Subtopics: Partnering, Mergers, Acquisitions, Referrals, etc.
// By Marcia Simon, APR // Most of Gundersen Health System’s patients live at least 25 miles from the main hospital campus in La Crosse, Wisconsin. For the benefit of both patients and physicians, Gundersen invested early in telemedicine. Suburban and rural patients perceived distance as a barrier to seeing a specialist, so Gundersen started Read More
“Marketers charged with leading their health systems into the new era of consumerism understand the hard truth about regional markets: They are a zero-sum game,” says Tom White, CEO of Phynd Technologies. Here’s an excerpt from White’s new article for Strategic Health Care Marketing: Marketers and business teams must create and market new networks to Read More
Notable Health Care Advertising // By Peter Hochstein // Fighting words and images may be just the thing some hospitals need to break through the miasma of inattention. In an upcoming issue of this publication, a fellow contributor, James A. Gardner, will write about a campaign for the Canadian pediatric hospital, Sick Kids. The campaign Read More
// By Tom White // Marketers charged with leading their health systems into the new era of consumerism understand the hard truth about regional markets: They are a zero-sum game. Every covered life gained is a win over the competition, and the stakes are high: CMS pegs healthcare spending per person at nearly $10,800 annually, Read More
“Health consumerism continues to revolutionize the health care industry,” says Ken Robbins, founder and president of Response Mine Interactive (RMI). “The days when patients blindly followed their doctors’ recommendations — often without a single question asked — are long gone. Today, physicians and health care organizations face a much more engaged and empowered population. Patients are playing Read More
“In the occupational medicine business, quality service delivery is the differentiator,” says Terri Hanlon-Bremer, vice president of employer solutions at TriHealth in Cincinnati. “If a company is not happy with your service, they will quickly change to another provider.” Health care marketers are always looking for new ways to reach consumers through social media platforms, Read More
Pediatric hospitals and other facilities that treat children face a number of marketing challenges that health providers treating adults do not face. The two most significant barriers health care marketers must overcome are that they are marketing to parents, not the actual potential patient, and that parents do not want to think about children being Read More
// By Ken Robbins // Health consumerism continues to revolutionize the health care industry. The days when patients blindly followed their doctors’ recommendations — often without a single question asked — are long gone. Today, physicians and health care organizations face a much more engaged and empowered population. Patients are playing by a different set Read More
When Strategic Health Care Marketing caught up with Marc Cenedella, founder and CEO of Ladders, a popular high-end career website, he reiterated what we first heard last spring: “It’s the greatest market in 50 years.” “Job candidates don’t have the time of day,” he says. “They’re very busy. People have three or four conversations going, Read More
// By Wendy Stark Healy // Tysen Kendig, vice president of communications for the University of Connecticut, was recently hiring an assistant vice president for health marketing at UConn Health and noticed a much stronger applicant pool. Unlike past searches, he wasn’t getting a handful of good people mixed with marginally qualified applicants and those Read More
// By Sheryl S. Jackson // Treatment for musculoskeletal conditions in children is a subspecialty within a subspecialty. How do you stand out in a highly competitive field? Los Angeles-based Orthopaedic Institute for Children has achieved success using its Sports Medicine Center and community outreach to extend brand and name recognition. Pediatric hospitals and other Read More
// By Sheryl S. Jackson // “In the occupational medicine business, quality service delivery is the differentiator,” says Terri Hanlon-Bremer, vice president of employer solutions at TriHealth in Cincinnati. “If a company is not happy with your service, they will quickly change to another provider.” TriHealth has found that good old-fashioned face-to-face relationship building is Read More
If you’ve ever had a physician demand a billboard that wasn’t in your budget — and who hasn’t? — you can attest to the value of a well-constructed marketing plan. It gives you a blueprint to guide your marketing activities throughout the year, and arms you to defend against misguided requests. What are the components Read More
// By Jane Weber Brubaker // If you’ve ever had a physician demand a billboard that wasn’t in your budget — and who hasn’t? — you can attest to the value of a well-constructed marketing plan. It gives you a blueprint to guide your marketing activities throughout the year, and arms you to defend against Read More
“Telemedicine is more than a nascent trend — it’s here to stay,” according to Kathy Selker, president and CEO of Northlich, an independent, full-service marketing and advertising agency. Selker’s new article explores how technology, such as wearables, can help patients with chronic conditions better monitor their health — and how marketers can connect with and Read More
// By Kathy Selker // Telemedicine is more than a nascent trend — it’s here to stay. This article explores how new technology, such as wearables, can help patients with chronic conditions better monitor their health — and how marketers can connect with and drive preference among these chronic care patients before a crisis happens. Read More
“While hospitals cater to everyone, their most influential consumers are women, who make 80 percent of health care decisions in America,” says Kathy Selker. Selker is president and CEO of Northlich, an independent full-service marketing and advertising agency. In our new article, Selker discusses how to connect with this key health care demographic. Here’s an Read More
The business of medical care has been rapidly changing in recent years, becoming much more focused on outpatient care. Marketers have an increasingly important role helping their health care organizations navigate the shifting dynamics as they align more closely with physician groups to better meet patient needs in new and different ways. “We are seeing Read More
// By Kathy Selker // While hospitals cater to everyone, their most influential consumers are women, who make 80 percent of health care decisions in America. It’s important to segment and target by gender, but remember that women prefer gender-neutral marketing messages. With recent social media movements toward greater equality for women (in all realms, Read More
Notable Health Care Advertising // By Peter Hochstein // Here’s a powerful technique for building emotion into your advertising. If you dare to use it. Advertisers in almost any business — and the advertising agencies that service them — usually hate negativity. They look for emphasis on the upbeat. They like to portray, as the Read More
// By Lisa D. Ellis // The business of medical care has been rapidly changing in recent years, becoming much more focused on outpatient care. Marketers have an increasingly important role helping their health care organizations navigate the shifting dynamics as they align more closely with physician groups to better meet patient needs in new and Read More
Want to increase your health care organization’s market share? Think like a consumer. That’s the advice of Dan Clarin, CFA, senior vice president of Kaufman, Hall & Associates, a health care consulting, software, and data company. Improving access to care, aligning price with value, and providing better patient experience are key to increasing market share, Read More
// By Wendy Stark Healy // Want to increase your health care organization’s market share? Think like a consumer. That’s the advice of Dan Clarin, CFA, senior vice president of Kaufman, Hall & Associates, a health care consulting, software, and data company. Improving access to care, aligning price with value, and providing better patient experience Read More
Many great stories exist at Cape Cod Healthcare (CCHC), just waiting to be told. Yet until recently, there was a shortage of opportunities and avenues to share most of them, says Patrick Kane, senior vice president, communications and business development of CCHC. This prompted Kane to take matters into his own hands to create a Read More
// By Lisa D. Ellis // Many great stories exist at Cape Cod Healthcare (CCHC), just waiting to be told. Yet until recently, there was a shortage of opportunities and avenues to share most of them, says Patrick Kane, senior vice president, communications and business development of CCHC. This prompted Kane to take matters into Read More