Communication Strategy

Transform Even Reluctant Speakers Into Stars: Proven Strategies and Tactics to Use with Hospital Leaders

Sharon Delaney McCloud, director of corporate communications at UNC Health

How UNC Health’s communications team prepares hospital executives for thought leadership. // By Wendy Margolin // Among the most important currencies in health care is trust. Meanwhile, trust in leadership today is at an all-time low. According to PwC’s 2022 Consumer Intelligence Series on Trust, 87 percent of executives think customers highly trust their companies. Read More

Beyond the Headlines: Health System Leaders Share Their Crisis Communication Strategies

Lauren Landwerlin, vice president, strategy, marketing, and communications, Saint Francis Health System

Health systems rely on their communications teams to keep all stakeholders informed during a crisis and help to bring healing to the community in the aftermath, through empathetic messaging. At SHSMD Connections in September, three health system communications leaders shared their experiences following a crisis in their respective communities. “Sometimes the strength of the people Read More

Lessons from a Crisis: When You’re in the Eye of the Storm

Lisa O’Neil, system director of marketing and brand management, Lee Health

You don’t know what you don’t know until you’re faced with leading your organization through a crisis. Here are three stories from leaders whose best advice is to expect that, sooner or later, a crisis will come. It’s not if – it’s when. // By Susan Dubuque // Health systems rely on their communications teams Read More

The Critical Importance of Transparency in an Age of Misinformation

Paul Gadd, director of internal communications, University of Utah Health

How University of Utah Health intentionally becomes the voice of authority for internal and external audiences. // By Wendy Margolin // In March 2020 Paul Gadd, director of internal communications at University of Utah Health, answered a call from the emergency management director. Senior leadership decided to set up BLU-MED tents — emergency management tents Read More

How Marketing and PR Collaboration Can Help Address Staffing Shortages

Suzanne Bharati Hendery headshot

According to a recent report in Becker’s Health IT, health care marketing budgets have declined by 8 percent over the past year — down markedly from 2019 when budgets peaked. Marketing leaders also indicate that they are experiencing increased pressure to quantify results and demonstrate a return on investment. Aligning marketing and public relations efforts Read More

Geisinger Unifies Efforts to Establish a New Brand Platform

Don Stanziano, chief marketing and communications officer, Geisinger

In the aftermath of COVID-19, hospitals and health systems are pressured to do more with less. The 2023 Healthcare Marketers Trend Report reveals that marketing and advertising budgets have shrunk by 8 percent. At the same time, marketing departments are being asked to produce measurable results and contribute to business objectives. One strategy to make Read More

Geisinger Maximizes Budgets by Aligning PR and Marketing

The chief marketing and communications officer for Geisinger shares how collaboration between marketing and public relations enhances effectiveness and efficiency. // By Susan Dubuque // In the aftermath of COVID-19, hospitals and health systems are pressured to do more with less. The 2023 Healthcare Marketers Trend Report reveals that marketing and advertising budgets have shrunk Read More

What Does It Even Mean Be a “Nonprofit” Hospital Anymore?

Ross K. Goldberg is president of Kevin/Ross Public Relations

While traditional wisdom once held that nonprofit hospitals maintain a firm advantage over for-profit hospitals, the tides seem to be turning. // By Ross K. Goldberg // One of the oldest and truest axioms in consumer advertising is that the most successful and persuasive messaging finds a way to turn a feature into a benefit. Read More

Turnkey Podcasting Offers Engagement and Ready-Made Content

Bill Klaproth, director of marketing and Pod Talk Host for DoctorPodcasting by RadioMD

Podcasts have shown remarkable growth in listenership over the past decade and have quickly become a mainstream marketing tool and an effective way to educate and connect with your target audience. The content you create for a podcast also fills the pipeline for all of your other channels. Health care marketers face common challenges, from Read More

Podcasts: The Engine Filling Your Content Pipeline

Patrick Moody, director of marketing, public and community relations, Henry Mayo Newhall Hospital

// By Marlene Kurban // Podcasting is a fundamental part of the communications arsenal at Henry Mayo Newhall Hospital.  Podcasts have shown remarkable growth in listenership over the past decade and have quickly become a mainstream marketing tool and an effective way to educate and connect with your target audience. The content you create for Read More

Industry Leaders Reflect on the Unique Challenges of 2021

Mark Klein, senior vice president, Corporate Communications & Public Affairs, Dignity Health

“For two years, marketing and communication professionals have faced the excruciating crisis of a pandemic nothing fully prepared us for,” says Rhoda Weiss, president of the Rhoda Weiss Consulting Group. “We’re changing how and from where we work, balancing dichotomies of layoffs and staff shortages, experiencing colleague and personal burnout, dealing with new and conflicting Read More

Creating a Strong, Unified Brand Across a Large Network

Providence logo

How do you connect the dots between a health system, hospital, and its other programs and services throughout the community, and ensure consumers know they will continue receiving the same high-quality, personalized care throughout the network? Recently, Providence successfully navigated this situation and launched a new brand. Unifying the brand was among the initiatives Jigar Read More

52 Hospitals; 1,025 Clinics; 7 States — and One Unified Brand Architecture

Jigar Shah, Chief Marketing Officer, Providence

// By Jane Weber Brubaker // Providence’s family of organizations embarked on a multi-year brand journey — right before the pandemic. Despite the many challenges brought on by the pandemic, the system launched a strong new brand that is energizing its 125,000 caregivers and the communities they serve. We’ve heard the familiar adage: All health Read More

2021 Will Be Difficult: A Flexible Plan Is Key

// By Alan Shoebridge // Predicting the future is always a dicey proposition, but from a marketing perspective it has generally been sort of, well, predictable. Most experienced professionals know how to prepare for an upcoming year with the general acceptance that a few minor bumps along the road will always come up. I know Read More

Don’t Let Coronavirus Steal Your Perspective

Using Amara’s Law to Analyze Pandemic’s Effect on Marketing // By Jeff Stewart // VITAS Healthcare AVP of digital communications Jeff Stewart urges marketers to stick with fundamental marketing principles and keep focused on consumer needs — especially during a time of unpredictability such as the coronavirus pandemic has caused. The annual health care marketing Read More

What Are Patients’ Key Non-COVID Health Care Concerns?

Rob Klein, founder and CEO, Klein & Partners

“People will remember how they’re treated,” says Rob Klein, founder and CEO of Klein & Partners. “And how you treat them will determine whether your brand comes out of this with momentum.” Klein & Partners and The DRG recently released the results of the third wave of an online national survey measuring consumer reactions to Read More

Communication Strategies Evolve as Pandemic Restrictions Loosen

Suzanne Hendery, chief marketing and communications officer at Renown Health

During the initial stages of the pandemic, health care marketing leaders found their mission changing from brand and service-line promotion to crisis communication management, with staffs focusing efforts on sharing up-to-date information for patients and communities. Now that businesses are beginning to reopen, employees are returning to work, and restrictions on daily activities are loosening, Read More

Pandemic Recovery: Gearing Up for Business Development Marketing

Sheryl S. Jackson

// By Sheryl S. Jackson // Health systems across the country are cautiously restarting elective surgeries and trying to recover from financial losses incurred during the peak of the pandemic. How are leaders approaching this massive challenge? Here, industry experts walk us through their evolving communication strategies as their organizations pivot from crisis communications to Read More

6 Ways to Market Telehealth As an Essential Service for Your Patients

// By Sue Spaight // Successful technologies have their big adoption moment — the event that pushes them past the “tipping point” and across the chasm to become a part of everyday life. Telehealth surged across U.S. health care systems during the worst of the coronavirus pandemic. The crisis reduced barriers to virtual care and Read More