Strategic Planning

How To Take the Lead in Strategic Discussions With Senior Leaders

Jennifer Horton, vice president of strategy, Ten Adams

For many senior leaders of health care organizations, adapting to constant changes in the COVID landscape for the past two years has been all-consuming. Yet refocusing on strategic priorities is essential for organizations to move forward. Marketers can play a pivotal role in making that happen by facilitating brief and focused meetings with senior administrators 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

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

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

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

Learn How (and Why) to Partner With Your Finance Department

Paul Szablowski, independent marketing consultant

Increased economic pressures caused by the pandemic and other factors are making it more important than ever for marketers to partner with their chief financial officers to develop a deeper understanding of finance and demonstrate return on investment for marketing spending. In this COVID-19 age of tight budgets and heightened expectations to produce results, it Read More

5 Keys to Building Stronger Relationships Between Marketing and Finance

Elizabeth Ward, executive vice president and chief financial officer, Tidelands Health

// By Brian Griffin // Partnerships between CMOs and CFOs can raise marketers’ profile in the C-suite and enhance marketing effectiveness. Increased economic pressures caused by the pandemic and other factors are making it more important than ever for marketers to partner with their chief financial officers to develop a deeper understanding of finance and Read More

The Best Strategies Start with Unsexy Assessments

Mildren-Sally-Boss-Lady

// By Sally Mildren // Our newest contributor, the CEO of Boss Lady Consulting, shares six insights about why a clear, well-developed strategy is the key to driving the results your organization is looking for. Strategy comes first — then tactics. How many times have leaders in marketing and patient success been asked to drive 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

Remote Monitoring Enables High-Level Care at Home

The current pandemic is pushing the boundaries for parity when it comes to telemedicine reimbursement. How long will it be before the entire health care system repositions itself to provide hospital-level care for patients at home through ongoing remote monitoring? That’s what Tony Slonim has been working toward since he took the helm seven years Read More

The Case for Hospital-Level Home Care

Tony Slonim, MD, DrPH, president and CEO, Renown Health

View from the C-Suite: Anthony Slonim, MD, DrPH, President and CEO at Renown Health // By Marcia Simon, APR // Leading the charge toward home care reimbursement parity and population health involves huge challenges. “You have to have a vision, you have to execute the vision, and you have to tell your story,” says Renown Read More

2021 Will Be Difficult: A Flexible Plan Is Key

// By Alan Shoebridge // Predicting the future is always a dicey proposition, but from a marketing perspective it has generally been sort of, well, predictable. Most experienced professionals know how to prepare for an upcoming year with the general acceptance that a few minor bumps along the road will always come up. I know Read More

Mount Sinai Goes Back To Basics With New Definition of MarCom

David Feinberg, senior vice president and chief marketing and communications officer of Mount Sinai Health System

As the marketing communications function has grown in health care over the years, many hospital systems find their MarCom organizations continually growing in responsibility and staff size, with no master plan for how everyone will work together. David Feinberg, senior vice president and chief marketing and communications officer of Mount Sinai Health System, and Karen Read More

Mount Sinai Creates High-Functioning MarCom Organization by Simplifying Structure

Sheryl Jackson

// By Sheryl S. Jackson // As the marketing communications function has grown in health care over the years, many hospital systems find their MarCom organizations continually growing in responsibility and staff size, with no master plan for how everyone will work together. David Feinberg, senior vice president and chief marketing and communications officer of Read More

Lookahead to 2020 Healthcare Marketing & Physician Strategies Summit

Judy Neiman, president, the Forum for Healthcare Strategists

Whether you’re at the pinnacle of your career or working your way up, the value of meeting with your peers and heroes face to face cannot be overstated. Twenty-five years ago, Judy Neiman founded what is now called the Healthcare Marketing & Physician Strategies Summit (the Summit). She had the foresight back then to see Read More

Shifting From an Internal Communications Focus To Strategic Marketing

Carla Bryant, executive vice president at Corrigan Consulting

As the only children’s hospital in the state of Arkansas, with greater than 90 percent awareness, Arkansas Children’s had historically not prioritized marketing, says Carla Bryant, executive vice president of Corrigan Consulting. “While they had a marketing department, it was more focused on internal communications than strategic marketing,” Bryant says. New leadership brought a new Read More

Arkansas Children’s Leverages Strategic Marketing to Support Growth

Jeff House, vice president of strategic marketing at Arkansas Children’s

// By Jane Weber Brubaker // What should a high-performing marketing function in a health system look like? And how do you leverage marketing to support growth? As the only children’s hospital in the state of Arkansas, with greater than 90 percent awareness, Arkansas Children’s had historically not prioritized marketing, says Carla Bryant, executive vice Read More

Think Like a Hacker To Outsmart Your Competition

Walker-Jessica-Care-Sherpa

“Faced with competitors who may have bigger marketing budgets and more resources, many health care marketers feel powerless in the battle for market growth,” says Jessica Walker, founder and CEO of Care Sherpa. “Thinking like a hacker may help you outsmart the competition. Five proven hacks for market share growth require little to no money Read More