Content Marketing

AI in Health Care: 4 Things to Consider for Your Future Content

Rachael Sauceman is director of strategy for Full Media

You get into work, grab your coffee, boot up your computer, and look at your to-do list for the day. The one and only thing you’ve left for yourself on the to-do list is the thing you’ve been putting off for days — weeks even: Write that blog on the dangers of high blood pressure. Read More

Taking the Chaos Out of Change

Cheryl L. Serra

Change can be arduous, risky, norm-crushing. But to face today’s challenges, whether financial, operational, or other, change is often necessary. // By Cheryl L. Serra // Change happens. And it should, as internal and external forces inevitably alter an organization and the constructs it operates in. Health care is in a constant state of flux. Read More

How UAMS Stays in Touch with Referring Providers

Keith Whitworth, director of marketing, University of Arkansas for Medical Sciences (UAMS)

Email has become a powerful tool in UAMS’ physician outreach toolkit. // By Jane Weber Brubaker // Marketing is all about understanding the needs of your market and finding ways to show how your product or service is the best solution for meeting those needs. As marketers, you know that part of your challenge is Read More

Tips for Effective Service-Line Marketing at Your Health Care Organization

Dara Krueger, executive director of international marketing and marketing account services, Cleveland Clinic

As a health care marketer, you’re acutely aware of how important it is to not only acquire patients and drive patient volume, but also to engage and retain those patients in order to establish long-term brand loyalty and improve ROI. The history of service-line promotion dates back to the early 1980s when marketers built brand Read More

Tips for Mastering Short-Form Video Production for Your Health Care Brand

John Ferin

“So, you’ve been assigned to create a short-form video for your health care organization. Maybe you even have a ring light, a tripod, dedicated studio space, or a quality microphone. Now what?” says John Ferin, content strategy and development lead at ddm. In a new article, Ferin shares three tips that will serve you well Read More

How to Make Short-Form Videos for Your Health Care Brand

John Ferin leads the content strategy and development team at ddm

You have a smartphone. You take lots of pictures and videos. You share them on social media. Why not use those talents for the benefit of your organization? Learn some quick tips and tricks here. // By John Ferin // So, you’ve been assigned to create a short-form video for your health care organization. Maybe Read More

Content Marketing Builds Trust and Conveys Expertise Without Selling

Kathy Wilets, director of media relations and content, University of Utah Health

“When it comes to marketing health care services, content marketing provides an excellent platform for conveying the expertise of providers and building confidence and trust among prospective and current patients,” says Susan Dubuque, cofounder of NDP Agency. Here’s an excerpt from Susan’s new article: “Our overarching content strategy is to position U of U Health Read More

Turnkey Podcasting Offers Engagement and Ready-Made Content

Bill Klaproth, director of marketing and Pod Talk Host for DoctorPodcasting by RadioMD

Podcasts have shown remarkable growth in listenership over the past decade and have quickly become a mainstream marketing tool and an effective way to educate and connect with your target audience. The content you create for a podcast also fills the pipeline for all of your other channels. Health care marketers face common challenges, from Read More

The Expanding Role of Content in Health Care Marketing

Cynthia Manley, director of digital content and engagement, Vanderbilt University Medical Center

// By Susan Dubuque // From podcasts and social media posts to infographics and blogs, content marketing is becoming a staple of today’s health care marketing departments — with a wide array of tactics that bolster brand recognition and support marketing goals. When it comes to marketing health care services, content marketing provides an excellent Read More

Podcasts: The Engine Filling Your Content Pipeline

Patrick Moody, director of marketing, public and community relations, Henry Mayo Newhall Hospital

// By Marlene Kurban // Podcasting is a fundamental part of the communications arsenal at Henry Mayo Newhall Hospital.  Podcasts have shown remarkable growth in listenership over the past decade and have quickly become a mainstream marketing tool and an effective way to educate and connect with your target audience. The content you create for Read More

Social Media Initiative Focuses on Positioning Advocate Aurora Health As a Provider of Choice Among Growing Hispanic Market

Sarah Scroggins, director, social media, Advocate Aurora Health

// By Brian Griffin // One of the Midwest’s largest health systems is effectively using social media to reach its Spanish-speaking population with information about COVID-19 and important health services for the community. As diversity, equity, and inclusion continue to increase in importance, Advocate Aurora Health has been making strong progress in connecting online with Read More

How Walmart Is Remaking Itself as a Health and Wellness Destination

Karissa Price, vice president of marketing, food, consumables, and health and wellness, Walmart

Notwithstanding the health care industry’s keen interest in Walmart and figuring out what its next move might be, most consumers still think of Walmart as a retail store, not a health and wellness destination. Karissa Price, Walmart’s vice president of marketing, food, consumables, and health and wellness at the time of our reporting, sought to Read More

Personalized Content Key to Earning Consumers’ Trust in Walmart As a Health and Wellness Destination

Diana Jones, communications and wellness consultant, Walmart

// By Jane Weber Brubaker // Walmart’s marketing VP believes that high-quality, personalized health care content is the start to building trusted relationships with consumers, and supporting them on their health care journeys. Notwithstanding the health care industry’s keen interest in Walmart and figuring out what its next move might be, most consumers still think Read More

MarTech Is Moving Fast

Tom Hileman, CEO and president, Hileman Group

Marketing technology (MarTech) is changing fast. How fast? Twenty percent of MarTech innovations available today didn’t even exist in 2016, according to Tom Hileman, CEO and president of the Hileman Group. In health care, Hileman says conversational marketing technology and marketing compliance platforms lead the way with 70 percent growth over the past five years. Read More

Three Top Health System Marketers Share the Latest Trends in MarTech

Paul Matsen, chief marketing and communications officer, Cleveland Clinic

// By Brian Griffin // The growth of MarTech is revolutionizing health care marketing. In this article, you will learn how marketing experts at leading health systems use the latest MarTech tools to communicate more effectively with key audiences, grow patient volumes, and demonstrate marketing’s value to the C-suite. Marketing technology (MarTech) is changing fast. Read More

Strategies for Making Vaccine Mandates Work

Don Stanziano, chief marketing and communications officer, Geisinger

With the ongoing public health threat posed by COVID-19, a growing number of hospitals, health systems, and medical groups are adopting employee vaccine mandates. The opposition this has generated among some groups of medical workers and the general public make crafting mandate communications and messaging critically important for health care marketers. At Geisinger Health in Read More

Communicating Employee Vaccine Mandates: A Formula for Success

Emile Lee Vice President, Corporate Communications Geisinger Health

// By Brian Griffin // With the ongoing public health threat posed by COVID-19, a growing number of hospitals, health systems, and medical groups are adopting employee vaccine mandates. The opposition this has generated among some groups of medical workers and the general public make crafting mandate communications and messaging critically important for health care Read More

Strategic Health Care Marketing Monthly Update, Episode 3

In episode 3 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.