Subtopics: Case Studies, Channels, Creative, Campaigns, Markets, etc.
How do you craft a cohesive message platform that makes sense for an expanding organization comprising three separate religious congregations with hospitals and health care facilities spread across Texas, Louisiana, and New Mexico? The answer? Build from your mission and stay focused on purpose. Jeff Stewart, vice president of strategic marketing for CHRISTUS Health, and Read More
A clear strategy gives you direction for where to invest scarce resources. // By Matt Cyr // In the dynamic landscape of health care, marketers face a pivotal choice: Should we invest in our brand or our business? If you put it in simple terms like this, the answer is: both. Marketers need to allocate Read More
// By Susan Dubuque // Baptist Health has tackled cancer advertising and marketing from several angles. Research revealed that many people in the market assumed that a cancer diagnosis meant a death sentence, and as a result, they avoided seeking medical treatment. A new campaign was needed to help consumers overcome this barrier by flipping the narrative.
The Healthcare Marketing & Physician Strategies Summit (HMPS24) planning team has put together a star-studded program covering today’s top issues that will keep you educated, informed, and connected. // By Jane Weber Brubaker // When a health care conference sends out a call for speakers nine months in advance, you might wonder how current the Read More
Nearly every health system has a mission statement, and most are a version of “meeting the health needs of the community.” But bringing a mission to life — truly operationalizing it — is a different matter. Health care marketing budgets have declined significantly in the past year, and marketing leaders feel increased pressure to quantify Read More
// By Susan Dubuque // CHRISTUS Health has been committed to the health and well-being of individuals and communities for generations. Today, it remains true to its original mission and purpose. See how CHRISTUS Health’s brand promise is reflected in its broader advertising initiatives, while also responding to the needs and opportunities of each of its markets.
Whenever there’s an announcement about a major M&A move, it makes you wonder about the backstory. Why did Company A decide to acquire Company B? What did both sides hope to gain? What market needs did they solve for? And how will customers benefit? Unlock Health announced its acquisition of SPM Group on November 28, 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. Opportunity This past holiday season, the Northwell Health marketing team saw the opportunity Read More
// By Susan Dubuque // We’re all familiar with the saying “No margin, no mission.” The marketing team at Loma Linda University Health takes that philosophy to heart when it comes to strategy and execution of its advertising. Learn how you can concentrate your advertising efforts to produce the greatest result from a business and mission perspective.
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
// By Susan Dubuque // As New York’s largest health care system, Northwell assumes the unique responsibility to support the community by helping each member live the longest, fullest life possible. The marketing team set out to create an inspirational campaign featuring a cast of New Yorkers who have reached the remarkable age of 100+.
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
// By Susan Dubuque // 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. Learn how you can apply your advertising know-how to support fund development for your organization.
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
// By Susan Dubuque // The chief marketing and customer officer for Renown Health shares how collaboration between marketing and PR enhances effectiveness and improves efficiency. Learn how bringing together marketing and public relations can stretch budgets, enhance the brand, and produce better outcomes.
“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
// By Susan Dubuque // The chief marketing and communications officer for Geisinger shares how collaboration between marketing and public relations enhances effectiveness and efficiency. Learn how unifying efforts between marketing and public relations can maximize budgets and generate better outcomes.
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