read More
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“Growth means different things to different organizations at different times,” says Daniel Fell of Optum. “One thing is very clear, though. The role of marketing has never been more critical.” Here’s an excerpt from Fell’s new article: We recently turned to several leading health care marketers across the country, representing a variety of health care Read More
When you think of the view from the C-suite, you think of a physical or metaphorical high-rise vantage point. A position that sits above many others, taking in big-picture ideas and providing direction for the masses. But Renown Health’s Suzanne Hendery tries to keep that C-suite view on a similar level to her managers and Read More
In a fee-for-service world, “there’s a pretty hefty incentive to continue to drive more care into these hospital platforms,” says Jaewon Ryu, MD, JD, president and CEO of Geisinger. But is that what consumers want and need? Ryu doesn’t think so. “The reality is, not many people wake up and say, ‘I want to go Read More
// By Brian Griffin // Two tragic events sparked Johns Hopkins Medicine to strengthen its commitment to racial justice and HEDI through microsites and community outreach. In May 2020, the killing of George Floyd rocked the nation and sparked civil unrest and cries for racial justice that continue to reverberate today. At Johns Hopkins Medicine Read More
University of California at San Francisco (UCSF) Health Creates a Coordinated Patient Experience with Persistent Cross-Functional Teamwork // By John Marzano // Incredible advances in health care over the past 20 years have dramatically improved patients’ outcomes and lives. Yet care remains difficult to access, expensive, inequitable, and falls short of consumer expectations despite advancements Read More
Growing up, Lloyd Dean saw the impact of health disparities in his own community. His experiences motivated him to use his formidable leadership abilities to change things for the better. He will retire this summer after a long and impactful career. “Imagine 11 people in a house of three bedrooms and being on welfare when Read More
The SHCM Editorial Advisory Board is made up of leaders in the health care marketing field who are committed to shaping the future of the industry. They offer ongoing feedback on our editorial coverage, write occasional articles, and point us to developments and people SHCM members like you should know about. We’re very pleased to announce that Suzanne Hendery Read More
// By Marlene Kurban // By using concepts gleaned from the field of behavioral science, along with digital conversion tools, health care organizations can influence patient health decisions and grow their bottom line at low cost. With new tools for rolling out the welcome mat at the digital front door, health care organizations today have Read More
// By Daniel Fell // Growth means different things to different organizations at different times. One thing is very clear, though. The role of marketing has never been more critical. In part one of our feature series on health system growth, The Growth Imperative and Why Marketers Must Lead, we explored why growth is essential Read More
// By Melanie Graham // For Renown Health’s Suzanne Hendery, sitting in the C-suite is about listening and having real conversations. Through these listening sessions Hendery and her colleagues find new ways to connect with employees and patients across Renown’s 100,000-square-mile footprint. When you think of the view from the C-suite, you think of a Read More
“When it comes to marketing health care services, content marketing provides an excellent platform for conveying the expertise of providers and building confidence and trust among prospective and current patients,” says Susan Dubuque, cofounder of NDP Agency. Here’s an excerpt from Susan’s new article: “Our overarching content strategy is to position U of U Health Read More
Sharp HealthCare in San Diego believes in expediting change. To prove it, a little more than a year ago the organization partnered with Podium, a leading customer communication and payments platform, to improve its patient communication and feedback operations through text communication and online reviews. “Our goal was to help our patients provide timely feedback Read More
// By Jane Weber Brubaker // Four health system executives imagine the future and what it will take to succeed. In a fee-for-service world, “there’s a pretty hefty incentive to continue to drive more care into these hospital platforms,” says Jaewon Ryu, MD, JD, president and CEO of Geisinger. But is that what consumers want Read More
View from the C-Suite, with Lloyd Dean, President and CEO of CommonSpirit Health // By Jane Weber Brubaker // Growing up, Lloyd Dean saw the impact of health disparities in his own community. His experiences motivated him to use his formidable leadership abilities to change things for the better. He will retire this summer after Read More
Podcasts have shown remarkable growth in listenership over the past decade and have quickly become a mainstream marketing tool and an effective way to educate and connect with your target audience. The content you create for a podcast also fills the pipeline for all of your other channels. Health care marketers face common challenges, from Read More
// By Susan Dubuque // From podcasts and social media posts to infographics and blogs, content marketing is becoming a staple of today’s health care marketing departments — with a wide array of tactics that bolster brand recognition and support marketing goals. When it comes to marketing health care services, content marketing provides an excellent Read More