Healthcare Marketing & Physician Strategies Summit

Is Your Call Center Creating Loyal Customers?

Marcia Simon

// By Marcia Simon, APR // Google is often the place people look first when seeking health information online. Assuming your health care system has done all the right things to optimize discoverability, the patient’s next step is to access care, most often by making a phone call. That first impression determines the course for Read More

Lookahead to 2020 Healthcare Marketing & Physician Strategies Summit

Judy Neiman, president, the Forum for Healthcare Strategists

Whether you’re at the pinnacle of your career or working your way up, the value of meeting with your peers and heroes face to face cannot be overstated. Twenty-five years ago, Judy Neiman founded what is now called the Healthcare Marketing & Physician Strategies Summit (the Summit). She had the foresight back then to see Read More

A Physician Communication System Doctors Actually Like — and Use

Hackensack Meridian Health Logo

Your communications team works hard to produce content that engages physicians. The problem is that your clinicians may completely ignore it. How do you get them to pay attention? Recruiting, retaining, and communicating effectively with your attending physicians affects everything from patient satisfaction and operating costs to hospital reputation and safety. As health care networks Read More

Want to Engage Physicians? Listen to Them

Jim Blazar, executive vice president and chief strategy officer, Hackensack Meridian Health

// By Marcia Simon, APR // Your communications team works hard to produce content that engages physicians. The problem is that your clinicians may completely ignore it. How do you get them to pay attention? Recruiting, retaining, and communicating effectively with your attending physicians affects everything from patient satisfaction and operating costs to hospital reputation Read More

BayCare Health’s Vision: Evidence-Based Design for Care Delivery

Jane Weber Brubaker

// By Jane Weber Brubaker // Consumerism is driving all industries to innovate, and health care is no exception. The ideal state is a digitally enabled, frictionless consumer experience. But in a highly complex industry like health care that has traditionally operated with a command-and-control vs. consumer-centric mindset, it’s a massive change. Adding to the Read More

High-Tech Care Delivery Plus High-Touch Human Interaction

Ed Rafalski, senior vice president and chief strategy and marketing officer at BayCare Health System

Consumerism is driving all industries to innovate, and health care is no exception. The ideal state is a digitally enabled, frictionless consumer experience. But in a highly complex industry like health care that has traditionally operated with a command-and-control vs. consumer-centric mindset, it’s a massive change. Adding to the cultural challenges, the pain points on Read More

Keys to Keeping Patients for a Lifetime

Preston Gee

Many health care organizations today focus their marketing efforts on bringing new patients through their doors. But they often stop there instead of going a step further to ensure that these patients will stay with them long term. If this sounds familiar, your organization’s own health could be at serious risk moving forward. Times are Read More

Clearing Up Brand Confusion at Georgia Cancer Center

Aubrey Hinkson, AVP of marketing for Augusta University Health

What would you do if your ads were actually sending your customers to your competition? Georgia Cancer Center at Augusta University recently faced this challenging scenario. Further complicating matters, the brand had gone through several name changes in recent years, leaving its target audience confused about what the health system was and what it stood Read More

Ramp Up Your Internal Marketing: 8 Tips for Success

Terri McNorton, chief marketing communications officer at Bon Secours Health System

When is the last time you received from your employer an email or text so enticing you wanted to open it right away? Most likely, the answer is “never.” That’s because most employee communications are talking at you or providing you with information they want you to have, but they somehow miss the boat entirely Read More

How One Health Care Organization Uses Predictive Analytics to Avoid Growing Pains

Pamela Ladu, MBA, Assistant Vice President, Ambulatory Planning and Logistics, Cooper University Health Care

// By Lisa Ellis // Placing your service lines, retail clinics, and outpatient facilities in optimal locations may mean the difference between success and failure in today’s competitive marketplace. These days, it’s no longer enough to make decisions about where to locate new offerings based on available sites or what an organization “thinks” might work. Read More

Retail Health Care: Meet Your Customers Where They Are—Literally

Christi McCarren, RN, MBA, CPHQ, Senior Vice President of Retail Health and Community-Based Care, MultiCare Health

It used to be that if you built a good health system, people would come. But in today’s hectic world, many organizations find it necessary to extend their services to places their patients frequent instead. In fact, these days, organizations providing the highest-quality care are a given, but how that care is delivered—and where—have become the Read More

Making That Sale: Taking a Retail Approach to Health Care

Christi McCarren, RN, MBA, CPHQ, Senior Vice President of Retail Health and Community-Based Care, MultiCare Health

// By Lisa D. Ellis // It used to be that if you built a good health system, people would come. But in today’s hectic world, many organizations find it necessary to extend their services to places their patients frequent instead. In fact, these days, organizations providing the highest-quality care are a given, but how that Read More

A Rebrand That Keeps Residents From Fleeing To The City for Health Care

When your health system lives in the shadow of academic medical centers and urban-based powerhouse healthcare brands, its takes real work to compete. Cape Cod Healthcare (CCHC) has undergone a transition to do just that, according to Patrick Kane, Senior Vice President of CCHC’s Marketing, Communications, and Business Development. A series of organizational changes have Read More

Internal Branding and Stemming Leakage the Imperative of Today

Michele von Dambrowski

by Michele von Dambrowski Consider these statements made by two speakers at a ses­sion of the 18th National Healthcare Marketing Strategies Summit in Scottsdale, AZ, earlier this year: “The ROI on internal branding is significantly higher than what you might achieve with external communications for probably 30 percent of the spend.” – Rob Rosenberg, President, Read More

Market Research and Engagement Through an Online Community Panel

Michele von Dambrowski

by Michele von Dambrowski “We had relatively low patient engagement … outside of the clinic setting,” says Mark Rothwell, vice president of marketing and communications for Dean Clinic, giving one reason why the 107-year-old Madison, WI, organization began an online patient community. Patient engagement, in­cluding a two-way dialogue, is critical to Dean Clinic’s brand value, Read More