Brand positioning is more than a clever tagline or slogan. It’s a strategy and rallying cry that inspires an organization and connects a community. // By Jane Weber Brubaker // It’s rare in marketing that you get to start from scratch on anything. Wherever you jump on the moving train, that’s your starting point, complete Read More
Nurse recruitment is vital to the growth and survival of every health care organization today. A successful nurse recruitment effort requires that departments break down the silos and come together to ensure that best practices from operations, human resources, internal communications, marketing strategy, and analytics are brought to the table. So what does it look Read More
It’s not news that nurses are in demand. Here’s how one health system combined the talents of two disciplines — marketing and HR — to tackle it together. // By Susan Dubuque // Nurse recruitment is vital to the growth and survival of every health care organization today. A successful recruitment effort requires that departments Read More
Does your organization invest heavily in generating leads through your marketing channels — social media, website optimization, paid search — only to have little new-patient growth? If so, you may have a prospective patient ghosting issue in your patient pipeline. Ghosting is when a valid lead who has taken some kind of action — a Read More
Barbers across the country are helping their customers identify and prevent health problems. For Black men, these trusted relationships can be a lifesaver. // By Althea Fung // We all know the trope — men don’t like to visit the doctor. Unfortunately, for Black men, the cliché has all too real consequences. Black men avoid Read More
The pace of change in primary care will continue to accelerate. We should not be scared by this change, but we do need to act. // By Alan Shoebridge // Most of us have heard the saying that things change gradually and then suddenly. Is primary care having that moment now? After years of incremental change, Read More
The art of planning a conference involves taking the pulse of an industry, reflecting on the major themes, and creating a program that recharges attendees with inspirational ideas and the opportunity to build deeper connections with each other, and challenges them to think differently and consider fresh perspectives. At this year’s SHSMD Connections, it was Read More
If you spend scarce marketing dollars to attract new patients to your high-margin service lines only to have them ghost you, a solution may be within your REACH. // By Jessica Walker // Does your practice invest heavily in generating leads through your marketing channels — social media, website optimization, paid search — only to Read More
Remote patient monitoring — inside and outside the four walls of a hospital, with real-time connections between patients and providers — offers benefits to both. During the pandemic, hospitals needed to efficiently provide care to more patients without compromising safety, doctor-patient engagement, quality of care delivery, and patient satisfaction. Higher consumer expectations, increased digitization, and Read More
Four keynote speakers encourage conference attendees to rebalance, reassess, rebound, and reset. // By Jane Weber Brubaker // The art of planning a conference involves taking the pulse of an industry, reflecting on the major themes, and creating a program that recharges attendees with inspirational ideas and the opportunity to build deeper connections with each Read More
Real-time connections between patients and providers — inside and outside the four walls of hospitals — offer benefits to both. What are the strategic implications? // By Chintan Prajapati // Higher consumer expectations, increased digitization, and the Covid-19 pandemic have all contributed to the trend toward monitoring patient health remotely. This new frontier has ushered Read More
View from the C-Suite: Heather Geisler, Executive Vice President and Chief Marketing Communications and Experience Officer, Henry Ford Health A strong brand acts as a unifying force to express the shared values of an organization. // By Jane Weber Brubaker // When Heather Geisler joined Henry Ford Health two years ago as executive vice president Read More
We’re all storytellers these days. Well-told stories have the power to influence behaviors and decisions. We tend to “lend an ear” to our neighbors. Community experiences matter, which is why tapping former patients from small towns and cities across a vast geographic service area made perfect sense to Geisinger for its health care brand journalism Read More
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When providers demonstrate warmth and an empathetic, human view of health care, it matters to consumers. // By Althea Fung // People respond to people. But with the rise of technology in marketing, many brands sound less and less human. This is particularly true in health care, where organizations haven’t traditionally been consumer-centric. But some Read More
One of the most common concerns for any health care organization is: How do you build and establish brand loyalty among your constituents? According to a recent study, the answer might lie in the development of “brand love” as a driving theme in a brand’s lexicon. Language has long influenced the worldview of organizations and Read More
Does the brand promise you’re making reflect reality and the clear, explicit commitments your leadership and organization as a whole are willing to make? // By Chris Bevolo and Benjamin Kalevitch // Workforce is the number-one issue facing hospitals and health systems today — and potentially for months or even years to come. COVID-19 burnout, Read More
Patients speak from the heart about their health care experience at Geisinger in unscripted videos shot from their hometown. “What’s more powerful than that?” asks the health system’s marketing chief. // By Marcia Simon, APR // We’re all storytellers these days. Well-told stories have the power to influence behaviors and decisions. We tend to “lend Read More
Welcome to a new age of “Post Health System Brands.” This is another way of saying that moving a brand beyond the product offered to deeper meaning is now expected by consumers as well as by the workforce and the communities where they live, work, and play. Health system brands have been built the same Read More
When we connect with stakeholders on an emotional level, we forge strong attachments that drive the behaviors and bottom-line results we all want. // By Dan Dunlop and Stephanie Gonthier // Health care organizations currently face a number of significant challenges: recruitment and retention, DEI-related reforms, addressing health inequities in the communities we serve, and Read More
A strong and sustaining health system brand is a living organism. It is conceived from the system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. So how does a health system bring its brand to life? What steps must be Read More
Health system brands have been built the same way for 40 years, with a focus on self-promotion: If you get sick, we’re the absolute best to treat you and get you on the road to recovery. But if the past two-plus years have taught us anything, it’s that this approach may no longer be enough Read More
A strong and sustaining brand is a living organism. It is conceived from a health system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. And it is up to everyone within the organization to bring it to life. // By Read More
What do consumers value in their health care? How do they value the care from a health system compared to the care they might be offered by a non-traditional care provider? Health care has largely viewed those encroaching on its turf — from retail, big tech, and startups, among others — as a threat. But Read More
This is a tale of three cities, or more accurately, two cities and a state, where partnerships between faith-based organizations and health systems — built on trust and mutual respect — are solving some of health care’s toughest challenges. // By Jane Weber Brubaker // An article titled “COVID and Race” appeared in the New Read More
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