Digital Marketing and Analytics

Don’t Abandon Traditional Media Marketing Just Yet

While many health care marketers seek to limit their media outlets, the reality is that successful marketing plans need to incorporate a blend of many efforts to produce a desired reach, frequency, and outcome. Here’s an excerpt from John Gonda’s new article on this topic: For many years, hospitals have used traditional media outlets such Read More

Where Health Care Marketers Should Focus in 2021

// By Danny Fell // Marketers can help their organizations thrive in an increasingly competitive environment by introducing creative “outside the box” approaches that will help accelerate change. Coming off an incredibly challenging 2020, health care marketers face a potentially rocky start to the new year. Positive factors, like revolutionary new COVID-19 vaccines, are coming Read More

Traditional and Digital Media: Why You Need Both

// By John Gonda // While many health care marketers seek to limit their media outlets, the reality is that successful marketing plans need to incorporate a blend of many efforts to produce a desired reach, frequency, and outcome. For many years, hospitals have used traditional media outlets such as newspapers, direct mail, radio, and Read More

How Data-Driven Marketing Fuels Brand Strategy

More than ever, it’s important for health care executives to understand that broad brand strategy alone doesn’t drive business. Successful service-line growth campaigns are based on insights from marketing and consumer data. Without direction from digital marketing data, health care organizations will struggle even more in the post-pandemic world. Brand/MarCom strategist John Marzano recently spoke Read More

Brand and Demand Go Hand in Hand in Today’s Marketing Landscape

// By Jared Johnson // More than ever, it’s important for health care executives to understand that broad brand strategy alone doesn’t drive business. Successful service-line growth campaigns are based on insights from marketing and consumer data. Without direction from digital marketing data, health care organizations will struggle even more in the post-pandemic world. Brand/MarCom Read More

Does Your Marketing Department Deliver a Measurable ROI?

Karina Jennings, vice president, marketing strategy and planning for Providence St. Joseph Health

The traditional view at many hospitals and health systems is that marketing departments are an operating expense called in after strategy has been established and budgets allocated. But that view has been changing at Providence, the Seattle-based nonprofit healthcare system that operates 51 hospitals in seven states. When Providence separated its marketing and communication functions Read More

Data-Driven Efforts Help Systems Adapt During the Pandemic

Kevan Mabbutt, senior vice president and chief consumer officer at Intermountain Healthcare

Marketing budgets were already starting to tighten for some health systems at the beginning of last year. But when the coronavirus pandemic hit, some of those budget cuts became even more severe. Other systems saw budgets remain the same, but marketing departments had to be ready to quickly shift their strategy, messaging, tactics, and media Read More

How an Investment in Billboard Marketing Is Paying off for One Health System

James K. Elrod, president and CEO of Willis-Knighton Health System

Do you read billboards when you’re driving? If you do, you’re not alone. According to the 2019 Nielsen out-of-home advertising study, eight out of 10 Americans consciously look at billboard messages. As technology evolves, more and more advertisers turn to digital billboards — a computer-controlled display that shows advertisements on a rotating basis — to Read More

New Campaign Features Health Care Workers Encouraging Mask Use

The coronavirus continues its rampage throughout the country, sickening people, taking lives, devastating the economy, and overwhelming our health systems. Even if we are not sick, COVID-19 wears down our will to keep fighting until vaccines are widely available. That includes abiding by public health guidance: avoiding large group gatherings, social distancing, handwashing, and wearing Read More

Better Data and Agility Help Marketers Justify Budgets and Measure Results

Jim Samuel, Copywriter and Content Marketer

// By Jim Samuel // Three health care marketing executives share how they use data and agility to justify budgets, achieve their marketing objectives, and measure the results. Marketing budgets were already starting to tighten for some health systems at the start of 2020. But when the coronavirus pandemic hit, some of those budget cuts Read More

The Keys to Successful Care Coordination

Megan Pruce, vice president, business engagement strategies at Vanderbilt University Medical Center

Marketing has played a key role in the growth and success of one of the nation’s largest regional networks focused on population health and value-based care. Vanderbilt Health Affiliate Network (VHAN) is a physician-led clinically integrated network that coordinates care for 300,000 patients across the state of Tennessee and in several bordering states. Launched in Read More

Wearing Is Caring: Inspiring a National Movement to #MaskUp

#MaskUp

// By Jane Weber Brubaker // If marketing is about influencing people to change behaviors, then a new public service campaign launched just before the Thanksgiving holiday — #MaskUp — is marketing at its best. The coronavirus continues its rampage throughout the country as of this writing in early December, sickening people, taking lives, devastating Read More

E-Newsletter Keeps Providers Informed About Important COVID-Related News

Lisa McCluskey, vice president of marketing communications

CHI Memorial Health System had a robust physician communications platform in place before COVID-19 came along. But the pandemic created new urgency among providers to acquire and absorb the latest knowledge about the disease and how to treat it. The content platform MedNews Plus, powers CHI Memorial’s physician newsletter Physician e-News. This publication, already a Read More

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

Sheryl Jackson

// 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