Brand Management

Could an Alliance with Local Employers Work for You?

David Lansky, PhD, president and CEO of the Pacific Business Group on Health

Have you considered contracting your services directly with large employers in your area? There is a growing movement to bring employers and health care organizations together to provide high-quality care for patients while managing costs and making them more predictable. Changing forces in the health care field are leading organizations to implement a variety of Read More

Marketers’ Role in Exploring Employee-Driven Health Plans: Good Idea or Risky Business for Your Organization?

David Lansky, PhD, president and CEO of the Pacific Business Group on Health

// By Lisa D. Ellis // Have you considered contracting your services directly with large employers in your area? There is a growing movement to bring employers and health care organizations together to provide high-quality care for patients while managing costs and making them more predictable. SHSMD recently released Futurescan 2018-2023: Healthcare Trends and Implications, Read More

Awards Programs Can Heighten Your Profile and Reputation

Dana Levin-Robinson, chief of staff at VirtualHealth

Competing for — and winning — awards can be an important part of your health care organization’s marketing strategy. Awards can help you raise awareness about your service lines, driving new business; recognize individual employees as leaders, improving staff morale and elevating performance standards; and promote your organization as a stellar workplace, helping to attract Read More

Prize-Winning Strategy: Using Award Programs to Spotlight Your Accomplishments

Dana Levin-Robinson, chief of staff at VirtualHealth

// By Lisa D. Ellis // Competing for — and winning — awards can be an important part of your health care organization’s marketing strategy. Awards can help you raise awareness about your service lines, driving new business; recognize individual employees as leaders, improving staff morale and elevating performance standards; and promote your organization as Read More

Strengthen Your Brand Internally To Build Resonance Externally

Kelly David, director of marketing and public relations for Spectrum Healthcare Partners

Does your brand fully resonate with your employees? If the answer is “no,” and your mission and goals aren’t connecting internally, it’s important to invest time and resources to capture and distill market research data to create a unified vision. Then you’ve got a brand to promote externally. Look at Spectrum Healthcare Partners, a physician-owned Read More

Leverage Current Events To Promote Your Health Care Organization’s Offerings

Wonder Movie Poster

When the movie Wonder was released in fall 2017, sharing the fictional story of a fifth-grader named Auggie coping with a facial difference called Treacher Collins syndrome (TCS), Dayton Children’s Hospital saw this as an exciting opportunity to raise awareness about groundbreaking treatments offered for children with TCS through its own Craniofacial Center. “We do Read More

National Happenings Open the Door to Promote Dayton Children’s Local Offerings

Dayton Children’s Logo

// By Lisa D. Ellis // When the movie Wonder was released in fall 2017, sharing the fictional story of a fifth-grader named Auggie coping with a facial difference called Treacher Collins syndrome (TCS), Dayton Children’s Hospital saw this as an exciting opportunity to raise awareness about groundbreaking treatments offered for children with TCS through Read More

Using “Real” Staff to Deliver Your Video Messages? Here’s How to Make the Messages More Engaging

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Any number of hospitals post videos on the internet featuring their doctors and other staff discussing their institutions and specialties. Too often, these standup “talking head” presentations feel unspontaneous and uncomfortable. Eyes shift nervously as speakers obviously read from cue cards. Language that looked good on Read More

4 Keys to Designing a Successful Secret-Shopper Strategy

Steven Maskell, chief client officer and partner at SeeLevel HX

// By Lisa D. Ellis // It’s no coincidence that people who like the Apple brand tend to be loyal customers, keeping all of their technology purchases within the Apple family. This is because Apple goes to great lengths to ensure its customers always have a very positive, consistent experience in stores, online, and by Read More

Looking To Boost Your Health Care Brand? Consider Audio.

The Scope - University of Utah Health Radio - Logo

Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. While some health systems dabble in producing radio content and developing podcasts Read More

Strong Audio Strategy Can Boost Your Health Care Brand in New Ways

Kathy-Wilets-director-media-relations-content-marketing-UUH-square

// By Lisa D. Ellis // Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. Learn how one health system leads Read More

Children’s Hospital Advertising Campaign Targets “Compassionate Moms”

Donna Teach, Nationwide Children's

“Sorry, family health care decision-making moms, ages 20-something to about 50. For once, you’re not the specific target of a hospital advertising campaign,” says veteran copywriter and frequent SHCM contributor Peter Hochstein. “Nationwide Children’s Hospital in Columbus, Ohio, with 618 licensed and leased beds and 1.4 million patient visits annually, has been running a different Read More

Omaha Hospital Celebrates Its Storied Past in New Marketing Campaign

Jenni Stoll, senior director of marketing for Methodist Health System

What’s old is new again at Methodist Hospital in Omaha, Nebraska. Methodist recently celebrated its 125th anniversary, and this milestone provided a valuable opportunity for the health system to build on its past to position itself for the future. While most health care systems pride themselves on being ahead of the curve when it comes Read More

Doing Hospital Fundraising? Meet Your Latest Target: “Compassionate Moms”

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Sorry, family health care decision-making moms, ages 20-something to about 50. For once, you’re not the specific target of a hospital advertising campaign. But then, Nationwide Children’s Hospital in Columbus, Ohio, with 618 licensed and leased beds and 1.4 million patient visits annually, has been running Read More

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