Brand Management

Social Media & Online Reviews: How Do They Affect Your Health Care Brand and PowerScore?

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

Wednesday | October 30, 2019 | 2:00 p.m. Eastern

Your Presenters:

Craig Fairfield and Amanda Herriman

Sponsored by Wax Custom Communications
This event is free to attend thanks to our event sponsor.

Register Now »

A New Advertising Twist: What the Patients Do for Us

Joshua Cowen, vice president for strategy and communications, Adventist Health

“[A]s part of an ongoing rebranding effort, Adventist Health in Roseville, California has found a powerful technique for getting across a message of caring,” writes SHCM contributor and veteran copywriter Peter Hochstein. “Notably, the subject of the advertising is neither the hospital, nor the technology, nor what the doctors and staff do for the patients. Instead, Read More

How Can You Get Potential Patients to Pay More Attention to Your Hospital’s Advertising? Try Telling Them What They Do for You

Peter Hochstein

Here’s a new approach to hospital advertising that turns an old technique on its head. // By Peter Hochstein // It’s difficult to sift through hospital advertising month after month without regularly coming across some variation of the phrase “We care about you.” Little wonder. As hospital systems grow larger and busier, they also can Read More

The “Retailization” of Health Care: Patients Take Charge

Lindsay Resnick

“With today’s constant stream of digital health tools, it’s never been easier or faster for customers to take charge,” says Lindsay Resnick, executive vice president of Wunderman Thompson Health. “They’re following a path to care where they feel important and are treated well — and they’ll avoid hospitals that fall short.” Here’s an excerpt from Read More

Patients as Customers: Hospitals Play Catchup

Lindsay Resnick, executive vice president, Wunderman Thompson Health

Winners are betting on data-driven insights, personalized experiences, and relationships built on trust. // By Lindsay Resnick // With today’s constant stream of digital health tools, it’s never been easier or faster for customers to take charge. They’re following a path to care where they feel important and are treated well — and they’ll avoid Read More

Pulse Nightclub Shooting: Orlando Health’s Lessons Learned

Kena Lewis, APR, director, public affairs and media relations, Orlando Health

In the wake of three shootings in Texas and Ohio in August and September, Strategic Health Care Marketing reached out to Kena Lewis, APR, director, public affairs and media relations at Orlando Health in Orlando, Florida. Lewis managed communications after the 2016 Pulse nightclub shooting that killed 49 and wounded more than 50. We asked Read More

How To Attract and Retain Top Nursing Talent

Kathy Selker, President, Northlich

Facing a nursing shortage projected to increase in coming years, hospitals need to know how to hire and retain top talent — and marketing has a key role in this critical objective. Here’s an excerpt from Kathy Selker‘s new article for us on this topic; Selker is the president and CEO of Northlich. Health care needs Read More

Expressions of Rage? Or Inspirational Pep Talks? Whatever You Call Them, Hospital Ads with an Aggressive Stance Could Make Your Market Sit Up and Take Notice

Brad Fixler, vice president of marketing at University of Colorado Health

Notable Health Care Advertising // By Peter Hochstein // Fighting words and images may be just the thing some hospitals need to break through the miasma of inattention. In an upcoming issue of this publication, a fellow contributor, James A. Gardner, will write about a campaign for the Canadian pediatric hospital, Sick Kids. The campaign Read More

Marketing Hospitals to Nurses

Kathy Selker, President, Northlich

How Marketing Can Support Your Employer Brand // By Kathy Selker // Facing a nursing shortage projected to increase in coming years, hospitals need to know how to hire and retain top talent — and marketing has a key role in this critical objective. Health care needs in the U.S. are growing rapidly. Baby boomers Read More

2019 Healthcare Reputation Report

// Sponsored Post //

An Analysis of Consumer Reviews for More than 3,800 Hospitals — and How Online Reputation Drives Revenue

A free white paper, published by Reputation.com

Today’s healthcare consumers find healthcare providers online, and they rely on information in online reviews and social media to inform their decisions. This means that for health systems and providers, maintaining a stellar online reputation is essential.

Systems and providers that neglect their online reputation will struggle to compete with others that proactively manage their reputation and consistently show up higher in search rankings with more positive reviews.

To create the 2019 Healthcare Reputation Report, Reputation.com’s data science team applied artificial intelligence, machine learning, and sentiment analysis to unstructured text in reviews of 4,800 hospitals that report revenue annually to the Centers for Medicare and Medicaid Services (CMS). From that sample, they included 3,824 hospitals with 10 or more online reviews on Google or Facebook between January 1, 2016 and August 31, 2018.

Key findings include:

  • A strong Reputation Score predicts higher revenue per bed. Specifically, hospitals with a Reputation Score in the top 25% have a revenue per bed that is $1.2 million higher than hospitals with a Reputation Score in the bottom 25%.
  • Google is dominating the search landscape in healthcare and is the top vehicle used for the healthcare listings that consumers use to find organizations and providers.
  • The top 5 sites (Google, HomePages, Apple, Facebook and Bing) constitute 89% of all sites used to find healthcare listings.
  • Tier 2 sites (Healthgrades, WebMD, Yahoo and Vitals) now make up only 10% of the sites visited when patients look for healthcare listings.
  • Hospital reviews on Google grew an incredible 86% from 2016 to 2018 (Figure 2), establishing it as the preferred platform for leaving hospital reviews.

In addition to these findings, the report uncovers the Reputation Score for the top 100 health systems in our study. It also explores the three best practices that health systems and providers must focus on to improve their online reputation.

Download now »

Sometimes Branding Is an Art in More Ways Than One

Peter Hochstein

What besides advertising could contribute to a children’s hospital brand experience? It could be a friendly bear, a playful dog, a rocky wolf, or a little girl with a perpetually broken leg. // By Peter Hochstein // There’s an enormous bear. And he’s just outside the front door of a children’s hospital. And with his Read More

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

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