Start and Leverage a Speakers Bureau for Branding Success

Kristin Mack Deuber

Should your health care organization start a speakers bureau? Most experts say, “Yes”—and a few of them offer important advice for making sure yours achieves all of your organization’s desired benefits. “Speakers bureaus are great reputation-building tools for organizations as they increase awareness of the organization and they also provide a way to build the Read More

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A Speakers Bureau Can Promote Your Service Lines, Elevate Your Brand, and Serve Your Community

Aurora Gregory

How to Get Yours Started, Measure Success, and Improve Results // By Lisa D. Ellis // Should your health care organization start a speakers bureau? Most experts say, “Yes”—and a few of them offer important advice for making sure yours achieves all of your organization’s desired benefits. “Speakers bureaus are great reputation-building tools for organizations Read More

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Creative Ways To Engage Consumers and Move Them To Take Action

“Consumer engagement is one of those terms-of-the-moment in marketing to which marketers apply a variety of meanings,” says John Brand, senior director of marketing and public relations at St. Luke’s University Health Network. He says his organization defines “engagement” as “compelling consumers to take action on behalf of our brand, primarily in social spaces.” Brand says Read More

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Lessons Learned from the ALS Ice Bucket Challenge, and How St. Luke’s Applies Them to Move Patients and Employees to Action

John Brand is the senior director of marketing and public relations at St. Luke’s University Health Network

// By John Brand // Consumer engagement is one of those terms-of-the-moment in marketing to which marketers apply a variety of meanings. At St. Luke’s University Health Network, a seven-hospital health system spread across northeastern Pennsylvania and northwestern New Jersey, we define it as compelling consumers to take action on behalf of our brand, primarily Read More

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5 Considerations When Developing Service Line Priorities

Service Line Priorities

// Sponsored Post //

Healthcare Organizations Don’t Succeed by Accident

Rather, organizational success most often comes from intentional and purposeful planning. Today’s hospitals face shrinking reimbursements, shifting reimbursement models and an increasing focus on reducing costs and utilization—making planning even more important.

To succeed in this environment, you must plan with purpose. It helps you grow in areas that improve organizational return and protect profitability. It also keeps you focused on your core mission, helping you avoid wasteful strategies.

Read this whitepaper to learn these five factors that will help you develop service line priorities:

  • Understand how each service line fits within your mission, vision & values
  • Measure the service line’s capacity & readiness for growth
  • Quantify the market opportunity for growth
  • Determine the service line’s value to your organization
  • Identify current & planned patient pathways

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How Do You Get a Rough, Tough “Man’s Man” to Overcome His Angst and Get a Colorectal Screening? Maybe with Direct Response Advertising

Peter Hochstein

Notable Healthcare Advertising // By Peter Hochstein // In the Champlain Valley of upstate New York, where the nearest big city is Plattsburgh, population just short of 20,000, and the prevailing ethos is blue collar, 300-bed Champlain Valley Physicians Hospital had a problem. “ When you think of the kind of male who lives in Read More

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Children’s Hospital Finds Success with Humorous Campaign

Veteran copywriter and SHCM contributor Peter Hochstein boils down one hospital’s advertising campaign down to one word: wisecracks. The little girl getting wheeled into surgery is about 11 years old—and not at all like any other little girl you’ve seen in TV spots about surgery. She’s a quick-thinking, fast-talking, smart mouth. But then, so is Read More

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5 Lessons Healthcare Organizations Can Learn from the Retail Sector

5 Lessons Healthcare Organizations Can Learn from the Retail Sector

// Sponsored Post //

Advances in technology over the past decade have made it possible to track customers’ demographics, lifestyle, habits, and preferences. At Buxton, we work with some of the fastest growing retailers that regularly gather such data and put it to work helping to customize products and services to meet the needs that exist.

This information can be invaluable for healthcare systems: guiding operations, site decisions, and marketing efforts.

In this white paper you’ll discover the key lessons we’ve gleaned from the retail world and find out how they apply to healthcare strategy and marketing. These lessons can provide your organization with a valuable blueprint to guide your efforts and grow your market share.

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  • How healthcare systems can use customer analytics to strengthen their positions in the marketplace
  • Which retail strategies can help health care marketers identify, attract, and retain the most profitable patients
  • How a retail mindset helps health care systems meet the long-term goals of population health while still providing essential fee-for-service care to keep their operations sustainable

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Kids and Docs Engage in Jocular Banter. Result: Stony Brook Children’s Hospital Builds Awareness and Preference for Its Serious Approach to Medicine

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // The little girl getting wheeled into surgery is about 11 years old—and not at all like any other little girl you’ve seen in TV spots about surgery. She’s a quick-thinking, fast-talking, smart mouth. But then, so is the pediatric surgeon who accompanies her. The girl asks, Read More

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Augusta University Health Gets Strategic To Improve Payer Mix

Augusta University Health System is no stranger to change. Over the past five years, it has undergone several rebranding campaigns and two consolidations. Yet through all of these fluctuations, one thing has remained the same: the need to find new and more efficient ways to improve its reputation and continue to grow market share. The Read More

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