COVID-19

How an Investment in Billboard Marketing Is Paying off for One Health System

James K. Elrod, president and CEO of Willis-Knighton Health System

Do you read billboards when you’re driving? If you do, you’re not alone. According to the 2019 Nielsen out-of-home advertising study, eight out of 10 Americans consciously look at billboard messages. As technology evolves, more and more advertisers turn to digital billboards — a computer-controlled display that shows advertisements on a rotating basis — to 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

New Campaign Features Health Care Workers Encouraging Mask Use

The coronavirus continues its rampage throughout the country, sickening people, taking lives, devastating the economy, and overwhelming our health systems. Even if we are not sick, COVID-19 wears down our will to keep fighting until vaccines are widely available. That includes abiding by public health guidance: avoiding large group gatherings, social distancing, handwashing, and wearing Read More

Can You Leverage the Anxious Language of a Pandemic to Build a Stronger Hospital Brand? Here’s What Nemours Children’s Health System Did

Sarah Sanders, vice president and chief marketing officer of Nemours Children’s Health System

// By Peter Hochstein // You might think that co-opting language associated with COVID-19 could scare people away. Instead, it called attention to advertising that helped to reassure worried parents. Let’s clearly state a few factual negatives first. Tilt, the advertising agency behind the campaign you’re about to read about, is not the same Tilt Read More

How To Convince Patients It’s Safe — and Smart — To Return

Lewis Clark, vice president of marketing/media/public relations, Deborah Heart and Lung Center

At the Deborah Heart and Lung Center in southern New Jersey, the task of letting patients know it was safe and even wise to return evolved into a multimedia effort. The campaign has been paying off with a substantial increase in patient visits. In Peter Hochstein’s new story, he explains how they’re doing it. Here’s Read More

Wearing Is Caring: Inspiring a National Movement to #MaskUp

#MaskUp

// By Jane Weber Brubaker // If marketing is about influencing people to change behaviors, then a new public service campaign launched just before the Thanksgiving holiday — #MaskUp — is marketing at its best. The coronavirus continues its rampage throughout the country as of this writing in early December, sickening people, taking lives, devastating Read More

E-Newsletter Keeps Providers Informed About Important COVID-Related News

Lisa McCluskey, vice president of marketing communications

CHI Memorial Health System had a robust physician communications platform in place before COVID-19 came along. But the pandemic created new urgency among providers to acquire and absorb the latest knowledge about the disease and how to treat it. The content platform MedNews Plus, powers CHI Memorial’s physician newsletter Physician e-News. This publication, already a Read More

Simple Technology Keeps Patients Connected to Care During COVID-19

Matthew Warrens, managing director of innovation at UnityPoint Health

“For the first time, many patients are experiencing what it’s like to be a rural patient where care feels out of reach,” says Blake Marggraff, CEO of CareSignal. “Patients who were once accustomed to frequent health touchpoints now feel the pressure to make do on their own — as providers experience staffing reductions and patients Read More

Physicians Give High Marks to CHI Memorial’s Provider-Oriented Email Newsletter as Trusted Source of Vital Information

jane weber brubaker

// By Jane Weber Brubaker // During the pandemic, we have seen many examples of health care organizations that had technology in place that could be quickly adapted, enabling communicators to disseminate relevant and timely information. CHI Memorial Health System had a robust physician communications platform in place before COVID-19 came along. But the pandemic 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

How Partnerships Help ChristianaCare Keep Delaware Healthy

When Bettina Tweardy Riveros joined ChristianaCare as chief health equity officer in 2016, she assumed responsibility for engaging community stakeholders in partnerships that advance ChristianaCare’s vision for a healthy Delaware. According to Riveros, the guiding principles of building strong community partnerships can be summed up in the phrase “nothing about us, without us.” This method Read More

ChristianaCare Connects with Community Partners to Address Social Determinants of Health in Delaware

View from the C-Suite: Bettina Tweardy Riveros, Chief Health Equity Officer at ChristianaCare // By Ndome Yvonne Essoka // When Bettina Tweardy Riveros joined ChristianaCare as chief health equity officer in 2016, she assumed responsibility for engaging community stakeholders in partnerships that advance ChristianaCare’s vision for a healthy Delaware. According to Riveros, the guiding principles Read More

While the National Mood Is Grim, Internet Campaign at Johns Hopkins Medicine Goes Just a Tad Upbeat, Building Staff Morale While Standing Out from the Crowd

Peter Hochstein

// By Peter Hochstein // Hey, there’s a pandemic going on! Hospital workers are supposed to look harassed, grave, and ready to collapse from exhaustion, right? That’s not quite the way the communicators and staff at Johns Hopkins Medicine saw it. Result? Internet views by the — no, not by the thousands, by multiples of Read More

Why Consistency at Your Call Center Is so Important

Rachel Donovan, managing director, enterprise marketing strategy, Nemours Children’s Health System

Google is often the place people look first when seeking health information online. Assuming your health care system has done all the right things to optimize discoverability, the patient’s next step is to access care, most often by making a phone call. That first impression determines the course for a potentially long-term relationship. For a Read More

Who’s Looking Out for Consumers’ Health Care Interests These Days?

Lindsay Resnick

“We’ve been exposed!” exclaims Lindsay Resnick, executive vice president at Wunderman Thompson Health. “COVID shined a bright light on American health care — the best and the worst: gaps in its value chain, disparities in communities, advances in technology, changes in consumer behavior, and a culture of collaboration in crisis.” Resnick says health care consumers Read More

Is Your Call Center Creating Loyal Customers?

Marcia Simon

// By Marcia Simon, APR // Google is often the place people look first when seeking health information online. Assuming your health care system has done all the right things to optimize discoverability, the patient’s next step is to access care, most often by making a phone call. That first impression determines the course for Read More

COVID Has Lingering Effects For Providers and Consumers

“The repercussions of consumers putting off both routine and essential care (most likely a result of both the voluntary shutdown of elective procedures around the country by many health systems as well as growing concerns over being exposed to the virus) are significant,” says Daniel Fell of Optum. “From both a public health and a Read More