Thrive in the Brave New World of Health Care Consumerism [Webinar]

4 Keys to Creating Patient Connections—and How Carolinas HealthCare System Is Making it Happen

// An SHCM webinar on March 30, 2016 //

Patients are transforming health care as they demand that health care organizations provide them with a consumer experience. They expect the immediacy of a Google search, the personalization of Amazon, the convenience of Uber, the value of Target, and the ubiquity of Facebook.

And the changes are happening fast. Most health care organizations understand they must embrace change or be left behind.

But what does this mean in practical terms for your organization? How can we make health care access easier, more valuable, and more efficient? What tools can we use to improve delivery of care and empower patients to manage and improve their health?

What will it take for your organization to build a consumer-centric health care system based on wellness and prevention? How will the ability to collect, measure, and analyze customer data translate to competitive advantage?

Join us on March 30 for a webinar presented by Pamela DeSalvo Landis, Vice President, Information Services, Carolinas HealthCare System and Lindsay Resnick, MHA, Chief Marketing Officer, Wunderman Health. Learn more »

Should You Sell Your Maternity Services Like a Resort?

For One Florida Hospital, It Was the Smart Way Out of a Marketing Conundrum. Notable Health Care Advertising // By Peter Hochstein // For people trying to market the maternity services at Jackson Memorial Hospital, a huge institution in Miami, Florida, with more than 1,254 beds on its main campus alone, it must have felt Read More

Special Treatment, Please: Barnes-Jewish Hospital’s Welcoming Approach Makes Patients Feel at Home

// By Lisa D. Ellis // Today, the patient comes first in many health care facilities. This is thanks to developments brought about by health care reform that put an increased emphasis on stronger teamwork between clinical staff and health care consumers to ensure high-quality, value-focused care and patient satisfaction. But how organizations are putting Read More

4 Ways Health Systems Can Capitalize on the DIY Health Care Trend

// By Michael Del Gigante // We live in the age of empowered individuals. Thanks to digital platforms and tools, it’s easier than ever for the average person to tackle a range of complex tasks on his or her own—from translating a paper into another language to editing an entire movie—using only a computer or Read More

Franciscan Alliance To Women: “We Love You Just The Way You Are”

As one of the largest Catholic health systems in the Midwest, Franciscan Alliance recently decided to reach into its religious roots in an attempt to make a deeper connection with females in the local market and build up the women’s services line. The result is a unique marketing campaign for the health system’s women’s services Read More

How To Carve Out a Unique and Compelling Niche for Your Health Care Facility

What do you get when you mix science, soul, and miracles? At City of Hope, an independent biomedical research institution and comprehensive cancer center near Los Angeles, these ingredients are the recipe for second chances. And the sum is certainly bigger than the parts. “City of Hope’s mission is to cure cancer, diabetes, and other Read More

A Prescription for Success: Why a Faith-Based Health System’s Campaign Welcomes Women with All Their Flaws

// By Lisa D. Ellis // As one of the largest Catholic health systems in the Midwest, Franciscan Alliance recently decided to reach into its religious roots in an attempt to make a deeper connection with females in the local market and build up the women’s services line. The result is a unique marketing campaign Read More

Could an In-House Blogging Doc Help Build Your Health Care Brand?

Seattle Children’s Hospital is using a simple—yet effective—approach to get personal with its target audience (many of them mothers who make most of the health care decisions for their family): an award-winning mommy-doc blog. Better yet, this blog is also helping to shape public health conversations and provide people with the information they need to make Read More

Games Can Effectively Encourage Desired Patient Behaviors

Aron Ezra, CEO of OfferCraft, sets the stage: “A specialty outpatient clinic was struggling with a problem common to many health care providers: Patients weren’t showing up for their appointments. The problem was particularly severe for this clinic, where the no-show rate was close to 50 percent. Doctors weren’t able to bill unless the patient Read More

Science, Soul, and Miracles Equal Increased Market Share for a Cancer Institute—and How You Can Create a Similar Equation

// By Lisa D. Ellis // What do you get when you mix science, soul, and miracles? At City of Hope, an independent biomedical research institution and comprehensive cancer center near Los Angeles, these ingredients are the recipe for second chances. And the sum is certainly bigger than the parts. “City of Hope’s mission is Read More

Six Steps to Help Your Organization Find Its Own Unique Niche

Tips from City of Hope’s Chief Marketing & Communications Officer // By Lisa D. Ellis // City of Hope has found its niche and been able to effectively convey this expertise to its target audience, including potential patients and donors. For other organizations to accomplish similar goals, says Lisa Stockmon, Chief Marketing and Communications Officer Read More

Marketing and Branding Lessons From 3 Biotech Companies

There’s more pressure today than ever before on hospitals and other health care organizations to provide high-value, patient-centered care for a growing audience. As a result, marketing departments are being pushed to find creative ways to leverage their shrinking budgets and resources to help achieve these ambitious goals. If this describes your situation, and you’re Read More

One Mommy-Doc Blogger’s Story

Find Out How Her Writings Helped a Children’s Hospital Make a Personal Connection with Parents—and in the Process, Spread Some Important Public Health and Safety Messages // By Lisa D. Ellis // With so many marketing and health messages out there today competing for people’s limited attention, how can your organization differentiate itself to form Read More

A New Kind of Residential Health Care Campus in Florida

While most health care systems today are going to great lengths to promote healthy living for patients and staff, Florida Hospital in Orlando is extending its visions beyond the confines of its medical campus, creating a comprehensive residential living arrangement right within the broader community. The 1,217-bed acute-care medical facility in Orlando, a member of Adventist Read More

Hint: The Secret to Transforming Health Care Is Hiding in Plain Sight

// By William Maples, M.D. // Your marketing department relies on strong communication skills and effective message development to promote your services and draw more patients to your facility. But have you thought much about training the rest of your staff and clinicians to be effective communicators with one another and also with your target Read More

Are You Training Staff and Clinicians to Be Effective Communicators?

“Your marketing department relies on strong communication skills and effective message development to promote your services and draw more patients to your facility,” notes Dr. William Maples. “But have you thought much about training the rest of your staff and clinicians to be effective communicators with one another and also with your target audience? If Read More

Follow the Leader: What You Can Learn from the Marketing Efforts of Three Biotech Companies

// By Lisa D. Ellis // There’s more pressure today than ever before on hospitals and other health care organizations to provide high-value, patient-centered care for a growing audience. As a result, marketing departments are being pushed to find creative ways to leverage their shrinking budgets and resources to help achieve these ambitious goals. If Read More

Florida Hospital Creates Residential Wellness Community

Initiative Builds on Commitment to the Health of Area Residents and Helps Attract Talented Staff // By Lisa D. Ellis // While most health care systems today are going to great lengths to promote healthy living for patients and staff, Florida Hospital in Orlando is extending its visions beyond the confines of its medical campus, Read More

Secret Shoppers: How This Retail Practice Helped One Health System Improve Patient Experience Scores

Ever wished you could get a bird’s eye view of what your competition is doing so you could use the information to sharpen your own efforts and make them more effective? Some health systems are turning to secret shoppers to gather key information about what’s happening in their target area, tracking details like whether physicians Read More

Does Your Internal Culture Match Your External Messaging?

Does your hospital or health system really live up to the brand portrayed in the messages you send to your audience? Honestly, does it really? If you’re like many health care groups around the nation, you may have a serious disconnect between how your internal culture operates and the image you try to convey to Read More

Hook Into the Headlines To Create a Powerful Media Blitz

Everyone who works in public relations or marketing knows how difficult it can be to get good media coverage for a product or event. Philips, a leading technology company that creates innovative products and solutions in health tech, decided to try to generate publicity around the idea of doctors using Google Glass during surgery to monitor Read More

Match Play: Rework Your Internal Culture to Match Your External Marketing Messages to Score More Points in the Marketplace

// By Lisa Ellis // “Say it. Live it.” This concept sounds simple, right? But do you and your employees really live up to the messages you regularly send to your audience? If you’re like many health care groups around the nation, you may have a serious disconnect between how your internal culture operates and Read More

How One Company Used a Prototype Launch to Create a Media Frenzy—and What You Can Learn From Its Example

// By Lisa Ellis // Everyone who works in public relations or marketing knows how difficult it can be to get good media coverage for a product or event. So when Philips, a leading technology company that creates innovative products and solutions in health tech, decided to try to generate publicity for a proof-of-concept solution Read More

How One Health Care Provider Goes the Extra Mile to Reduce Its Environmental Footprint—and What You Can Learn From These Efforts

By Lisa D. Ellis The leadership at Kaiser Permanente recognizes the importance of not only caring for the people their health care system serves, but also of protecting the health of the communities where its members live, work, and play. That’s why, in addition to providing health and wellness services for its members, Kaiser Permanente Read More

What the Consumerization of Health Care Means for You: 5 Key Trends To Watch

“The consumerization of health care means your customer is now in control,” notes Lindsay Resnick, Chief Marketing Officer of KBM Group: Health Services. “They are comparing prices, quality, convenience, and outcomes as they post reviews; and, refer friends and family—one way or the other. And a constant stream of technology innovation makes it easier and easier Read More