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How VCU Health Stands Out in Richmond’s Crowded Health Care Market

Kevin Best, associate vice president of Brand Marketing, Enterprise Marketing and Communications.

By aligning the health care brand with the academic side of the university, VCU Health strengthens its unique position as an Academic Medical Center in a cluttered market. Learn how VCU Health developed a fresh, new brand — UN-like any other health system — and view the elements of the brand campaign.

Advertising Showcase: VCU Health “UN” Brand Campaign

Kendra Gerlach, associate vice president of Strategy and Marketing for VCU Health

// By Susan Dubuque // By aligning the health care brand with the academic side of the university, VCU Health strengthens its unique position as an Academic Medical Center in a cluttered market. Learn how VCU Health developed a fresh, new brand — UN-like any other health system — and view the elements of the brand campaign.

25 Years of Celebrating Excellence: eHealthcare Leadership Awards are Open

ehla logo 25th

// 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!

Post-COVID, Data Dictates the Path Ahead at UNC Health

As marketers, we often preach the importance of data-driven decisions. Without data, marketing feels like a guessing game. But at UNC Health, describing the marketing and communications department as “data-driven” feels like an understatement. With an in-house consumer insights team and a robust survey process, data truly sits at the core of everything the team Read More

MarTech Is Moving Fast

Tom Hileman, CEO and president, Hileman Group

Marketing technology (MarTech) is changing fast. How fast? Twenty percent of MarTech innovations available today didn’t even exist in 2016, according to Tom Hileman, CEO and president of the Hileman Group. In health care, Hileman says conversational marketing technology and marketing compliance platforms lead the way with 70 percent growth over the past five years. Read More

Three Top Health System Marketers Share the Latest Trends in MarTech

Paul Matsen, chief marketing and communications officer, Cleveland Clinic

// By Brian Griffin // The growth of MarTech is revolutionizing health care marketing. In this article, you will learn how marketing experts at leading health systems use the latest MarTech tools to communicate more effectively with key audiences, grow patient volumes, and demonstrate marketing’s value to the C-suite. Marketing technology (MarTech) is changing fast. Read More

How Health Care Organizations Can Effectively Respond to Negative Online Patient Reviews and Social Media Feedback

Jenny Sundberg, senior marketing specialist and operations manager, Bryan Health

// By Brian Griffin // A proactive approach to responding to negative online comments is a winning service recovery strategy. Patients think it’s important for health care providers to answer negative reviews; when complaints are addressed, the rate of patient satisfaction roughly doubles, according to one survey. With more patients using online reviews and social Read More