Targeting

How Targeted Outreach Helps Bring Patients Back

CHI St. Vincent

Infectious-disease specialists are beginning to give the all-clear signal to bring patients and families back for routine care. But luring valued community members back to health care facilities is proving to be a communications challenge. Consciously or not, families have created their new normal, which may include telehealth instead of office visits, reducing the frequency Read More

Advanced Analytics Drive a Personalized Post-COVID Comeback

Bonnie Ward, market director of marketing and communications, CHI St. Vincent

// By Marcia Simon, APR // CHI St. Vincent in Little Rock, Arkansas isn’t waiting for customers to come back on their own. The health system is proactively reaching out to them, using sophisticated analytics to define the target audience with precision accuracy.  Infectious-disease specialists are beginning to give the all-clear signal to bring patients Read More

Don’t Abandon Traditional Media Marketing Just Yet

While many health care marketers seek to limit their media outlets, the reality is that successful marketing plans need to incorporate a blend of many efforts to produce a desired reach, frequency, and outcome. Here’s an excerpt from John Gonda’s new article on this topic: For many years, hospitals have used traditional media outlets such Read More

Traditional and Digital Media: Why You Need Both

// By John Gonda // While many health care marketers seek to limit their media outlets, the reality is that successful marketing plans need to incorporate a blend of many efforts to produce a desired reach, frequency, and outcome. For many years, hospitals have used traditional media outlets such as newspapers, direct mail, radio, and Read More

How Data-Driven Marketing Fuels Brand Strategy

More than ever, it’s important for health care executives to understand that broad brand strategy alone doesn’t drive business. Successful service-line growth campaigns are based on insights from marketing and consumer data. Without direction from digital marketing data, health care organizations will struggle even more in the post-pandemic world. Brand/MarCom strategist John Marzano recently spoke Read More

Brand and Demand Go Hand in Hand in Today’s Marketing Landscape

// By Jared Johnson // More than ever, it’s important for health care executives to understand that broad brand strategy alone doesn’t drive business. Successful service-line growth campaigns are based on insights from marketing and consumer data. Without direction from digital marketing data, health care organizations will struggle even more in the post-pandemic world. Brand/MarCom Read More