Content Marketing

How Henry Ford Uses Technology to Drive Its Messages to a Growing Audience

Henry Ford Health System Logo

// By Lisa D. Ellis // 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 Read More

Children’s Hospital Finds Success with Humorous Campaign

Veteran copywriter and SHCM contributor Peter Hochstein boils down one hospital’s advertising campaign down to one word: wisecracks. The little girl getting wheeled into surgery is about 11 years old—and not at all like any other little girl you’ve seen in TV spots about surgery. She’s a quick-thinking, fast-talking, smart mouth. But then, so is Read More

Word of Mouth Remains a Health Care Marketing Imperative

“Here’s important context for health care marketing in 2017: Attention and trust continue to decline across the country,” says Ryan Hanser, APR, who leads Hanser & Associates, a full-service PR firm based in Des Moines, Iowa. “Sure, we still have knowledgeable specialists—doctors, for starters. The trouble is that people increasingly reject the authority of expertise. Read More

Kids and Docs Engage in Jocular Banter. Result: Stony Brook Children’s Hospital Builds Awareness and Preference for Its Serious Approach to Medicine

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // The little girl getting wheeled into surgery is about 11 years old—and not at all like any other little girl you’ve seen in TV spots about surgery. She’s a quick-thinking, fast-talking, smart mouth. But then, so is the pediatric surgeon who accompanies her. The girl asks, Read More

Augusta University Health Gets Strategic To Improve Payer Mix

Augusta University Health System is no stranger to change. Over the past five years, it has undergone several rebranding campaigns and two consolidations. Yet through all of these fluctuations, one thing has remained the same: the need to find new and more efficient ways to improve its reputation and continue to grow market share. The Read More

Word of Mouth: Harness the Voice of Patients and Staff for Powerful Results

// By Ryan Hanser // Here’s important context for health care marketing in 2017: Attention and trust continue to decline across the country. Year over year, America appears to be witnessing the collapse of expertise and institutional trust. Sure, we still have knowledgeable specialists—doctors, for starters. The trouble is that people increasingly reject the authority Read More

Language Access in Health Care Under a Trump Presidency

Jill Mead

Part 2: Interpreting (Spoken Word) Requirements for Health Care Organizations // By Jill Mead // Are you wondering about President Donald Trump’s current plans to “repeal and replace” the Affordable Care Act? Most people working in the field want to know the timeframe and what this will mean when it comes to interpreting (spoken word) Read More

Quick—What Do Merged Hospitals and a Woman Stock Car Race Driver Have in Common? One Health Care Advertising Agency Found Plenty of Similarity

Notable Health Care Advertising // By Peter Hochstein // In 2013, three hospitals, along with various satellite practices and facilities in the western suburbs of Chicago, merged. Edward Hospital in Naperville, Illinois, with 309 beds, all in private rooms; Elmhurst Memorial Hospital in Elmhurst, Illinois, with 259 beds, also all in private rooms; and Linden Read More

Hospital’s Magazine Moves the Needle; Does Yours?

Peter Hochstein

Who says print is dead? That’s far from the case in the health care field, where “publishing magazines is starting to seem as commonplace in many hospitals as taking patients’ temperatures. Well, almost,” says veteran copywriter and SHCM contributor Peter Hochstein. “The data collected over the last ten years shows that approximately 60 to 70 Read More

The Future of the ACA Nondiscrimination Rules Under Trump

Jill Mead, in-house Compliance Counsel for Vocalink, Inc.

“On July 18, 2016, the long-awaited final rule implementing Section 1557 of the Affordable Care Act (ACA) Nondiscrimination in Health Programs and Activities went into effect. The new rule provides a comprehensive framework of what it means to provide effective communication and meaningful access to health care for Limited English Proficient (“LEP”) and disabled patients, Read More

Tailoring Messages to Better Fit the Latino Community

“Arminda “Mindy” Figueroa, the Founder and President of Latin2Latin Marketing + Communications

How to Overcome 5 Common Challenges to Health Care Organizations’ Cultural Outreach Efforts // By Lisa D. Ellis // What if you were in a foreign country and needed emergency medical care but couldn’t communicate effectively with the health care providers there? This could put your life at risk, if you and your provider couldn’t Read More

Language Access in Health Care Under a Trump Presidency Part 1: Exploring Guidelines for Written (Print and Digital) Work

Jill Mead, in-house Compliance Counsel for Vocalink, Inc.

// By Jill Mead // Many organizations have been struggling to understand and meet the language access requirements imposed by the Affordable Care Act. But will the requirements change once the new President takes office? This two-part series explores what organizations can expect moving forward. In this first column, we’ll look at the requirements for Read More

10 Health Care Marketing Trends To Watch in 2017

“If what we’ve seen over the past year is any indication, 2017 won’t be for the faint of heart,” says Lindsay R. Resnick, Executive Vice President at ReviveHealth, a Weber Shandwick company. “Combine the dynamics of socioeconomic-political tensions with the massive transformation happening across health care’s ecosystem—regulatory, technology, competition, innovation, finance, clinical—and you get an Read More

Five Difficult Topics Health Care Marketers Need To Tackle

Ross Goldberg

“It has been said that all motion is relative,” notes Ross K. Goldberg. “If that is indeed true, then it’s entirely possible to go backward by simply standing still if the world around you is changing.” Goldberg, President of Kevin/Ross Public Relations in Southern California, says that “[o]ver the past half-dozen years, those entrusted with Read More

What the New HHS Restrictions on Media in Patient Areas Mean for You

Lisa D. Ellis

Flip through the channels of your television set any evening and chances are you’ll stumble across an episode of a reality TV series that was filmed in a hospital emergency department. Over the past few years, such “real” medical TV that presents traumas as they unfold has grown in popularity among viewers, and some organizations Read More