Business Development

Awards Programs Can Heighten Your Profile and Reputation

Dana Levin-Robinson, chief of staff at VirtualHealth

Competing for — and winning — awards can be an important part of your health care organization’s marketing strategy. Awards can help you raise awareness about your service lines, driving new business; recognize individual employees as leaders, improving staff morale and elevating performance standards; and promote your organization as a stellar workplace, helping to attract Read More

Prize-Winning Strategy: Using Award Programs to Spotlight Your Accomplishments

Dana Levin-Robinson, chief of staff at VirtualHealth

// By Lisa D. Ellis // Competing for — and winning — awards can be an important part of your health care organization’s marketing strategy. Awards can help you raise awareness about your service lines, driving new business; recognize individual employees as leaders, improving staff morale and elevating performance standards; and promote your organization as Read More

Finding Opportunity in Health Care Disruption

“The health care field is in a state of constant disruption today, with mounting competition coming from many outside sectors,” says Craig Allan Ahrens, MHA, MBA, a leader at national health strategy firm BDC Advisors. “But the time is also ripe for health systems that understand the current marketplace to capitalize on growing opportunities to position Read More

Strengthen Your Brand Internally To Build Resonance Externally

Kelly David, director of marketing and public relations for Spectrum Healthcare Partners

Does your brand fully resonate with your employees? If the answer is “no,” and your mission and goals aren’t connecting internally, it’s important to invest time and resources to capture and distill market research data to create a unified vision. Then you’ve got a brand to promote externally. Look at Spectrum Healthcare Partners, a physician-owned Read More

How to Turn Current Health Care Delivery “Disruption” Into Opportunities

// By Craig Allan Ahrens // The health care field is in a state of constant disruption today, with mounting competition coming from many outside sectors. But the time is also ripe for health systems that understand the current marketplace to capitalize on growing opportunities to position themselves as leaders in offering enhanced convenience, increasing Read More

Leverage Current Events To Promote Your Health Care Organization’s Offerings

Wonder Movie Poster

When the movie Wonder was released in fall 2017, sharing the fictional story of a fifth-grader named Auggie coping with a facial difference called Treacher Collins syndrome (TCS), Dayton Children’s Hospital saw this as an exciting opportunity to raise awareness about groundbreaking treatments offered for children with TCS through its own Craniofacial Center. “We do Read More

Why Healthcare Needs to Invest in Consumer Journeys

Consumer Journeys

// Sponsored Post //

Every day, healthcare consumers look for help. Help to diagnose a condition. Help to book an appointment. Help to find the best treatment option.

Make no mistake — these people are not shopping as one does for clothes or books or games. They are struggling to piece together what to do now and what to do next. They are often thrust into a series of decisions that stretch their understanding, finances, and patience.

Healthcare organizations no longer have the luxury to delay improvements to their consumer experience.

By mapping the consumer journey from end to end, your healthcare organization can anticipate needs and deliver clear, simple, personalized content to create a better experience for the consumer.

Download this new white paper to learn how.
 
Download now »
 

National Happenings Open the Door to Promote Dayton Children’s Local Offerings

Dayton Children’s Logo

// By Lisa D. Ellis // When the movie Wonder was released in fall 2017, sharing the fictional story of a fifth-grader named Auggie coping with a facial difference called Treacher Collins syndrome (TCS), Dayton Children’s Hospital saw this as an exciting opportunity to raise awareness about groundbreaking treatments offered for children with TCS through Read More

Using “Real” Staff to Deliver Your Video Messages? Here’s How to Make the Messages More Engaging

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Any number of hospitals post videos on the internet featuring their doctors and other staff discussing their institutions and specialties. Too often, these standup “talking head” presentations feel unspontaneous and uncomfortable. Eyes shift nervously as speakers obviously read from cue cards. Language that looked good on Read More

4 Keys to Designing a Successful Secret-Shopper Strategy

Steven Maskell, chief client officer and partner at SeeLevel HX

// By Lisa D. Ellis // It’s no coincidence that people who like the Apple brand tend to be loyal customers, keeping all of their technology purchases within the Apple family. This is because Apple goes to great lengths to ensure its customers always have a very positive, consistent experience in stores, online, and by Read More

Looking To Boost Your Health Care Brand? Consider Audio.

The Scope - University of Utah Health Radio - Logo

Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. While some health systems dabble in producing radio content and developing podcasts Read More

Strong Audio Strategy Can Boost Your Health Care Brand in New Ways

Kathy-Wilets-director-media-relations-content-marketing-UUH-square

// By Lisa D. Ellis // Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. Learn how one health system leads Read More

Genomics Creates Strong Market Niche for One Health System

Geisinger Health System is on the cutting edge when it comes to precision medicine, and its capacity in this area has proven to be a strong market differentiator. As an integrated community health system serving areas of Pennsylvania and New Jersey, Geisinger has long been known for its patient-centered focus and innovative approach to caring Read More

Make Seniors a Focus of Your Marketing Strategy

“There are three unmistakable truths,” says Paul Gauthier, founder and chief executive officer of MedicareCompareUSA. “The first truth is that approximately 10,000 Americans turn 65 every day, making Medicare recipients the fastest-growing segment of the American population. The confluence of aging baby boomers, better lifestyle habits, and incredible advances in pharmaceuticals has resulted in 41.5 Read More

The Importance of Being More Strategic in Attracting and Retaining Seniors

// By Paul Gauthier // There are three unmistakable truths. The first truth is that approximately 10,000 Americans turn 65 every day, making Medicare recipients the fastest-growing segment of the American population. The confluence of aging baby boomers, better lifestyle habits, and incredible advances in pharmaceuticals has resulted in 41.5 million American seniors today. This Read More

Aging Boomers and More: Key Topics To Watch in 2018

Linda MacCracken, senior principal at Accenture

“One of the great pleasures of [Strategic Health Care Marketing] is tracking the innovative marketing approaches that are key to building consumer engagement,” says Linda MacCracken, senior principal at Accenture (and member of the SHCM Editorial Advisory Board). After numerous conversations with providers and technology innovators, and from reviewing trending analytic indicators, she has identified Read More

Five Topics for Health Care Marketers to Manage in 2018

Linda MacCracken, senior principal at Accenture

// By Linda MacCracken // One of the great pleasures of this journal is tracking the innovative marketing approaches that are key to building consumer engagement. After numerous conversations with providers and technology innovators, and from reviewing trending analytic indicators, I have identified five key factors in building strong customer engagement. How do these topics Read More

Fitness Trackers: An Untapped Source of Valuable Data

Michelle Berryman, managing director of strategy & innovation at LiquidHub

Do you wear a fitness tracker to count your steps or follow other health-related measures? Many people who access health care services within your system also probably use the latest devices to monitor details like activity level, amount of sleep, and blood pressure. All of this information can paint a valuable picture of health status Read More

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