patient journey

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

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

Empathy in the C-suite: The Role of the CXO in Patient-Centric Healthcare

Eugene Scioscia, MD, chief experience officer for the Allegheny Health Network

As hospital systems have merged and grown over the years, so have the number of executives occupying their C-suites. The chief information officer (CIO) was a creation of the 1990s, as hospitals began relying on electronic medical records. A more recent admittee to the C-suite is the CXO, or chief experience officer. So, what is Read More

What The Chief Experience Officer Brings to Hospital Systems

Ron Shinkman

While some are clinicians, many come from marketing/communications backgrounds. // By Ron Shinkman // As hospital systems have merged and grown over the years, so have the number of executives occupying their C-suites. The chief information officer (CIO) was a creation of the 1990s, as hospitals began relying on electronic medical records. A more recent Read More

Health Care Trends That Dominated 2022 and What to Expect in the New Year

“As 2022 draws to a close, two issues have dominated industry talking points and sparked record-breaking investment in hundreds of specialty ventures: customer experience (CX) and digital health,” says Lindsay R. Resnick in a new article. “I hope my newfound perspective on these trends can serve as thought starters going into 2023. “This past year Read More

Health Care Consumerism, Up Close and Personal

An industry veteran’s report card on customer experience in health care from the perspective of a patient. // By Lindsay R. Resnick, MHA // As 2022 draws to a close, two issues have dominated industry talking points and sparked record-breaking investment in hundreds of specialty ventures: customer experience (CX) and digital health. I hope my Read More

UCSF Health Is Leveling Up for Digital Transformation

Aaron Neinstein, MD, vice president for digital health at UCSF Health

In most industries, digital transformation is more than a simple buzzword. It’s a connected experience for customers looking for access, convenience, on-demand service, and an expected good outcome. In health care, a two-plus-year pandemic accelerated the forces underlying these challenges, continuing to raise consumer expectations in an industry that historically struggles with real change for Read More

Level Up and Lead Your Organization to Digital Transformation

Sarah Sanders, chief marketing and brand experience officer at UCSF Health

University of California at San Francisco (UCSF) Health Creates a Coordinated Patient Experience with Persistent Cross-Functional Teamwork // By John Marzano // Incredible advances in health care over the past 20 years have dramatically improved patients’ outcomes and lives. Yet care remains difficult to access, expensive, inequitable, and falls short of consumer expectations despite advancements Read More

Creating a Strong, Unified Brand Across a Large Network

Providence logo

How do you connect the dots between a health system, hospital, and its other programs and services throughout the community, and ensure consumers know they will continue receiving the same high-quality, personalized care throughout the network? Recently, Providence successfully navigated this situation and launched a new brand. Unifying the brand was among the initiatives Jigar Read More

Share of Care: A New Way to Think About Health Care Metrics

D.J. Sullivan, director, HSG Advisors

Measuring brand loyalty is a constant challenge for health care organizations. Marketing professionals use different measures to determine if they’re capturing patients throughout their health care journey. One of the parameters being used today is called Share of Care. Share of Care is a revenue-based measurement that gauges the health of the patient relationship, according Read More

Payviders Seek a Holistic Approach to Patient Well-Being

Wunderman Thompson

“In a health sector bombarded with labels such as InsurTech, HlthTech, FemTech, and AgeTech, it’s no surprise that confusion and mis-categorization run rampant,” says Lindsay Resnick, executive vice president of Wunderman Thompson Health. “And now there’s another category being promoted by consumer-centric health companies bringing a tightly integrated financial and clinical health care experience to Read More

Measuring the Health of the Patient Relationship

Eric Andreoli, director, HSG Advisors

// By Wendy Stark Healy // How much of a patient’s health care spending goes to your organization? And how much goes to your competitors? “Share of Care” is a revenue-based measurement that compiles multiple data points to give you the full picture. Measuring brand loyalty is a constant challenge for health care organizations. Marketing Read More

52 Hospitals; 1,025 Clinics; 7 States — and One Unified Brand Architecture

Jigar Shah, Chief Marketing Officer, Providence

// By Jane Weber Brubaker // Providence’s family of organizations embarked on a multi-year brand journey — right before the pandemic. Despite the many challenges brought on by the pandemic, the system launched a strong new brand that is energizing its 125,000 caregivers and the communities they serve. We’ve heard the familiar adage: All health Read More

Resurgence of the Payvider

Lindsay Resnick

// By Lindsay R. Resnick // A consumer-centric swimlane unites payers and providers around shared objectives. In a health sector bombarded with labels such as InsurTech, HlthTech, FemTech, and AgeTech, it’s no surprise that confusion and mis-categorization run rampant. And now there’s another category being promoted by consumer-centric health companies bringing a tightly integrated financial Read More

Health Systems Look Outside the Industry to Up Their Digital Marketing Game

Jim Nilson, senior director, digital marketing at UC Health

// By Jim Samuel // There is a common thought among health care marketers that the business lags years behind other industries regarding digital marketing and meeting consumer needs. Two health systems have brought in marketing executives from Disney and higher education to help them catch up. If you have been paying attention for the Read More

Why Effective Management of the Patient Journey Is Essential

Rich Phillips CEO and co-founder of Customer Evolution

“The U.S. health care industry is undergoing tremendous change — some might say disruption,” says Rich Phillips, CEO and co-founder of Customer Evolution. “This is driven by multiple factors, including rising consumer expectations, the significant cost of care noncompliance, and the emergence of nontraditional competitors.” In his new article, Phillips explains why health care marketers Read More

Making the Shift from Journey Mapping to Journey Management to Improve Patient Experience and Health Outcomes

Rich Phillips CEO and co-founder of Customer Evolution

// By Rich Phillips // The U.S. health care industry is undergoing tremendous change — some might say disruption. This is driven by multiple factors, including rising consumer expectations, the significant cost of care noncompliance, and the emergence of nontraditional competitors. To thrive within this tumultuous environment, health systems are increasingly focused on two important Read More

Accelerating Success with Marketing Automation: How Scripps Health Drives Patient Journeys

Scripps Health

A Strategic Health Care Marketing webinar on demand for health care marketers, communicators, and strategists.

EvariantSponsored by Evariant
This on-demand webinar is free for members thanks to our event sponsor.

Your Presenters:

  • Christy Clay, Senior Director, System Marketing, Scripps Health
  • Jane Hong, Senior Director, Care Line Marketing, Scripps Health
  • Rachel Neely, Senior Healthcare Consultant, Evariant

Christy Clay, Jane Hong, and Rachel Neely

Watch now »

5 Key Stops on Your Patients’ Decision-Making Journey

The journey to selecting a health care system is not unlike the way people decide to buy a car, book a vacation destination, or hire a plumber. In fact, the basic consumer journey model can be adapted to almost any industry, according to Stephen Moegling, chief growth officer at Franklin Street, a health care brand Read More

How Gen X and Boomers Shop for Health Care

Ken Robbins, CEO of Response Mine Interactive

“Much has been written about marketing health care products and services to millennials, and for good reason,” says Ken Robbins, CEO and founder of digital agency Response Mine Interactive. “Since millennials are coming into disposable income and are extremely health-conscious, it makes good sense to understand how to reach them. But marketers cannot afford to Read More