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.

Discover How Yuma Regional Medical Center Bridges the Quality Perception Gap With Internal Marketing

Yuma Regional Medical Center’s (YRMC) quality journey began when the health system saw significant operational and clinical improvements. But for employees and the community, this positive message needed to be amplified. Discover how Yuma Regional Medical Center’s “We Believe” campaign elevated the perception of quality for both internal and external audiences.

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: Yuma Regional Medical Center “We Believe” Quality Campaign

// By Susan Dubuque // Yuma Regional Medical Center’s (YRMC) quality journey began when the health system saw significant operational and clinical improvements. But for employees and the community, this positive message needed to be amplified. Discover how Yuma Regional Medical Center’s “We Believe” campaign elevated the perception of quality for both internal and external audiences.

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.

Focus on Advertising: Discover the Strategic Advertising Approaches that Set Top Health Systems Apart

In this new report from Strategic Health Care Marketing, you’ll get critical insights on the current PR landscape in health care. Through case studies and expert insights, you’ll discover what health care organizations around the country are doing to step up their PR efforts and protect their brands.

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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.

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

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

Boosting Your Fundraising Success With Effective Advertising

A recent report on philanthropy trends in the U.S. describes giving as “getting bigger and wider.” The proliferation of big-ticket donations continues, with billionaires pledging to give away their wealth. However, growth in donations is not limited to the super-rich. Online donation platforms and social media campaigns along with the can-do attitudes of younger generations Read More

How the Medical College of Virginia Foundation Uses Advertising to Build a Solid Foundation for Fundraising

The foundation that supports philanthropy at Virginia Commonwealth University Health deploys the same advertising strategies and tactics used to market service lines with the added benefit of building trust and reinforcing the mission and brand. // By Susan Dubuque // A recent report on philanthropy trends in the U.S. describes giving as “getting bigger and Read More

How One System Positioned Itself as a Spanish-Language Leader and Preferred Care Provider

As diversity, equity, and inclusion continue to increase in importance, Advocate Aurora Health has been making strong progress in connecting online with the more than 2.2 million Hispanics who live in its service area. The Illinois and Wisconsin provider launched a market-wide social media initiative at the end of 2019 designed to “position the organization Read More

Social Media Initiative Focuses on Positioning Advocate Aurora Health As a Provider of Choice Among Growing Hispanic Market

// By Brian Griffin // One of the Midwest’s largest health systems is effectively using social media to reach its Spanish-speaking population with information about COVID-19 and important health services for the community. As diversity, equity, and inclusion continue to increase in importance, Advocate Aurora Health has been making strong progress in connecting online with Read More

When To Downplay the News of a Name Change

“In some cases, letting your ads ignore the news about [your hospital’s] name change can be a smarter move than headlining it,” notes SHCM contributor and veteran copywriter Peter Hochstein. While this may seem hard to believe, he makes his case with the real-life story of the hospital formerly known as the Floating Hospital for Read More

Your hospital changes its name. Should it advertise that fact? Or spend its ad dollars on something else? Don’t answer until you read this.

// By Peter Hochstein // In some cases, letting your ads ignore the news about a name change can be a smarter move than headlining it. Here’s a case in point. It all seemed like a brilliant idea back in 1895. Fresh sea air is good for you, right? All that bracing oxygen and salt Read More

Don Stanziano on Telling the Geisinger Story — an In-Depth Conversation with the Health System’s New Chief Marketing Officer

In January, after 16 years at Scripps Health in San Diego, California, with eight of those years as vice president of marketing and communications, Don Stanziano took on the role of chief marketing officer at Geisinger.  The move to Geisinger in Pennsylvania was a big change — geographically, organizationally, and lifestyle-wise.

View from the C-Suite: A Conversation with Don Stanziano, Chief Marketing Officer, Geisinger

// By Sheryl S. Jackson // After 16 years at Scripps Health in San Diego, California, with eight of those years as vice president of marketing and communications, the move to Geisinger in Pennsylvania was a big change — geographically, organizationally, and lifestyle-wise. “I have not been ‘new’ to an organization in a very long Read More

How To Create Content That Turns Leads Into Patients

“The health care sector lacks the rich marketing history of industries like retail or automotive, but today’s patients are more empowered than ever and the behaviors they display when seeking health care services or products largely mirror their shopping journeys for apparel, electronics, or any other household product,” says Susan Gullion, associate director of search Read More

Creating Content Marketing That Converts Consumers Into Patients

// By Susan Gullion // The health care sector lacks the rich marketing history of industries like retail or automotive, but today’s patients are more empowered than ever and the behaviors they display when seeking health care services or products largely mirror their shopping journeys for apparel, electronics, or any other household product. That is Read More