Lessons from 11 Innovative Health Care Marketing Campaigns [Special Report]

Advertising Worth Noting

// By Peter Hochstein //

This exclusive SHCM special report is filled with real-life health care marketing success stories…from the best use of television ads, to innovative print campaigns, to smart radio spots and more.

Here, you’ll see what’s working well for other hospitals and health care facilities around the country so you can adapt the best work of others to your own marketing campaigns and boost your ROI. It’s an exciting time to be in the health care field, and we want to help you make the most of it.

Our goal for this report is to get the creative ideas flowing for your next successful campaign at your facility. I am confident you will come away with some new ways to present your unique offerings and strengths to your target market.

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Share of Care: A New Way to Think About Health Care Metrics

Measuring brand loyalty is a constant challenge for health care organizations. Marketing professionals use different measures to determine if they’re capturing patients throughout their health care journey. One of the parameters being used today is called Share of Care. Share of Care is a revenue-based measurement that gauges the health of the patient relationship, according Read More

Patient Experience + Brand + Culture = Growth

// By Sally Mildren // For patient experience to be successful, it must be woven into the culture, expressed through your brand and marketing, and demonstrated first and foremost to your employees.  Truly exceptional patient experience programs thrive at the intersection of culture, engagement, and experience. This has played out in study after study by Read More

City of Hope Expands to Orange County

// By Jane Weber Brubaker // To meet the expected demand for highly specialized cancer services in Orange County, City of Hope has opened four cancer treatment sites and is currently building a 190,000-square-foot cancer center, scheduled to open next year. A separate specialty hospital will be ready to open its doors in 2025. The Read More

Measuring the Health of the Patient Relationship

// By Wendy Stark Healy // How much of a patient’s health care spending goes to your organization? And how much goes to your competitors? “Share of Care” is a revenue-based measurement that compiles multiple data points to give you the full picture. Measuring brand loyalty is a constant challenge for health care organizations. Marketing Read More

COVID Has Heightened the Importance of the Customer Experience

The pandemic forced massive change on the world in a very short space of time. The health care industry shouldered its share of the disruption — and benefited from it, as provider organizations found new ways to safely connect with patients and deliver care. “Change and disruption can be an incredibly positive force in our Read More

52 Hospitals; 1,025 Clinics; 7 States — and One Unified Brand Architecture

// By Jane Weber Brubaker // Providence’s family of organizations embarked on a multi-year brand journey — right before the pandemic. Despite the many challenges brought on by the pandemic, the system launched a strong new brand that is energizing its 125,000 caregivers and the communities they serve. We’ve heard the familiar adage: All health Read More

Strategic Health Care Marketing Monthly Update, Episode 3

In episode 3 of Strategic Health Care Marketing Video Update: a rebranding initiative – a high-performance ad campaign – a success story about getting public health information to hard-to-reach and historically underserved communities – 3 health systems lead on health equity, diversity, and inclusion – insights from senior health system executives who came from outside of health care – and viewpoints from 4 physician CEOs. Take a look at our latest stories.

Learn How (and Why) to Partner With Your Finance Department

Increased economic pressures caused by the pandemic and other factors are making it more important than ever for marketers to partner with their chief financial officers to develop a deeper understanding of finance and demonstrate return on investment for marketing spending. In this COVID-19 age of tight budgets and heightened expectations to produce results, it Read More

Documentary Presents Intimate Perspective on the AIDS Epidemic

People living with HIV live longer, healthier lives when regularly taking antiretroviral medication. But a few decades ago, the fear and judgment for those who contracted this deadly disease were high. Recently a team of health care professionals at Mount Sinai Beth Israel in New York City created a documentary to chronicle the experiences of Read More

How Can You Pivot to a Retail-First Mindset?

Consumer expectations have changed since the pandemic, and patients are shopping for health care much like they shop for retail goods. They want a seamless, Amazon-like digital experience and they expect to schedule an appointment, check in, pay a bill, or see a doctor virtually, all from a mobile device. Moreover, they pay attention to Read More

Leading Change Within Organizations: Why Disruption Is a Good Thing

// By Jane Weber Brubaker // Health care has largely focused on disruption as a threat coming from outside the industry. The author of The Disruption Mindset turns that notion around, challenging companies to lead disruption from within. The pandemic forced massive change on the world in a very short space of time. The health Read More

5 Keys to Building Stronger Relationships Between Marketing and Finance

// By Brian Griffin // Partnerships between CMOs and CFOs can raise marketers’ profile in the C-suite and enhance marketing effectiveness. Increased economic pressures caused by the pandemic and other factors are making it more important than ever for marketers to partner with their chief financial officers to develop a deeper understanding of finance and Read More

Mount Sinai Documentary Tells Story of HIV/AIDS Epidemic Through Lens of Patients, Caregivers

// By Althea Fung // More than 100,000 New Yorkers have died of AIDS, according to the New York City AIDS Memorial. About 1.2 million people in the United States live with HIV. One New Yorker and his family have made a huge difference to patients with HIV. The Peter Krueger Clinic at Mount Sinai Read More

How a Retail Mindset in Health Care Drives Patient Acquisition

// By Marlene Kurban //  ProMedica has operations in 28 states. It saw huge improvements in key metrics after implementing a robust reputation management strategy at scale.  Consumer expectations have changed since the pandemic, and patients are shopping for health care much like they shop for retail goods. They want a seamless, Amazon-like digital experience Read More

The Healthcare Marketing & Physician Strategies Summit Is Live This Fall: Learn More

Among all the health care marketing and strategy conferences that had to upend their plans for in-person events in 2020, one had the distinction of being on the leading edge twice. The Healthcare Marketing & Physician Strategies Summit (HMPS or the Summit) was the first conference to make the difficult decision to cancel its live Read More

Strategic Health Care Marketing Monthly Update, Episode 2

In episode 2 of Strategic Health Care Marketing Video Update: a rebranding initiative – a high-performance ad campaign – a success story about getting public health information to hard-to-reach and historically underserved communities – 3 health systems lead on health equity, diversity, and inclusion – insights from senior health system executives who came from outside of health care – and viewpoints from 4 physician CEOs. Take a look at our latest stories.

The Days of Ignoring Negative Online Reviews Are Over – A Response Strategy Is Essential

With more patients using online reviews and social media to air complaints about health care providers, it’s more important than ever for marketers to be at the forefront of this trend and be ready to respond in ways that optimize their organization’s brand. “From reviews on sites such as Google and Yelp to posts on Read More

Healthcare Marketing & Physician Strategies Summit 2021: Preview

// By Jane Weber Brubaker // This year’s conference is October 6-8 in South Florida. If you want to rub elbows with top industry leaders and learn from the best, this is the place to be. Among all the health care marketing and strategy conferences that had to upend their plans for in-person events in Read More

Lessons from Retail: How Health Care Can Win by Adapting to Changes in Consumer Behavior

Discover how ProMedica uses customer feedback and a digital-first approach to consumers to achieve stellar results across more than 400 facilities in 28 states.

A Strategic Health Care Marketing webinar for marketers, communicators, and strategists at hospitals, health systems, and physician groups

Your Presenters:

• Annie Haarmann, Head of Strategy and Consulting, Healthcare and Life Sciences, Reputation
• Adeline Ashley, Director of Digital Strategy and Marketing Communications, ProMedica

Learn how to harness the power of digital to deliver a more retail-like experience in a changing environment. You’ll see real-world examples and learn best practices from health care leaders and industry disruptors.

Watch Now »

How Health Care Organizations Can Effectively Respond to Negative Online Patient Reviews and Social Media Feedback

// By Brian Griffin // A proactive approach to responding to negative online comments is a winning service recovery strategy. Patients think it’s important for health care providers to answer negative reviews; when complaints are addressed, the rate of patient satisfaction roughly doubles, according to one survey. With more patients using online reviews and social Read More

The Best Strategies Start with Unsexy Assessments

// By Sally Mildren // Our newest contributor, the CEO of Boss Lady Consulting, shares six insights about why a clear, well-developed strategy is the key to driving the results your organization is looking for. Strategy comes first — then tactics. How many times have leaders in marketing and patient success been asked to drive Read More

Waco Family Medicine Rebrand Leads to Name Recognition and Community Pride

One organization with too many names leads to an identity crisis and confusion for all involved. It’s a story we’ve heard many times, usually driven by the rapid pace of mergers, acquisitions, and consolidation in the health care industry over the past 10 to 15 years. Brand has become increasingly important as a way to Read More

Children’s Hospital Ad Campaign Adds Pinch of Emotion to Case Histories. Result: A Boom in Internet Attention

// By Peter Hochstein // There’s always a fresh approach to case history advertising focused on positive outcomes. Here’s How Children’s Mercy Kansas City took an old technique and made it original for its brand. Hospital advertising and positive outcome case histories were made for each other. People arrive sick, injured, or teetering on the Read More

Can a New Brand Confer Respect and Dignity on Patients? It Happened in Waco

// By Jane Weber Brubaker // A strong brand has the power to elevate and unify an organization. Waco Family Medicine’s brand journey illustrates how important brand is in defining a culture and purpose internally, and giving a community a banner it can proudly rally around. One organization with too many names leads to an Read More