Reputation Management

The Three R’s of Using Internal Advertising to Create a Cultural Change in a Health Care Organization: Repetition, Refreshment, and Recognition

December 6, 2018
Peter Hochstein

Notable Health Care Advertising In a hospital setting, changing employee routines and behaviors can save lives — but the change may call for altering the entire institutional culture. A memo to staff likely won’t work. What will? Signature Healthcare discovered some of the answers, involving an internal advertising campaign that began in 2015 and is Read More

Consolidated Call Center Dials Up Benefits for LifeBridge Health

October 1, 2018
Lifebridge Health Logo (square version)

// By Lisa D. Ellis // When a patient experiences a life-threatening emergency at LifeBridge Health in Baltimore, help is summoned through automated notifications from the centralized call center, which sends a message right to members of the response team’s phones. This is one of the many benefits that care teams experience, thanks to LifeBridge’s Read More

NPS and Patient Experience: Focus on What Patients Really Value

September 27, 2018
NPS score visualization

“What if you and your hospital were measuring patient satisfaction incorrectly?” posits James A. Gardner. “Worse, what if you were focused on improving things that didn’t really matter — and overlooking things that did?” Gardner leads national market and business development efforts for MedTouch, a digital marketing agency serving hospitals and health systems nationally. “In Read More

Are You Measuring Patient Experience All Wrong?

September 13, 2018

What if you and your hospital were measuring patient satisfaction incorrectly? Worse, what if you were focused on improving things that didn’t really matter — and overlooking things that did? // By James A. Gardner // In a health care setting, satisfaction focuses on the gap between patients’ expectations and their experiences. Importantly, patient experience Read More

Let’s Go Blue: University of Michigan Health System Ad Campaign Hits Powerful Notes

July 26, 2018
Dave Brudon, director of marketing (retired), Michigan Medicine

“Last month, this column dealt with two advertising campaigns that you’d never guess were for hospitals — at least not until the last few seconds when a hospital logo appeared,” says copywriter and Strategic Health Care Marketing contributor Peter Hochstein. “In recent years, marketing people I’ve interviewed at hospitals and their advertising agencies have more or Read More

Cross-Cultural Messaging Can Improve Patient Satisfaction

May 24, 2018
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,” says Jill Mead, in-house compliance counsel for full-service language solutions company Vocalink, Inc. “More Read More

Awards Programs Can Heighten Your Profile and Reputation

May 10, 2018
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

May 8, 2018
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

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

May 7, 2018
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

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

March 6, 2018
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

4 Keys to Designing a Successful Secret-Shopper Strategy

March 5, 2018
Steven Maskell, chief client officer and partner at SeeLevel HX

// By Lisa D. Ellis // It’s no coincidence that people who like the Apple brand tend to be loyal customers, keeping all of their technology purchases within the Apple family. This is because Apple goes to great lengths to ensure its customers always have a very positive, consistent experience in stores, online, and by Read More

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

February 28, 2018
Kathy Wilets, director of media relations and content, University of Utah Health

// 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

February 15, 2018
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”

January 18, 2018

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

December 4, 2017
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

November 16, 2017
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

November 8, 2017
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

October 12, 2017
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

Oversharing on Social Media Can Lead to HIPAA Violations

October 5, 2017

Health care marketers have lots of hurdles to overcome to achieve their organizational goals, and one of the biggest to conquer is ensuring your organization meets HIPAA requirements in all that it does. In a new story, we discuss how to effectively engage health care consumers via social media without violating patient privacy concerns. Jay Hodes, Read More

1 2 3 4 5 6