testimonials

Advertising Showcase: White Plains Hospital’s “Every Day” Brand Campaign

White Plains Hospital logo

Each month, Strategic Health Care Marketing Advertising Showcase features the challenges, tactics, and outcomes of a multimedia advertising campaign, offering strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. See the award-winning creative for White Plain Hospital’s “Every Day” Brand Campaign.

Advertising Showcase: Centra’s “It’s My Life” Brand Campaign

centra health logo

Each month, Strategic Health Care Marketing Advertising Showcase features challenges, tactics, and outcomes of a multimedia advertising campaign, offering strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. “It’s My Life” Brand Campaign Opportunity In early 2022, the Centra marketing team recognized the need to evolve the look Read More

Advertising Showcase: Baptist Health’s “Living Proof” Integrated Marketing Campaign

Baptist Health Logo

Each month, Strategic Health Care Marketing Advertising Showcase will feature challenges, tactics, and outcomes of a multimedia advertising campaign — offering you strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. “Living Proof” Integrated Marketing Campaign  Opportunity What do you do when your state has the highest cancer Read More

Adapting Event-Related Fundraising When the Event Is Cancelled

Boston Children's logo

Like every other health care operation, fundraising has been impacted by the COVID-19 pandemic. Foundations, trusts, and development departments have had to squeeze all the creative juices they could muster to tackle an unpredictable, unprecedented situation. Boston Children’s Hospital sets the bar high. Named the country’s #1 Pediatric Hospital by U.S. News & World Report for Read More

Fundraising Success at Boston Children’s Amid a Pandemic

Michael Bornhorst, associate vice president, corporate development, leadership giving and special events at Boston Children’s Hospital Trust

// By Marcia Simon, APR // When you have hundreds of runners raising money for you, and the Boston Marathon — usually held on the third Monday in April — gets canceled, how do you bounce back? Boston Children’s Hospital Trust, the pediatric hospital’s fundraising arm, found lots of ways to keep the donations flowing Read More

A New (and Effective) Spin on Health Care Testimonials

Dawn French, senior vice president, marketing and community outreach at White Plains Hospital

In the testimonial-heavy world of hospital advertising, is there a fresh way of doing a testimonial campaign? How well can it perform for you? And what can you do to increase the impact of the advertising? In our new article, SHCM contributor and veteran copywriter Peter Hochstein looks at a new type of testimonial that Read More

Oversharing on Social Media Can Lead to HIPAA Violations

Health care marketers have lots of hurdles to overcome to achieve their organizational goals, and one of the biggest to conquer is ensuring your organization meets HIPAA requirements in all that it does. In a new story, we discuss how to effectively engage health care consumers via social media without violating patient privacy concerns. Jay Hodes, Read More

Learn What Your Patients Really Want—And Target Your Marketing Accordingly

West logo

Health care organizations increasingly focus on improving the patient experience as reimbursement levels are now tied to this essential measurement. Further, when patients aren’t satisfied with their medical care or how office staff treats them, they are apt to shop around for a new provider. Yet all too often, areas where health care organizations invest Read More

The Continued Importance of Print in Health Care Marketing

How do you get your news today? If the answer is mainly online, you’re certainly not alone. In fact, with fewer people reading printed newspapers and magazines than in past decades, you may be considering following the trend by ditching your health care organization’s printed material to focus your efforts solely on the digital side Read More

Turn the Page on Your Hospital’s Print Marketing Strategy

// By Lisa D. Ellis // How do you get your news today? If the answer is mainly online, you’re certainly not alone. In fact, with fewer people reading printed newspapers and magazines than in past decades, you may be considering following the trend by ditching your health care organization’s printed material to focus your Read More

How Behavioral Science Can Boost Engagement and Patient Action

“The key to successful health care marketing is being able to anticipate how patients will react to and engage with the messages you are putting out,” says Kirstan Cecil, Chief Marketing & Communications Officer at Saint Agnes Hospital in Baltimore, Maryland, which is part of the Ascension Health System. Saint Agnes Hospital is a 276-bed, Read More

At Lafayette General Medical Center, Advertising-Driven Patient Traffic Goes Up, Up, Up. But Media Spending? That’s Down.

Notable Health Care Advertising // By Peter Hochstein // There’s nothing new about testimonial advertising campaigns for hospitals, right? Well, not so fast. Sometimes factors ranging from how the testimonials are executed, to the community where they’re broadcast, to even the media strategy, can make a striking difference. A case in point, the testimonial campaign Read More