Sales and Promotion

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A Children’s Hospital in Boston Pulls Out All the Emotional Stops. Result: Striking Increases in Web Traffic, Enhanced Staff Enthusiasm, and a Powerful Brand Image

September 6, 2016

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

7 Messages Gleaned from Uber (and Life) That Can Help Drive Health Care Marketing Efforts to Hispanic Consumers

September 1, 2016

// 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

A Money-Back Guarantee In Health Care? Yes.

September 1, 2016

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

How One Health Care Organization Uses Predictive Analytics to Avoid Growing Pains

August 31, 2016

// 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

Retail Health Care: Meet Your Customers Where They Are—Literally

August 25, 2016

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

Growing Health Care System Solves a Branding Challenge By Keeping It Local

August 18, 2016

“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

Embracing Collective Differences to Build One Cohesive Health Care Brand

August 9, 2016

// 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

Advertising—and a Revolutionary Refund Policy—Help to Change the Brand Experience at Geisinger Health System

August 8, 2016

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

Rx for Your Health Care Organization’s Internal Newsletter? Make It Interactive.

August 4, 2016

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

Making That Sale: Taking a Retail Approach to Health Care

August 3, 2016

// 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

How One Children’s Hospital Doctored Its Employee Newsletter Back to Health

July 18, 2016

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

Is Your Health System Call Center a Prospect Killer or a Conversion Machine?

July 11, 2016

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

The Power of Hard-to-Ignore Photography Drives Just About Everything in a Successful Traffic-Building Campaign for One Chicago Hospital

July 8, 2016

Notable Health Care Advertising // By Peter Hochstein // What’s the most important part of a print ad? The headline? The story it tells? The news it contains? The offer it makes, if it makes one? A unique selling proposition? A few years back, the Little Company of Mary Hospital, a 298-bed institution on the Read More

Marketing to Health Care Marketers and Providers: 5 Steps to Help Get Your Foot in the Door (and Hopefully Keep It There!)

July 6, 2016

// By Jeannie Lewis // If you’re a medical supply company, compliance software manufacturer, or other provider of health care products or services targeted to hospitals, health care organizations, long-term facilities, or other types of care providers, it’s important to understand the current realities of the marketplace so you can position yourself in the best Read More

Valuable Health Care Marketing Lessons From a State-Based Insurance Exchange

June 22, 2016

Health care marketers often look to their peers for examples to help guide their efforts to bring people in to access their programs or services. But when Access Health CT (Connecticut’s state-run health exchange) came into being in 2012 to serve as a statewide exchange making affordable health care accessible for qualified individuals and businesses through Read More

Marketing Your Hospital’s Maternity Services as a Luxury Item? Yes.

May 5, 2016

While Jackson Memorial Hospital in Miami, Florida is a well-regarded teaching hospital with a Level 1 trauma center, there was a perception that its facilities were outdated—which was particularly problematic for the facility’s maternity services. “When you’re talking about organ transplants, the quality of the room you’re staying in is not one of the top three concerns,” Read More

Covering New Ground: How Access Health CT Carved Inroads in Uncharted Territory

April 29, 2016

// By Lisa D. Ellis // Health care marketers often look to their peers for examples to help guide their efforts to bring people in to access their programs or services. But when Access Health CT (Connecticut’s state-run health exchange) came into being in 2012 to serve as a statewide exchange making affordable health care Read More

Interview: Leveraging Corporate Success Strategies for Health Care

March 10, 2016

The corporate and health care sectors often talk in different languages and have different ways of doing business. But there are lessons from the business world that can translate well to the health care setting, especially when it comes to building a brand. Perhaps no one knows this better than Lisa Stockmon, the Chief Marketing Read More

Should You Sell Your Maternity Services Like a Resort?

March 8, 2016

For One Florida Hospital, It Was the Smart Way Out of a Marketing Conundrum. Notable Health Care Advertising // By Peter Hochstein // For people trying to market the maternity services at Jackson Memorial Hospital, a huge institution in Miami, Florida, with more than 1,254 beds on its main campus alone, it must have felt Read More

How To Carve Out a Unique and Compelling Niche for Your Health Care Facility

February 4, 2016

What do you get when you mix science, soul, and miracles? At City of Hope, an independent biomedical research institution and comprehensive cancer center near Los Angeles, these ingredients are the recipe for second chances. And the sum is certainly bigger than the parts. “City of Hope’s mission is to cure cancer, diabetes, and other Read More

Taking a Page from the Corporate World to Write a Health Care Organization’s Success Story

January 27, 2016

Q&A with Lisa Stockmon, Chief Marketing and Communications Officer, City of Hope // By Lisa D. Ellis // The corporate and health care sectors often talk in different languages and have different ways of doing business. But there are lessons from the business world that can translate well to the health care setting, especially when Read More

At Lafayette General Medical Center, Advertising-Driven Patient Traffic Goes Up, Up, Up. But Media Spending? That’s Down.

January 7, 2016

Notable Health Care Advertising // By Peter Hochstein // There’s nothing new about testimonial advertising campaigns for hospitals, right? Well, not so fast. Sometimes factors ranging from how the testimonials are executed, to the community where they’re broadcast, to even the media strategy, can make a striking difference. A case in point, the testimonial campaign Read More

Science, Soul, and Miracles Equal Increased Market Share for a Cancer Institute—and How You Can Create a Similar Equation

January 5, 2016

// By Lisa D. Ellis // What do you get when you mix science, soul, and miracles? At City of Hope, an independent biomedical research institution and comprehensive cancer center near Los Angeles, these ingredients are the recipe for second chances. And the sum is certainly bigger than the parts. “City of Hope’s mission is Read More

Six Steps to Help Your Organization Find Its Own Unique Niche

January 5, 2016

Tips from City of Hope’s Chief Marketing & Communications Officer // By Lisa D. Ellis // City of Hope has found its niche and been able to effectively convey this expertise to its target audience, including potential patients and donors. For other organizations to accomplish similar goals, says Lisa Stockmon, Chief Marketing and Communications Officer Read More

Diversity Matters—Kaiser Permanente’s ‘One Size Fits All’ Approach Resonates with a Wide Range of Audiences

December 7, 2015

// By Lisa D. Ellis // One size fits all. That’s the concept Kaiser Permanente is embracing these days when it comes to shaping marketing messages that will resonate with its diverse target audience. While the idea is obviously appealing—after all, one universal marketing campaign is always easier than many nuanced ones—finding just the one Read More