Those entrusted with communicating clear messages during crises know that such communication is successful only if people believe what is said is true. But the time to build that trust is not when a crisis hits. That’s too late. Trust must be built through years of candid, timely, frequent, and honest communication. The same can Read More
The leaders of the two companies believe a combined organization, with a broad portfolio of capabilities, fills an industry need for a unified partner for all health care marketing needs. // By Jane Weber Brubaker // Whenever there’s an announcement about a major M&A move, it makes you wonder about the backstory. Why did Company Read More
Welcome to the first Strategic Health Care Marketing Advertising Showcase. Each month, we 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. // By Susan Dubuque // Opportunity This past holiday season, the Northwell Health Read More
Trust in the health care system continues to be low, so how do you get people to believe your advertising? // By Ross K. Goldberg // Editor’s Note: This article kicks off our Q1 series on Advertising — and what better place to begin than with the ingredient most essential for successful advertising: TRUST. Those Read More
The continued growth in channels makes precision media buying more important than ever. Today, consumers have a seemingly endless array of media options to choose from, causing many health care marketers to ask: “How should I allocate my limited budget to maximize the effectiveness of media buying?” It’s a crucial question that will often determine Read More
The continued growth in channels makes precision media buying more important than ever. // By Brian Griffin // Today, consumers have a seemingly endless array of media options to choose from, causing many health care marketers to ask: “How should I allocate my limited budget to maximize the effectiveness of media buying?” It’s a crucial Read More
Last year, Central Pennsylvania-based WellSpan Health established two major goals to combat breast cancer and strengthen the health system’s market position: 1) heighten awareness of breast care services, and 2) increase mammography screenings. These relatively common goals for health care organizations are often supported by the same time-worn tactics that marketers have used for years Read More
A recent report on philanthropy trends in the U.S. describes giving as “getting bigger and wider.” The proliferation of big-ticket donations continues, with billionaires pledging to give away their wealth. However, growth in donations is not limited to the super-rich. Online donation platforms and social media campaigns along with the can-do attitudes of younger generations Read More
Thorough research identified target audiences and pinpointed their media of choice. // By Brian Griffin // Last year, Central Pennsylvania-based WellSpan Health established two major goals to combat breast cancer and strengthen the health system’s market position: 1) heighten awareness of breast care services, and 2) increase mammography screenings. These relatively common goals for health Read More
According to a recent report in Becker’s Health IT, health care marketing budgets have declined by 8 percent over the past year — down markedly from 2019 when budgets peaked. Marketing leaders also indicate that they are experiencing increased pressure to quantify results and demonstrate a return on investment. Aligning marketing and public relations efforts Read More
The foundation that supports philanthropy at Virginia Commonwealth University Health deploys the same advertising strategies and tactics used to market service lines with the added benefit of building trust and reinforcing the mission and brand. // By Susan Dubuque // A recent report on philanthropy trends in the U.S. describes giving as “getting bigger and Read More
In the aftermath of COVID-19, hospitals and health systems are pressured to do more with less. The 2023 Healthcare Marketers Trend Report reveals that marketing and advertising budgets have shrunk by 8 percent. At the same time, marketing departments are being asked to produce measurable results and contribute to business objectives. One strategy to make Read More
The chief marketing and customer officer for Renown Health shares how collaboration between marketing and PR enhances effectiveness and improves efficiency. // By Susan Dubuque // According to a recent report in Becker’s Health IT, health care marketing budgets have declined by 8 percent over the past year — down markedly from 2019 when budgets Read More
“When it comes to women’s health, there’s a lack of attention, funding, research, and education,” writes Wendy Margolin in a recent article. “From the moment we start menstruating, it’s a secret. Girls are often embarrassed to tell their mothers, which is partly what makes Judy Blume’s book and recent movie, Are You There, God, It’s Read More
The chief marketing and communications officer for Geisinger shares how collaboration between marketing and public relations enhances effectiveness and efficiency. // By Susan Dubuque // In the aftermath of COVID-19, hospitals and health systems are pressured to do more with less. The 2023 Healthcare Marketers Trend Report reveals that marketing and advertising budgets have shrunk Read More
Health care industry experts have been sounding the alarm about the staffing shortage for decades, with a variety of factors contributing to the problem — the aging population, lack of nursing faculty, competition from other industry sectors, and burnout. Now, in the wake of the COVID-19 pandemic, hospitals and health systems face unprecedented challenges as Read More
Emory Healthcare’s rebranding initiatives enable the health system to stand out in Atlanta’s crowded market. Emory’s success should serve as an example for other hospitals and health systems looking to develop a successful rebranding strategy and drive growth. There are hospitals and health systems with reputations verging on veneration. But for all the world-renowned research Read More
Marketing and talent acquisition executives from Michigan Medicine share how collaboration and brand alignment helped to address staff recruitment and retention challenges for their organization. // By Susan Dubuque // Health care industry experts have been sounding the alarm about the staffing shortage for decades, with a variety of factors contributing to the problem — Read More
A successful health care rebrand requires two things: effective project management and clear communication. Your brand is more important than ever, especially for organizations seeking to be recognized over an expanding number of marketing platforms and sales channels. Shifts in the market, mergers and acquisitions, and other company changes also drive the need for brand Read More
The Atlanta academic medical center had to figure out how to convince patients that, while it takes care of the sickest of the sick, it also provides routine medical care. // By Ron Shinkman // There are hospitals and health systems with reputations verging on veneration. But for all the world-renowned research and medical breakthroughs Read More
What health care marketers can do to bring attention to women’s health disparities. // By Wendy Margolin // When it comes to women’s health, there’s a lack of attention, funding, research, and education. From the moment we start menstruating, it’s a secret. Girls are often embarrassed to tell their mothers, which is partly what makes Read More
Effective project management and clear communication are critical to keeping a rebrand on schedule. // By Brian Bekins // Your brand is more important than ever, especially for organizations seeking to be recognized over an expanding number of marketing platforms and sales channels. Shifts in the market, mergers and acquisitions, and other company changes also Read More
The scarcity of health care workers is not new. Since the 1980s, there has been significant industry chatter, particularly surrounding the critical shortage of nurses. When COVID hit, demand skyrocketed, just as the “Great Resignation” struck. Workforce shortfalls threaten patient care and have significant financial implications. One study finds that labor shortages have cost hospitals and Read More
WellSpan Health’s omnichannel media approach had a dramatic impact in a highly competitive marketplace. Learn how you can use intent-based planning to guide your media strategy and drive results.
A new Strategic Health Care Marketing webinar for healthcare marketers and strategists
Presented on September 7, 2023
Your Presenters:
Marketing executives share how Moffitt Cancer Center’s marketing and HR teams work together to alleviate recruitment and retention challenges by aligning with the brand. // By Susan Dubuque // The scarcity of health care workers is not new. Since the 1980s, there has been significant industry chatter, particularly surrounding the critical shortage of nurses. When Read More