Public Relations

Awards Programs Can Heighten Your Profile and Reputation

Dana Levin-Robinson, chief of staff at VirtualHealth

Competing for — and winning — awards can be an important part of your health care organization’s marketing strategy. Awards can help you raise awareness about your service lines, driving new business; recognize individual employees as leaders, improving staff morale and elevating performance standards; and promote your organization as a stellar workplace, helping to attract Read More

Prize-Winning Strategy: Using Award Programs to Spotlight Your Accomplishments

Dana Levin-Robinson, chief of staff at VirtualHealth

// By Lisa D. Ellis // Competing for — and winning — awards can be an important part of your health care organization’s marketing strategy. Awards can help you raise awareness about your service lines, driving new business; recognize individual employees as leaders, improving staff morale and elevating performance standards; and promote your organization as Read More

Leverage Current Events To Promote Your Health Care Organization’s Offerings

Wonder Movie Poster

When the movie Wonder was released in fall 2017, sharing the fictional story of a fifth-grader named Auggie coping with a facial difference called Treacher Collins syndrome (TCS), Dayton Children’s Hospital saw this as an exciting opportunity to raise awareness about groundbreaking treatments offered for children with TCS through its own Craniofacial Center. “We do Read More

National Happenings Open the Door to Promote Dayton Children’s Local Offerings

Dayton Children’s Logo

// By Lisa D. Ellis // When the movie Wonder was released in fall 2017, sharing the fictional story of a fifth-grader named Auggie coping with a facial difference called Treacher Collins syndrome (TCS), Dayton Children’s Hospital saw this as an exciting opportunity to raise awareness about groundbreaking treatments offered for children with TCS through Read More

Using “Real” Staff to Deliver Your Video Messages? Here’s How to Make the Messages More Engaging

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Any number of hospitals post videos on the internet featuring their doctors and other staff discussing their institutions and specialties. Too often, these standup “talking head” presentations feel unspontaneous and uncomfortable. Eyes shift nervously as speakers obviously read from cue cards. Language that looked good on Read More

Looking To Boost Your Health Care Brand? Consider Audio.

The Scope - University of Utah Health Radio - Logo

Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. While some health systems dabble in producing radio content and developing podcasts Read More

Strong Audio Strategy Can Boost Your Health Care Brand in New Ways

Kathy-Wilets-director-media-relations-content-marketing-UUH-square

// By Lisa D. Ellis // Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country. Learn how one health system leads Read More

Omaha Hospital Celebrates Its Storied Past in New Marketing Campaign

Jenni Stoll, senior director of marketing for Methodist Health System

What’s old is new again at Methodist Hospital in Omaha, Nebraska. Methodist recently celebrated its 125th anniversary, and this milestone provided a valuable opportunity for the health system to build on its past to position itself for the future. While most health care systems pride themselves on being ahead of the curve when it comes Read More

Silicon Valley: Where You Can Call Potential Patients “Nerds”

Veteran copywriter and regular SHCM contributor Peter Hochstein suggests an interesting proposition: “Run some hospital advertising that flat out calls your potential patients nerds. Nah, come to think of it, that probably wouldn’t work, and might prompt some irate letters to your CEO. Well then, how about offering advice that sounds financial, and encourages people to ‘go Read More

Journalist Draws From His Own Frustrations to Create Expert-Source Matching Tool; Benefits for Health Care Marketing Teams

Stavros Rougas, co-founder, Expertise Finder

// By Lisa D. Ellis // Today’s latest expert-source matching tools can be a valuable part of any health care organization’s marketing strategy. One such expert-matching service called Expertise Finder was formed by a former journalist to help writers and media outlets find researchers and other experts with specific knowledge and data to share. Services Read More

CRMs Present Fundraising Opportunities—and Challenges

Lisa D. Ellis

When most people think of Customer Relationship Management (CRM), it’s usually in the context of service line promotion and prospecting for patients. But CRMs present similar opportunities and challenges for fundraising, too. The most effective health system fundraising campaigns focus time and effort building personal relationships with perspective donors. But for many health care organizations Read More

Integrated Cloud-Based CRMs Open Doors with Major Donors

Lisa D. Ellis

// By Lisa D. Ellis // When most people think of Customer Relationship Management (CRM), it’s usually in the context of service line promotion and prospecting for patients. But CRMs also present similar opportunities and challenges for fundraising, too. Here’s how two health systems recently used CRM and data-related services and tools to strengthen their Read More

Don’t Let Media Visits Trigger a HIPAA Violation

Jennifer Perry

Health care marketers today face many conflicting priorities, such as: Promote your organization widely. Protect patient privacy. Develop strong relationships with the media. Prevent journalists from coming into protected areas. Personalize your service lines. Don’t share patient names and details. Can all of these goals happen simultaneously without violating the Health Insurance Portability and Accountability Read More

Social Media Rules: Think Before You Share — or Risk a HIPAA Violation

Jay Hodes, founder and president of Colington Consulting

Recent Case with Financial Payout Underscores Risks of Noncompliance // By Lisa D. Ellis // How can you make sure your organization’s formal social media sharing doesn’t violate HIPAA regulations? A privacy expert offers advice on how to avoid shooting yourself in the foot when marketing via social channels. He also points to a new Read More

Balancing Promotion and Patient Privacy: 5 Lessons Learned from the Pharmaceutical Segment That Can Enhance Your Marketing Efforts

Lisa Ellis

// By Lisa D. Ellis // When it comes to marketing your health care services, you may find yourself grappling with the challenge of personalizing your promotional materials without being able to share any specific information about your patients. This paradox can make it difficult to market your organization to the full extent. That’s also Read More

Small Hospital Employs “Guerrilla Marketing” To Great Effect

Peter Hochstein

“You know you’re in rural America when the front page of the local newspaper features a story about one of its delivery truck drivers finding his route blocked by a pair of obstinate moose,” observes Peter Hochstein, veteran copywriter and regular SHCM contributor. “It happened in Gloversville, New York, population 15,315, and once the center of Read More

How To Create Content That Turns Leads Into Patients

Susan Gullion, associate director of search engine marketing at Sequence Health

“The health care sector lacks the rich marketing history of industries like retail or automotive, but today’s patients are more empowered than ever and the behaviors they display when seeking health care services or products largely mirror their shopping journeys for apparel, electronics, or any other household product,” says Susan Gullion, associate director of search Read More

Start and Leverage a Speakers Bureau for Branding Success

Kristin Mack Deuber

Should your health care organization start a speakers bureau? Most experts say, “Yes”—and a few of them offer important advice for making sure yours achieves all of your organization’s desired benefits. “Speakers bureaus are great reputation-building tools for organizations as they increase awareness of the organization and they also provide a way to build the Read More

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