On June 7, 1858, the sisters of Providence opened St. Joseph Hospital, the first permanent hospital in the Northwest. Today, Providence has grown to become the third-largest nonprofit health system in the country — with 51 hospitals; 117,000 team members; and 1,000 clinics across seven states. Grounded in the healing ministry of Jesus, Providence is Read More
// 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!
// By Susan Dubuque // Providence’s marketing model uses a combination of digital technology and direct mail to boost enrollment in Medicare Advantage plans, build patient volume, and increase customer loyalty. Get critical insights on Providence’s dual approach to new-patient acquisition.
Looking to recharge and reconnect? Head to the 27th Healthcare Marketing and Physician Strategies Summit in Salt Lake City, May 16-18. Not only will you finally be able to emerge from the metaverse of nonstop Zoom meetings and spend quality time with your peers — in person — the lineup of sessions will give you Read More
// By Jane Weber Brubaker // Get an exclusive inside view of the major themes at this year’s Healthcare Marketing & Physician Strategies Summit. Looking to recharge and reconnect? Head to the 27th Healthcare Marketing and Physician Strategies Summit in Salt Lake City, May 16-18. Not only will you finally be able to emerge from Read More
During the past two years of a pandemic that continues to rage, health care brands have absorbed the additional burden of managing their reputations in the throes of unprecedented consumer demand for needed services to counter COVID-19 within their communities. Hospitals and health systems across the U.S., including Johns Hopkins Medicine, have overwhelmingly answered the Read More
// By John Marzano // In the middle of a pandemic, with the world tuning in daily to view the latest alarming statistics on infections, hospitalizations, and deaths, Johns Hopkins Medicine launched a new brand campaign centered on hope, connection, and progress. During the past two years of a pandemic that continues to rage throughout Read More
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
“If you can’t measure it, you can’t manage it” is the motto at Richmond-based NDP. Last year, the full-service marketing and advertising agency added a media planning division — Neathawk360. As the name implies, this new service embraces a 360-degree approach to the many and diverse forms of media that can impact a consumer’s engagement Read More
// By Wendy Stark Healy // “If you can’t measure it, you can’t manage it” is the motto at Richmond-based NDP. Last year, the full-service marketing and advertising agency added a media planning division — Neathawk360. As the name implies, this new service embraces a 360-degree approach to the many and diverse forms of media Read More
“Health care has lagged behind other areas such as financial services or retail in the use of technology to provide a single, consistent customer experience,” says Alexandra Morehouse, chief marketing officer at Banner Health, a nonprofit health system based in Phoenix, Arizona that operates 28 hospitals and several specialized facilities across six states. Morehouse’s background Read More
View from the C-Suite, with Alexandra Morehouse, Chief Marketing Officer, Banner Health // By Sheryl S. Jackson // When it comes to the use of technology to enhance the customer experience, Amazon is widely recognized as the company that is constantly raising the bar for everyone else. “Health care has lagged behind other areas such Read More
When you have a great story to tell, you need great storytellers. Skip Hidlay came on board as senior vice president, chief communications and marketing officer, at the University of Chicago Medicine in 2016. His 30 years in journalism prior to making the transition to health care has served both organizations well. Hidlay was one Read More
View from the C-Suite // By Jane Weber Brubaker // Under Skip Hidlay’s leadership, UChicago Medicine launched a new brand and a new website that helps the organization stand out in a crowded market. When you have a great story to tell, you need great storytellers. Skip Hidlay came on board as senior vice president, Read More
As the only children’s hospital in the state of Arkansas, with greater than 90 percent awareness, Arkansas Children’s had historically not prioritized marketing, says Carla Bryant, executive vice president of Corrigan Consulting. “While they had a marketing department, it was more focused on internal communications than strategic marketing,” Bryant says. New leadership brought a new Read More
// By Jane Weber Brubaker // What should a high-performing marketing function in a health system look like? And how do you leverage marketing to support growth? As the only children’s hospital in the state of Arkansas, with greater than 90 percent awareness, Arkansas Children’s had historically not prioritized marketing, says Carla Bryant, executive vice Read More
“Marketers charged with leading their health systems into the new era of consumerism understand the hard truth about regional markets: They are a zero-sum game,” says Tom White, CEO of Phynd Technologies. Here’s an excerpt from White’s new article for Strategic Health Care Marketing: Marketers and business teams must create and market new networks to Read More
// By Tom White // Marketers charged with leading their health systems into the new era of consumerism understand the hard truth about regional markets: They are a zero-sum game. Every covered life gained is a win over the competition, and the stakes are high: CMS pegs healthcare spending per person at nearly $10,800 annually, Read More
For better or worse, in 2019, most organizations find that their online reviews have a profound influence on patient choice of a physician. In practical terms, this means you need to stay on top of exactly what people are saying online about your providers and facilities. This will allow you to respond to their compliments Read More
// By Lisa D. Ellis // With a large and growing percentage of people turning to the internet to research their health care options, what your customers say about you publicly can be the deciding factor in whom new patients ultimately choose. This makes it essential to put customers at the center of your efforts Read More
When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key to your marketing efforts’ success. “Health care organizations must provide altruistic, valuable content to consumers in order to build engagement over Read More
The answer to this question dictates success — and failure — in Norton Healthcare’s efforts. // By Lisa D. Ellis // When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key Read More
View from the C-Suite // By Sheryl S. Jackson // Agile, flexible, innovative, and open to change are just a few of the adjectives that Deb Pappas, vice president and chief marketing & communications officer for Connecticut Children’s Medical Center, uses to describe the organization she joined in early 2018. Pappas came to Connecticut Children’s Read More
Audiology First is a private hearing center in Columbia, Maryland. While the staff prides itself on taking a personalized approach to meeting the needs of each patient, its marketing efforts were strictly generic. This mismatch led to a lagging customer base. “We were getting customers, but not as many as we wanted,” explains Diana Wagner, Read More
// By Lisa D. Ellis // When an audiology practice wasn’t growing at the desired rate, the owner turned to the experts for help sharpening its online presence and marketing efforts. The results have been impressive, with a steadier stream of new and repeat customers now coming in. This success was recently recognized by the Read More