The chief marketing and communications officer for Geisinger shares how collaboration between marketing and public relations enhances effectiveness and efficiency. // By Susan Dubuque // In the aftermath of COVID-19, hospitals and health systems are pressured to do more with less. The 2023 Healthcare Marketers Trend Report reveals that marketing and advertising budgets have shrunk Read More
Health care industry experts have been sounding the alarm about the staffing shortage for decades, with a variety of factors contributing to the problem — the aging population, lack of nursing faculty, competition from other industry sectors, and burnout. Now, in the wake of the COVID-19 pandemic, hospitals and health systems face unprecedented challenges as Read More
Marketing and talent acquisition executives from Michigan Medicine share how collaboration and brand alignment helped to address staff recruitment and retention challenges for their organization. // By Susan Dubuque // Health care industry experts have been sounding the alarm about the staffing shortage for decades, with a variety of factors contributing to the problem — Read More
The scarcity of health care workers is not new. Since the 1980s, there has been significant industry chatter, particularly surrounding the critical shortage of nurses. When COVID hit, demand skyrocketed, just as the “Great Resignation” struck. Workforce shortfalls threaten patient care and have significant financial implications. One study finds that labor shortages have cost hospitals and Read More
Each fall, the SHSMD Annual Conference brings together the best and brightest in our industry — from seasoned veterans to tomorrow’s leaders — for three days of sharing, growing, and learning together. This year, the health care strategy and marketing community will convene in Chicago from September 10-12 at SHSMD23 Connections. The conference is an Read More
Marketing executives share how Moffitt Cancer Center’s marketing and HR teams work together to alleviate recruitment and retention challenges by aligning with the brand. // By Susan Dubuque // The scarcity of health care workers is not new. Since the 1980s, there has been significant industry chatter, particularly surrounding the critical shortage of nurses. When Read More
Connect with the community shaping the future of health care. // By Jane Weber Brubaker // Each fall, the SHSMD Annual Conference brings together the best and brightest in our industry — from seasoned veterans to tomorrow’s leaders — for three days of sharing, growing, and learning together. This year, the health care strategy and Read More
Today’s health care media landscape is drastically different from the era of print magazine ads and TV spots. It is now characterized by a fragmented array of channels and diverse media formats, which has made media planning more complex than ever. Do you recall what media buys looked like five, 10, or even 20 years Read More
Today’s media landscape is a far cry from the days of print magazine ads and TV spots. It’s fragmented across countless channels and media formats, making media planning more complex than ever. We sat down with Kara Rozek, VP, media at SPM Marketing & Communications, to learn how health care marketers can adapt to today’s Read More
In the middle of the pandemic, Michigan Medicine launched a new brand campaign, Michigan Answers, spearheaded by Rose Glenn, the organization’s chief communications and marketing officer. In explaining the meaning of the campaign, the branding guidelines emphasize, “At Michigan Medicine, we believe there’s a difference between an answer and a Michigan Answer. Michigan Answers are Read More
To find the right answers, ask the right questions. // By Jane Weber Brubaker // In the middle of the pandemic, Michigan Medicine launched a new brand campaign, Michigan Answers, spearheaded by Rose Glenn, the organization’s chief communications and marketing officer. In explaining the meaning of the campaign, the branding guidelines emphasize, “At Michigan Medicine, Read More
If you’re ready to roll up your sleeves, unwind, and soak up some inspiration for your biggest challenges, then the 2023 Healthcare Marketing & Physician Strategies Summit (HMPS 2023) is tailor-made for you. The Summit’s fully-packed program will send you home with plenty of actionable ideas to help your organization succeed. HMPS 2023 is the Read More
For complex health systems with numerous specialties and subspecialties, referrals are their lifeblood — particularly referrals from external providers. Texas Children’s Hospital (TCH), a specialty pediatric hospital, was having difficulty keeping track of referrals. There wasn’t a standard process for sending and receiving referrals or tracking them once they were received, usually by fax, and Read More
This year’s Healthcare Marketing & Physician Strategies Summit is the perfect place to renew, refresh, and recharge with your industry peers. The Summit’s fully-packed program will send you home with plenty of actionable ideas to help your organization succeed. // By Jane Weber Brubaker // If you’re ready to roll up your sleeves, unwind, and Read More
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 keeping your solution top of mind when people are in the consideration phase. If your service is Read More
Texas Children’s Hospital overhauled its referral management process and saw a 23 percent increase in referrals from external providers within two years. // By Jane Weber Brubaker // For complex health systems with numerous specialties and subspecialties, referrals are their lifeblood — particularly referrals from external providers. Texas Children’s Hospital (TCH), a specialty pediatric hospital, Read More
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
When WebMD announced its acquisition of Mercury Healthcare in June 2022, the press release focused on patient engagement solutions. The headline reads “WebMD Health Corp. Acquires Mercury Healthcare, Building on Leadership in Patient Engagement Solutions.” But we learned that WebMD’s strategic vision is broader, also encompassing provider engagement. In a video explaining the vision, Ann Read More
If your organization is investing in highly compensated specialists to grow your service lines and provide needed care for patients, you want those physicians to be as productive as possible as soon as possible, and you want them to be the first choice of referring physicians. Doctivity, a novel physician relations management (PRM) platform using Read More
WebMD Provider Services seeks to align physician and consumer strategies holistically, using data and analytics to guide the journey from both sides. // By Jane Weber Brubaker // When WebMD announced its acquisition of Mercury Healthcare in June 2022, the press release focused on patient engagement solutions. The headline reads “WebMD Health Corp. Acquires Mercury Read More
Time is money. Without timely business intelligence, the window of opportunity may close before you can act. // By Jane Weber Brubaker // If your organization is investing in highly compensated specialists to grow your service lines and provide needed care for patients, you want those physicians to be as productive as possible as soon Read More
Sometimes, the best input on health care marketing comes from an outside party. In a new article, George Danner, chief data scientist at Endeavor Management, offers a fresh insight on how data modeling can help improve the health care marketing process. He puts it like this: “I am not a marketer, but I have listened Read More
How to use data to identify the real culprits inhibiting encounter volume growth. // By George Danner // I am not a marketer, but I have listened to conversations among our marketing team members and their clients about the difficulty of the marketing role in health care. When patient volumes and/or market share are down, Read More
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
Times have changed. Your health care organization is no longer the star of your advertising and marketing. The consumer is — or should be. // By John Marzano // The history of service-line promotion dates back to the early 1980s when marketers built brand awareness of their organizations’ high-end specialty care using visual and emotional Read More