Market Research

Free Guide: Patient Acquisition During COVID-19

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This guide includes 13 tips and tactics to help welcome new patients and boost loyalty and engagement among existing patients.

Download today’s guide from Wellsource to get a phased approach to getting patients back in the door

Download now »

When To Downplay the News of a Name Change

Laura Pierce, manager of marketing and communications, Tufts Children’s Hospital

“In some cases, letting your ads ignore the news about [your hospital’s] name change can be a smarter move than headlining it,” notes SHCM contributor and veteran copywriter Peter Hochstein. While this may seem hard to believe, he makes his case with the real-life story of the hospital formerly known as the Floating Hospital for Read More

Can You Leverage the Anxious Language of a Pandemic to Build a Stronger Hospital Brand? Here’s What Nemours Children’s Health System Did

Sarah Sanders, vice president and chief marketing officer of Nemours Children’s Health System

// By Peter Hochstein // You might think that co-opting language associated with COVID-19 could scare people away. Instead, it called attention to advertising that helped to reassure worried parents. Let’s clearly state a few factual negatives first. Tilt, the advertising agency behind the campaign you’re about to read about, is not the same Tilt Read More

Reactivating Patient Access and Navigating Recovery in the COVID-19 Period

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As your organization responds to the COVID-19 pandemic and navigates the accelerating trends towards consumerism and digital self-service, it is essential to innovate for the pandemic and beyond by ensuring your patient access model is flexible, scalable and sustainable.

Download this guide to help your healthcare organizations build flexible, scalable, and sustainable patient access and scheduling models for the pandemic and beyond.

Download now »

COVID Has Lingering Effects For Providers and Consumers

“The repercussions of consumers putting off both routine and essential care (most likely a result of both the voluntary shutdown of elective procedures around the country by many health systems as well as growing concerns over being exposed to the virus) are significant,” says Daniel Fell of Optum. “From both a public health and a Read More

Consumer Sentiment Evolving with COVID Spread

// By Daniel Fell // In early May, our company launched a biweekly tracking study to better understand and monitor consumer sentiment toward seeking health care services during the COVID pandemic. The Optum Consumer Pulse Survey asks a representative sample of 700 adult consumers nationwide how likely they are to visit different types of health Read More

What Are Patients’ Key Non-COVID Health Care Concerns?

Rob Klein, Founder & CEO, Klein & Partners

“People will remember how they’re treated,” says Rob Klein, founder and CEO of Klein & Partners. “And how you treat them will determine whether your brand comes out of this with momentum.” Klein & Partners and The DRG recently released the results of the third wave of an online national survey measuring consumer reactions to Read More

The Strategic Considerations Behind a Successful Rebrand

Drew Fennell, chief communications and experience officer at ChristianaCare

Rebranding a large health system is a complex undertaking that is more than a marketing and design challenge; it requires a thoughtful, strategic approach to be successful. ChristianaCare, the largest health care provider in Delaware, unveiled its new brand identity in October 2019, after an 18-month planning process with its agency, Wax Custom Communications. The Read More

Patient Perspectives on Virtual Care

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Do you know how many patients would switch providers to have the option to have virtual care visits regularly? 1 in 2.

This is one of the many findings from our new survey that found patients want greater access to virtual care in the future. 72% had their first-ever virtual care visit during the COVID-19 pandemic and now the vast majority seek it as a standard part of their care.

However, with many organizations implementing virtual care strategies quickly due to COVID-19, the results also put a spotlight on opportunities to improve existing programs, such as by making virtual visits bookable online.

To learn more about what 1,000 patients said about their recent virtual care experiences and how your organization can deliver more seamless access to care, download the report today.

Download now »

ChristianaCare’s Rebrand: A Labor of Love

// By Marlene Kurban // Rebranding a large health system is a complex undertaking that is more than a marketing and design challenge; it requires a thoughtful, strategic approach to be successful. ChristianaCare, the largest health care provider in Delaware, unveiled its new brand identity in October 2019, after an 18-month planning process with its Read More

How Do Older Adults Take Care of Themselves and Their Health?

Rob Klein, Founder & CEO, Klein & Partners

People age 50 and older represent the largest demographic of health care consumers. But do you know how to best reach and market your health care organization to this audience, and which products and services resonate the most with them? A recent national consumer survey conducted by Cox Media Group revealed surprising insights about how Read More

Local Search, Healthcare, and the Impact of COVID-19

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How are you optimizing information about your services in search engines to connect consumers to the care they need?

With consumers increasingly turning to the internet to find care and COVID-19 resources, expanding your digital presence and taking advantage of Google My Business updates will be important for communicating changes in your services and raising awareness about new offerings (e.g., virtual visits).

To help you pivot your digital marketing strategy, download this white paper and learn:

  • Where consumers go online to find information about providers and medical facilities
  • What impact coronavirus has had on local search and what it means for health systems
  • How to leverage Google’s updates to expand patient access online, now and in the future

Download now »

Ideas for Applying and Marketing Telehealth in the COVID-19 Crisis

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Six ways U.S. health systems are using telehealth to deliver care now. And six ways to best communicate these services, including examples from leading systems.

Telehealth has surged as U.S. healthcare systems prepare for and manage the viral surge.

The COVID-19 pandemic and the corresponding reduced barriers to virtual care is pushing telehealth further into the mainstream, and many health care providers are moving quickly to implement or expand telehealth capabilities.

Download the e-Book to learn more about:

  • The growth of telehealth
  • How top health systems are implementing it now
  • The best strategies for marketing telehealth as a central part of your COVID-19 plan – and an essential, accessible service to your patients and communities

Download now »

Pandemic Recovery: Gearing Up for Business Development Marketing

Preston Gee, Suzanne Hendery, Karina Jennings, Danny Fell, David Marlowe

A Strategic Health Care Marketing webinar on demand for health care marketers and digital strategists

Originally presented May 5, 2020.

Your Presenters:

  • Preston Gee, Vice President, Strategic Marketing, CHRISTUS Health
  • Suzanne Hendery, Vice President & Chief Marketing Officer, Renown Health
  • Karina Jennings, Vice President of Marketing Strategy and Planning, Providence St. Joseph Health
  • Daniel Fell, Marketing Consultant & Senior Strategist, Optum

Moderated By:

  • David Marlowe, Principal, Strategic Marketing Concepts

Preston Gee, Suzanne Hendery, Karina Jennings, Danny Fell, David Marlowe
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New York Proton Center’s Purpose-Driven Brand

Patrick Curry, marketing and communications consultant, New York Proton Center

// By Wendy Stark Healy // It’s easy for health care organizations to articulate what they do and how they do it. But they sometimes struggle to understand their brand purpose — their “why” — especially in connecting with patients. Purpose-driven organizations outperform competitors, increase market share, attract better talent, and do better overall, according Read More

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