Leadership Begins with Listening: View from the C-Suite with Rose Glenn, Chief Marketing and Communication Officer, Michigan Medicine

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

How Data Modeling Can Improve Your Health Care Marketing Strategy

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

Maybe It’s Not Marketing’s Fault

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

Report Download: Kyruus’ 2022 Patient Access Journey Report

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Digital self-service is a key part of the entire patient access journey—from scheduling to pre-visit tasks. New research from Kyruus highlights just how important self-service options are to consumers when finding, selecting, and accessing care.

For more insights on the pivotal role of digital channels across the patient access journey—download the report.

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Health Care Brand Positioning: Going From Good to Great

Health care brand positioning requires more than a clever tagline or slogan. It requires a strategy and rallying cry that inspires an organization and connects a community. It’s rare in marketing that you get to start from scratch on anything. Wherever you jump on the moving train, that’s your starting point, complete with legacy systems Read More

Virtua Health Has a Message for South Jersey: We Are “Here for Good”

Brand positioning is more than a clever tagline or slogan. It’s a strategy and rallying cry that inspires an organization and connects a community. // By Jane Weber Brubaker // It’s rare in marketing that you get to start from scratch on anything. Wherever you jump on the moving train, that’s your starting point, complete Read More

Report Download: Service Line Growth: Optimized Search & Social Campaigns Supercharge Health Risk Assessments

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Heath Risk Assessments offer an effective way to educate and motivate at-risk patients to take action to improve their overall health – and our Heart Health Assessment, one of our most popular HRAs, is no exception.

Discover how a year-long Google & Facebook campaign generated impressive Heart Health risk assessment traffic, completions and appointments.

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Brand Love Drives Fierce Consumer Loyalty, According to New Study

One of the most common concerns for any health care organization is: How do you build and establish brand loyalty among your constituents? According to a recent study, the answer might lie in the development of “brand love” as a driving theme in a brand’s lexicon. Language has long influenced the worldview of organizations and Read More

Like All Brands, the Key to an Effective Employer Brand Is Your Promise — and Delivering on It

Does the brand promise you’re making reflect reality and the clear, explicit commitments your leadership and organization as a whole are willing to make? // By Chris Bevolo and Benjamin Kalevitch //  Workforce is the number-one issue facing hospitals and health systems today — and potentially for months or even years to come. COVID-19 burnout, Read More

Establishing Brand Relevance with the Language of Love

When we connect with stakeholders on an emotional level, we forge strong attachments that drive the behaviors and bottom-line results we all want. // By Dan Dunlop and Stephanie Gonthier // Health care organizations currently face a number of significant challenges: recruitment and retention, DEI-related reforms, addressing health inequities in the communities we serve, and Read More

Have You Created a Sustaining Health System Brand?

A strong and sustaining health system brand is a living organism. It is conceived from the system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. So how does a health system bring its brand to life? What steps must be Read More

Renown Health Brand Builds on Generational Legacy of Grit and Tenacity

A strong and sustaining brand is a living organism. It is conceived from a health system’s mission, vision, values, and strategic plan. It is hatched from empathy. It is nourished and allowed to flourish when expressed in one voice. And it is up to everyone within the organization to bring it to life. // By Read More

3 New Studies Map Consumers’ Reaction to Health Care Disruption

What do consumers value in their health care? How do they value the care from a health system compared to the care they might be offered by a non-traditional care provider? Health care has largely viewed those encroaching on its turf — from retail, big tech, and startups, among others — as a threat. But Read More

Health Care Disruption? Consumers Say, “Bring It On”

Is disruption a good or bad thing? It depends on whom you ask. // By Jane Weber Brubaker // Let’s talk about disrupters. Health care has largely viewed those encroaching on its turf — from retail, big tech, and startups, among others — as a threat. But how do consumers see things? Before the COVID-19 Read More

Report Download: Provider Perspectives on Digital Access

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Learn providers’ latest thoughts on their digital presence in both internal and third-party channels, their new-found respect for online scheduling, and what tools are helping them mitigate workforce shortages.

Download this research report illuminating provider insights and nuances.

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White Paper Download: Kettering Health – Be Your Best

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Building and maintaining a strong hospital or health system brand is no easy task for healthcare marketers today.

Download this case study and discover how Kettering Health successfully launched a system-wide rebrand – despite consolidation, consumerism, and COVID – that drove a 26% increase in their Net Promoter Score and boosted patient loyalty.

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Post-COVID, Data Dictates the Path Ahead at UNC Health

As marketers, we often preach the importance of data-driven decisions. Without data, marketing feels like a guessing game. But at UNC Health, describing the marketing and communications department as “data-driven” feels like an understatement. With an in-house consumer insights team and a robust survey process, data truly sits at the core of everything the team Read More

Free Guide: Your Find Care Experience

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With nearly 60% of consumers turning to the internet to find new care options, it’s more important than ever for healthcare organizations to make it easy for consumers to search for, select, and schedule care in a single Find Care experience.

For new insights into consumer preferences and actionable strategies for creating a holistic Find Care experience—plus a self-assessment checklist—download the guide.

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COVID Was a Game Changer for How Consumers Interact With Health Care

Every other year, PRC conducts a National Healthcare Consumer Study. The 2022 edition reflects research conducted in 2021, comparing it with previous surveys from 2019, 2017, and 2015. Not surprisingly, there are big differences between 2019 and 2021 — before and after the onset of the COVID-19 pandemic. The intervening years changed the way consumers Read More

Sneak Peek at HMPS 2022

Looking to recharge and reconnect? Head to the 27th Healthcare Marketing and Physician Strategies Summit in Salt Lake City, May 16-18. Not only will you finally be able to emerge from the metaverse of nonstop Zoom meetings and spend quality time with your peers — in person — the lineup of sessions will give you Read More

Free White Paper: 4 Key Reasons Why a Provider Data Management System is a Must-Have in 2022

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Is investing in a provider data management system worth it? For forward-thinking health systems say it’s a fundamental technology that powers the innovations and operations needed to enhance access to and provide superior care while improving financial performance.

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Data and Insights the ‘Secret Sauce’ to Tackling UNC Health’s Post-COVID Challenges

// By Melanie Graham // The pandemic has renewed focus on certain health care pain points: consumerism, funnel wars, and employee retention. UNC Health is taking on all these challenges with a data-first mindset. As marketers, we often preach the importance of data-driven decisions. Without data, marketing feels like a guessing game. But at UNC Read More

Conference Preview: Industry Leaders Share Key Trends for Health Care Marketing and Strategy in 2022

// By Jane Weber Brubaker // Get an exclusive inside view of the major themes at this year’s Healthcare Marketing & Physician Strategies Summit.  Looking to recharge and reconnect? Head to the 27th Healthcare Marketing and Physician Strategies Summit in Salt Lake City, May 16-18. Not only will you finally be able to emerge from Read More

Takeaways from PRC’s 2022 Consumer Survey

// By Jane Weber Brubaker // PRC’s biennial National Healthcare Consumer Study sheds light on consumer attitudes impacting health care decisions, expectations about quality of care, and generational differences. Every other year, PRC conducts a National Healthcare Consumer Study. The 2022 edition reflects research conducted in 2021, comparing it with previous surveys from 2019, 2017, Read More

Free White Paper: Returning to Profitability in a Post COVID Environment

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Hospital systems world-wide have been one of the hardest-hit industries during the COVID pandemic. Not only are they struggling with the current and future management of the crisis, but they’re also learning how to dissect the “new normal” by re-engaging with their communities and promoting revenue-generating service lines and elective procedures.

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