Content Marketing

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Cape Cod Health News Home Page

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

The Health System Marketer’s Guide to Online Consumer Engagement

The Health System Marketer’s Guide to Online Consumer Engagement - Read more

// Sponsored Post //

52% of consumers conduct online research when looking for a provider and the majority of them start with a general internet search.* With so many organizations vying for their attention, making your health system and its providers stand out online requires a comprehensive digital strategy.

The Health System Marketer’s Guide combines research, resources, and checklists to empower health system marketers with novel consumer insights and proven strategies for effective online consumer engagement – in one handy guide.

Download the free guide to explore:

  • The evolving role of online patient access
  • Digital provider directory must-haves
  • Strategies for building brand loyalty online

Download now »

How Brand Journalism Puts Cape Cod Healthcare in the Headlines

Patrick Kane, senior vice president, communications and business development of Cape Cod Healthcare

// 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

Why Clarity in Patient Communications Is Essential

Stacy Robison, president and co-founder, Communicate Health

Studies show that patients do better when they understand their health and treatments and can speak frankly with their health providers and caregivers. Patient advocacy groups encourage talking in plain language, using everyday words, and speaking in easily understandable terms. The Patient Protection and Affordable Care Act defines health literacy as the degree to which Read More

How Two Patient-Centric Organizations Prioritize Health Literacy

Stacy Robison, president and co-founder, Communicate Health

// By Wendy Healy // Studies show that patients do better when they understand their health and treatments and can speak frankly with their health providers and caregivers. Patient advocacy groups encourage talking in plain language, using everyday words, and speaking in easily understandable terms. The Patient Protection and Affordable Care Act defines health literacy Read More

How the Nation’s Largest Nonprofit Health System Stays on Message

Johnny Smith, Jr., senior director of marketing and communications, Ascension

The nation’s largest nonprofit health system, Ascension, has more than 153 hospitals in 22 states and 2,600 sites of care with 156,000 employees. It maintains health care services as well as a solutions division, which includes investment management, a ministry service center, and a venture capital fund. Despite its spread across varied regions and specialties, Read More

A New (and Effective) Spin on Health Care Testimonials

Dawn French, senior vice president, marketing and community outreach at White Plains Hospital

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

Accelerating Success with Marketing Automation: How Scripps Health Drives Patient Journeys

Scripps Health

A Strategic Health Care Marketing webinar on demand for health care marketers, communicators, and strategists.

EvariantSponsored by Evariant
This on-demand webinar is free for members thanks to our event sponsor.

Your Presenters:

  • Christy Clay, Senior Director, System Marketing, Scripps Health
  • Jane Hong, Senior Director, Care Line Marketing, Scripps Health
  • Rachel Neely, Senior Healthcare Consultant, Evariant

Christy Clay, Jane Hong, and Rachel Neely

Watch now »

Bringing Health Care Marketing and PR Together

Don Stanziano, chief marketing officer for Geisinger

More and more, health care marketing and PR are coming together with a common goal of advancing organizational objectives. Gone are the days when marketing and public relations functions competed for funding, worked in silos, or thought that one side of the house was more creative than the other. Truth is, there’s plenty of creativity to Read More

2019 Trend: Staying Relevant as Consumers Take Health Care into Their Own Hands

Russom-Braden-Smith-Jones; caption: Braden Russom, account planner, Smith & Jones

// By Braden Russom // What drives consumers to look for alternatives to traditional medical care? And how can health care marketers respond? Here, Braden Russom, account planner at Smith & Jones, shares some of the factors contributing to changes in consumer behavior, particularly among millennials, and recommends proactive marketing strategies to stay relevant. 2019 Read More

Marketing & Public Relations: Why Reaching Across the Aisle Works

Don Stanziano, chief marketing officer for Geisinger

// By Wendy Stark Healy // One less silo would be welcome news for any health care organization. More and more, marketing and PR are coming together with a common goal of advancing organizational objectives. In this article, we hear from three marketing and PR leaders who share their perspectives on how the landscape has Read More

The Longitudinal Health Care Consumer Journey

// Sponsored Post //

Successful patient engagement in the on-demand economy requires a complete understanding of consumers in your market. In order to acquire this 360° view, providers must look beyond point-of-care events and examine consumer behavior, attributes, and risk.

Longitudinal engagement in healthcare is supported and accomplished by two primary systems: CRM and EHR. Integrating these two platforms gives health systems the ability to understand a consumer’s care journey both in and out of the hospital.

Consumers weigh a lot of options when selecting a provider or hospital, such as price, amenities, service, and convenience. Learn what they value most and how to provide them with meaningful messages that address their wants and needs. Expand the care continuum beyond hospital walls to inspire behavior change and improve outcomes.

In this new Gartner research, we explore the longitudinal consumer journey to help solve some of the patient loyalty and engagement challenges facing healthcare organizations.

Read about the future of patient engagement.

Download now »

New Campaign Aims to Destigmatize Mental Illness

Logan Hall Behavioral Health Destigmatizing Campaign

If you’re traveling through Logan Airport in Boston anytime soon, you’ll probably be drawn to a collection of portraits, and accompanying personal stories, lining the walls between terminals. You’ll see beautiful, larger-than-life portraits of: Teens. Single men and women. Parents. Grandparents. Athletes. Lawyers. Physicians. Musicians. An author. A former soap opera star. Some have light Read More

How to Compete for Patients in the Digital Age

reputation.com how to compete for patients digital age cover

// Sponsored Post //

Creating competitive advantage starts with a sound digital strategy.

In a 2017 survey of healthcare consumers across the U.S. from a representative range of demographic groups, we found that 88% of consumers begin their search for healthcare providers online. Consumers rely on search engines and review sites to steer their decisions about where to go for care.

What consumers read about you online heavily influences their decision-making. Your reputation is defined at every touchpoint a potential patient has with your doctors and organization on the web — from the doctor or location listing, to patient rating and reviews, to finding the right doctor and reading profiles on your website.

Done well, online reputation management (ORM) enables your providers to generate a high volume of representative reviews from the “silent majority,” while providing valuable insights to improve patient experience, make operational improvements and drive new patient appointments.

Download this new white paper to learn how.

Download now »

Learning What’s Truly Important to Your Target Audience

Marketing to people with similar interests and needs is usually intuitive — but what about when your target audience is completely different from you? How do you know what they care about? If you can get to the core of what makes your audience tick and what they may respond to (hint: it may not Read More

New Digital Strategy Boosts Traffic and CTA Clicks

Vanessa O’Donnell, director of the national health and wellness division at ReachLocal

Audiology First is a private hearing center in Columbia, Maryland. While the staff prides itself on taking a personalized approach to meeting the needs of each patient, its marketing efforts were strictly generic. This mismatch led to a lagging customer base. “We were getting customers, but not as many as we wanted,” explains Diana Wagner, Read More

How One Audiology Center Turned Up the Volume on Its Digital Strategy

Vanessa O’Donnell, director of the national health and wellness division at ReachLocal

// By Lisa D. Ellis // When an audiology practice wasn’t growing at the desired rate, the owner turned to the experts for help sharpening its online presence and marketing efforts. The results have been impressive, with a steadier stream of new and repeat customers now coming in. This success was recently recognized by the Read More

How One Organization Is Deconstructing the Stigma Around Mental Illness, One Story at a Time

Logan Hall Behavioral Health Destigmatizing Campaign

// By Lisa D. Ellis // If you’re traveling through Logan Airport in Boston anytime soon, you’ll probably be drawn to a collection of portraits, and accompanying personal stories, lining the walls between terminals. You’ll see beautiful, larger-than-life portraits of: Teens. Single men and women. Parents. Grandparents. Athletes. Lawyers. Physicians. Musicians. An author. A former Read More

A Texas Health System Spreads The Word Via Facebook Live

Abbey Lee, director of marketing and business development at Bay Area Regional Medical Center

Bay Area Regional Medical Center, in Webster, Texas, first opened its doors in July 2014. As an independent facility in the Houston Bay Area not affiliated with any larger systems or networks, it had to work hard at first to establish its reputation in an already crowded market. “Initially the goal was to find a Read More

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