Who says print is dead? That’s far from the case in the health care field, where “publishing magazines is starting to seem as commonplace in many hospitals as taking patients’ temperatures. Well, almost,” says veteran copywriter and SHCM contributor Peter Hochstein. “The data collected over the last ten years shows that approximately 60 to 70 Read More
They say breaking up is hard to do—but merging isn’t always so easy, either. When two health care organizations in New Jersey joined to create one larger, more comprehensive system called Hackensack Meridian Health last summer, there were numerous challenges in addition to opportunities. For instance, the CEOs of both legacy organizations decided to share Read More
// By Lisa D. Ellis // When two health care organizations in New Jersey merged to create one larger, more comprehensive system called Hackensack Meridian Health last summer, there were many opportunities and challenges. For instance, the CEOs of both legacy organizations decided to share the top leadership role in the new system, pooling their Read More
Notable Healthcare Advertising // By Peter Hochstein // It’s getting to the point where publishing magazines is starting to seem as commonplace in many hospitals as taking patients’ temperatures. Well, almost. “The data collected over the last ten years shows that approximately 60 to 70 percent of all hospitals send out a printed magazine or Read More
If you had a suspicious mole or rash on your leg, what if you could have it evaluated by a dermatologist tomorrow without having to miss any work or activities and could find out quickly whether the area is cause for concern? You’d probably find this approach invaluable. And so might many of your health Read More
// By Lisa D. Ellis // If you had a suspicious mole or rash on your leg, what if you could have it evaluated by a dermatologist tomorrow without having to miss any work or activities and could find out quickly whether the area is cause for concern? You’d probably find this approach invaluable. And Read More
“The concept of measuring the metrics associated with health care marketing and communications efforts is far from new,” notes David Marlowe, Principal of Strategic Marketing Concepts in Ellicott City, Maryland (and member of the Strategic Health Care Marketing Editorial Advisory Board). “When I entered the field in 1980, one of the first questions asked by Read More
// By Bill Tourlas // Historically, consumers have played a relatively limited role in their health care decisions, especially as it relates to selecting an insurance plan. People had little concern for price or health plan comparison since employers dominated consumer choice, paying most, if not all, of the premium and typically offering employees plans Read More
“As a health care marketer or leader, you know your health care system doesn’t specialize in everything,” Keith Schneider notes. “By pairing the needs of your market with your unique differentiators, your team has chosen its investments wisely. “This intelligent approach allows you to focus on excellence. Yet you might be surprised that, despite service Read More
// By David Marlowe // Albert Einstein is famously quoted as saying “everything that can be counted does not necessarily count and everything that counts cannot necessarily be counted”—probably an apt philosophy for the challenges facing marketers in health care provider settings relative to the area of “metrics.” These days we often refer to these Read More
// By Keith Schneider // As a health care marketer or leader, you know your health care system doesn’t specialize in everything. By pairing the needs of your market with your unique differentiators, your team has chosen its investments wisely. This intelligent approach allows you to focus on excellence. Yet you might be surprised that, Read More
Placing your service lines, retail clinics, and outpatient facilities in optimal locations may mean the difference between success and failure in today’s competitive marketplace. These days, it’s no longer enough to make decisions about where to locate new offerings based on available sites or what an organization “thinks” might work. Rather, the savviest organizations are Read More
“Until recently, health care businesses often did little or no marketing as a general rule,” says Ken Robbins, CEO of award-winning digital agency Response Mine Interactive (RMI). “Now, we are experiencing a seismic shift to the point where online marketing such as paid and organic search have helped it become a clear and distinctive focus in health care. Read More
Notable Health Care Advertising // By Peter Hochstein // In most other markets, the Floating Hospital for Children at Tufts Medical Center would be in the catbird seat. The 94-bed hospital is part of a larger teaching hospital. It’s connected to a prestigious medical school. And it has won its fair share of awards and Read More
// By Dirk G. Schroeder, ScD, MPH // Nowadays, when I travel for a conference or meeting, I don’t rent a car, preferring just to jump in an “Uber.” I often end up with a Hispanic driver and use the ride to conduct an informal, in-depth interview about the U.S. health care system. This can Read More
When new CEO David Feinberg, M.D., arrived at Geisinger Health System in May 2015, he saw a large system with a great reputation for medical innovation and outcomes. “But its reputation among its patients based on their hospital experiences? Not so great,” says copywriter and regular SHCM contributor Peter Hochstein. Hochstein notes that the hospital regularly surveys employees, patients, Read More
// By Lisa Ellis // Placing your service lines, retail clinics, and outpatient facilities in optimal locations may mean the difference between success and failure in today’s competitive marketplace. These days, it’s no longer enough to make decisions about where to locate new offerings based on available sites or what an organization “thinks” might work. Read More
It used to be that if you built a good health system, people would come. But in today’s hectic world, many organizations find it necessary to extend their services to places their patients frequent instead. In fact, these days, organizations providing the highest-quality care are a given, but how that care is delivered—and where—have become the Read More
“Health care is changing—and so are health care brand campaigns,” says Daniel P. Stevens. “Building a strong health care brand in an environment that is undergoing drastic change is challenging: the switch from fee for service to value-based care; the emergence of accountable care organizations; the consolidation of hospitals—the list goes on. Sure, these shifts Read More
// By Daniel P. Stevens, DMD, PhD, MBA // Health care is changing—and so are health care brand campaigns. Building a strong health care brand in an environment that is undergoing drastic change is challenging: the switch from fee for service to value-based care; the emergence of accountable care organizations; the consolidation of hospitals—the list Read More
Notable Health Care Advertising // By Peter Hochstein // How fast can you turn a ship around—a really big ship? Here’s what happened at Geisinger Health System, with 12 hospital campuses; 1,472 licensed beds combined; over 2.6 million outpatient visits annually; two research centers; 30,000 employees; 1,600 employed physicians; plus a 510,000-member health plan. All Read More
What’s the best way to nurse an ailing employee newsletter back to health? For Miami Children’s Health System (MCHS), the solution to overhaul an existing internal publication in dire need of an update was to use an updated software solution that creates an interactive digital experience for staff members. As the only designated health system Read More
// By Lisa D. Ellis // It used to be that if you built a good health system, people would come. But in today’s hectic world, many organizations find it necessary to extend their services to places their patients frequent instead. In fact, these days, organizations providing the highest-quality care are a given, but how that Read More
Plus 6 Tips for Success with Your Organization’s Newsletter // By Lisa D. Ellis // What’s the best way to nurse an ailing employee newsletter back to health? For Miami Children’s Health System (MCHS), the solution to overhaul an existing internal publication in dire need of an update was to use an updated software solution Read More
3 Ways Health Care Marketers Can Make Sure Callers Become Patients // By Ken Robbins // Until recently, health care businesses often did little or no marketing as a general rule. Now, we are experiencing a seismic shift to the point where online marketing such as paid and organic search have helped it become a Read More