Advertising

Listening, Learning, and Partnering: Lessons From Michigan Medicine’s Leadership Success

Rose Glenn, chief marketing and communication officer, Michigan Medicine

In the middle of the pandemic, Michigan Medicine launched a new brand campaign, Michigan Answers, spearheaded by Rose Glenn, the organization’s chief communications and marketing officer. In explaining the meaning of the campaign, the branding guidelines emphasize, “At Michigan Medicine, we believe there’s a difference between an answer and a Michigan Answer. Michigan Answers are Read More

Leadership Begins with Listening: View from the C-Suite with Rose Glenn, Chief Marketing and Communication Officer, Michigan Medicine

Jane Weber Brubaker

To find the right answers, ask the right questions. // By Jane Weber Brubaker // In the middle of the pandemic, Michigan Medicine launched a new brand campaign, Michigan Answers, spearheaded by Rose Glenn, the organization’s chief communications and marketing officer. In explaining the meaning of the campaign, the branding guidelines emphasize, “At Michigan Medicine, Read More

Tips to Reduce Stigma in Your Health Care Marketing

Melissa Fors, Vice President of Marketing Strategy, Hazelden Betty Ford Foundation

Let’s talk about something that often isn’t talked about enough in the health care industry: health care stigma. But more specifically, the role marketing can play in impacting social stigma around medical conditions. If you’re embarrassed by your medical diagnosis, you will probably keep it hidden. You may not seek help, or if you do, Read More

Health Care Marketers’ Critical Role in Reducing Health Care Stigma

Cheryl L. Serra

The Hazelden Betty Ford Foundation and the American Lung Association found success by focusing on the positive. // By Cheryl L. Serra // If you’re embarrassed by your medical diagnosis, you will probably keep it hidden. You may not seek help, or if you do, you may find under-the-radar, less-credentialed and less-qualified people. You likely Read More

Tips for Effective Service-Line Marketing at Your Health Care Organization

Dara Krueger, executive director of international marketing and marketing account services, Cleveland Clinic

As a health care marketer, you’re acutely aware of how important it is to not only acquire patients and drive patient volume, but also to engage and retain those patients in order to establish long-term brand loyalty and improve ROI. The history of service-line promotion dates back to the early 1980s when marketers built brand Read More

Health Care Brand Positioning: Going From Good to Great

Chrisie Scott, senior vice president and chief marketing officer, Virtua Health

Health care brand positioning requires more than a clever tagline or slogan. It requires a strategy and rallying cry that inspires an organization and connects a community. It’s rare in marketing that you get to start from scratch on anything. Wherever you jump on the moving train, that’s your starting point, complete with legacy systems Read More

Virtua Health Has a Message for South Jersey: We Are “Here for Good”

Jane Weber Brubaker

Brand positioning is more than a clever tagline or slogan. It’s a strategy and rallying cry that inspires an organization and connects a community. // By Jane Weber Brubaker // It’s rare in marketing that you get to start from scratch on anything. Wherever you jump on the moving train, that’s your starting point, complete Read More

The Strategic Marketing and HR Approach to Enhancing Nurse Recruitment

Susan Williams, vice president of talent management, LifePoint Health

Nurse recruitment is vital to the growth and survival of every health care organization today. A successful nurse recruitment effort requires that departments break down the silos and come together to ensure that best practices from operations, human resources, internal communications, marketing strategy, and analytics are brought to the table. So what does it look Read More

Marketing and HR Join Forces to Elevate Nurse Recruitment

Susan Dubuque

It’s not news that nurses are in demand. Here’s how one health system combined the talents of two disciplines — marketing and HR — to tackle it together. // By Susan Dubuque // Nurse recruitment is vital to the growth and survival of every health care organization today. A successful recruitment effort requires that departments Read More

Five Ways to Stop Patient Prospects from Ghosting You

Jessica Walker is founder and CEO of Care Sherpa

If you spend scarce marketing dollars to attract new patients to your high-margin service lines only to have them ghost you, a solution may be within your REACH. // By Jessica Walker // Does your practice invest heavily in generating leads through your marketing channels — social media, website optimization, paid search — only to Read More

Post Health System Brands: The Future of Health Care Marketing?

Chris Bevolo, chief brand officer, Revive

Welcome to a new age of “Post Health System Brands.” This is another way of saying that moving a brand beyond the product offered to deeper meaning is now expected by consumers as well as by the workforce and the communities where they live, work, and play. Health system brands have been built the same Read More

Have You Created a Sustaining Health System Brand?

Suzanne Bharati Hendery, Renown Health

A strong and sustaining health system brand is a living organism. It is conceived from the system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. So how does a health system bring its brand to life? What steps must be Read More

Raising Louisiana’s Health Esteem

John Marzano

Health system brands have been built the same way for 40 years, with a focus on self-promotion: If you get sick, we’re the absolute best to treat you and get you on the road to recovery. But if the past two-plus years have taught us anything, it’s that this approach may no longer be enough Read More

Renown Health Brand Builds on Generational Legacy of Grit and Tenacity

Susan Dubuque

A strong and sustaining brand is a living organism. It is conceived from a health system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. And it is up to everyone within the organization to bring it to life. // By Read More

VCU Health Proves Non-Traditional Marketing Methods Can Pay Off

Cynthia Schmidt, director of marketing, VCU Health

As a health care marketer, how do you get a consumer to care about where she goes for her mammogram? About one in eight women will develop invasive breast cancer in her lifetime. Studies have found that having screening mammography reduces breast cancer mortality by 40 percent in women of average risk between the ages Read More

How VCU Cancer Center Used Napkins to Promote Mammography

Althea Fung

A message on a pink napkin delivered with your food truck order highlights convenience for workers in downtown Richmond. // By Althea Fung // About one in eight women will develop invasive breast cancer in her lifetime. Studies have found that having screening mammography reduces breast cancer mortality by 40 percent in women of average Read More

Behavioral Nudges Can Move Patients Forward in the Care Journey

Cathy Turner, director of health promotion and senior health, VHC Health

With new tools for rolling out the welcome mat at the digital front door, health care organizations today have the opportunity to provide frictionless online interactions and guided, personalized user experiences to acquire and engage patients. Using digital conversion tools and marketing tactics that influence consumer behavior, health care organizations can prompt individuals to take Read More

COVID Was a Game Changer for How Consumers Interact With Health Care

PRC

Every other year, PRC conducts a National Healthcare Consumer Study. The 2022 edition reflects research conducted in 2021, comparing it with previous surveys from 2019, 2017, and 2015. Not surprisingly, there are big differences between 2019 and 2021 — before and after the onset of the COVID-19 pandemic. The intervening years changed the way consumers Read More