For more than a decade, digital marketing in health care has existed in a state of contradiction. Caught between regulatory reality and marketing necessity, organizations have turned to a familiar strategy: the workaround. But the era of the workaround is ending, and health care marketers must be ready for what comes next.
// By Russell Reid // For more than a decade, digital marketing in health care has existed in a state of contradiction. Caught between regulatory reality and marketing necessity, organizations have turned to a familiar strategy: the workaround. But the era of the workaround is ending, and health care marketers must be ready for what comes next.
As consumer expectations rise and attention spans shrink, traditional messaging about excellence and empathy is no longer enough. Today’s audiences are tuning out institutional voices and tuning in to brands that feel authentic, emotionally relevant, and boldly human. Here, industry leader Stephanie Wierwille offers insights into creating a compelling brand story.
// By Susan Dubuque // Marketing leaders from Renown Health and The Christ Hospital Health Network share how their award-winning recruitment and retention strategies helped address workforce shortages. Read on to discover how authentic messaging and targeted outreach can strengthen both recruitment and retention.
In the current environment of cultural tribalism, how can health care organizations break down barriers and rebuild trust in the communities they serve? Brandon Edwards and Shannon Hooper believe the antidote to toxicity is authenticity. Here, they share ideas for how marketers can break through the red state/blue state conundrum.
// By Susan Dubuque // As consumer expectations rise and attention spans shrink, traditional messaging about excellence and empathy is no longer enough. Today’s audiences are tuning out institutional voices and tuning in to brands that feel authentic, emotionally relevant, and boldly human. Here, industry leader Stephanie Wierwille offers insights into creating a compelling brand story.
// By Jane Weber Brubaker // In the current environment of cultural tribalism, how can health care organizations break down barriers and rebuild trust in the communities they serve? Brandon Edwards and Shannon Hooper believe the antidote to toxicity is authenticity. Here, they share ideas for how marketers can break through the red state/blue state conundrum.
In this new report from Strategic Health Care Marketing, you’ll discover how collaboration between marketing and human resources is helping health care organizations nationwide find creative ways to attract talent, retain valued employees, and show appreciation for their teams.
Trustworthiness is the quality Americans value most, according to national consumer studies from Klein & Partners. During a Strategic Health Care Marketing webinar in May, Rob Klein presented results from the company’s latest National Consumer Insight Study. Here, we discuss some of the larger themes that emerged from the conversation.
Marketing leaders from Banner Health, Renown Health, the Medical University of South Carolina (MUSC), and Primacy share how academic medical centers adapt strategy, structure, and technology to align today’s health care landscape. Learn how academic medical center marketers adjust their strategies to optimize effectiveness today and focus on the future.
// By Jane Weber Brubaker // Trustworthiness is the quality Americans value most, according to national consumer studies from Klein & Partners. During a Strategic Health Care Marketing webinar in May, Rob Klein presented results from the company’s latest National Consumer Insight Study. Here, we discuss some of the larger themes that emerged from the conversation.
Award-winning marketers from Orlando Health, Norton Healthcare, CommonSpirit Health, and BayCare Health System share how they launched, evolved, and elevated their podcasts. Keep reading for insights, practical tips, and inspiration to help you launch your organization’s podcast or take it to the next level.
// By Susan Dubuque // This vibrant new marketing campaign presents an imaginative take on the spirit of innovation that powers the people and life-changing work at this leading academic medical center. Keep reading — you won’t want to miss this bold, fresh take on health care advertising. And yes, there just might be a unicorn.
Cincinnati’s health care market is highly competitive, with eight health systems, including an academic medical center and a renowned children’s hospital. When Rob Whitehouse joined seven years ago, the health system struggled to differentiate itself. Discover how TriHealth aligns its brand to reflect a culture rooted in humanity and in population health.
In February 2024, Strategic Health Care Marketing launched a new column called Advertising Showcase. Each month, we feature a multimedia advertising campaign from some of the nation’s leading hospitals and health systems — many are winners of eHealthcare Leadership Awards.
In this new report from Strategic Health Care Marketing, we have compiled four varied Advertising Showcases. We hope this excellent work gives you a little inspiration for your next creative endeavor.
// By Therese Lockemy, MBA // Marketing leaders from Banner Health, Renown Health, the Medical University of South Carolina (MUSC), and Primacy share how academic medical centers adapt strategy, structure, and technology to align today’s health care landscape. Learn how academic medical center marketers adjust their strategies to optimize effectiveness today and focus on the future.
// By Susan Dubuque // CaroMont Health has spent more than 80 years earning the trust of its neighbors. Testing ad concepts for emotional stickiness lends credibility to this organization’s brand platform and messaging. Discover the creative executions and discover how this health system uses emotion to distinguish its brand.
// By Susan Dubuque // Award-winning marketers from Orlando Health, Norton Healthcare, CommonSpirit Health, and BayCare Health System share how they launched, evolved, and elevated their podcasts. Keep reading for insights, practical tips, and inspiration to help you launch your organization’s podcast or take it to the next level.
The 2025 eHealthcare Leadership Awards Call for Entries is officially open! Now in their 26th year, the eHealthcare Leadership Awards celebrate excellence in health care digital marketing, recognizing standout websites, apps, videos, campaigns, and digital initiatives that drive marketing and business success across the industry. The deadline for entries is June 27, 2025.
Mount Sinai took a strategic, empathy-driven approach, conveying the message, “We get you, and we’ve got you,” to appeal to the ultimate health decision-makers: women. Read on to see how Mount Sinai captures the attention of this vital target audience and achieves measurable results with this award-winning campaign.
// By Susan Dubuque // The 2025 eHealthcare Leadership Awards Call for Entries is officially open! Now in their 26th year, the eHealthcare Leadership Awards celebrate excellence in health care digital marketing, recognizing standout websites, apps, videos, campaigns, and digital initiatives that drive marketing and business success across the industry. The deadline for entries is June 27, 2025.
// By Susan Dubuque // Cincinnati’s health care market is highly competitive, with eight health systems, including an academic medical center and a renowned children’s hospital. When Rob Whitehouse joined seven years ago, the health system struggled to differentiate itself. Discover how TriHealth aligns its brand to reflect a culture rooted in humanity and in population health.
Community Health Systems launched an award-winning campaign that leverages the selfie craze to engage women in focusing on their own health and lifestyle choices. the full article to explore the planning, strategy, and creative executives behind this clever multimedia campaign.
// By Susan Dubuque // Mount Sinai took a strategic, empathy-driven approach, conveying the message, “We get you, and we’ve got you,” to appeal to the ultimate health decision-makers: women. Read on to see how Mount Sinai captures the attention of this vital target audience and achieves measurable results with this award-winning campaign.
// By Susan Dubuque // Community Health Systems launched an award-winning campaign that leverages the selfie craze to engage women in focusing on their own health and lifestyle choices. Read the full article to explore the planning, strategy, and creative executives behind this clever multimedia campaign.