When a health care conference sends out a call for speakers nine months in advance, you might wonder how current the sessions will be by the time the live event rolls around. That’s where the Healthcare Marketing & Physician Strategies Summit (HMPS24) advisory committee — made up of industry leaders convened by conference producer Judy Read More
How do you craft a cohesive message platform that makes sense for an expanding organization comprising three separate religious congregations with hospitals and health care facilities spread across Texas, Louisiana, and New Mexico? The answer? Build from your mission and stay focused on purpose. Jeff Stewart, vice president of strategic marketing for CHRISTUS Health, and Read More
The Healthcare Marketing & Physician Strategies Summit (HMPS24) planning team has put together a star-studded program covering today’s top issues that will keep you educated, informed, and connected. // By Jane Weber Brubaker // When a health care conference sends out a call for speakers nine months in advance, you might wonder how current the Read More
CHRISTUS Health has been committed to the health and well-being of individuals and communities for generations. Today, it remains true to its original mission and purpose. // By Susan Dubuque // How do you craft a cohesive message platform that makes sense for an expanding organization comprising three separate religious congregations with hospitals and health Read More
Nontraditional partnerships provide unique opportunities for hospitals and health systems to enhance consumer experiences, expand service offerings, and address emerging health care needs. 2024 is a year of hope and new possibilities for health system leaders who look to do more, with fewer resources, than ever before. Amid uncertain financial forecasts, leaders increasingly look to Read More
Health systems throughout the country explore nontraditional partnerships and find success as they seek to transform their consumer experiences. In our 2024 forecast, you’ll hear from leading innovators about exciting new partnerships with health systems in retail care, hospital at home, and other areas where they see future opportunities to better serve consumers. // By Read More
Does your organization invest heavily in generating leads through your marketing channels — social media, website optimization, paid search — only to have little new-patient growth? If so, you may have a prospective patient ghosting issue in your patient pipeline. Ghosting is when a valid lead who has taken some kind of action — a Read More
If you spend scarce marketing dollars to attract new patients to your high-margin service lines only to have them ghost you, a solution may be within your REACH. // By Jessica Walker // Does your practice invest heavily in generating leads through your marketing channels — social media, website optimization, paid search — only to Read More
Welcome to a new age of “Post Health System Brands.” This is another way of saying that moving a brand beyond the product offered to deeper meaning is now expected by consumers as well as by the workforce and the communities where they live, work, and play. Health system brands have been built the same Read More
Health system brands have been built the same way for 40 years, with a focus on self-promotion: If you get sick, we’re the absolute best to treat you and get you on the road to recovery. But if the past two-plus years have taught us anything, it’s that this approach may no longer be enough Read More
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
// By Melanie Graham // The pandemic has renewed focus on certain health care pain points: consumerism, funnel wars, and employee retention. UNC Health is taking on all these challenges with a data-first mindset. As marketers, we often preach the importance of data-driven decisions. Without data, marketing feels like a guessing game. But at UNC Read More
Notwithstanding the health care industry’s keen interest in Walmart and figuring out what its next move might be, most consumers still think of Walmart as a retail store, not a health and wellness destination. Karissa Price, Walmart’s vice president of marketing, food, consumables, and health and wellness at the time of our reporting, sought to Read More
// By Jane Weber Brubaker // Walmart’s marketing VP believes that high-quality, personalized health care content is the start to building trusted relationships with consumers, and supporting them on their health care journeys. Notwithstanding the health care industry’s keen interest in Walmart and figuring out what its next move might be, most consumers still think Read More
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
// 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
“For two years, marketing and communication professionals have faced the excruciating crisis of a pandemic nothing fully prepared us for,” says Rhoda Weiss, president of the Rhoda Weiss Consulting Group. “We’re changing how and from where we work, balancing dichotomies of layoffs and staff shortages, experiencing colleague and personal burnout, dealing with new and conflicting Read More
// By Rhoda Weiss, Ph.D. // As we approach the two-year mark of the pandemic, it’s clear that the crisis has forged strong alliances across the industry. Leaders have come together to share best practices and help one another address challenges common to all. For two years, marketing and communication professionals have faced the excruciating Read More
“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
// 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
An industry leader recently used a phrase we hadn’t heard before: “The NEXT Normal.” What has the pandemic taught us? How did it stretch us as an industry, and how can we use what we’ve learned to shape strategies in the future? We asked our editorial advisory board members to weigh in on one question: Read More
// By Jane Weber Brubaker // An industry leader recently used a phrase we hadn’t heard before: “The NEXT Normal.” What has the pandemic taught us? How did it stretch us as an industry, and how can we use what we’ve learned to shape strategies in the future? In this article, our editorial advisory board Read More
// By Paula Serios // In Part 1 of this two-part series, we looked at surprising results from a proprietary national study. Two cohorts — Innovators and Early Adopters — have the potential to consume more health services and generate higher revenues than any other. The key is to understand what makes them tick, and Read More
“With today’s constant stream of digital health tools, it’s never been easier or faster for customers to take charge,” says Lindsay Resnick, executive vice president of Wunderman Thompson Health. “They’re following a path to care where they feel important and are treated well — and they’ll avoid hospitals that fall short.” Here’s an excerpt from Read More
Winners are betting on data-driven insights, personalized experiences, and relationships built on trust. // By Lindsay R. Resnick // With today’s constant stream of digital health tools, it’s never been easier or faster for customers to take charge. They’re following a path to care where they feel important and are treated well — and they’ll Read More