Business Development

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

Paul Szablowski, independent marketing consultant

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

How Can You Pivot to a Retail-First Mindset?

Annie Haarmann, head of strategy and consulting, healthcare and life science, Reputation

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

5 Keys to Building Stronger Relationships Between Marketing and Finance

Elizabeth Ward, executive vice president and chief financial officer, Tidelands Health

// 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

How Targeted Outreach Helps Bring Patients Back

CHI St. Vincent

Infectious-disease specialists are beginning to give the all-clear signal to bring patients and families back for routine care. But luring valued community members back to health care facilities is proving to be a communications challenge. Consciously or not, families have created their new normal, which may include telehealth instead of office visits, reducing the frequency Read More

How a Retail Mindset in Health Care Drives Patient Acquisition

Adeline Ashley, director of digital strategy and marketing communications, ProMedica

// 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

Looking Toward the Future by “Unscaling” Health Care

Jefferson Health

Things are changing when the CEO of a major health system comprising 14 hospitals — soon to be 18 — tosses around phrases like “health care at any address” and says things like, “We want to be the partner for those people who want to thrive without health care getting in the way.” The definition Read More

Advanced Analytics Drive a Personalized Post-COVID Comeback

Bonnie Ward, market director of marketing and communications, CHI St. Vincent

// By Marcia Simon, APR // CHI St. Vincent in Little Rock, Arkansas isn’t waiting for customers to come back on their own. The health system is proactively reaching out to them, using sophisticated analytics to define the target audience with precision accuracy.  Infectious-disease specialists are beginning to give the all-clear signal to bring patients Read More

The Key That May Finally Unlock the Door to Health Care Transformation

Steve Klasko, MD, MBA, CEO of Jefferson Health and president of Thomas Jefferson University

View from the C-Suite: Stephen K. Klasko, MD, MBA, President, Thomas Jefferson University and CEO, Jefferson Health // By Jane Weber Brubaker // There are two words Steve Klasko uses a lot: “What if…?” Like other visionary health system leaders, he’s scaling up to meet the reality of health care today, while at the same Read More

Strategic Health Care Marketing Monthly Update, Episode 2

SHCM Video 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.

Healthcare Marketing & Physician Strategies Summit 2021: Preview

Chris Boyer, vice president, digital & marketing intelligence, Beth Israel Lahey Health

// 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

Coming this Fall: A Return to the In-Person SHSMD Annual Conference

Lisa Hinkle, deputy director of education, Society for Health Care Strategy & Market Development (SHSMD)

As COVID indicators in the U.S. continue on a positive trend and we ease back into normal life, the opportunity for industry colleagues to gather in person again has finally arrived with the Society for Health Care Strategy & Market Development (SHSMD) annual conference. This year, conference attendees have two options. SHSMD Connections will convene Read More

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

Annie Haarmann and Adeline Ashley

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 »

Live from San Antonio — It’s SHSMD Connections 2021!

Jennifer Weiss Wilkerson, vice president and chief strategy officer at Sheppard Pratt and SHSMD board president

// By Jane Weber Brubaker // Since the first major industry conference was canceled back in March 2020, we’ve missed out on the energy and vitality that a live conference generates. The 2021 fall conference season kicks off with SHSMD’s annual conference in September, with the option of attending virtually in October for those who Read More

CX Is a Key Weapon in the Battle for Market Share

Indigo Urgent Care Logo

“Disrupt or be disrupted.” That’s the advice Shari Campbell offers to anyone in traditional health care who is concerned about losing market share to retail health care stores as Walmart, Amazon, CVS, and others move into the business. Campbell, marketing director, retail health at MultiCare Health System in Tacoma, Washington, says MultiCare Health began to Read More

The Best Strategies Start with Unsexy Assessments

Mildren-Sally-Boss-Lady

// 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

What’s Next for Health Care Marketing Post-COVID?

Dalal Haldeman, PhD, chief executive officer, Haldeman Marketing, LLC

COVID forced organizations to adapt quickly. Communicators’ skills were essential in navigating the crisis, and marketing led the way, meeting the extraordinary demand for information. Over the past year-plus, health system marketing departments radically shifted their priorities. The question is: Which COVID-era changes actually moved the industry forward and should remain? Which strategic initiatives have Read More

Can Traditional Health Care Hold Off the Retail Invasion?

James Gardner, marketing strategist and retail health expert

// By Jim Samuel // We’ve all been expecting it, but now that Walmart, CVS, Amazon, Walgreens, and others are upping their games, the question is more important than ever. Can traditional primary care and health systems survive the retail health onslaught, and what do they need to do to maintain market share and thrive? Read More

Reshaping Marketing After COVID: What’s the New Normal?

Catherine Harrell, chief marketing officer, Franciscan Missionaries of Our Lady Health System

// By Marlene Kurban // Top health system marketing executives weigh in on how COVID forced organizations to adapt quickly. Communicators’ skills were essential in navigating the crisis, and marketing led the way, meeting the extraordinary demand for information. Were greater flexibility and agility unexpected byproducts of a challenging year? Will they propel health care Read More

Health Systems Look Outside the Industry to Up Their Digital Marketing Game

Jim Nilson, senior director, digital marketing at UC Health

// By Jim Samuel // There is a common thought among health care marketers that the business lags years behind other industries regarding digital marketing and meeting consumer needs. Two health systems have brought in marketing executives from Disney and higher education to help them catch up. If you have been paying attention for the Read More

Who Says Radio Is Dead?

Stacy Fender, associate marketing director at CoxHealth

In Peter Hochstein’s new story, he explains how a radio-focused advertising campaign enabled a regional hospital system to significantly increase its telehealth and urgent-care traffic, with relatively low media and production costs. Here’s an excerpt: Radio tends to be a medium that reaches people while their minds are on something else. There are exceptions, of Read More

Want More Bang for Your Hospital’s Advertising Bucks? CoxHealth Found Cost Effectiveness with Real Market Impact (Hello, Radio!)

Debbie Harris, group account director, Walz Tetrick Advertising

// By Peter Hochstein //A radio-focused advertising campaign enabled this regional hospital system to significantly increase its telehealth and urgent-care traffic, with relatively low media and production costs. But a caveat: Radio works best when the message is simple.What’s radio for? Largely it’s there these days to keep you company while you drive the car Read More