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
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
// 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
“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
// 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
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.
// 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
“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
// 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