Health systems rely on their communications teams to keep all stakeholders informed during a crisis and help to bring healing to the community in the aftermath, through empathetic messaging. At SHSMD Connections in September, three health system communications leaders shared their experiences following a crisis in their respective communities. “Sometimes the strength of the people Read More
You don’t know what you don’t know until you’re faced with leading your organization through a crisis. Here are three stories from leaders whose best advice is to expect that, sooner or later, a crisis will come. It’s not if – it’s when. // By Susan Dubuque // Health systems rely on their communications teams Read More
Health care marketers are sometimes on the defensive when proposing budgets to their CEOs and CFOs, feeling the pressure to justify the expense and project the expected return on investment — especially for “softer” initiatives like brand building. So, it was refreshing to hear a different perspective from Bill Robertson, CEO of MultiCare, a 12-hospital Read More
MultiCare’s CEO believes brand-building is the key to sustainable growth, and that it supports acquisition. It’s not either-or; it’s both-and. // By Jane Weber Brubaker // Health care marketers are sometimes on the defensive when proposing budgets to their CEOs and CFOs, feeling the pressure to justify the expense and project the expected return on Read More
// By Peter Hochstein // There’s always a fresh approach to case history advertising focused on positive outcomes. Here’s How Children’s Mercy Kansas City took an old technique and made it original for its brand. Hospital advertising and positive outcome case histories were made for each other. People arrive sick, injured, or teetering on the Read More