Brand Management

Digital Accessibility: How to Achieve Compliance and Create a Better User Experience

John Mulvey and April Morgan

A new Strategic Health Care Marketing webinar for health care marketers, communicators, and digital strategists

Wednesday | May 15, 2019 | 2 p.m. Eastern

Your Presenters:


Digital echo logo

Sponsored by Digital Echo


The Americans with Disabilities Act (ADA) covers much more than ramps and rails. Today, accessibility includes the internet and the digital accommodations required for people with vision, hearing, or mobility impairments.

Compliance with accessibility guidelines isn’t just a moral imperative — it’s a legal one. With web accessibility lawsuits increasing every year, it’s not a matter of if, but when, organizations not in compliance will be sued.

Does your website provide equal access to people with disabilities, including digital content? In the recent past, digital accessibility was complicated, labor-intensive, and expensive, and often required disruptive website redesign. Now, there are efficient and effective technological solutions that take into account your resources, timelines, and budget.

Join us on May 15 and learn how you can remove the compliance burden from your team and offer a website that is more usable for all of your visitors.

In this webinar, you’ll learn:

  • How laws and regulations about digital accessibility apply to your health care organization
  • The importance of compliance given aggressive legal challenges
  • How to meet compliance standards and mitigate risk without burdening your marketing team or incurring expensive redesign costs
  • How to ensure that your organization’s website is fully accessible, including improved user engagement, conversion optimization, and SEO considerations

You’ll leave this webinar with the ammunition you need to make the case to C-Suite leaders that digital accessibility is as much a priority as accessible buildings — and the risks of noncompliance are too great to ignore.

Register »

A “Big Reveal” Approach To a Successful Rebrand

Flagler Health Plus Logo - square

For well over a century, Flagler Hospital has gone to great lengths to care for the physical health of residents living in St. John’s County in northeastern Florida. But while its commitment to health has remained constant over the decades, in recent years its focus has broadened beyond the physical aspects of providing inpatient care Read More

How a Florida Health System’s Rebranding Campaign Hit a Hole in One

Gina Mangus, vice president of marketing and strategic communications Flagler Health+

// By Lisa D. Ellis // What happens when a health care entity outgrows its name? One Florida-based health system recently tackled this challenge, reinventing its brand to better reflect its identity in an exciting new way. For well over a century, Flagler Hospital has gone to great lengths to care for the physical health Read More

What Can Negativity Do for Your Advertising? At the University of Rochester Medical Center, Talking About “The Bad Stuff” Is Doing Lots of Good

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Here’s a powerful technique for building emotion into your advertising. If you dare to use it. Advertisers in almost any business — and the advertising agencies that service them — usually hate negativity. They look for emphasis on the upbeat. They like to portray, as the Read More

Want Headlines? Create Your Own Newsroom.

Cape Cod Health News Home Page

Many great stories exist at Cape Cod Healthcare (CCHC), just waiting to be told. Yet until recently, there was a shortage of opportunities and avenues to share most of them, says Patrick Kane, senior vice president, communications and business development of CCHC. This prompted Kane to take matters into his own hands to create a Read More

Creating a Unified Brand for Permanente Medical Group

Stephen M. Parodi, MD, associate executive director of The Permanente Medical and executive vice president of external affairs for The Permanente Federation

Permanente Medical Group leaders set out to create a unified brand for its eight medical groups around the country, the health system’s physician leaders went on the road to engage with physicians and patients at every single location. The findings have enabled the medical groups to be developed as an “ingredient brand” to bring value Read More

The Health System Marketer’s Guide to Online Consumer Engagement

The Health System Marketer’s Guide to Online Consumer Engagement - Read more

// Sponsored Post //

52% of consumers conduct online research when looking for a provider and the majority of them start with a general internet search.* With so many organizations vying for their attention, making your health system and its providers stand out online requires a comprehensive digital strategy.

The Health System Marketer’s Guide combines research, resources, and checklists to empower health system marketers with novel consumer insights and proven strategies for effective online consumer engagement – in one handy guide.

Download the free guide to explore:

  • The evolving role of online patient access
  • Digital provider directory must-haves
  • Strategies for building brand loyalty online

Download now »

How Brand Journalism Puts Cape Cod Healthcare in the Headlines

Patrick Kane, senior vice president, communications and business development of Cape Cod Healthcare

// By Lisa D. Ellis // Many great stories exist at Cape Cod Healthcare (CCHC), just waiting to be told. Yet until recently, there was a shortage of opportunities and avenues to share most of them, says Patrick Kane, senior vice president, communications and business development of CCHC. This prompted Kane to take matters into Read More

Wayfinding Apps Help Patients Navigate Your Facility

Althea Fung

In 2015, The Jewish Hospital — Mercy Health, a 184-bed acute-care facility in Cincinnati, was in the midst of a massive expansion project when a problem arose. “We were almost doubling the size of the hospital. During construction, we had to close our main entrance. So we had all of these altered routes of traffic. Read More

You Are Here: Wayfinding App Improves Hospital Navigation

Althea Fung

// By Althea Fung // In 2015, The Jewish Hospital — Mercy Health, a 184-bed acute-care facility in Cincinnati, was in the midst of a massive expansion project when a problem arose. “We were almost doubling the size of the hospital. During construction, we had to close our main entrance. So we had all of Read More

How to Create a Future-Facing Health Care Marketing Organization

Paul Szablowski

// By Paul Szablowski // The health care ecosystem is experiencing a period of rapid change and there’s no finish line in sight. This disruption is creating pressure on hospital systems and caregivers, and upending well-established health care business models. Employers are seeking value-based payment models and consumers are demanding affordable, convenient care choices — Read More

Stay On Top of What People Are Saying About You Online

Aaron Clifford, senior vice president of marketing, Binary Fountain

For better or worse, in 2019, most organizations find that their online reviews have a profound influence on patient choice of a physician. In practical terms, this means you need to stay on top of exactly what people are saying online about your providers and facilities. This will allow you to respond to their compliments Read More

Do Hospital Awards Drive Consumer Decisions?

Wax Custom Communications Logo

2018 National Consumer Survey: Value of Hospital Awards Results

A Strategic Health Care Marketing webinar on demand for health care marketers, communicators, and strategists.

Your Presenters:

Craig Fairfield and Amanda Herriman

Duration: 60 Minutes

Sponsored by Wax Custom Communications
This event is free for Strategic Health Care Marketing members to view thanks to our event sponsor.

Watch now »

Hybrid Model Combines the Best of Emergency Care and Urgent Care

Jane Weber Brubaker

If your health system is in a geographic region experiencing rapid growth, it makes sense to capitalize on that trend and expand right along with the population. Hamilton County, a suburb of Indianapolis, is “growing by leaps and bounds,” according to Seth Warren, president and CEO of Riverview Health. Riverview Health’s primary location in Noblesville Read More

Riverview Health Expands with Freestanding ER & Urgent Care Facilities

Jane Weber Brubaker

// By Jane Weber Brubaker // If your health system is in a geographic region experiencing rapid growth, it makes sense to capitalize on that trend and expand right along with the population. Hamilton County, a suburb of Indianapolis, is “growing by leaps and bounds,” according to Seth Warren, president and CEO of Riverview Health. Read More

How the Nation’s Largest Nonprofit Health System Stays on Message

Johnny Smith, Jr., senior director of marketing and communications, Ascension

The nation’s largest nonprofit health system, Ascension, has more than 153 hospitals in 22 states and 2,600 sites of care with 156,000 employees. It maintains health care services as well as a solutions division, which includes investment management, a ministry service center, and a venture capital fund. Despite its spread across varied regions and specialties, Read More

Hackensack Meridian Health Orchestrates a New Brand

Jim Blazer, executive vice president and chief strategy officer, Hackensack Meridian Health

// By Wendy Healy // One of the themes of this article is that brands evolve. We covered the Hackensack Meridian merger back in December 2016. The consolidated health system’s first-generation brand has now been replaced with a new brand, built on consumer research and a solid brand strategy. Two-and-a-half years after two large New Read More

A New (and Effective) Spin on Health Care Testimonials

Dawn French, senior vice president, marketing and community outreach at White Plains Hospital

In the testimonial-heavy world of hospital advertising, is there a fresh way of doing a testimonial campaign? How well can it perform for you? And what can you do to increase the impact of the advertising? In our new article, SHCM contributor and veteran copywriter Peter Hochstein looks at a new type of testimonial that Read More

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