Integrated Marketing and Compelling Storytelling Bolster UMMC’s Organ Transplantation Program

// By Susan Dubuque // The University of Maryland Medical Center employs a three-tier marketing strategy for its transplant program, using strategic communications for broad reach, targeted digital tactics for mid-funnel engagement, and search campaigns to capture bottom-funnel consumers. Find out how this leading medical center achieves impressive results with a multichannel marketing and communications strategy.

Inside Comer Children’s Hospital’s Brand Transformation that Saw a 10% Increase in Scheduled Appointments

When the marketing team set out to make Comer Children’s a household name, it had a not-so-secret weapon to tap into: the powerhouse brand of the University of Chicago Medicine. Find out how an engaging new campaign helps position Comer Children’s as a nationally recognized brand, generating remarkable results in record time.

Advertising Showcase: CHI St. Vincent “Humankindness” Campaign

// By Susan Dubuque // CHI St. Vincent’s marketing team created a multichannel recruitment and retention strategy that engaged team members across the health system. The campaign targeted both internal and external audiences and used a broad range of traditional and digital media. Get insights on supporting your organization’s recruitment and retention initiatives from this award-winning campaign.

How to Succeed in Health Care Podcasting: Award-Winning Strategies from Top Health Systems

Podcasts are a popular and well-established audio medium used by health care organizations of all sizes to share longer-form content that educates, inspires, entertains, and provides thought leadership to various audiences. Discover secrets of award-winning podcasts from three top organizations and get practical tips to make podcasting vital for your marketing strategy.

Advertising Showcase: UChicago Medicine Comer Children’s Hospital Brand Campaign

// By Susan Dubuque // When the marketing team set out to make Comer Children’s a household name, it had a not-so-secret weapon to tap into: the powerhouse brand of the University of Chicago Medicine. Find out how an engaging new campaign helps position Comer Children’s as a nationally recognized brand, generating remarkable results in record time.

Winning Strategies for Successful Podcast Marketing

// By Susan Dubuque // Podcasts are a popular and well-established audio medium used by health care organizations of all sizes to share longer-form content that educates, inspires, entertains, and provides thought leadership to various audiences. Discover secrets of award-winning podcasts from three top organizations and get practical tips to make podcasting vital for your marketing strategy.

Advertising Showcase: White Plains Hospital’s “Every Day” Brand Campaign

// By Susan Dubuque // White Plains Hospital, part of the Montefiore Health System, is renowned in Westchester County for its 130-year legacy. In 2022, the hospital shifted its marketing strategy to emphasize its capability in complex care, launching the successful “Every Day” campaign to highlight its advanced services and exceptional patient experience.

25 Years of Celebrating Excellence: eHealthcare Leadership Awards are Open

// By Susan Dubuque // This year marks the silver anniversary of the eHealthcare Leadership Awards. Join us as we celebrate 25 years of industry innovation and honor your accomplishments from the past year. The eHealthcare Leadership Awards recognize outstanding health websites and digital initiatives. The Call for Entries is officially open!

Advertising Showcase: Penn Medicine Princeton Medical Center’s “Get Back to Being You” Campaign

// By Susan Dubuque // In 2022, Penn Medicine Princeton Medical Center received the Joint Commission’s Gold Seal of Approval for spine surgery. The award coincided with the official launch of the new Center for Spine Care and kicked off the “Get Back to Being You” campaign. View the award-winning creative that supported the campaign.

Creating the Blueprint: 5 Ways to Develop National Health Care Brand Recognition

An effective public relations effort can give organizations a megaphone to amplify health care brand recognition. As a faith-based, mission-oriented organization, OSF HealthCare (OSF), founded in the late 1800s, has historically met internal and external challenges through innovation. In the past decade OSF, headquartered in Peoria, Illinois and serving patients in Illinois and Michigan, has Read More

How OSF Healthcare Makes Its Presence Known Nationally

An effective public relations effort can give organizations a megaphone to amplify brand recognition. // By Cheryl L. Serra // As a faith-based, mission-oriented organization, OSF HealthCare (OSF), founded in the late 1800s, has historically met internal and external challenges through innovation. In the past decade OSF, headquartered in Peoria, Illinois and serving patients in Read More

Healthcare Equality Index: How Does Your Health System Measure Up?

The Healthcare Equality Index defines industry best practices for LGBTQ inclusion and recognizes progress achieved by health care organizations to reach their health equity goals. How does your health system measure up? Health care is a necessity. But not everyone has equal access to medical services, which can negatively impact a person’s long-term health outcomes. Read More

How HRC’s Healthcare Equality Index Works to Address Inequities in LGBTQ Health Care Access

Research shows that LGBTQ people face discrimination, which impacts their physical and mental health. The Health Equity Index defines industry best practices and recognizes progress achieved by health care organizations. // By Althea Fung // Health care is a necessity. But not everyone has equal access to medical services, which can negatively impact a person’s Read More

Great Storytelling Leads to Success for University of Chicago Medicine

When you have a great story to tell, you need great storytellers. Skip Hidlay came on board as senior vice president, chief communications and marketing officer, at the University of Chicago Medicine in 2016. His 30 years in journalism prior to making the transition to health care has served both organizations well. Hidlay was one Read More

How Data Drives Quality Improvement at Piedmont Fayette

Quality and star ratings matter, according to Healthgrades: Patients treated at hospitals receiving a 5-star rating have a 49 percent lower risk of dying, and a 59 percent lower risk of experiencing one or more complications during a hospital stay than if they were treated at hospitals receiving a 1-star rating in that procedure or Read More

Skip Hidlay, Senior Vice President, Chief Communications and Marketing Officer, UChicago Medicine

View from the C-Suite // By Jane Weber Brubaker // Under Skip Hidlay’s leadership, UChicago Medicine launched a new brand and a new website that helps the organization stand out in a crowded market. When you have a great story to tell, you need great storytellers. Skip Hidlay came on board as senior vice president, Read More

Does “Award-Winning Quality” Matter?

// By Marcia Simon, APR // Quality and star ratings matter, according to Healthgrades: Patients treated at hospitals receiving a 5-star rating have a 49 percent lower risk of dying, and a 59 percent lower risk of experiencing one or more complications during a hospital stay than if they were treated at hospitals receiving a Read More

Do Hospital Awards Drive Consumer Decisions?

2018 National Consumer Survey: Value of Hospital Awards Results

A Strategic Health Care Marketing webinar on demand for health care marketers, communicators, and strategists.

Your Presenters:

• Craig Fairfield, Managing Director, Wax Custom Communications
• Amanda Herriman, Marketing Manager, Wax Custom Communications

Duration: 60 Minutes

Sponsored by Wax Custom Communications
This event is free for Strategic Health Care Marketing members to view thanks to our event sponsor.

Watch now »

The Importance of Defining and Recognizing Clinical Excellence

Marketers’ ability to grow market share and promote patient loyalty is intricately and inextricably linked with what actually happens when patients receive treatment. Patients expect clinical expertise as a baseline. It’s the way they are treated that defines the relationship and either forges a bond or drives patients online to report their bad experiences on Read More

Patients Help to Define and Recognize Clinical Excellence at Johns Hopkins

// By Jane Weber Brubaker // Marketers’ ability to grow market share and promote patient loyalty is intricately and inextricably linked with what actually happens when patients receive treatment. Patients expect clinical expertise as a baseline. It’s the way they are treated that defines the relationship and either forges a bond or drives patients online Read More

Internal Branding Strengthens Hartford HealthCare from the Inside Out

Are some of the biggest heroes in your organization going unnoticed? At Hartford HealthCare, leadership uncovered amazing examples of frontline staff members who were going to great lengths to show patients they cared. Recognizing these actions provided the health system with a valuable opportunity to strengthen its brand from the inside out. “At Hartford HealthCare, Read More

Internal Branding Initiative Puts the Heart in Hartford HealthCare

// By Lisa D. Ellis // Are some of the biggest heroes in your organization going unnoticed? At Hartford HealthCare during a recent push to strengthen internal branding, leadership uncovered amazing examples of frontline staff members who were going to great lengths to show patients they cared. Recognizing these actions provided the health system with Read More

Awards Programs Can Heighten Your Profile and Reputation

Competing for — and winning — awards can be an important part of your health care organization’s marketing strategy. Awards can help you raise awareness about your service lines, driving new business; recognize individual employees as leaders, improving staff morale and elevating performance standards; and promote your organization as a stellar workplace, helping to attract Read More

Prize-Winning Strategy: Using Award Programs to Spotlight Your Accomplishments

// By Lisa D. Ellis // Competing for — and winning — awards can be an important part of your health care organization’s marketing strategy. Awards can help you raise awareness about your service lines, driving new business; recognize individual employees as leaders, improving staff morale and elevating performance standards; and promote your organization as Read More