Wellness/Prevention/Access

Leveraging Personalized Digital Communications and Psychographics to Maximize Marcom Effectiveness

April 23, 2024
Paul Prikazsky, managing principal, client strategy, Upfront Healthcare

// By Brian Griffin // Learn how Riverside Health System used an automated audience segmentation strategy to increase patient engagement. Last year, Virginia-based Riverside Health System set out to enhance digital communications with its patients in pursuit of the Institute for Healthcare Improvement’s Triple Aim. Eileen Varnson, vice president of marketing, communications, and digital strategy, Read More

How Providence Los Angeles Physician Groups Grow Patient Volume by Combining Brand and Retail Strategies to Market Medicare Advantage

April 11, 2024
Donna Carter, President, J-U Carter, Inc.

Providence’s marketing model uses a combination of digital technology and direct mail to boost enrollment in Medicare Advantage plans, build patient volume, and increase customer loyalty. // By Susan Dubuque // On June 7, 1858, the sisters of Providence opened St. Joseph Hospital, the first permanent hospital in the Northwest. Today, Providence has grown to Read More

Conference Preview: HMPS24 Will Keep You Educated, Informed, and Connected

March 28, 2024
Dean Browell, chief behavioral officer, Feedback

When a health care conference sends out a call for speakers nine months in advance, you might wonder how current the sessions will be by the time the live event rolls around. That’s where the Healthcare Marketing & Physician Strategies Summit (HMPS24) advisory committee — made up of industry leaders convened by conference producer Judy Read More

How Can Health Care Organizations Bridge the Digital Divide?

March 14, 2024
David Grandy, national vice president, innovation for Kaiser Permanente

For most Americans, expansion of digital health care at hospitals and health systems across the nation has improved the patient experience and medical outcomes. But for individuals unable to access broadband internet service or lacking ability or desire to use web-based tools, modern medicine’s benefits are beyond their grasp. Innovators at California-based Kaiser Permanente (KP) Read More

Advertising Showcase: Baptist Health’s “Living Proof” Integrated Marketing Campaign

March 11, 2024
Baptist Health Logo

Each month, Strategic Health Care Marketing Advertising Showcase will feature challenges, tactics, and outcomes of a multimedia advertising campaign — offering you strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. “Living Proof” Integrated Marketing Campaign  Opportunity What do you do when your state has the highest cancer Read More

A Conference Hand-Crafted for You

March 5, 2024
Susan Alcorn, president, Alcorn Strategic Communications and counsel, Jarrard, Inc.

The Healthcare Marketing & Physician Strategies Summit (HMPS24) planning team has put together a star-studded program covering today’s top issues that will keep you educated, informed, and connected. // By Jane Weber Brubaker // When a health care conference sends out a call for speakers nine months in advance, you might wonder how current the Read More

Improving Access for Vulnerable Patient Populations

February 8, 2024
Laura Ferrio, senior vice president and chief operating officer, Shirley Ryan AbilityLab

Traumatic injury of the brain or spine can be caused by a sports or work accident, age-related, or other medical issues. Whatever the cause, physical rehabilitation requires a significant amount of follow-up home care after a patient leaves the hospital. But all too often, social determinants of health ­and barriers to access impact a patient’s Read More

Rallying Stakeholders Around DEI Through Meaningful Community Focus

January 19, 2024
Simon-Marcia-Author

The Shirley Ryan AbilityLab improves access for vulnerable patient populations. // By Marcia Simon, APR // Traumatic injury of the brain or spine can be caused by a sports or work accident, age-related, or other medical issues. Whatever the cause, physical rehabilitation requires a significant amount of follow-up home care after a patient leaves the Read More

Should Your Health System Invest in Nontraditional Partnerships?

January 11, 2024
Jared Johnson

Nontraditional partnerships provide unique opportunities for hospitals and health systems to enhance consumer experiences, expand service offerings, and address emerging health care needs. 2024 is a year of hope and new possibilities for health system leaders who look to do more, with fewer resources, than ever before. Amid uncertain financial forecasts, leaders increasingly look to Read More

The Rise of Nontraditional Partnerships

December 20, 2023
Dr. Creagh Milford, SVP of Retail Health, CVS Health

Health systems throughout the country explore nontraditional partnerships and find success as they seek to transform their consumer experiences. In our 2024 forecast, you’ll hear from leading innovators about exciting new partnerships with health systems in retail care, hospital at home, and other areas where they see future opportunities to better serve consumers. // By Read More

Tension in the U.S. Health Care System is Growing: What You Need to Know

November 30, 2023
Paul Keckley, managing editor of The Keckley Report

Conflict between the sector’s “haves” and “have-nots” has been brewing for years and is coming to an inflection point. Health care in the U.S. has been very good to those who participate on the business end of the enterprise, but the comfort they enjoy is often at the expense of others. Those frictions are likely Read More

Paul Keckley: Friction in U.S. Health Care System Coming to a Head

November 24, 2023
Ron Shinkman

Conflict between the sector’s “haves” and “have-nots” has been brewing for years and is coming to an inflection point. // By Ron Shinkman // Health care in the U.S. has been very good to those who participate on the business end of the enterprise, but the comfort they enjoy is often at the expense of Read More

How Community Engagement Can Boost Your Health Equity Strategy

November 22, 2023
Lindsay Cosimano, senior director of marketing communications, Nebraska Health Network

How can a health system make a difference in utilization, quality and outcomes, and cost — and improve engagement with underserved members of its community? This was the topic of a recent presentation at the 2023 SHSMD Connections Virtual Conference. Lindsay Cosimano is senior director of marketing communications at Nebraska Health Network, an accountable care Read More

A Health Equity Strategy Focused on Community Engagement

November 14, 2023
Simon-Marcia-Author

Community engagement is a cornerstone of public relations. Effectively breaking down the barriers to health care access is a far greater challenge. // By Marcia Simon, APR // How can a health system make a difference in utilization, quality and outcomes, and cost — and improve engagement with underserved members of its community? This was Read More

How a Data-Driven Media Strategy Can Deliver Cost-Effective Results

November 2, 2023
Andrea Becker, senior director, marketing, WellSpan Health

Last year, Central Pennsylvania-based WellSpan Health established two major goals to combat breast cancer and strengthen the health system’s market position: 1) heighten awareness of breast care services, and 2) increase mammography screenings. These relatively common goals for health care organizations are often supported by the same time-worn tactics that marketers have used for years Read More

Data-Driven Approach to Media Planning for WellSpan Health’s Breast Cancer Initiatives Delivers Cost-Effective Precision Marketing

October 23, 2023
Maggie Checinski, director, integrated media, SPM Marketing and Communications

Thorough research identified target audiences and pinpointed their media of choice. // By Brian Griffin // Last year, Central Pennsylvania-based WellSpan Health established two major goals to combat breast cancer and strengthen the health system’s market position: 1) heighten awareness of breast care services, and 2) increase mammography screenings. These relatively common goals for health Read More

What Marketing Teams Can Do to Bring Awareness to Women’s Health Disparities

September 28, 2023
wendy-margolin-headshot

“When it comes to women’s health, there’s a lack of attention, funding, research, and education,” writes Wendy Margolin in a recent article. “From the moment we start menstruating, it’s a secret. Girls are often embarrassed to tell their mothers, which is partly what makes Judy Blume’s book and recent movie, Are You There, God, It’s Read More

Women’s Health Is Less Discussed, Undertreated, and Underfunded

August 30, 2023
wendy-margolin-headshot

What health care marketers can do to bring attention to women’s health disparities. // By Wendy Margolin // When it comes to women’s health, there’s a lack of attention, funding, research, and education. From the moment we start menstruating, it’s a secret. Girls are often embarrassed to tell their mothers, which is partly what makes Read More

Marketing’s Role in Advancing Diversity, Equity, and Inclusion

August 3, 2023
Victor Reiss, vice president— Consumerism & Insights, UNC Health

DEI is about more than representation. It’s all about creating an environment where everyone feels heard, respected, and empowered. No other industry has more of an imperative to embrace DEI than health care as the path to a healthier future for everyone. At this year’s Healthcare Marketing & Physician Strategies Summit (HMPS23) in Austin, Texas, Read More

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