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
// By Paul Szablowski // The health care ecosystem is experiencing a period of rapid change and there’s no finish line in sight. This disruption is creating pressure on hospital systems and caregivers, and upending well-established health care business models. Employers are seeking value-based payment models and consumers are demanding affordable, convenient care choices — Read More
Notable Health Care Advertising // By Peter Hochstein // Sometimes, showing some “attitude” can sell your expertise better than simply presenting all the things you’re expert at. Here’s a case in point. What’s with the peculiar convictions some health care consumers have about teaching hospitals? They’ll seek out a top-tier school for their kids, and Read More
If your health system is in a geographic region experiencing rapid growth, it makes sense to capitalize on that trend and expand right along with the population. Hamilton County, a suburb of Indianapolis, is “growing by leaps and bounds,” according to Seth Warren, president and CEO of Riverview Health. Riverview Health’s primary location in Noblesville Read More
// By Jane Weber Brubaker // If your health system is in a geographic region experiencing rapid growth, it makes sense to capitalize on that trend and expand right along with the population. Hamilton County, a suburb of Indianapolis, is “growing by leaps and bounds,” according to Seth Warren, president and CEO of Riverview Health. Read More
When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key to your marketing efforts’ success. “Health care organizations must provide altruistic, valuable content to consumers in order to build engagement over Read More
// By Jane Weber Brubaker // The term “transformation” conjures up a range of possibilities when applied to health care. It could mean technological innovation — new tools and solutions for providers and patients, or digital transformation. Is it the shift from volume to value? Or does it mean business process improvement and finding ways Read More
The answer to this question dictates success — and failure — in Norton Healthcare’s efforts. // By Lisa D. Ellis // When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key Read More
In the testimonial-heavy world of hospital advertising, is there a fresh way of doing a testimonial campaign? How well can it perform for you? And what can you do to increase the impact of the advertising? In our new article, SHCM contributor and veteran copywriter Peter Hochstein looks at a new type of testimonial that Read More
“In my ongoing conversations with industry leaders about what’s shifting in health care, five factors rose to the top of the list for 2019, as marketing moves to new dimensions, and closer to health system collaborative scaling of smart pilots.” In our new article, Linda MacCracken, senior principal, customer engagement at Accenture Health, and Strategic Read More
In our new article, David Marlowe, principal, Strategic Marketing Concepts, and Strategic Health Care Marketing Editorial Advisory Board member, shares results from five recent nationwide studies he’s conducted of what consumers consider to be “reasonable” wait times for routine, non-urgent visits. Will this type of information give marketers the hard evidence they need to stand Read More
Notable Health Care Advertising // By Peter Hochstein // In the testimonial-heavy world of hospital advertising, is there a fresh way of doing a testimonial campaign? How well can it perform for you? And what can you do to increase the impact of the advertising? Is there room in this world for yet another hospital Read More
Five Key Market Dynamics for Marketers to Manage // By Linda MacCracken // “In my ongoing conversations with industry leaders about what’s shifting in health care, five factors rose to the top of the list for 2019, as marketing moves to new dimensions, and closer to health system collaborative scaling of smart pilots.” In this Read More
// By David Marlowe // In a recent SHSMD discussion board posting, one member raised the question: “Do you continue to market your specialists that are booked out for six weeks?” This posting highlights a challenge that has faced marketers in medical groups, hospitals, and health systems for many years — do we yield to Read More
A Strategic Health Care Marketing webinar on demand for health care marketers, communicators, and strategists.
Sponsored by Evariant
This on-demand webinar is free for members thanks to our event sponsor.
Your Presenters:
Health care marketers have much to gain by getting up to speed on the concept of design thinking. This approach is becoming increasingly valuable in helping organizations effectively meet patients’ needs and address an array of challenges. With more people living longer and needing to manage chronic conditions, and with the health care model shifting Read More
// By Lisa D. Ellis // Health care marketers have much to gain by getting up to speed on the concept of design thinking. This approach is becoming increasingly valuable in helping organizations effectively meet patients’ needs and address an array of challenges. With more people living longer and needing to manage chronic conditions, and Read More
// By Lisa D. Ellis // A growing number of people rely on their computers and smartphones to remotely do their shopping, pay their bills, and manage their bank accounts. Thanks to advances in telehealth offerings, many people also can access medical services they need from the convenience of their own homes. In fact, some Read More