Subtopics: Brand Architecture, Brand Standards, Identity, Logos, Naming Conventions, Rebranding Campaigns, etc.
When a health care conference sends out a call for speakers nine months in advance, you might wonder how current the sessions will be by the time the live event rolls around. That’s where the Healthcare Marketing & Physician Strategies Summit (HMPS24) advisory committee — made up of industry leaders convened by conference producer Judy Read More
// By Susan Dubuque // In early 2022, the Centra marketing team recognized the need to evolve the look and feel of the organization’s advertising. The health system marketing team created the “It’s My Life” campaign based on personal, lifelong relationships Centra caregivers have with patients they serve. to learn the strategy behind this campaign.
How do you craft a cohesive message platform that makes sense for an expanding organization comprising three separate religious congregations with hospitals and health care facilities spread across Texas, Louisiana, and New Mexico? The answer? Build from your mission and stay focused on purpose. Jeff Stewart, vice president of strategic marketing for CHRISTUS Health, and Read More
A clear strategy gives you direction for where to invest scarce resources. // By Matt Cyr // In the dynamic landscape of health care, marketers face a pivotal choice: Should we invest in our brand or our business? If you put it in simple terms like this, the answer is: both. Marketers need to allocate Read More
// By Susan Dubuque // Baptist Health has tackled cancer advertising and marketing from several angles. Research revealed that many people in the market assumed that a cancer diagnosis meant a death sentence, and as a result, they avoided seeking medical treatment. A new campaign was needed to help consumers overcome this barrier by flipping the narrative.
The Healthcare Marketing & Physician Strategies Summit (HMPS24) planning team has put together a star-studded program covering today’s top issues that will keep you educated, informed, and connected. // By Jane Weber Brubaker // When a health care conference sends out a call for speakers nine months in advance, you might wonder how current the Read More
Nearly every health system has a mission statement, and most are a version of “meeting the health needs of the community.” But bringing a mission to life — truly operationalizing it — is a different matter. Health care marketing budgets have declined significantly in the past year, and marketing leaders feel increased pressure to quantify Read More
CHRISTUS Health has been committed to the health and well-being of individuals and communities for generations. Today, it remains true to its original mission and purpose. // By Susan Dubuque // How do you craft a cohesive message platform that makes sense for an expanding organization comprising three separate religious congregations with hospitals and health Read More
Whenever there’s an announcement about a major M&A move, it makes you wonder about the backstory. Why did Company A decide to acquire Company B? What did both sides hope to gain? What market needs did they solve for? And how will customers benefit? Unlock Health announced its acquisition of SPM Group on November 28, Read More
Welcome to the first Strategic Health Care Marketing Advertising Showcase. Each month, we feature challenges, tactics, and outcomes of a multimedia advertising campaign — offering you strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. Opportunity This past holiday season, the Northwell Health marketing team saw the opportunity Read More
Nearly every health system has a mission statement, and most are a version of “meeting the health needs of the community.” But bringing a mission to life — truly operationalizing it — is a different matter. // By Susan Dubuque // Health care marketing budgets have declined significantly in the past year, and marketing leaders Read More
In this new report from Strategic Health Care Marketing, you’ll get critical insights on the current PR landscape in health care. Through case studies and expert insights, you’ll discover what health care organizations around the country are doing to step up their PR efforts and protect their brands.
Those entrusted with communicating clear messages during crises know that such communication is successful only if people believe what is said is true. But the time to build that trust is not when a crisis hits. That’s too late. Trust must be built through years of candid, timely, frequent, and honest communication. The same can Read More
The leaders of the two companies believe a combined organization, with a broad portfolio of capabilities, fills an industry need for a unified partner for all health care marketing needs. // By Jane Weber Brubaker // Whenever there’s an announcement about a major M&A move, it makes you wonder about the backstory. Why did Company Read More
// By Susan Dubuque // As New York’s largest health care system, Northwell assumes the unique responsibility to support the community by helping each member live the longest, fullest life possible. The marketing team set out to create an inspirational campaign featuring a cast of New Yorkers who have reached the remarkable age of 100+.
Trust in the health care system continues to be low, so how do you get people to believe your advertising? // By Ross K. Goldberg // Editor’s Note: This article kicks off our Q1 series on Advertising — and what better place to begin than with the ingredient most essential for successful advertising: TRUST. Those Read More
The continued growth in channels makes precision media buying more important than ever. Today, consumers have a seemingly endless array of media options to choose from, causing many health care marketers to ask: “How should I allocate my limited budget to maximize the effectiveness of media buying?” It’s a crucial question that will often determine Read More
When brand promise rings true for employees, organizations have a competitive advantage when it comes to recruitment, retention, and engagement. In health care organizations, the relationship between corporate strategy, culture, and brand is vital, complex, and often overlooked. But it holds immense potential for driving success. Across all industries, successful businesses achieve this relationship by Read More
What is the greater challenge: identifying challenges that health care public relations will face in 2024 or limiting those truths to a 1,200-word article? The answer is clearly the latter. Year after year health care public relations professionals see unanticipated new challenges pile up on those left over from the year prior until the hill Read More
The continued growth in channels makes precision media buying more important than ever. // By Brian Griffin // Today, consumers have a seemingly endless array of media options to choose from, causing many health care marketers to ask: “How should I allocate my limited budget to maximize the effectiveness of media buying?” It’s a crucial Read More
When brand promise rings true for employees, organizations have a competitive advantage when it comes to recruitment, retention, and engagement. // By Marcos Irigaray // In health care organizations, the relationship between corporate strategy, culture, and brand is vital, complex, and often overlooked. But it holds immense potential for driving success. Across all industries, successful Read More
Senior-level public relations expert predicts communication challenges that health care organizations may experience as we gear up for the coming year. // By Ross K. Goldberg // What is the greater challenge: identifying challenges that health care public relations will face in 2024 or limiting those truths to a 1,200-word article? The answer is clearly Read More
An effective public relations effort can give organizations a megaphone to amplify health care brand recognition. As a faith-based, mission-oriented organization, OSF HealthCare (OSF), founded in the late 1800s, has historically met internal and external challenges through innovation. In the past decade OSF, headquartered in Peoria, Illinois and serving patients in Illinois and Michigan, has Read More
An effective public relations effort can give organizations a megaphone to amplify brand recognition. // By Cheryl L. Serra // As a faith-based, mission-oriented organization, OSF HealthCare (OSF), founded in the late 1800s, has historically met internal and external challenges through innovation. In the past decade OSF, headquartered in Peoria, Illinois and serving patients in Read More
A recent report on philanthropy trends in the U.S. describes giving as “getting bigger and wider.” The proliferation of big-ticket donations continues, with billionaires pledging to give away their wealth. However, growth in donations is not limited to the super-rich. Online donation platforms and social media campaigns along with the can-do attitudes of younger generations Read More