Media Strategy

Unlock Health Aims to Fulfill Industry Need for Unified Growth Platform

Brandon Edwards, CEO, Unlock Health

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

Northwell Health Inspires Brand Love with “Resolutions” Campaign

northwell-logo

Welcome to the first Strategic Health Care Marketing Advertising Showcase. Each month, we feature challenges, tactics, and outcomes of a multimedia advertising campaign — offering you strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. Opportunity This past holiday season, the Northwell Health marketing team saw the opportunity Read More

Aligning Advertising and Organizational Purpose Through One Mission

lluh-logo

Nearly every health system has a mission statement, and most are a version of “meeting the health needs of the community.” But bringing a mission to life — truly operationalizing it — is a different matter. // By Susan Dubuque // Health care marketing budgets have declined significantly in the past year, and marketing leaders Read More

What Unlock Health’s Acquisition of SPM Group Means for the Industry

Amanda Seaford, CEO, SPM Group

The leaders of the two companies believe a combined organization, with a broad portfolio of capabilities, fills an industry need for a unified partner for all health care marketing needs. // 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 Read More

Advertising Showcase: Northwell Health’s “Resolutions” 2023 Holiday Campaign

Susan Dubuque NDP

Welcome to the first Strategic Health Care Marketing Advertising Showcase. Each month, we feature challenges, tactics, and outcomes of a multimedia advertising campaign — offering you strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. // By Susan Dubuque // Opportunity This past holiday season, the Northwell Health Read More

3 Health Care PR Challenges to Be Prepared for in 2024

Ross K. Goldberg is president of Kevin/Ross Public Relations

What is the greater challenge: identifying challenges that health care public relations will face in 2024 or limiting those truths to a 1,200-word article? The answer is clearly the latter. Year after year health care public relations professionals see unanticipated new challenges pile up on those left over from the year prior until the hill Read More

Buckle Up: Health Care PR Professionals Likely to Face Bumpy Ride Again in 2024

Senior-level public relations expert predicts communication challenges that health care organizations may experience as we gear up for the coming year. // By Ross K. Goldberg // What is the greater challenge: identifying challenges that health care public relations will face in 2024 or limiting those truths to a 1,200-word article? The answer is clearly Read More

How a Data-Driven Media Strategy Can Deliver Cost-Effective Results

Andrea Becker, senior director, marketing, WellSpan Health

Last year, Central Pennsylvania-based WellSpan Health established two major goals to combat breast cancer and strengthen the health system’s market position: 1) heighten awareness of breast care services, and 2) increase mammography screenings. These relatively common goals for health care organizations are often supported by the same time-worn tactics that marketers have used for years Read More

Boosting Your Fundraising Success With Effective Advertising

Eric Peters, vice president communications, MCV Foundation

A recent report on philanthropy trends in the U.S. describes giving as “getting bigger and wider.” The proliferation of big-ticket donations continues, with billionaires pledging to give away their wealth. However, growth in donations is not limited to the super-rich. Online donation platforms and social media campaigns along with the can-do attitudes of younger generations Read More

Data-Driven Approach to Media Planning for WellSpan Health’s Breast Cancer Initiatives Delivers Cost-Effective Precision Marketing

Maggie Checinski, director, integrated media, SPM Marketing and Communications

Thorough research identified target audiences and pinpointed their media of choice. // By Brian Griffin // Last year, Central Pennsylvania-based WellSpan Health established two major goals to combat breast cancer and strengthen the health system’s market position: 1) heighten awareness of breast care services, and 2) increase mammography screenings. These relatively common goals for health Read More

How to Navigate Today’s Fragmented Health Care Media Landscape

Kara Rozek, VP, media, SPM Marketing & Communications

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

Meeting the Right People at the Right Time in a Fragmented Media Universe

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 Read More

Expansion Facilitates Cancer Treatment for Orange County Residents

City of Hope

Getting a cancer diagnosis is bad enough. Having to jump on the freeway and drive two hours each way to access care adds significantly to the stress. But that’s what many residents of Orange County, California did when they needed highly specialized cancer care. “Your first shot is your best shot, because it’s really important Read More

City of Hope Expands to Orange County

Nisha Morris, vice president of marketing communications, City of Hope Orange County

// By Jane Weber Brubaker // To meet the expected demand for highly specialized cancer services in Orange County, City of Hope has opened four cancer treatment sites and is currently building a 190,000-square-foot cancer center, scheduled to open next year. A separate specialty hospital will be ready to open its doors in 2025. The Read More

Don’t Abandon Traditional Media Marketing Just Yet

While many health care marketers seek to limit their media outlets, the reality is that successful marketing plans need to incorporate a blend of many efforts to produce a desired reach, frequency, and outcome. Here’s an excerpt from John Gonda’s new article on this topic: For many years, hospitals have used traditional media outlets such Read More

Traditional and Digital Media: Why You Need Both

// By John Gonda // While many health care marketers seek to limit their media outlets, the reality is that successful marketing plans need to incorporate a blend of many efforts to produce a desired reach, frequency, and outcome. For many years, hospitals have used traditional media outlets such as newspapers, direct mail, radio, and Read More