Integrated Marketing and Compelling Storytelling Bolster UMMC’s Organ Transplantation Program

// By Susan Dubuque // The University of Maryland Medical Center employs a three-tier marketing strategy for its transplant program, using strategic communications for broad reach, targeted digital tactics for mid-funnel engagement, and search campaigns to capture bottom-funnel consumers. Find out how this leading medical center achieves impressive results with a multichannel marketing and communications strategy.

Advertising Showcase: CHI St. Vincent “Humankindness” Campaign

// By Susan Dubuque // CHI St. Vincent’s marketing team created a multichannel recruitment and retention strategy that engaged team members across the health system. The campaign targeted both internal and external audiences and used a broad range of traditional and digital media. Get insights on supporting your organization’s recruitment and retention initiatives from this award-winning campaign.

Discover How Yuma Regional Medical Center Bridges the Quality Perception Gap With Internal Marketing

Yuma Regional Medical Center’s (YRMC) quality journey began when the health system saw significant operational and clinical improvements. But for employees and the community, this positive message needed to be amplified. Discover how Yuma Regional Medical Center’s “We Believe” campaign elevated the perception of quality for both internal and external audiences.

Most Wellness Brands Don’t Connect with Gen Z Women. What’s the Cure?

// By Amanda Williams // The tweens, teens, and 20-somethings who make up Gen Z have different health and wellness priorities than older generations. How can health care organizations meet them where they are? Here, we examine some challenges this generation faces, how it defines health and well-being, and how health care brands can resonate with it.

Engaging, Educating, and Brand-Building: How Top Health Systems Leverage Video to Enhance Their Marketing

For 25 years, the eHealthcare Leadership Awards have celebrated excellence in health care digital marketing. At the 2023 awards, winning videos showcased the power of video to capture attention, evoke emotion, and drive action. Read the full article for expert insights and examples of award-winning videos.

Winning Content Strategies: How Ochsner Health and Ohio State Excel with Premier Content Hubs

Ochsner Health’s and Ohio State’s well-developed content hubs consolidate and showcase their organizational strengths, and as important, provide answers to the questions site visitors search for. Discover highlights of their content journeys and see how their strategies work to attract site visitors and drive organizational success.

Discover the Heartfelt Stories of Kindness that Define South Shore Health’s Unique Brand Positioning

South Shore Hospital, part of South Shore Health, serves hundreds of thousands in the Greater Boston area. To differentiate itself, the marketing team crafted the brand positioning “Your Health, Our Passion, One Community,” reflecting the hospital’s commitment to offering exceptional services and fostering a community-centric healthcare approach.

Advertising Showcase: Yuma Regional Medical Center “We Believe” Quality Campaign

// By Susan Dubuque // Yuma Regional Medical Center’s (YRMC) quality journey began when the health system saw significant operational and clinical improvements. But for employees and the community, this positive message needed to be amplified. Discover how Yuma Regional Medical Center’s “We Believe” campaign elevated the perception of quality for both internal and external audiences.

Best Video Content: Unleashing Video’s Potential in Health Care Marketing

// By Susan Dubuque // For 25 years, the eHealthcare Leadership Awards have celebrated excellence in health care digital marketing. At the 2023 awards, winning videos showcased the power of video to capture attention, evoke emotion, and drive action. Read the full article for expert insights and examples of award-winning videos.

Inside Look at Two Health Systems and How They Achieve Success with Content Marketing

// By Jane Weber Brubaker // Ochsner Health’s and Ohio State’s well-developed content hubs consolidate and showcase their organizational strengths, and as important, provide answers to the questions site visitors search for. Discover highlights of their content journeys and see how their strategies work to attract site visitors and drive organizational success.

How Stories of Human Kindness Help One Hospital Reinforce Its Brand

// By Susan Dubuque // South Shore Hospital, part of South Shore Health, serves hundreds of thousands in the Greater Boston area. To differentiate itself, the marketing team crafted the brand positioning “Your Health, Our Passion, One Community,” reflecting the hospital’s commitment to offering exceptional services and fostering a community-centric healthcare approach.

Podcasting Playbook: Winning Strategies for Successful Podcast Marketing

A new Strategic Health Care Marketing webinar for health care marketers and strategists

Presented on May 23, 2024

Podcasts are a popular, well-established audio medium used by healthcare institutions around the world to share longer-format content. They are an excellent marketing tool offering an array of benefits, including: increasing brand awareness, engaging patients, building community, and establishing thought leadership.

In this webinar, you’ll learn how to leverage the power of podcasts to enhance brand visibility and community/patient engagement. We’ll provide a playbook with practical tips related to defining your audience, content creation, hosting, and physician engagement.

You’ll hear from industry leaders — including 3 Platinum winners of the 2023 eHealthcare Leadership Awards “Best Healthcare Podcast” category — about how podcasts can be a valuable tool for elevating your marketing by connecting with audiences in a highly personalized way.

You’ll learn:

• How to integrate podcasts into your digital marketing.
• Practical tips for producing successful podcasts.
• Ways to engage your audience and enhance your podcast’s performance.
• What it takes to create and sustain an industry-leading podcast.

And much more…

Watch Now »

Advertising Showcase: White Plains Hospital’s “Every Day” Brand Campaign

// By Susan Dubuque // White Plains Hospital, part of the Montefiore Health System, is renowned in Westchester County for its 130-year legacy. In 2022, the hospital shifted its marketing strategy to emphasize its capability in complex care, launching the successful “Every Day” campaign to highlight its advanced services and exceptional patient experience.

25 Years of Celebrating Excellence: eHealthcare Leadership Awards are Open

// By Susan Dubuque // This year marks the silver anniversary of the eHealthcare Leadership Awards. Join us as we celebrate 25 years of industry innovation and honor your accomplishments from the past year. The eHealthcare Leadership Awards recognize outstanding health websites and digital initiatives. The Call for Entries is officially open!

Advertising Showcase: Penn Medicine Princeton Medical Center’s “Get Back to Being You” Campaign

// By Susan Dubuque // In 2022, Penn Medicine Princeton Medical Center received the Joint Commission’s Gold Seal of Approval for spine surgery. The award coincided with the official launch of the new Center for Spine Care and kicked off the “Get Back to Being You” campaign. View the award-winning creative that supported the campaign.

Conference Preview: HMPS24 Will Keep You Educated, Informed, and Connected

When a health care conference sends out a call for speakers nine months in advance, you might wonder how current the sessions will be by the time the live event rolls around. That’s where the Healthcare Marketing & Physician Strategies Summit (HMPS24) advisory committee — made up of industry leaders convened by conference producer Judy Read More

Advertising Showcase: Centra’s “It’s My Life” Brand Campaign

Each month, Strategic Health Care Marketing Advertising Showcase features challenges, tactics, and outcomes of a multimedia advertising campaign, offering strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. “It’s My Life” Brand Campaign Opportunity In early 2022, the Centra marketing team recognized the need to evolve the look Read More

A Conference Hand-Crafted for You

The Healthcare Marketing & Physician Strategies Summit (HMPS24) planning team has put together a star-studded program covering today’s top issues that will keep you educated, informed, and connected. // By Jane Weber Brubaker // When a health care conference sends out a call for speakers nine months in advance, you might wonder how current the Read More

Understanding the Hispanic Population’s Health Care Needs and Challenges

About 1 in 5 people living in the U.S. are Hispanic, an increase of 23 percent from 2010 and 2020. By 2060, it is estimated that 1 in 4 Americans will be Hispanic. How well does your health system understand this population’s needs? If you and your doctor speak the same language, communication is easier. Read More

Data-Driven Media Planning: How to Optimize Your Strategy

The continued growth in channels makes precision media buying more important than ever. Today, consumers have a seemingly endless array of media options to choose from, causing many health care marketers to ask: “How should I allocate my limited budget to maximize the effectiveness of media buying?” It’s a crucial question that will often determine Read More

Survey Identifies Barriers to Care for the Rapidly Growing Hispanic Population

About 1 in 5 people living in the U.S. are Hispanic, an increase of 23 percent from 2010 and 2020. By 2060, it is estimated that 1 in 4 Americans will be Hispanic. How well does your health system understand this population’s needs? // By Jane Weber Brubaker // If you and your doctor speak Read More

How Health Care Organizations Can Use Media Data to Effectively Target Market

The continued growth in channels makes precision media buying more important than ever. // By Brian Griffin // Today, consumers have a seemingly endless array of media options to choose from, causing many health care marketers to ask: “How should I allocate my limited budget to maximize the effectiveness of media buying?” It’s a crucial Read More

A B2B Marketing Approach to Increasing Physician Referrals and Growing Patient Volume

The population of the Phoenix metro area is booming. During the past decade (2012-2022), the region gained 800,00 residents to surpass the 5 million mark in population, according to the U.S. Census Bureau. This is good news for Phoenix Children’s health system, which is benefiting from an influx of young families moving into the area. Read More

Phoenix Children’s Focuses on Increasing Physician Referrals to Grow Patient Volumes for Specialty Care Services

Building strong relationships with providers is the centerpiece of a multiphase marketing initiative. // By Brian Griffin // The population of the Phoenix metro area is booming. During the past decade (2012-2022), the region gained 800,00 residents to surpass the 5 million mark in population, according to the U.S. Census Bureau. This is good news Read More

Creating the Blueprint: 5 Ways to Develop National Health Care Brand Recognition

An effective public relations effort can give organizations a megaphone to amplify health care brand recognition. As a faith-based, mission-oriented organization, OSF HealthCare (OSF), founded in the late 1800s, has historically met internal and external challenges through innovation. In the past decade OSF, headquartered in Peoria, Illinois and serving patients in Illinois and Michigan, has Read More