Digital Marketing and Analytics

The Future of Health Care Is Happening Today in Tennessee

// By Jane Weber Brubaker // Vanderbilt University Medical Center led the formation of a successful high-performance provider network that has met 100 percent of its quality goals in recent years and returned millions in incentives to network members. Marketing has played a key role in the growth and success of one of the nation’s Read More

Physicians Give High Marks to CHI Memorial’s Provider-Oriented Email Newsletter as Trusted Source of Vital Information

jane weber brubaker

// By Jane Weber Brubaker // During the pandemic, we have seen many examples of health care organizations that had technology in place that could be quickly adapted, enabling communicators to disseminate relevant and timely information. CHI Memorial Health System had a robust physician communications platform in place before COVID-19 came along. But the pandemic Read More

Don’t Let Coronavirus Steal Your Perspective

Using Amara’s Law to Analyze Pandemic’s Effect on Marketing // By Jeff Stewart // VITAS Healthcare AVP of digital communications Jeff Stewart urges marketers to stick with fundamental marketing principles and keep focused on consumer needs — especially during a time of unpredictability such as the coronavirus pandemic has caused. The annual health care marketing Read More

Mount Sinai Goes Back To Basics With New Definition of MarCom

David Feinberg, senior vice president and chief marketing and communications officer of Mount Sinai Health System

As the marketing communications function has grown in health care over the years, many hospital systems find their MarCom organizations continually growing in responsibility and staff size, with no master plan for how everyone will work together. David Feinberg, senior vice president and chief marketing and communications officer of Mount Sinai Health System, and Karen Read More

Mount Sinai Creates High-Functioning MarCom Organization by Simplifying Structure

// By Sheryl S. Jackson // As the marketing communications function has grown in health care over the years, many hospital systems find their MarCom organizations continually growing in responsibility and staff size, with no master plan for how everyone will work together. David Feinberg, senior vice president and chief marketing and communications officer of Read More

While the National Mood Is Grim, Internet Campaign at Johns Hopkins Medicine Goes Just a Tad Upbeat, Building Staff Morale While Standing Out from the Crowd

Peter Hochstein

// By Peter Hochstein // Hey, there’s a pandemic going on! Hospital workers are supposed to look harassed, grave, and ready to collapse from exhaustion, right? That’s not quite the way the communicators and staff at Johns Hopkins Medicine saw it. Result? Internet views by the — no, not by the thousands, by multiples of Read More

Learn From the Retailers. They Are Stealing Your Customers.

Gary Druckenmiller, senior vice president, strategy and innovation at Healthgrades

See those retailers in your rearview mirror? They are the health care disruptors you’ve been hearing about — Walmart, Walgreens, CVS, Amazon, Google — and they are coming for you. They are closer than they appear, and they will steal your customers — if you don’t disrupt back. “The retailers have already nailed positive customer Read More

Optimize Your Website and the World May Beat a Path to Your Door — Plus Other PR Wisdom from a Not-So-Little Hospital System on the Prairie

Peter Hochstein

// By Peter Hochstein // Whether it’s a national news network on the phone, or a triple-header of a tornado, some of the biggest PR opportunities are unplanned. Even Lindsey Meyers, vice president of public relations and communications for Avera Health, sounds just a tad surprised that there’s such sophisticated medical research going on in Read More

Retail Disruptors Stealing Your Customers? Time to Disrupt Back

jane weber brubaker

// By Jane Weber Brubaker // See those retailers in your rearview mirror? They are the health care disruptors you’ve been hearing about — Walmart, Walgreens, CVS, Amazon, Google — and they are coming for you. They are closer than they appear, and they will steal your customers — if you don’t disrupt back. “The Read More

Understanding the People Behind the Data Helps Drive Engagement

Brent Morris, CEO of NDP

“If you can’t measure it, you can’t manage it” is the motto at Richmond-based NDP. Last year, the full-service marketing and advertising agency added a media planning division — Neathawk360. As the name implies, this new service embraces a 360-degree approach to the many and diverse forms of media that can impact a consumer’s engagement Read More

Taking a Data-Driven Approach to Health Care Marketing

Wendy Stark Healy

// By Wendy Stark Healy // “If you can’t measure it, you can’t manage it” is the motto at Richmond-based NDP. Last year, the full-service marketing and advertising agency added a media planning division — Neathawk360. As the name implies, this new service embraces a 360-degree approach to the many and diverse forms of media Read More

6 Ways to Market Telehealth As an Essential Service for Your Patients

// By Sue Spaight // Successful technologies have their big adoption moment — the event that pushes them past the “tipping point” and across the chasm to become a part of everyday life. Telehealth surged across U.S. health care systems during the worst of the coronavirus pandemic. The crisis reduced barriers to virtual care and Read More

How Health Systems Are Mobilizing Emergency Action Plans

Sara Vaezy, chief digital strategy and business development officer, Providence St. Joseph Health

Amid the COVID-19 pandemic, U.S. health care facilities face a tsunami of rapid-fire change. Hospital marketing leaders, historically charged with promoting signature service lines, are rapidly transforming their role and their tactics to meet this unprecedented challenge. Providence Regional Medical Center in Everett, Washington, cared for the first confirmed COVID-19 patient in the U.S. on Read More

Marketing, Communication Experts Share Reflections from the Frontlines of the COVID-19 Pandemic

// By Kyle Hardner // Amid the COVID-19 pandemic, U.S. health care facilities face a tsunami of rapid-fire change. Hospital marketing leaders, historically charged with promoting signature service lines, are rapidly transforming their role and their tactics to meet this unprecedented challenge. The new key priorities for health care marketing leaders include providing up-to-the-minute, accurate Read More

Health Care Leaders Are Addressing COVID-19 Head-On

Linda MacCracken, senior principal at Accenture

Well before cases of COVID-19 began to spike in the U.S., health care organizations were watching the response to the pandemic unfold worldwide and preparing for the worst-case scenario. Communications to myriad stakeholders have been and are being created, coordinated, and standardized across multiple channels. Accurate, up-to-date information is essential for all of us. To Read More

Digital Front Door Boosts Google Click-Throughs

Alexandra Morehouse, chief marketing officer at Banner Health

“Health care has lagged behind other areas such as financial services or retail in the use of technology to provide a single, consistent customer experience,” says Alexandra Morehouse, chief marketing officer at Banner Health, a nonprofit health system based in Phoenix, Arizona that operates 28 hospitals and several specialized facilities across six states. Morehouse’s background Read More

News from the Front: Health Care Shifts into High Gear to Address the Coronavirus

jane weber brubaker

// By Jane Weber Brubaker // Well before cases of COVID-19 began to spike in the U.S., health care organizations were watching the response to the pandemic unfold worldwide and preparing for the worst-case scenario. Communications to myriad stakeholders have been and are being created, coordinated, and standardized across multiple channels. Accurate, up-to-date information is Read More

Banner Health’s Digital Front Door Creates Seamless Patient Experience

Sheryl S. Jackson

View from the C-Suite, with Alexandra Morehouse, Chief Marketing Officer, Banner Health // By Sheryl S. Jackson // When it comes to the use of technology to enhance the customer experience, Amazon is widely recognized as the company that is constantly raising the bar for everyone else. “Health care has lagged behind other areas such Read More

Lookahead to 2020 Healthcare Marketing & Physician Strategies Summit

Judy Neiman, president, the Forum for Healthcare Strategists

Whether you’re at the pinnacle of your career or working your way up, the value of meeting with your peers and heroes face to face cannot be overstated. Twenty-five years ago, Judy Neiman founded what is now called the Healthcare Marketing & Physician Strategies Summit (the Summit). She had the foresight back then to see Read More

Great Storytelling Leads to Success for University of Chicago Medicine

Skip Hidlay, senior vice president, chief communications and marketing officer at UChicago Medicine

When you have a great story to tell, you need great storytellers. Skip Hidlay came on board as senior vice president, chief communications and marketing officer, at the University of Chicago Medicine in 2016. His 30 years in journalism prior to making the transition to health care has served both organizations well. Hidlay was one Read More

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