Diversity & Inclusion

What’s Next for Health Care Marketing Post-COVID?

Dalal Haldeman, PhD, chief executive officer, Haldeman Marketing, LLC

COVID forced organizations to adapt quickly. Communicators’ skills were essential in navigating the crisis, and marketing led the way, meeting the extraordinary demand for information. Over the past year-plus, health system marketing departments radically shifted their priorities. The question is: Which COVID-era changes actually moved the industry forward and should remain? Which strategic initiatives have Read More

Reshaping Marketing After COVID: What’s the New Normal?

Catherine Harrell, chief marketing officer, Franciscan Missionaries of Our Lady Health System

// By Marlene Kurban // Top health system marketing executives weigh in on how COVID forced organizations to adapt quickly. Communicators’ skills were essential in navigating the crisis, and marketing led the way, meeting the extraordinary demand for information. Were greater flexibility and agility unexpected byproducts of a challenging year? Will they propel health care Read More

Health Equity, Diversity, and Inclusion. Easier Said Than Done?

José Rodríguez, MD, associate vice president for Health Equity, Diversity, and Inclusion (HEDI), University of Utah School of Medicine

// By Marcia Simon, APR // Just the notion that groups of people are overlooked or marginalized means there’s much work to be done to level the playing field. The past year of glaring health disparities revealed that health care as an industry needs to step up and root out biases, even when unconscious, that Read More

Mentoring Program Creates Pipeline To Fill Health Care Leadership Roles

A few seminal moments led to the genesis of the Bluford Healthcare Leadership Institute (BHLI). Marketed as an intense professional development program, BHLI has a self-proclaimed mission to “eliminate health care disparities among minority and vulnerable populations by cultivating a pipeline of culturally competent under-represented scholars for leadership roles in health care.” John W. Bluford Read More

How to Incorporate Inclusive Language in Your Marketing Materials

Althea Fung

// By Althea Fung // Language can build relationships and forge bonds, but it can also create barriers. Content writers and marketers carry implicit biases that can rear their ugly heads when crafting copy. “Bias in and of itself isn’t a bad thing. Evolution developed it for survival,” says Kristen Syrett, PhD, an associate professor Read More

Learning What’s Truly Important to Your Target Audience

Marketing to people with similar interests and needs is usually intuitive — but what about when your target audience is completely different from you? How do you know what they care about? If you can get to the core of what makes your audience tick and what they may respond to (hint: it may not Read More

How to Dispel Stereotypes in Health Care Marketing

Sara Tack, Co-Founder and Creative Director at Smith & Jones

In the wake of the Orlando tragedy, it’s more important than ever for health care organizations to keep their messages all-inclusive. Here’s how. // By Sara Tack // Hospitals and health systems are responsible for taking care of anyone and everyone regardless of race, religion, gender orientation, or age. That’s the nature of health care: Read More

How To Keep Your Messaging Inclusive and Non-Discriminatory

Sara Tack, Co-Founder and Creative Director at Smith & Jones

“Health care advertising often falls short of representing the various populations that hospitals and health systems serve,” says Sara Tack. “We are inclusive to a point, covering our diversity bases by featuring ads with Caucasians, African Americans, Hispanics, and Asians. Sometimes, these images come across as pandering or obvious tokenism to the point where the Read More