Is Rome Burning? Let’s Discuss the Changing CMO Role

Join us for a free webinar on Wednesday December 11 at 2:30 p.m. ET, as we explore the future value of marketing and changes in the CMO role for 2025

Your Presenters:

• Sarah Sanders, Chief Marketing and Brand Experience Officer, UCSF Health
• Chris Bevolo, Chief Transformation Officer, BPD
• Chris Boyer, Digital Patient Experience Strategist, Chris Boyer, LLC

Moderated by:

• Marcia Simon, Contributing Writer, Plain-English Health Care

In this webinar, you’ll learn:

• The impact of AI on marketing
• How the CMO role is evolving outside of the healthcare space
• How shifting healthcare economics may impact marketing and the role of the CMO
• Innovative approaches to align marketing with long-term organizational goals

Register Now  »

Zero-Click Search Strategies Every Health Care Marketer Should Know

AI Overviews, Google’s recent addition to the top of the search engine results page, have changed the game. How can you make sure your brand shows up in these AI-generated summaries? Learn the benefits of zero-click search, how zero-click search impacts digital marketing, and key strategies for zero-click search.

Focus on Healthcare Branding: How Health Care Organizations Stand Out and Drive Meaningful Connections with Consumers

In this new report from Strategic Health Care Marketing, you’ll explore the strategies and initiatives health care organizations use to elevate their brands and connect more effectively with consumers.

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Focus on Internal Communications: Aligning Brand Messaging to Build a Cohesive Workforce and Enhance Recruitment and Retention Efforts

In this new report from Strategic Health Care Marketing, you’ll discover innovative strategies and approaches from hospitals and health systems around the country.

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Advertising Showcase: Baptist Health Campaign Appeals to Women

// By Susan Dubuque // Baptist Health is Arkansas’ most comprehensive health care organization. Known for its outstanding obstetrics and gynecology services in Arkansas, the organization also aims to be the first choice for women seeking comprehensive health care. Discover how Baptist Health created a compelling integrated marketing campaign that connects with women at every life stage.

Munson Healthcare Leverages Storytelling to Engage Younger Health Care Consumers

It’s no secret — the COVID-19 global pandemic drastically changed the consumer health care landscape. In recent years, health care consumers have become more selective about their care. Learn how Munson Healthcare identified the need to increase affinity with an important demographic — the “sandwich generation” — and developed a multichannel strategy to reach them.

Content Marketing Tips for Keeping Pace with AI-Driven Search

// By Kirsten Lecky and Nikki Breen // AI Overviews, Google’s recent addition to the top of the search engine results page, have changed the game. How can you make sure your brand shows up in these AI-generated summaries? Learn the benefits of zero-click search, how zero-click search impacts digital marketing, and key strategies for zero-click search.

Munson Healthcare “Committed to You” Campaign Raises Brand Awareness, Affinity

// By Althea Fung // It’s no secret — the COVID-19 global pandemic drastically changed the consumer health care landscape. In recent years, health care consumers have become more selective about their care. Learn how Munson Healthcare identified the need to increase affinity with an important demographic — the “sandwich generation” — and developed a multichannel strategy to reach them.

UMMC’s Multichannel Strategy to Boost Transplantation Program Sees Impressive Results

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.

Focus on Content Marketing: How Health Care Organizations Connect with Key Audiences and Drive Results

In this new report from Strategic Health Care Marketing, you’ll discover success stories from top health systems around the country who effectively use content to enhance their marketing efforts and get insights on how to leverage content marketing at your own organization.

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Marketing to Physicians? Ditch the Jargon and Use Plain Language

Plain language is crucial in health care marketing. It’s easier for readers to understand — and act upon — clear communication. But the case for plain language doesn’t apply only to patients. Plain language is just as important in physician marketing. Find out why physicians prefer plain language marketing content over technical jargon.

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.

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.

Proven: Physicians Prefer Plain-Language Marketing

// By Ahava Leibtag // Plain language is crucial in health care marketing. It’s easier for readers to understand — and act upon — clear communication. But the case for plain language doesn’t apply only to patients. Plain language is just as important in physician marketing. Find out why physicians prefer plain language marketing content over technical jargon.

Engaging, Educating, and Brand-Building: How Top Health Systems Leverage Video to Enhance Their Marketing

For 25 years, the eHealthcare Leadership Awards have celebrated excellence in health care digital marketing. At the 2023 awards, winning videos showcased the power of video to capture attention, evoke emotion, and drive action. Read the full article for expert insights and examples of award-winning videos.

Winning Content Strategies: How Ochsner Health and Ohio State Excel with Premier Content Hubs

Ochsner Health’s and Ohio State’s well-developed content hubs consolidate and showcase their organizational strengths, and as important, provide answers to the questions site visitors search for. Discover highlights of their content journeys and see how their strategies work to attract site visitors and drive organizational success.

Discover the Heartfelt Stories of Kindness that Define South Shore Health’s Unique Brand Positioning

South Shore Hospital, part of South Shore Health, serves hundreds of thousands in the Greater Boston area. To differentiate itself, the marketing team crafted the brand positioning “Your Health, Our Passion, One Community,” reflecting the hospital’s commitment to offering exceptional services and fostering a community-centric healthcare approach.

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.

Best Video Content: Unleashing Video’s Potential in Health Care Marketing

// By Susan Dubuque // For 25 years, the eHealthcare Leadership Awards have celebrated excellence in health care digital marketing. At the 2023 awards, winning videos showcased the power of video to capture attention, evoke emotion, and drive action. Read the full article for expert insights and examples of award-winning videos.

Inside Look at Two Health Systems and How They Achieve Success with Content Marketing

// By Jane Weber Brubaker // Ochsner Health’s and Ohio State’s well-developed content hubs consolidate and showcase their organizational strengths, and as important, provide answers to the questions site visitors search for. Discover highlights of their content journeys and see how their strategies work to attract site visitors and drive organizational success.

How Stories of Human Kindness Help One Hospital Reinforce Its Brand

// By Susan Dubuque // South Shore Hospital, part of South Shore Health, serves hundreds of thousands in the Greater Boston area. To differentiate itself, the marketing team crafted the brand positioning “Your Health, Our Passion, One Community,” reflecting the hospital’s commitment to offering exceptional services and fostering a community-centric healthcare approach.

Podcasting Playbook: Winning Strategies for Successful Podcast Marketing

A new Strategic Health Care Marketing webinar for health care marketers and strategists

Presented on May 23, 2024

Podcasts are a popular, well-established audio medium used by healthcare institutions around the world to share longer-format content. They are an excellent marketing tool offering an array of benefits, including: increasing brand awareness, engaging patients, building community, and establishing thought leadership.

In this webinar, you’ll learn how to leverage the power of podcasts to enhance brand visibility and community/patient engagement. We’ll provide a playbook with practical tips related to defining your audience, content creation, hosting, and physician engagement.

You’ll hear from industry leaders — including 3 Platinum winners of the 2023 eHealthcare Leadership Awards “Best Healthcare Podcast” category — about how podcasts can be a valuable tool for elevating your marketing by connecting with audiences in a highly personalized way.

You’ll learn:

• How to integrate podcasts into your digital marketing.
• Practical tips for producing successful podcasts.
• Ways to engage your audience and enhance your podcast’s performance.
• What it takes to create and sustain an industry-leading podcast.

And much more…

Watch Now »

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!

How One Health System Leverages AI to Optimize Workflows

When ChatGPT burst into the public consciousness in late 2022, it sent ripples of excitement and concern through many professions. Those working in public relations and communication were especially interested. Questions abounded. Debate ensued. Would AI be a helpful addition to our jobs that we could control? Or something that would end our work as Read More

Kaiser Permanente’s Breast Cancer Prevention Success Fueled by Research and Effective Communication

One in eight women in the U.S. will develop invasive breast cancer at some point in their lifetime. In recent years, the rate of breast cancer incidences has been slowly increasing, particularly in women under age 50. But breast cancer is highly treatable when caught early. The five-year survival rate for women with stage 1 Read More