In the evolving health care landscape, developing successful service line strategies is more challenging than ever. Health systems are dealing with a range of issues and trends that affect the process, such as: Mounting financial pressures. Shifting payment models. Escalating competition from other providers and disruptors. Increasing post-COVID consumer expectations. Changing physician relationships. Rising staffing Read More
// By Linda MacCracken and Jane Weber Brubaker // A focused, bidirectional collaboration between health system call centers and marketing teams is critical to ensuring positive customer experiences that deliver on the brand promise and ultimately drive organizational targets for growth and revenue. But done right, all of these problems can be avoided.
Almost 48 million adults in the U.S. care for another family member — an estimate the Centers for Disease Control and Prevention (CDC) closely tracks and now calls “a public health issue” for millions of Americans receiving care, as well as those providing the care. Understanding the Challenge The significance of the caregiving market to Read More
A clear strategy gives you direction for where to invest scarce resources. In the dynamic landscape of health care, marketers face a pivotal choice: Should we invest in our brand or our business? If you put it in simple terms like this, the answer is: both. Marketers need to allocate resources to promote services while Read More
// 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.
// 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.
// By John Marzano // The goal for any hospital and health system is to successfully activate and operationalize the service trio of brand, culture, and experience. Here, we share LCMC’s approach to embedding brand in the organization’s culture to drive better experience for employees, patients, and the community.
// By Brian Griffin // CommonSpirit Health’s framework for successfully achieving clinically aligned service line growth. In the evolving health care landscape, developing successful service line strategies is more challenging than ever. Health systems are dealing with a range of issues and trends that affect the process, such as: Mounting financial pressures. Shifting payment models. Read More
// By Daniel Fell // The case for supporting family caregivers as an integral part of the care team. Here, we look at recent initiatives led by the federal government, share some programs developed by forward-thinking health systems, and propose a framework that health care executives can use to reimagine the role of caregivers.
// By Matt Cyr // In the dynamic landscape of health care, marketers face a pivotal choice: Should we invest in our brand or our business? If you put it in simple terms like this, the answer is: both. Marketers need to allocate resources to promote services while building enduring brand visibility.
Whenever there’s an announcement about a major M&A move, it makes you wonder about the backstory. Why did Company A decide to acquire Company B? What did both sides hope to gain? What market needs did they solve for? And how will customers benefit? Unlock Health announced its acquisition of SPM Group on November 28, Read More
// By Jane Weber Brubaker // Whenever there’s an announcement about a major M&A move, it makes you wonder about the backstory. Why did Company A decide to acquire Company B? What did both sides hope to gain? What market needs did they solve for? And how will customers benefit?
Today’s health care media landscape is drastically different from the era of print magazine ads and TV spots. It is now characterized by a fragmented array of channels and diverse media formats, which has made media planning more complex than ever. Do you recall what media buys looked like five, 10, or even 20 years Read More
// By Melanie Graham // Today’s media landscape is a far cry from the days of print magazine ads and TV spots. It’s fragmented across countless channels and media formats, making media planning more complex than ever. We sat down with Kara Rozek, VP, media at SPM Marketing & Communications, to learn how health care marketers can adapt to today’s media environment.
There are many ways to expand health care access through virtual care. When CHRISTUS Health launched its “On Demand Care” urgent care service in May 2022, some clinicians were concerned about visit erosion from the primary care provider patient base. That didn’t happen. “Our primary care physicians who were initially skeptical, as you can imagine, Read More
// By Jane Weber Brubaker // When CHRISTUS Health launched its “On Demand Care” urgent care service in May 2022, some clinicians were concerned about visit erosion from the primary care provider patient base. That didn’t happen. “Our primary care physicians who were initially skeptical, as you can imagine, have come around to be champions of this because it’s allowed us to keep and grow that volume off hours,” says Jeff Stewart, vice president of strategic marketing for CHRISTUS Health.
If your organization is investing in highly compensated specialists to grow your service lines and provide needed care for patients, you want those physicians to be as productive as possible as soon as possible, and you want them to be the first choice of referring physicians. Doctivity, a novel physician relations management (PRM) platform using Read More
// By Jane Weber Brubaker // If your organization is investing in highly compensated specialists to grow your service lines and provide needed care for patients, you want those physicians to be as productive as possible as soon as possible, and you want them to be the first choice of referring physicians. Doctivity, a novel physician relations management (PRM) platform using proprietary algorithms, which launched in March 2022, is making it easier to achieve these critical goals.
Connections between hospitals and doctors working outside the hospital aren’t as strong as they used to be. “So many organizations have realized we have completely lost touch with our primary care physicians,” says Kriss Barlow, RN, MBA, principal at Barlow McCarthy. “They don’t come to the hospital, they use hospitalists.” The pandemic has added to Read More
// By Jane Weber Brubaker // Connections between hospitals and doctors working outside the hospital aren’t as strong as they used to be. “So many organizations have realized we have completely lost touch with our primary care physicians,” says Kriss Barlow, RN, MBA, principal at Barlow McCarthy. “They don’t come to the hospital, they use hospitalists.” The pandemic has added to the challenges. “Everything changed with COVID,” she says. “Now, if a liaison sees the same office person two visits in a row, it’s a surprise, so you’re starting over with relationship building, even to get in.”
A strong and sustaining health system brand is a living organism. It is conceived from the system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. So how does a health system bring its brand to life? What steps must be Read More
// By Susan Dubuque // Three years ago, Renown Health senior leadership set out to update the strategic plan for the health system, and Suzanne Hendery, chief marketing, communications & customer officer, was asked to craft a brand platform to reflect the new organizational direction. Learn what steps she took to craft a highly successful brand strategy.
“Successful physician relationship management has been a longstanding goal of health care leaders,” says John McKeever of Endeavor Management. “No doubt its importance remains, but success requirements continue to evolve. If your organization is questioning what industry leaders are doing to maximize results from physician relations, you are not alone.” Here’s an excerpt from McKeever’s Read More
// By John McKeever // When marketing, outreach, and operations collaborate to meet the needs of physicians, everyone wins. Successful physician relationship management has been a longstanding goal of health care leaders. No doubt its importance remains, but success requirements continue to evolve. If your organization is questioning what industry leaders are doing to maximize Read More
In spite of the population of Austin, Texas growing by a net of 150 people a day — and with it, an increase in demand for services — surgical volume at Ascension Texas dropped during the pandemic’s early days, when Governor Greg Abbott issued an executive order mandating a pause in elective surgeries. “Our leadership Read More