Connections between hospitals and doctors working outside the hospital aren’t as strong as they used to be. “So many organizations have realized we have completely lost touch with our primary care physicians,” says Kriss Barlow, RN, MBA, principal at Barlow McCarthy. “They don’t come to the hospital, they use hospitalists.” The pandemic has added to Read More
While health system marketing departments largely focus on consumers, physician relations professionals, aligned with business development, focus on building relationships with referring physicians, overcoming barriers, and growing referrals. // By Jane Weber Brubaker // Connections between hospitals and doctors working outside the hospital aren’t as strong as they used to be. “So many organizations have Read More
“Growth means different things to different organizations at different times,” says Daniel Fell of Optum. “One thing is very clear, though. The role of marketing has never been more critical.” Here’s an excerpt from Fell’s new article: We recently turned to several leading health care marketers across the country, representing a variety of health care Read More
// By Daniel Fell // Growth means different things to different organizations at different times. One thing is very clear, though. The role of marketing has never been more critical. In part one of our feature series on health system growth, The Growth Imperative and Why Marketers Must Lead, we explored why growth is essential Read More
// By Sheryl S. Jackson // There’s no substitute for market research when launching a new product and designing a campaign to support it. Advocate Aurora Health relied heavily on consumer research to support the launch of its Medicare Advantage plan. The success of Advocate Aurora Health’s launch of a Medicare Advantage product can be Read More
The pandemic forced massive change on the world in a very short space of time. The health care industry shouldered its share of the disruption — and benefited from it, as provider organizations found new ways to safely connect with patients and deliver care. “Change and disruption can be an incredibly positive force in our Read More
// By Jane Weber Brubaker // Health care has largely focused on disruption as a threat coming from outside the industry. The author of The Disruption Mindset turns that notion around, challenging companies to lead disruption from within. The pandemic forced massive change on the world in a very short space of time. The health Read More
An industry leader recently used a phrase we hadn’t heard before: “The NEXT Normal.” What has the pandemic taught us? How did it stretch us as an industry, and how can we use what we’ve learned to shape strategies in the future? We asked our editorial advisory board members to weigh in on one question: Read More
// By Jane Weber Brubaker // An industry leader recently used a phrase we hadn’t heard before: “The NEXT Normal.” What has the pandemic taught us? How did it stretch us as an industry, and how can we use what we’ve learned to shape strategies in the future? In this article, our editorial advisory board Read More
Using Amara’s Law to Analyze Pandemic’s Effect on Marketing // By Jeff Stewart // VITAS Healthcare AVP of digital communications Jeff Stewart urges marketers to stick with fundamental marketing principles and keep focused on consumer needs — especially during a time of unpredictability such as the coronavirus pandemic has caused. The annual health care marketing Read More
How to make the shift from transactions to relationships // By Jared Johnson // Health care is really good at creating transactions, but not so good at creating relationships. Today’s consumers are frustrated at health care brand experiences that fail to meet their expectations. Visionary health care organizations are listening more and more to the Read More
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
// 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