Awareness

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

April 15, 2024
Penn Medicine Princeton Health logo

Each month, the Strategic Health Care Marketing Advertising Showcase features challenges, tactics, and outcomes of a multimedia advertising campaign, offering strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. Penn Medicine Princeton Health Spine Services Campaign PLATINUM WINNER Opportunity In spring 2022, Penn Medicine Princeton Medical Center (PMC) 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

Advertising Showcase: Centra’s “It’s My Life” Brand Campaign

March 25, 2024
centra health logo

Each month, Strategic Health Care Marketing Advertising Showcase features challenges, tactics, and outcomes of a multimedia advertising campaign, offering strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. “It’s My Life” Brand Campaign Opportunity In early 2022, the Centra marketing team recognized the need to evolve the look 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

Expansion Facilitates Cancer Treatment for Orange County Residents

October 14, 2021
City of Hope

Getting a cancer diagnosis is bad enough. Having to jump on the freeway and drive two hours each way to access care adds significantly to the stress. But that’s what many residents of Orange County, California did when they needed highly specialized cancer care. “Your first shot is your best shot, because it’s really important Read More

City of Hope Expands to Orange County

September 26, 2021
Nisha Morris, vice president of marketing communications, City of Hope Orange County

// By Jane Weber Brubaker // To meet the expected demand for highly specialized cancer services in Orange County, City of Hope has opened four cancer treatment sites and is currently building a 190,000-square-foot cancer center, scheduled to open next year. A separate specialty hospital will be ready to open its doors in 2025. The Read More

Don’t Abandon Traditional Media Marketing Just Yet

March 4, 2021

While many health care marketers seek to limit their media outlets, the reality is that successful marketing plans need to incorporate a blend of many efforts to produce a desired reach, frequency, and outcome. Here’s an excerpt from John Gonda’s new article on this topic: For many years, hospitals have used traditional media outlets such Read More

Traditional and Digital Media: Why You Need Both

February 22, 2021

// By John Gonda // While many health care marketers seek to limit their media outlets, the reality is that successful marketing plans need to incorporate a blend of many efforts to produce a desired reach, frequency, and outcome. For many years, hospitals have used traditional media outlets such as newspapers, direct mail, radio, and Read More

How Four Words Made a Remarkable Difference to a Struggling Hospital

August 20, 2020

“The situation seemed dire at Vassar Brothers Medical Center,” writes Peter Hochstein, copywriter and SHCM contributor. “Doctors at a large medical group were under orders to refer patients to a different hospital. Then Vassar launched an ad campaign that empowered patients to defy their doctors. And everything changed.” Here’s an excerpt from Hochstein’s new article: Read More