Population Health Management

Cross-Cultural Communication Strategy: Improve Your Health System’s Patient Satisfaction Scores with Training and More Inclusion

Jill Mead

// By Jill Mead // With patient experience increasingly recognized as connected to a host of measures, including patient outcomes and your bottom line, it’s essential to reach all of your target populations with education and messaging that resonate with people’s cultural backgrounds and native languages. More than ever before in our history, U.S. hospital Read More

Addressing Opioid Addiction From a Population Health Perspective

Mary Boosalis, president and CEO of Premier Health

“Until very recently, advertising aimed at combatting drug use has pretty much been within the purview of government and nonprofit anti-drug organizations,” notes copywriter and regular SHCM contributor Peter Hochstein. “Partnership for a Drug Free America, for example, ran a famous TV spot during the 1980s showing an egg getting cracked into a hot frying Read More

Finding Opportunity in Health Care Disruption

“The health care field is in a state of constant disruption today, with mounting competition coming from many outside sectors,” says Craig Allan Ahrens, MHA, MBA, a leader at national health strategy firm BDC Advisors. “But the time is also ripe for health systems that understand the current marketplace to capitalize on growing opportunities to position Read More

How to Turn Current Health Care Delivery “Disruption” Into Opportunities

// By Craig Allan Ahrens // The health care field is in a state of constant disruption today, with mounting competition coming from many outside sectors. But the time is also ripe for health systems that understand the current marketplace to capitalize on growing opportunities to position themselves as leaders in offering enhanced convenience, increasing Read More

How Marketing Can Help with Population Health Efforts

Susan Dubuque, principal at ndp in Richmond, Virginia

When the powerhouse brands of Amazon, Berkshire Hathaway, and JPMorgan Chase recently pooled resources to form a new independent health care delivery system to serve 1 million collective employees, an entire industry took notice. While lots of questions remain as to how the company will operate, one thing is clear: The health care industry has Read More

Make Seniors a Focus of Your Marketing Strategy

“There are three unmistakable truths,” says Paul Gauthier, founder and chief executive officer of MedicareCompareUSA. “The first truth is that approximately 10,000 Americans turn 65 every day, making Medicare recipients the fastest-growing segment of the American population. The confluence of aging baby boomers, better lifestyle habits, and incredible advances in pharmaceuticals has resulted in 41.5 Read More

The Importance of Being More Strategic in Attracting and Retaining Seniors

// By Paul Gauthier // There are three unmistakable truths. The first truth is that approximately 10,000 Americans turn 65 every day, making Medicare recipients the fastest-growing segment of the American population. The confluence of aging baby boomers, better lifestyle habits, and incredible advances in pharmaceuticals has resulted in 41.5 million American seniors today. This Read More

How To Brand a Health Network Without Spending a Dime on Ads

“Before anything, Rachael Kagan, director of communications for the San Francisco Department of Public Health, wants you to know that the campaign her department launched is not an advertising campaign. It’s a branding campaign, she insists,” says veteran copywriter and regular SHCM contributor Peter Hochstein. “It wasn’t about drawing more people or business,” she explains. Read More

Aging Boomers and More: Key Topics To Watch in 2018

Linda MacCracken, senior principal at Accenture

“One of the great pleasures of [Strategic Health Care Marketing] is tracking the innovative marketing approaches that are key to building consumer engagement,” says Linda MacCracken, senior principal at Accenture (and member of the SHCM Editorial Advisory Board). After numerous conversations with providers and technology innovators, and from reviewing trending analytic indicators, she has identified Read More

Five Topics for Health Care Marketers to Manage in 2018

Linda MacCracken, senior principal at Accenture

// By Linda MacCracken // One of the great pleasures of this journal is tracking the innovative marketing approaches that are key to building consumer engagement. After numerous conversations with providers and technology innovators, and from reviewing trending analytic indicators, I have identified five key factors in building strong customer engagement. How do these topics Read More

Fitness Trackers: An Untapped Source of Valuable Data

Michelle Berryman, managing director of strategy & innovation at LiquidHub

Do you wear a fitness tracker to count your steps or follow other health-related measures? Many people who access health care services within your system also probably use the latest devices to monitor details like activity level, amount of sleep, and blood pressure. All of this information can paint a valuable picture of health status Read More

Can Fitness Trackers Move Your Organization into the Future?

Michelle Berryman, managing director of strategy & innovation at LiquidHub

// By Lisa D. Ellis // Do you wear a fitness tracker to count your steps or follow other health-related measures? Many people who access health care services within your system also probably use the latest devices to monitor details like activity level, amount of sleep, and blood pressure. All of this information can paint Read More

Yes, You Can Brand a Citywide Health Network for a Price Close to Chicken Feed These Days: Do Use Video Graphics and Multilingual Messaging, Just Don’t Use the “A” Word

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Before anything, Rachael Kagan, director of communications for the San Francisco Department of Public Health, wants you to know that the campaign her department launched is not an advertising campaign. It’s a branding campaign, she insists. “It wasn’t about drawing more people or business,” she explains. Read More

A New Global Health Care Marketing Framework

Skills and Attributes of the Healthcare Strategist

At the annual meeting of the Society for Healthcare Strategy & Market Development (SHSMD) in September 2017, a group of health care strategists from the Middle East came all the way to Orlando, Florida to attend the presentations. When they introduced themselves to SHSMD representatives, they revealed that they had made the trip to attend Read More

ACA-Weary? Here’s How To Prepare, Regardless of What Happens

Paul H. Keckley, PhD, managing editor of The Keckley Report

Following the ups and downs of health reform efforts is a lot like watching a tennis match. Spectators may find themselves getting dizzy as they try to follow the ongoing political battle raging in D.C. involving attempts to repeal some or all of the Affordable Care Act (ACA) and replace it with a Republican-backed plan. Read More

Population Health + CRM: A Winning Formula for Behavior Change

[Webinar on Demand]

Sponsored by ndp

This event is free for members of Strategic Health Care Marketing to view thanks to our event sponsor.

Your Presenters:

  • Susan Dubuque, principal and co-founder, ndp
  • James Colvin, marketing analytics lead, ndp
  • Katie Mardigian, transplant outreach coordinator, Hume-Lee Transplant Center, VCU Health

Duration: 60 Minutes

Susan Dubuque, James Colvin, Katie Mardigian

In today’s health care environment, the only thing we can really count on is CHANGE, and one of the most potentially transformative changes is the reorientation from delivering acute care to managing the health of populations.

One essential element of any population health effort is changing behaviors, and who is better qualified to inform, educate and persuade people to modify their behavior than a health care marketing professional?

But as health care marketers, it is imperative that our roles evolve. Our focus needs to expand beyond market development and promotion to include a leadership role at the population health table. Understanding behavior change—and how technology helps to facilitate it—is key.

Watch this webinar and gain an understanding of behavior change theory and see how you can practically deploy a population health strategy through customer relationship management (CRM) campaigns.

You’ll learn:

  • How to apply the “Stages of Change” model of behavior change to your health care marketing
  • How the model can be put into practical use through CRM
  • How to effectively measure the outcomes of behavior change campaigns
  • The leadership role marketing can play in a health care organization’s population health efforts

Plus, you’ll hear a case study about how VCU Health used CRM, working with ndp on creative, and with Evariant as their CRM provider partner, to identify people with an existing medical diagnosis, and engage them in behavior change to prevent further medical deterioration.

View now »

Beneath the Surface Frivolity of UCHealth Ads That Promote the Denver Broncos, There’s a Strong Dose of Marketing Horse Sense

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Intuitively, you’d probably think that advertising for UCHealth should reflect nothing but gravitas. After all, it’s a 1,620-bed Colorado health care system with seven campuses (and three more under construction as of this writing), more than 2.5 million annual outpatient visits, and the University of Colorado’s Read More