Digital Marketing and Analytics

University Health’s Award-Winning Brand Strategy Fueled By Embracing Change

Leni Kirkman, executive vice president and chief marketing communications & corporate affairs officer, University Health

University Health in Texas embraced change to create an effective brand strategy, conducting research to understand community needs during transformative times. Their new brand platform supports the organization’s strategic direction while engaging the community on a journey of health improvement. Discover the strategy and creativity behind this award-winning campaign.

UMMC’s Multichannel Strategy to Boost Transplantation Program Sees Impressive Results

Bill Seiler, assistant director, media relations, UMMC

The University of Maryland Medical Center employs a three-tier marketing strategy for its transplant program, using strategic communications for broad reach, targeted digital tactics for mid-funnel engagement, and search campaigns to capture bottom-funnel consumers. Find out how this leading medical center achieves impressive results with a multichannel marketing and communications strategy.

Recruitment Marketing: New Partnership Boosts Workforce Development

Rachel Smith, Evangelical Community Hospital

// By John Marzano // Workforce shortages and caregiver capacity challenges impact virtually all health care organizations across the U.S. A recent survey found 81 percent reported delays in care due to staff shortages. Discover how two organizations’ HR teams work alongside marketing to bring new life to the health care recruitment process.

Advertising Showcase: UCSF Health’s “Love Letter” Campaign

UCSF Health logo

// By Susan Dubuque // In the aftermath of COVID-19, cities across the country, including San Francisco, faced significant challenges. During the same period, UCSF Health began a new strategic journey to expand its services to encompass the entire spectrum of care. Discover how UCSF Health shifts consumer perceptions by sending a love letter to San Francisco.

Inside CHI St. Vincent’s Multichannel Strategy to Recruit and Retain Top Talent

Bonnie Ward, marketing director at CHI St. Vincent

CHI St. Vincent’s marketing team created a multichannel recruitment and retention strategy that engaged team members across the health system. The campaign targeted both internal and external audiences and used a broad range of traditional and digital media. Get insights on supporting your organization’s recruitment and retention initiatives from this award-winning campaign.

Rocky Mountain High: Reach New Heights at SHSMD24 Connections

Lindsay Cosimano

// By Jane Weber Brubaker // SHSMD Connections is a must-attend event for health care marketers every fall. This year’s conference takes place October 13-15 in Denver. This three-day conference, jampacked with exceptional educational and networking opportunities, will fill you up with new ideas and fresh inspiration, and empower you to become a changemaker in your organization.

Privacy-Related Class Action Lawsuits in Health Care: How They Work and How to Avoid Them

Doriann Cain, partner, Faegre Drinker

// By Ray Mina // The convergence of technology and health care has raised concerns about data security. Nearly 75 percent of people are concerned about protecting their personal health data. High-profile class action lawsuits related to consumer privacy have caused significant financial and reputational damage to some health systems. How can you protect your organization?

University Health Embraces Change in Its New Brand Campaign

Laura Gilbert, marketing director, University Health

// By Susan Dubuque // University Health in Texas embraced change to create an effective brand strategy, conducting research to understand community needs during transformative times. Their new brand platform supports the organization’s strategic direction while engaging the community on a journey of health improvement. Discover the strategy and creativity behind this award-winning campaign.

Integrated Marketing and Compelling Storytelling Bolster UMMC’s Organ Transplantation Program

Jessie Pulsipher, marketing and communications manager, UMMC

// By Susan Dubuque // The University of Maryland Medical Center employs a three-tier marketing strategy for its transplant program, using strategic communications for broad reach, targeted digital tactics for mid-funnel engagement, and search campaigns to capture bottom-funnel consumers. Find out how this leading medical center achieves impressive results with a multichannel marketing and communications strategy.

Advertising Showcase: CHI St. Vincent “Humankindness” Campaign

CHI St. Vincent logo

// By Susan Dubuque // CHI St. Vincent’s marketing team created a multichannel recruitment and retention strategy that engaged team members across the health system. The campaign targeted both internal and external audiences and used a broad range of traditional and digital media. Get insights on supporting your organization’s recruitment and retention initiatives from this award-winning campaign.

How to Succeed in Health Care Podcasting: Award-Winning Strategies from Top Health Systems

Sydney Kishimoto, marketing specialist, Department of Psychiatry, Weill Cornell Medicine

Podcasts are a popular and well-established audio medium used by health care organizations of all sizes to share longer-form content that educates, inspires, entertains, and provides thought leadership to various audiences. Discover secrets of award-winning podcasts from three top organizations and get practical tips to make podcasting vital for your marketing strategy.

Measuring What Matters: A Framework for Healthcare CRM Success

Abhi Sharma, former chief product officer, Loyal

CRM is evolving, helping health care leaders prioritize high-value communications that enhance profitability and support patients. Yet, today’s CRM often falls short of customer expectations. Are these expectations realistic, or are organizations expecting too much? Explore the current state and future possibilities of health care CRM.

Advertising Showcase: UChicago Medicine Comer Children’s Hospital Brand Campaign

Comer Children's logo

// By Susan Dubuque // When the marketing team set out to make Comer Children’s a household name, it had a not-so-secret weapon to tap into: the powerhouse brand of the University of Chicago Medicine. Find out how an engaging new campaign helps position Comer Children’s as a nationally recognized brand, generating remarkable results in record time.

Winning Strategies for Successful Podcast Marketing

Daniel Knoepflmacher, M.D., vice chair of education, Department of Psychiatry, Weill Cornell Medicine

// By Susan Dubuque // Podcasts are a popular and well-established audio medium used by health care organizations of all sizes to share longer-form content that educates, inspires, entertains, and provides thought leadership to various audiences. Discover secrets of award-winning podcasts from three top organizations and get practical tips to make podcasting vital for your marketing strategy.

Advertising Showcase: Yuma Regional Medical Center “We Believe” Quality Campaign

Yuma Regional Medical Center logo

// By Susan Dubuque // Yuma Regional Medical Center’s (YRMC) quality journey began when the health system saw significant operational and clinical improvements. But for employees and the community, this positive message needed to be amplified. Discover how Yuma Regional Medical Center’s “We Believe” campaign elevated the perception of quality for both internal and external audiences.

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