Subtopics: Brand Architecture, Brand Standards, Identity, Logos, Naming Conventions, Rebranding Campaigns, etc.
// By Jane Weber Brubaker // Whether you’re at the pinnacle of your career or working your way up, the value of meeting with your peers and heroes face to face cannot be overstated. Twenty-five years ago, Judy Neiman founded what is now called the Healthcare Marketing & Physician Strategies Summit (the Summit). She had Read More
// By Althea Fung // Increasingly, brands are turning to celebrity endorsers with loyal and aligned audiences — and large social media networks — to influence consumer behavior. As social media has evolved, the Federal Trade Commission has also evolved its guidance on disclosure of relationships between influencers and advertisers. In 2014, Edward-Elmhurst Health, a Read More
When you have a great story to tell, you need great storytellers. Skip Hidlay came on board as senior vice president, chief communications and marketing officer, at the University of Chicago Medicine in 2016. His 30 years in journalism prior to making the transition to health care has served both organizations well. Hidlay was one Read More
Does your contact center delight patients and uphold the promise your health care organization makes to them? Or is it a pain point with long wait times, less than empathetic associates, and questions not answered? Kristen Bishop, associate director at Brandtrust, a Chicago-based market research and branding strategy firm, recently discussed strategies to improve the Read More
// By Peter Hochstein // Sometimes there’s more to hospital advertising than recruiting and reassuring patients. One thing’s fairly certain. When a hospital with facilities that are pretty much limited to the Boston area starts advertising in New York and other major metropolitan centers around the nation, they must be doing something other than trying Read More
// By Wendy Stark Healy // It’s essential to understand the emotional aspects of a patient’s interaction with a contact center, as people ultimately make decisions based on their feelings. Does your contact center delight patients and uphold the promise your health care organization makes to them? Or is it a pain point with long Read More
View from the C-Suite // By Jane Weber Brubaker // Under Skip Hidlay’s leadership, UChicago Medicine launched a new brand and a new website that helps the organization stand out in a crowded market. When you have a great story to tell, you need great storytellers. Skip Hidlay came on board as senior vice president, Read More
How to make the shift from transactions to relationships // By Jared Johnson // Health care is really good at creating transactions, but not so good at creating relationships. Today’s consumers are frustrated at health care brand experiences that fail to meet their expectations. Visionary health care organizations are listening more and more to the Read More
Hospital marketers have to be active on social media and online review sites, right? We know the answer is ‘yes,’ but who is it for and how do you do it well? A recent national consumer survey conducted by Wax Custom Communications showed surprising results about who follows social media channels and to what extent Read More
If you’re a big, distributed health network with multiple locations and thousands of employees, how do you make sure your employees keep you top of mind when they’re out in the community? “We’re a large 10-hospital network — soon to be 12 — with over 15,500 employees,” says Mary Beth Golab, director of internal communications Read More
// By Marlene Kurban // Hospital marketers have to be active on social media and online review sites, right? We know the answer is ‘yes,’ but who is it for and how do you do it well? A recent national consumer survey conducted by Wax Custom Communications showed surprising results about who follows social media Read More
// By Jane Weber Brubaker // If you’re a big, distributed health network with multiple locations and thousands of employees, how do you make sure your employees keep you top of mind when they’re out in the community? One way is to capitalize on what they already love. “We’re a large 10-hospital network — soon Read More
As the only children’s hospital in the state of Arkansas, with greater than 90 percent awareness, Arkansas Children’s had historically not prioritized marketing, says Carla Bryant, executive vice president of Corrigan Consulting. “While they had a marketing department, it was more focused on internal communications than strategic marketing,” Bryant says. New leadership brought a new Read More
// By Jane Weber Brubaker // What should a high-performing marketing function in a health system look like? And how do you leverage marketing to support growth? As the only children’s hospital in the state of Arkansas, with greater than 90 percent awareness, Arkansas Children’s had historically not prioritized marketing, says Carla Bryant, executive vice Read More
A new Strategic Health Care Marketing webinar for health care marketers and digital strategists
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// By Peter Hochstein // How brave do marketers have to be to use humor in a spot for pediatric emergency care that shows kids flirting with danger? Uh oh! Trouble in the backyard. On a steeply sloping patch of lawn, three girls who appear to be the right age for middle school have erected Read More
“[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
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
“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
Winners are betting on data-driven insights, personalized experiences, and relationships built on trust. // By Lindsay R. 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 Read More
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
// By Wendy Stark Healy // How well prepared are you to help your organization manage the aftermath of a mass shooting? Comprehensive preplanning and practice are critical to navigating a chaotic, evolving situation. Sadly, it’s not a question of if but when. In the wake of three shootings in Texas and Ohio in August Read More
Notable Health Care Advertising // By Peter Hochstein // “Hyperlocalization” may not be a real word. But NYU Langone has made it a real advertising thing. And it turns out to be an amusing, identifiable, and highly effective technique. There’s nothing new about hospitals giving their advertising a distinctly local flavor. We described one successful Read More
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
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