Brand Management

What Does It Even Mean Be a “Nonprofit” Hospital Anymore?

Ross K. Goldberg is president of Kevin/Ross Public Relations

While traditional wisdom once held that nonprofit hospitals maintain a firm advantage over for-profit hospitals, the tides seem to be turning. // By Ross K. Goldberg // One of the oldest and truest axioms in consumer advertising is that the most successful and persuasive messaging finds a way to turn a feature into a benefit. Read More

Hospital Billing Overhaul: Northern Light Health’s Reputation Rescue

Vince Galloro headshot

Hospital billing practices have a direct and significant impact on a health care system’s brand reputation. Take this first-hand account shared by Suzanne Spruce and Vince Galloro in a new article: “In August 2022, the Portland Press Herald — the paper with the highest circulation in the state of Maine — published a long article Read More

How to Manage the Reputation Risks of Hospital Billing

Headshot of Suzanne Spruce smiling. She has short blonde hair and is wearing a black blazer with a white shirt.

Focus on what you can control and create patient-friendly bill pay web pages with clear financial assistance information. // By Suzanne R. Spruce and Vince Galloro // In August 2022, the Portland Press Herald — the paper with the highest circulation in the state of Maine — published a long article on unexpected medical bills. Read More

Expand Your Virtual Care Options to Improve Access and Attract New Patients

Jeff Stewart, system director of strategic marketing, CHRISTUS Health

There are many ways to expand health care access through virtual care. When CHRISTUS Health launched its “On Demand Care” urgent care service in May 2022, some clinicians were concerned about visit erosion from the primary care provider patient base. That didn’t happen. “Our primary care physicians who were initially skeptical, as you can imagine, Read More

Virtual Care Stays True to the Brand at CHRISTUS Health

Jane Weber Brubaker

There are many options for expanding access through virtual care. CHRISTUS Health’s thoughtful approach is guided by its mission, and its recognized brand attracts new patients. // By Jane Weber Brubaker // When CHRISTUS Health launched its “On Demand Care” urgent care service in May 2022, some clinicians were concerned about visit erosion from the Read More

6 Ways to Get the Best Out of Your Creative Agency

John Ferin leads the content strategy and development team at ddm

When working with a creative agency, how do you ensure the end product meets your marketing team’s expectations? John Ferin, in a new article, describes the scenario like this: “The meeting is about to begin. Your creative agency has spent days, weeks, maybe even months massaging their concepts, tactics, and messaging into the perfect presentation. Read More

Six Best Practices for Getting the Most From Your Creative Agency

Title text: 6 Best Practices for Getting the Most From Your Creative Agency

Want great work from your agency? The way you share feedback can have a dramatic effect on how your creative team responds. // By John Ferin // The meeting is about to begin. Your creative agency has spent days, weeks, maybe even months massaging their concepts, tactics, and messaging into the perfect presentation. You can Read More

Listening, Learning, and Partnering: Lessons From Michigan Medicine’s Leadership Success

Rose Glenn, chief marketing and communication officer, Michigan Medicine

In the middle of the pandemic, Michigan Medicine launched a new brand campaign, Michigan Answers, spearheaded by Rose Glenn, the organization’s chief communications and marketing officer. In explaining the meaning of the campaign, the branding guidelines emphasize, “At Michigan Medicine, we believe there’s a difference between an answer and a Michigan Answer. Michigan Answers are Read More

Leadership Begins with Listening: View from the C-Suite with Rose Glenn, Chief Marketing and Communication Officer, Michigan Medicine

Jane Weber Brubaker

To find the right answers, ask the right questions. // By Jane Weber Brubaker // In the middle of the pandemic, Michigan Medicine launched a new brand campaign, Michigan Answers, spearheaded by Rose Glenn, the organization’s chief communications and marketing officer. In explaining the meaning of the campaign, the branding guidelines emphasize, “At Michigan Medicine, Read More

6 Key Strategies for Health Care Marketing Success in 2023

Amalia Stanton, Memorial Hermann Health System

Health care marketing has entered a new “era of change,” according to Amalia Stanton, senior vice president and chief strategic communications & marketing officer at Memorial Hermann Health System. It has been 34 months since the COVID-19 pandemic uprooted our lives and altered the way we work — perhaps forever. This time period has been Read More

Tips for Effective Service-Line Marketing at Your Health Care Organization

Dara Krueger, executive director of international marketing and marketing account services, Cleveland Clinic

As a health care marketer, you’re acutely aware of how important it is to not only acquire patients and drive patient volume, but also to engage and retain those patients in order to establish long-term brand loyalty and improve ROI. The history of service-line promotion dates back to the early 1980s when marketers built brand Read More

Health Care Brand Positioning: Going From Good to Great

Chrisie Scott, senior vice president and chief marketing officer, Virtua Health

Health care brand positioning requires more than a clever tagline or slogan. It requires a strategy and rallying cry that inspires an organization and connects a community. It’s rare in marketing that you get to start from scratch on anything. Wherever you jump on the moving train, that’s your starting point, complete with legacy systems Read More

Virtua Health Has a Message for South Jersey: We Are “Here for Good”

Jane Weber Brubaker

Brand positioning is more than a clever tagline or slogan. It’s a strategy and rallying cry that inspires an organization and connects a community. // By Jane Weber Brubaker // It’s rare in marketing that you get to start from scratch on anything. Wherever you jump on the moving train, that’s your starting point, complete Read More

Monigle Survey Ranks the Most Humanized Health Care Brand Experiences

Althea Fung

When providers demonstrate warmth and an empathetic, human view of health care, it matters to consumers. // By Althea Fung // People respond to people. But with the rise of technology in marketing, many brands sound less and less human. This is particularly true in health care, where organizations haven’t traditionally been consumer-centric. But some Read More

Brand Love Drives Fierce Consumer Loyalty, According to New Study

dunlop-gonthier

One of the most common concerns for any health care organization is: How do you build and establish brand loyalty among your constituents? According to a recent study, the answer might lie in the development of “brand love” as a driving theme in a brand’s lexicon. Language has long influenced the worldview of organizations and Read More

Post Health System Brands: The Future of Health Care Marketing?

Chris Bevolo, chief brand officer, Revive

Welcome to a new age of “Post Health System Brands.” This is another way of saying that moving a brand beyond the product offered to deeper meaning is now expected by consumers as well as by the workforce and the communities where they live, work, and play. Health system brands have been built the same Read More

Establishing Brand Relevance with the Language of Love

dunlop-gonthier

When we connect with stakeholders on an emotional level, we forge strong attachments that drive the behaviors and bottom-line results we all want. // By Dan Dunlop and Stephanie Gonthier // Health care organizations currently face a number of significant challenges: recruitment and retention, DEI-related reforms, addressing health inequities in the communities we serve, and Read More

Have You Created a Sustaining Health System Brand?

Suzanne Bharati Hendery, Renown Health

A strong and sustaining health system brand is a living organism. It is conceived from the system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. So how does a health system bring its brand to life? What steps must be Read More