Advertising Showcase: Deploying Research and Innovation to Enhance National Reputation and Physician Engagement

// By Susan Dubuque // By transforming annual specialty updates into dynamic digital impact reports, Cincinnati Children’s builds awareness, strengthens its national reputation, and fosters connections across the physician community. Read on to explore the making of Cincinnati Children’s Accomplishment Reports and the lessons they offer for organizations looking to boost physician engagement.

Leading with Purpose: Onvida Health’s 18-Month Journey to Build a Brand that Lives Its Values

Onvida Health reinvented itself with a renewed purpose and values — and then wrapped the package with a new name, brand identity, and smart positioning. Learn how Onvida Health introduced its brand internally and externally, launched a multichannel campaign, and created a platform for long-term connection and growth.

How Health Care Marketers Can Become Leaders

// By Jane Weber Brubaker // Top marketers at NewYork-Presbyterian, Virtua Health, and Mass General Brigham share experiences that shaped them as leaders. Their stories of strength, creativity, and resilience are a source of inspiration for leaders and aspiring leaders as you navigate today’s choppy health care waters.

Real Talk, Real Results: How to Make Recruitment and Retention Campaigns Ring True

// By Susan Dubuque // Industry expert Shannon Curran offers insights on why authenticity is no longer optional. In today’s competitive hiring market, health care organizations must align their brands and culture to attract — and keep — the right talent. Discover five tips on how to create recruitment and retention campaigns that truly connect — and keep talent engaged.

Winning the Talent Game: Recruitment and Retention Campaign Strategies

// By Susan Dubuque // Marketing leaders from Renown Health and The Christ Hospital Health Network share how their award-winning recruitment and retention strategies helped address workforce shortages. Read on to discover how authentic messaging and targeted outreach can strengthen both recruitment and retention.

Can Authentic Messaging Cut Through Today’s Health Care Distrust?

In the current environment of cultural tribalism, how can health care organizations break down barriers and rebuild trust in the communities they serve? Brandon Edwards and Shannon Hooper believe the antidote to toxicity is authenticity. Here, they share ideas for how marketers can break through the red state/blue state conundrum.

CHRISTUS Health’s Journey to Market Maturity

// By Jane Weber Brubaker // A five-year timeline for market maturity? Really? Jeff Stewart, vice president of strategic marketing at CHRISTUS Health, was skeptical at first. Today, halfway through the process, he’s a believer. Discover highlights of CHRISTUS Health’s journey toward market maturity and learn how a unified approach to marketing accrues benefits for all stakeholders.

Seize the Day: Banner Health’s Bold New Brand Campaign

// By Susan Dubuque // Banner Health is charting a bold new course. The system needed a brand platform that could keep pace. Read the full article to learn how Banner Health transformed its name into a powerful brand asset, plus insights for shaping your own brand story.

The Christ Hospital Scores Big on Jeopardy with 10-Second TV Ads

In a world of 30- and 60-second TV spots, The Christ Hospital Health Network in Cincinnati is turning heads with something refreshingly brief: 10-second ads that deliver big impact. Airing during Jeopardy, the spots feature a nod to the game show, rotate through service line messages, introduce providers, and reinforce the brand.

Beyond Medicine: A Modern Approach to Health Care Brand Storytelling

// By Susan Dubuque // As consumer expectations rise and attention spans shrink, traditional messaging about excellence and empathy is no longer enough. Today’s audiences are tuning out institutional voices and tuning in to brands that feel authentic, emotionally relevant, and boldly human. Here, industry leader Stephanie Wierwille offers insights into creating a compelling brand story.

MD Anderson Brings a Fresh Approach to Annual Reports with Dual-Format Strategy

For many health care marketers, annual reports often walk a fine line between fulfilling institutional obligations and sparking genuine audience engagement. MD Anderson Cancer Center’s FY23 Annual Report didn’t just meet expectations — it redefined them. Discover how the team executed a single vision for the organization’s annual report across print and digital.

Advertising Showcase: From the Inside Out: Onvida Health’s Approach to Reimagining Its Brand

// By Susan Dubuque // Onvida Health reinvented itself with a renewed purpose and values — and then wrapped the package with a new name, brand identity, and smart positioning. Learn how Onvida Health introduced its brand internally and externally, launched a multichannel campaign, and created a platform for long-term connection and growth.

Authentic Health Care Marketing: Treating People with Empathy, Curiosity, and Respect

// By Jane Weber Brubaker // In the current environment of cultural tribalism, how can health care organizations break down barriers and rebuild trust in the communities they serve? Brandon Edwards and Shannon Hooper believe the antidote to toxicity is authenticity. Here, they share ideas for how marketers can break through the red state/blue state conundrum.

How MedStar Health Unifies Marketing and Philanthropy to Drive Impact

As health systems face rising costs, shrinking margins, and growing demand for services, charitable contributions can provide critical funding for capital improvements, medical research, and community health programs. Fundraising professionals are among the most recruited health care executives today. Read on to discover the mutual benefits of philanthropy and marketing joining forces.

Focus on Recruitment and Retention: Discover Strategies to Attract, Engage, and Retain Top Talent

In this new report from Strategic Health Care Marketing, you’ll discover how collaboration between marketing and human resources is helping health care organizations nationwide find creative ways to attract talent, retain valued employees, and show appreciation for their teams.

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What Does It Take to Succeed as a New Health Care CMO?

What a new CMO accomplishes in the first three months on the job can make or break their legacy. Three seasoned CMOs joined a panel at the 2025 Healthcare Marketing & Physician Strategies Summit to share how they started in their roles and what really works when stepping into the top marketing job.

Advertising Showcase: Jeopardy’s Final Answer — Genius Ad Buy

// By Susan Dubuque // In a world of 30- and 60-second TV spots, The Christ Hospital Health Network in Cincinnati is turning heads with something refreshingly brief: 10-second ads that deliver big impact. Airing during Jeopardy, the spots feature a nod to the game show, rotate through service line messages, introduce providers, and reinforce the brand.

A Leading Light in Health Care Storytelling: MD Anderson’s Award-Winning FY23 Annual Report

// By Susan Dubuque // For many health care marketers, annual reports often walk a fine line between fulfilling institutional obligations and sparking genuine audience engagement. MD Anderson Cancer Center’s FY23 Annual Report didn’t just meet expectations — it redefined them. Discover how the team executed a single vision for the organization’s annual report across print and digital.

How Can Health Systems Align Internal Culture With Public Perception?

In an SHCM exclusive Q&A, marketing strategist Cynthia Newton unpacks how review platforms, transparency, and employee engagement reshape health care reputation from the inside out. Read the full article for insights to help ensure that your employer reputation matches your culture.

Advertising Showcase: The CU Anschutz Brand Campaign — “Where Dreams Live”

// By Susan Dubuque // This vibrant new marketing campaign presents an imaginative take on the spirit of innovation that powers the people and life-changing work at this leading academic medical center. Keep reading — you won’t want to miss this bold, fresh take on health care advertising. And yes, there just might be a unicorn.

More Than Clicks and Follows: How Health Care Influencers Change the Game

// By JoAnne Gritter // Influencer campaigns can be a powerful way to engage a wider audience and build brand awareness. To cut through public distrust, influencers must be credible, trustworthy, relatable, and not overly polished. Read on to learn how tapping into the right influencers builds brand awareness.

MedStar Health: Aligning Marketing and Philanthropy for Greater Impact

// By Susan Dubuque // As health systems face rising costs, shrinking margins, and growing demand for services, charitable contributions can provide critical funding for capital improvements, medical research, and community health programs. Fundraising professionals are among the most recruited health care executives today. Read on to discover the mutual benefits of philanthropy and marketing joining forces.

How to Succeed in a New CMO Role: Lessons from Top Health Care Marketing Leaders

// By Wendy Margolin // What a new CMO accomplishes in the first three months on the job can make or break their legacy. Three seasoned CMOs joined a panel at the 2025 Healthcare Marketing & Physician Strategies Summit to share how they started in their roles and what really works when stepping into the top marketing job.

Your Employer Brand Shows What Candidates and Patients See

// By John Marzano // In an SHCM exclusive Q&A, marketing strategist Cynthia Newton unpacks how review platforms, transparency, and employee engagement reshape health care reputation from the inside out. Read the full article for insights to help ensure that your employer reputation matches your culture.

How TriHealth Built a Brand Rooted in Culture and Community Care

Cincinnati’s health care market is highly competitive, with eight health systems, including an academic medical center and a renowned children’s hospital. When Rob Whitehouse joined seven years ago, the health system struggled to differentiate itself. Discover how TriHealth aligns its brand to reflect a culture rooted in humanity and in population health.