Content Marketing

Social Media Rules: Think Before You Share — or Risk a HIPAA Violation

Jay Hodes, founder and president of Colington Consulting

Recent Case with Financial Payout Underscores Risks of Noncompliance // By Lisa D. Ellis // How can you make sure your organization’s formal social media sharing doesn’t violate HIPAA regulations? A privacy expert offers advice on how to avoid shooting yourself in the foot when marketing via social channels. He also points to a new Read More

Balancing Promotion and Patient Privacy: 5 Lessons Learned from the Pharmaceutical Segment That Can Enhance Your Marketing Efforts

Lisa Ellis

// By Lisa D. Ellis // When it comes to marketing your health care services, you may find yourself grappling with the challenge of personalizing your promotional materials without being able to share any specific information about your patients. This paradox can make it difficult to market your organization to the full extent. That’s also Read More

How To Create Content That Turns Leads Into Patients

Susan Gullion, associate director of search engine marketing at Sequence Health

“The health care sector lacks the rich marketing history of industries like retail or automotive, but today’s patients are more empowered than ever and the behaviors they display when seeking health care services or products largely mirror their shopping journeys for apparel, electronics, or any other household product,” says Susan Gullion, associate director of search Read More

Start and Leverage a Speakers Bureau for Branding Success

Kristin Mack Deuber

Should your health care organization start a speakers bureau? Most experts say, “Yes”—and a few of them offer important advice for making sure yours achieves all of your organization’s desired benefits. “Speakers bureaus are great reputation-building tools for organizations as they increase awareness of the organization and they also provide a way to build the Read More

Creating Content Marketing That Converts Consumers Into Patients

Susan Gullion, associate director of search engine marketing at Sequence Health

// By Susan Gullion // The health care sector lacks the rich marketing history of industries like retail or automotive, but today’s patients are more empowered than ever and the behaviors they display when seeking health care services or products largely mirror their shopping journeys for apparel, electronics, or any other household product. That is Read More

How Gen X and Boomers Shop for Health Care

Ken Robbins, CEO of Response Mine Interactive

“Much has been written about marketing health care products and services to millennials, and for good reason,” says Ken Robbins, CEO and founder of digital agency Response Mine Interactive. “Since millennials are coming into disposable income and are extremely health-conscious, it makes good sense to understand how to reach them. But marketers cannot afford to Read More

How Cook Children’s Health System Fights Back Against Child Abuse

Center for Children's Health led by Cook Children's

// By Lisa D. Ellis // The faces of two beautiful toddlers practically jump off the Star Telegram’s website, their vibrant expressions and sparkling eyes captured so clearly on the screen that it’s hard to believe that both of these youngsters are no longer living. Tragically, these children—who did not know each other but are Read More

Marketing Science Plus Soul Equals Brand Success for City of Hope

Lisa Stockmon, Chief Marketing and Communications Officer at City of Hope

When a young woman named Kommah was diagnosed with an aggressive form of breast cancer, she was told she had just a 5 percent chance of surviving. Gus, a firefighter, had to forgo saving others’ lives to focus on his own fight against leukemia. Today, both Kommah and Gus have beaten the odds, thanks to Read More

Gen X Is All Grown Up: Meet the Patients Driving Health Care Consumerism

Ken Robbins, CEO of Response Mine Interactive

// By Ken Robbins // Much has been written about marketing health care products and services to millennials, and for good reason. Since millennials are coming into disposable income and are extremely health-conscious, it makes good sense to understand how to reach them. But marketers cannot afford to overlook other generations. More focus should be Read More

Beyond Testimonials: A Fresh Way To Advertise Your Expertise

Peter Hochstein

“If you’ve been involved with hospital advertising for a while, you’ve probably seen it all,” observes Peter Hochstein, veteran copywriter and SHCM contributor. “Touching testimonials from patients telling what a hospital’s doctors did for them. Doctors explaining how they collaborated on a medical breakthrough. Pictures galore of high-tech tools, people in surgical masks, MRI images Read More

Creative Ways To Engage Consumers and Move Them To Take Action

“Consumer engagement is one of those terms-of-the-moment in marketing to which marketers apply a variety of meanings,” says John Brand, senior director of marketing and public relations at St. Luke’s University Health Network. He says his organization defines “engagement” as “compelling consumers to take action on behalf of our brand, primarily in social spaces.” Brand says Read More

Is There a Fresh Way Left to Advertise That Your Hospital Is in the Front Lines of Medical Science? Here’s a Surprisingly Engaging One from Galveston, Texas

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // If you’ve been involved with hospital advertising for a while, you’ve probably seen it all. Touching testimonials from patients telling what a hospital’s doctors did for them. Doctors explaining how they collaborated on a medical breakthrough. Pictures galore of high-tech tools, people in surgical masks, MRI Read More

Lessons Learned from the ALS Ice Bucket Challenge, and How St. Luke’s Applies Them to Move Patients and Employees to Action

John Brand is the senior director of marketing and public relations at St. Luke’s University Health Network

// By John Brand // Consumer engagement is one of those terms-of-the-moment in marketing to which marketers apply a variety of meanings. At St. Luke’s University Health Network, a seven-hospital health system spread across northeastern Pennsylvania and northwestern New Jersey, we define it as compelling consumers to take action on behalf of our brand, primarily Read More

Blogging Can Spread Knowledge Within—as Well as Beyond—Your Organization

Blogging is becoming an increasingly important way to communicate with your target audience. And it can also provide a valuable forum for your staff to share their experiences and ideas within the larger organization and beyond. This lesson comes from Albert Einstein College of Medicine in New York City, where some forward-thinking staff members created Read More

Cook Up an Effective Marketing Strategy with these 8 Key Ingredients

Eric Brody

“Your health system or hospital story doesn’t matter—until it does,” says Eric Brody. “What matters is simply how your story fits into the lives of your audience.” Brody is president of Trajectory, a national branding and marketing agency. He notes that while this simple concept is tough to deliver on, it’s also critical to your success Read More

What To Do When a Blogging Doctor Goes Off-Message

Physician-contributed writing provides a great way to provide thought leadership and to share your medical staff members’ expertise more broadly. It can also help to personalize your organization and make a deeper connection with patients. But it’s essential that any staff-contributed writing goes through a defined editorial process that ensures the content accurately represents your Read More

Tips From Google for Driving Patient Traffic To Your Doors

It probably comes as no surprise that in 2017, people are relying on smartphones more than ever before. And most of them go beyond using these devices to make calls, send texts, and check their emails. They also go mobile to search for information, find services in their neighborhoods, and get directions. This trend has Read More

Case Study: Work Smarter, Not Harder, on Your Marketing Efforts

Henry Ford Health System Logo

Industrialist Henry Ford (1863-1947) manufactured the first affordable mass-produced car in the early 1900s, striving to improve the quality of life for many middle-class Americans. Now a full century later, the Henry Ford Health System is following his tradition by strengthening its marketing efforts to reach residents from all walks of life in the greater Read More

5 Considerations When Developing Service Line Priorities

Service Line Priorities

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  • Identify current & planned patient pathways

 

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