Social Media

Could a Celebrity Spokesperson Be an Advantage for Your Organization?

Sheri Scott, associate vice president of marketing and communications at Edward-Elmhurst Health

In 2014, Edward-Elmhurst Health, a newly merged two-hospital system in the Chicago suburbs, wanted to find a way to differentiate itself from the dozens of other hospitals in the area. “We are in a very crowded health care market. We knew it would be a challenge to break through all that clutter,” says Sheri Scott, Read More

Who Are You Trying To Reach Online – and Why?

Hospital marketers have to be active on social media and online review sites, right? We know the answer is ‘yes,’ but who is it for and how do you do it well? A recent national consumer survey conducted by Wax Custom Communications showed surprising results about who follows social media channels and to what extent Read More

Content + Swag Keeps Employees Engaged and Informed

Donna DeMarco, co-founder and vice president at Viddler, Inc.

If you’re a big, distributed health network with multiple locations and thousands of employees, how do you make sure your employees keep you top of mind when they’re out in the community? “We’re a large 10-hospital network — soon to be 12 — with over 15,500 employees,” says Mary Beth Golab, director of internal communications Read More

Shifting From an Internal Communications Focus To Strategic Marketing

Carla Bryant, executive vice president at Corrigan Consulting

As the only children’s hospital in the state of Arkansas, with greater than 90 percent awareness, Arkansas Children’s had historically not prioritized marketing, says Carla Bryant, executive vice president of Corrigan Consulting. “While they had a marketing department, it was more focused on internal communications than strategic marketing,” Bryant says. New leadership brought a new Read More

Arkansas Children’s Leverages Strategic Marketing to Support Growth

Jeff House, vice president of strategic marketing at Arkansas Children’s

// By Jane Weber Brubaker // What should a high-performing marketing function in a health system look like? And how do you leverage marketing to support growth? As the only children’s hospital in the state of Arkansas, with greater than 90 percent awareness, Arkansas Children’s had historically not prioritized marketing, says Carla Bryant, executive vice Read More

The Surprising Success of a Health Care Spokes-Puppet

Ely Thurmond, Patient Plus director of strategic initiatives

“You can do terrible things to a puppet for popular amusement that aren’t funny when they happen to real people,” says veteran copywriter and SHCM contributor Peter Hochstein. “You can make him horribly ill. You can afflict him with a swarm of bees. You can break off his leg, or worse. Almost no matter what Read More

Looking for a Memorable Symbol for Your Health Care Services? Here’s What Happened When a Chain of Urgent Care Clinics Got a Spokes-Puppet

Peter Hochstein

// By Peter Hochstein // Meet Bebo. He’s preposterous. He’s orange. He’s always sick or injured. And he’s helping Patient Plus clinics in Baton Rouge, Louisiana carve out a strong identity in a highly competitive market. You can do terrible things to a puppet for popular amusement that aren’t funny when they happen to real Read More

A Physician Communication System Doctors Actually Like — and Use

Hackensack Meridian Health Logo

Your communications team works hard to produce content that engages physicians. The problem is that your clinicians may completely ignore it. How do you get them to pay attention? Recruiting, retaining, and communicating effectively with your attending physicians affects everything from patient satisfaction and operating costs to hospital reputation and safety. As health care networks Read More

Want to Engage Physicians? Listen to Them

Jim Blazar, executive vice president and chief strategy officer, Hackensack Meridian Health

// By Marcia Simon, APR // Your communications team works hard to produce content that engages physicians. The problem is that your clinicians may completely ignore it. How do you get them to pay attention? Recruiting, retaining, and communicating effectively with your attending physicians affects everything from patient satisfaction and operating costs to hospital reputation Read More

Pulse Nightclub Shooting: Orlando Health’s Lessons Learned

Kena Lewis, APR, director, public affairs and media relations, Orlando Health

In the wake of three shootings in Texas and Ohio in August and September, Strategic Health Care Marketing reached out to Kena Lewis, APR, director, public affairs and media relations at Orlando Health in Orlando, Florida. Lewis managed communications after the 2016 Pulse nightclub shooting that killed 49 and wounded more than 50. We asked Read More

How To Land Top Talent in a Hot Job Market

Marc Cenedella, founder and CEO of Ladders

When Strategic Health Care Marketing caught up with Marc Cenedella, founder and CEO of Ladders, a popular high-end career website, he reiterated what we first heard last spring: “It’s the greatest market in 50 years.” “Job candidates don’t have the time of day,” he says. “They’re very busy. People have three or four conversations going, Read More

Hot Job Market Flips Traditional Hiring on Its Head

Tysen Kendig, vice president of communications, University of Connecticut

// By Wendy Stark Healy // Tysen Kendig, vice president of communications for the University of Connecticut, was recently hiring an assistant vice president for health marketing at UConn Health and noticed a much stronger applicant pool. Unlike past searches, he wasn’t getting a handful of good people mixed with marginally qualified applicants and those Read More

2019 Healthcare Reputation Report

// Sponsored Post //

An Analysis of Consumer Reviews for More than 3,800 Hospitals — and How Online Reputation Drives Revenue

A free white paper, published by Reputation.com

Today’s healthcare consumers find healthcare providers online, and they rely on information in online reviews and social media to inform their decisions. This means that for health systems and providers, maintaining a stellar online reputation is essential.

Systems and providers that neglect their online reputation will struggle to compete with others that proactively manage their reputation and consistently show up higher in search rankings with more positive reviews.

To create the 2019 Healthcare Reputation Report, Reputation.com’s data science team applied artificial intelligence, machine learning, and sentiment analysis to unstructured text in reviews of 4,800 hospitals that report revenue annually to the Centers for Medicare and Medicaid Services (CMS). From that sample, they included 3,824 hospitals with 10 or more online reviews on Google or Facebook between January 1, 2016 and August 31, 2018.

Key findings include:

  • A strong Reputation Score predicts higher revenue per bed. Specifically, hospitals with a Reputation Score in the top 25% have a revenue per bed that is $1.2 million higher than hospitals with a Reputation Score in the bottom 25%.
  • Google is dominating the search landscape in healthcare and is the top vehicle used for the healthcare listings that consumers use to find organizations and providers.
  • The top 5 sites (Google, HomePages, Apple, Facebook and Bing) constitute 89% of all sites used to find healthcare listings.
  • Tier 2 sites (Healthgrades, WebMD, Yahoo and Vitals) now make up only 10% of the sites visited when patients look for healthcare listings.
  • Hospital reviews on Google grew an incredible 86% from 2016 to 2018 (Figure 2), establishing it as the preferred platform for leaving hospital reviews.

In addition to these findings, the report uncovers the Reputation Score for the top 100 health systems in our study. It also explores the three best practices that health systems and providers must focus on to improve their online reputation.

Download now »

Women Make Health Care Decisions – Does Your Marketing Reflect This?

Kathy Selker

“While hospitals cater to everyone, their most influential consumers are women, who make 80 percent of health care decisions in America,” says Kathy Selker. Selker is president and CEO of Northlich, an independent full-service marketing and advertising agency. In our new article, Selker discusses how to connect with this key health care demographic. Here’s an Read More

10 Ways Hospital Marketers Can Connect with Women

Kathy Selker

// By Kathy Selker // While hospitals cater to everyone, their most influential consumers are women, who make 80 percent of health care decisions in America. It’s important to segment and target by gender, but remember that women prefer gender-neutral marketing messages. With recent social media movements toward greater equality for women (in all realms, Read More

Stay On Top of What People Are Saying About You Online

Aaron Clifford, senior vice president of marketing, Binary Fountain

For better or worse, in 2019, most organizations find that their online reviews have a profound influence on patient choice of a physician. In practical terms, this means you need to stay on top of exactly what people are saying online about your providers and facilities. This will allow you to respond to their compliments Read More

How the Nation’s Largest Nonprofit Health System Stays on Message

Johnny Smith, Jr., senior director of marketing and communications, Ascension

The nation’s largest nonprofit health system, Ascension, has more than 153 hospitals in 22 states and 2,600 sites of care with 156,000 employees. It maintains health care services as well as a solutions division, which includes investment management, a ministry service center, and a venture capital fund. Despite its spread across varied regions and specialties, Read More

CTAs + Measurable Outcomes = Valuable Engagement

Elicia Newcom Gregory, director of marketing, Norton Healthcare

When you take the time to develop compelling calls to action (CTAs) tied to measurable outcomes, you can effectively engage people you want to reach on a very personal level. This can be key to your marketing efforts’ success. “Health care organizations must provide altruistic, valuable content to consumers in order to build engagement over Read More

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