Notable Health Care Advertising // By Peter Hochstein // Sometimes, showing some “attitude” can sell your expertise better than simply presenting all the things you’re expert at. Here’s a case in point. What’s with the peculiar convictions some health care consumers have about teaching hospitals? They’ll seek out a top-tier school for their kids, and Read More
// By Sheryl S. Jackson // Editor’s Note: In our “View from the C-Suite” series, our goal is to share the insights of health care leaders from across the leadership spectrum — CEOs to CFOs to CMOs and more. In this article, the CMO we’re referring to is the chief medical officer. This story profiles Read More
// By Wendy Stark Healy // Studies show that patients do better when they understand their health and treatments and can speak frankly with their health providers and caregivers. Patient advocacy groups encourage talking in plain language, using everyday words, and speaking in easily understandable terms. The Patient Protection and Affordable Care Act defines health Read More
// By Lisa D. Ellis // What message is your organization’s culture sending to your employees? If it doesn’t tell the people you employ that you value their input, you’re missing an important chance to get them more engaged in your day-to-day operations. You may also be losing out on a valuable differentiator in a Read More
If your health system is in a geographic region experiencing rapid growth, it makes sense to capitalize on that trend and expand right along with the population. Hamilton County, a suburb of Indianapolis, is “growing by leaps and bounds,” according to Seth Warren, president and CEO of Riverview Health. Riverview Health’s primary location in Noblesville Read More
// By Lisa D. Ellis // With a large and growing percentage of people turning to the internet to research their health care options, what your customers say about you publicly can be the deciding factor in whom new patients ultimately choose. This makes it essential to put customers at the center of your efforts Read More
// By Jane Weber Brubaker // If your health system is in a geographic region experiencing rapid growth, it makes sense to capitalize on that trend and expand right along with the population. Hamilton County, a suburb of Indianapolis, is “growing by leaps and bounds,” according to Seth Warren, president and CEO of Riverview Health. Read More
The nation’s largest nonprofit health system, Ascension, has more than 153 hospitals in 22 states and 2,600 sites of care with 156,000 employees. It maintains health care services as well as a solutions division, which includes investment management, a ministry service center, and a venture capital fund. Despite its spread across varied regions and specialties, Read More
When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key to your marketing efforts’ success. “Health care organizations must provide altruistic, valuable content to consumers in order to build engagement over Read More
The last time you went on vacation, you probably enjoyed five-star treatment from the staff at the hotels and restaurants you visited. But while customer service is paramount when it comes to dining and accommodations, most health care systems don’t think to treat their patients like valued guests. The danger is that if you’re not Read More
// By Jane Weber Brubaker // The term “transformation” conjures up a range of possibilities when applied to health care. It could mean technological innovation — new tools and solutions for providers and patients, or digital transformation. Is it the shift from volume to value? Or does it mean business process improvement and finding ways Read More
The answer to this question dictates success — and failure — in Norton Healthcare’s efforts. // By Lisa D. Ellis // When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key Read More
// By Melanie Graham // The nation’s largest nonprofit health system, Ascension, has more than 153 hospitals in 22 states and 2,600 sites of care with 156,000 employees. It maintains health care services as well as a solutions division, which includes investment management, a ministry service center, and a venture capital fund. Despite its spread Read More
// By Wendy Stark Healy // One of the themes of this article is that brands evolve. We covered the Hackensack Meridian merger back in December 2016. The consolidated health system’s first-generation brand has now been replaced with a new brand, built on consumer research and a solid brand strategy. Two-and-a-half years after two large Read More
// By Lisa D. Ellis // The last time you went on vacation, you probably enjoyed five-star treatment from the staff at the hotels and restaurants you visited. But while customer service is paramount when it comes to dining and accommodations, most health care systems don’t think to treat their patients like valued guests. The Read More
With a predicted shortage of physicians over the next several years, and increasing concern over physician burnout, a group of savvy thought leaders are focusing on improving physician satisfaction and engagement. Physicians are responsible for making most decisions related to patient care. Yet medical staff members often aren’t involved in the broader decision-making process around Read More
// By Lisa D. Ellis // With a predicted shortage of physicians over the next several years, and increasing concern over physician burnout, a group of savvy thought leaders are focusing on improving physician satisfaction and engagement. Physicians are responsible for making most decisions related to patient care. Yet medical staff members often aren’t involved Read More
In the testimonial-heavy world of hospital advertising, is there a fresh way of doing a testimonial campaign? How well can it perform for you? And what can you do to increase the impact of the advertising? In our new article, SHCM contributor and veteran copywriter Peter Hochstein looks at a new type of testimonial that Read More
“In my ongoing conversations with industry leaders about what’s shifting in health care, five factors rose to the top of the list for 2019, as marketing moves to new dimensions, and closer to health system collaborative scaling of smart pilots.” In our new article, Linda MacCracken, senior principal, customer engagement at Accenture Health, and Strategic Read More
In our new article, David Marlowe, principal, Strategic Marketing Concepts, and Strategic Health Care Marketing Editorial Advisory Board member, shares results from five recent nationwide studies he’s conducted of what consumers consider to be “reasonable” wait times for routine, non-urgent visits. Will this type of information give marketers the hard evidence they need to stand Read More
We recently sat down with Priya Bathija, vice president of AHA’s Value Initiative, and Brian Griffin, SHSMD’s senior editorial specialist, to learn about the program, its scope, and its goals. Launched in December 2017, the Value Initiative’s mission is to be a change agent and provide thought leadership to the hospital industry as it moves Read More
Whether you’re a small organization with just a few marketing professionals or a large health system with an extensive marketing team — or perhaps you fall somewhere in between these two extremes — it’s worth taking the time to listen to your digital customers. The insights they provide can help you make small changes that Read More
Notable Health Care Advertising // By Peter Hochstein // In the testimonial-heavy world of hospital advertising, is there a fresh way of doing a testimonial campaign? How well can it perform for you? And what can you do to increase the impact of the advertising? Is there room in this world for yet another hospital Read More
Five Key Market Dynamics for Marketers to Manage // By Linda MacCracken // “In my ongoing conversations with industry leaders about what’s shifting in health care, five factors rose to the top of the list for 2019, as marketing moves to new dimensions, and closer to health system collaborative scaling of smart pilots.” In this Read More
// By Jane Weber Brubaker // At the 2018 SHSMD conference in Seattle, we sat down with Priya Bathija, vice president of AHA’s Value Initiative, and Brian Griffin, SHSMD’s senior editorial specialist, to learn about the program, its scope, and its goals. Launched in December 2017, the Value Initiative’s mission is to be a change Read More