What besides advertising could contribute to a children’s hospital brand experience? It could be a friendly bear, a playful dog, a rocky wolf, or a little girl with a perpetually broken leg. // By Peter Hochstein // There’s an enormous bear. And he’s just outside the front door of a children’s hospital. And with his Read More
// By Rich Phillips // The U.S. health care industry is undergoing tremendous change — some might say disruption. This is driven by multiple factors, including rising consumer expectations, the significant cost of care noncompliance, and the emergence of nontraditional competitors. To thrive within this tumultuous environment, health systems are increasingly focused on two important Read More
// By Kathy Selker // Telemedicine is more than a nascent trend — it’s here to stay. This article explores how new technology, such as wearables, can help patients with chronic conditions better monitor their health — and how marketers can connect with and drive preference among these chronic care patients before a crisis happens. Read More
// By Lisa D. Ellis // One of Intermountain Healthcare’s strategic initiatives supporting its move toward value-based care is a business unit focused on community-based care, led since April 2018 by Rajesh Shrestha. By moving care upstream and treating people when they are well, Intermountain hopes to reduce the need for more expensive treatments. The Read More
// By Althea Fung // Health care is in the midst of a shift toward a consumer-centric model — empowering patients to have a greater role in how their health care dollars are spent. But there’s a problem. It’s hard to shop around if no one can tell you how much services cost. A 2017 Read More
// By Lisa D. Ellis // Your hospital may get high marks for caring for patients, but how well does it measure up in caring for your employees’ health? The Kansas Hospital Association (KHA) is taking a leadership role in encouraging a growing number of health systems to serve up more nutritious options in their Read More
Your hospital may get high marks for caring for patients, but how well does it measure up in caring for your employees’ health? The Kansas Hospital Association (KHA) is taking a leadership role in encouraging a growing number of health systems to serve up more nutritious options in their cafeterias and vending machines, with the Read More
“While hospitals cater to everyone, their most influential consumers are women, who make 80 percent of health care decisions in America,” says Kathy Selker. Selker is president and CEO of Northlich, an independent full-service marketing and advertising agency. In our new article, Selker discusses how to connect with this key health care demographic. Here’s an Read More
The business of medical care has been rapidly changing in recent years, becoming much more focused on outpatient care. Marketers have an increasingly important role helping their health care organizations navigate the shifting dynamics as they align more closely with physician groups to better meet patient needs in new and different ways. “We are seeing Read More
A new Strategic Health Care Marketing webinar for health care marketers, communicators, and digital strategists
Wednesday | May 15, 2019 | 2 p.m. Eastern
Your Presenters:
Sponsored by Digital Echo
The Americans with Disabilities Act (ADA) covers much more than ramps and rails. Today, accessibility includes the internet and the digital accommodations required for people with vision, hearing, or mobility impairments.
Compliance with accessibility guidelines isn’t just a moral imperative — it’s a legal one. With web accessibility lawsuits increasing every year, it’s not a matter of if, but when, organizations not in compliance will be sued.
Does your website provide equal access to people with disabilities, including digital content? In the recent past, digital accessibility was complicated, labor-intensive, and expensive, and often required disruptive website redesign. Now, there are efficient and effective technological solutions that take into account your resources, timelines, and budget.
Join us on May 15 and learn how you can remove the compliance burden from your team and offer a website that is more usable for all of your visitors.
In this webinar, you’ll learn:
You’ll leave this webinar with the ammunition you need to make the case to C-Suite leaders that digital accessibility is as much a priority as accessible buildings — and the risks of noncompliance are too great to ignore.
For well over a century, Flagler Hospital has gone to great lengths to care for the physical health of residents living in St. John’s County in northeastern Florida. But while its commitment to health has remained constant over the decades, in recent years its focus has broadened beyond the physical aspects of providing inpatient care Read More
// By Kathy Selker // While hospitals cater to everyone, their most influential consumers are women, who make 80 percent of health care decisions in America. It’s important to segment and target by gender, but remember that women prefer gender-neutral marketing messages. With recent social media movements toward greater equality for women (in all realms, Read More
// By Lisa D. Ellis // What happens when a health care entity outgrows its name? One Florida-based health system recently tackled this challenge, reinventing its brand to better reflect its identity in an exciting new way. For well over a century, Flagler Hospital has gone to great lengths to care for the physical health Read More
Notable Health Care Advertising // By Peter Hochstein // Here’s a powerful technique for building emotion into your advertising. If you dare to use it. Advertisers in almost any business — and the advertising agencies that service them — usually hate negativity. They look for emphasis on the upbeat. They like to portray, as the Read More
// By Lisa D. Ellis // The business of medical care has been rapidly changing in recent years, becoming much more focused on outpatient care. Marketers have an increasingly important role helping their health care organizations navigate the shifting dynamics as they align more closely with physician groups to better meet patient needs in new and Read More
// By Sheryl S. Jackson // There is no question that the most effective, successful health programs are designed with the patient in mind, but traditional market research — consumer surveys, focus groups, and individual interviews — is costly and time-consuming. The MetroHealth System, a Cleveland, Ohio-based health system with 7,800 employees and more than Read More
Want to increase your health care organization’s market share? Think like a consumer. That’s the advice of Dan Clarin, CFA, senior vice president of Kaufman, Hall & Associates, a health care consulting, software, and data company. Improving access to care, aligning price with value, and providing better patient experience are key to increasing market share, Read More
// By Wendy Stark Healy // Want to increase your health care organization’s market share? Think like a consumer. That’s the advice of Dan Clarin, CFA, senior vice president of Kaufman, Hall & Associates, a health care consulting, software, and data company. Improving access to care, aligning price with value, and providing better patient experience Read More
There are many reasons to write a book, but Michael J. Dowling, president and CEO of Northwell Health, identifies the need for an objective look at health care that takes positive achievements into account as well as challenges as his reason for co-authoring Health Care Reboot: Megatrends Energizing American Medicine. “I was growing increasingly frustrated Read More
Many great stories exist at Cape Cod Healthcare (CCHC), just waiting to be told. Yet until recently, there was a shortage of opportunities and avenues to share most of them, says Patrick Kane, senior vice president, communications and business development of CCHC. This prompted Kane to take matters into his own hands to create a Read More
Permanente Medical Group leaders set out to create a unified brand for its eight medical groups around the country, the health system’s physician leaders went on the road to engage with physicians and patients at every single location. The findings have enabled the medical groups to be developed as an “ingredient brand” to bring value Read More
// By Lisa D. Ellis // When Permanente Medical Group leaders set out to create a unified brand for its eight medical groups around the country, the health system’s physician leaders went on the road to engage with physicians and patients at every single location. This was part of a comprehensive effort to understand what Read More
// By Sheryl S. Jackson // In “View from the C-Suite” we share the insights of health care leaders from across the leadership spectrum — CEOs to CFOs to CMOs and more. This month, we hear from a health system CEO who co-authored a book that provides a different perspective on health care in the Read More
Notable Health Care Advertising // By Peter Hochstein // How can a hospital facing lots of local competition successfully undo commonplace misperceptions in a fresh way? For Children’s Minnesota, it involved taking one approach in print advertising and another in TV. There was a good reason for the inconsistency. Sometime ago, Children’s Minnesota, a 381-bed Read More
// By Lisa D. Ellis // Many great stories exist at Cape Cod Healthcare (CCHC), just waiting to be told. Yet until recently, there was a shortage of opportunities and avenues to share most of them, says Patrick Kane, senior vice president, communications and business development of CCHC. This prompted Kane to take matters into Read More