Social Media

Empower Your Community Champions to Advocate on Your Behalf

What Your Health Care Organization Can Learn from a New Decentralized Fundraising Campaign That Leverages Generational Giving Trends // By Lisa D. Ellis // Some of the greatest champions for your health care organization no doubt come from your service communities. A new campaign from the Muscular Dystrophy Association (MDA) shows how champions are newly Read More

Beneath the Surface Frivolity of UCHealth Ads That Promote the Denver Broncos, There’s a Strong Dose of Marketing Horse Sense

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Intuitively, you’d probably think that advertising for UCHealth should reflect nothing but gravitas. After all, it’s a 1,620-bed Colorado health care system with seven campuses (and three more under construction as of this writing), more than 2.5 million annual outpatient visits, and the University of Colorado’s Read More

Social Media Rules: Think Before You Share — or Risk a HIPAA Violation

Jay Hodes, founder and president of Colington Consulting

Recent Case with Financial Payout Underscores Risks of Noncompliance // By Lisa D. Ellis // How can you make sure your organization’s formal social media sharing doesn’t violate HIPAA regulations? A privacy expert offers advice on how to avoid shooting yourself in the foot when marketing via social channels. He also points to a new Read More

How To Create Content That Turns Leads Into Patients

Susan Gullion, associate director of search engine marketing at Sequence Health

“The health care sector lacks the rich marketing history of industries like retail or automotive, but today’s patients are more empowered than ever and the behaviors they display when seeking health care services or products largely mirror their shopping journeys for apparel, electronics, or any other household product,” says Susan Gullion, associate director of search Read More

Start and Leverage a Speakers Bureau for Branding Success

Kristin Mack Deuber

Should your health care organization start a speakers bureau? Most experts say, “Yes”—and a few of them offer important advice for making sure yours achieves all of your organization’s desired benefits. “Speakers bureaus are great reputation-building tools for organizations as they increase awareness of the organization and they also provide a way to build the Read More

Creating Content Marketing That Converts Consumers Into Patients

Susan Gullion, associate director of search engine marketing at Sequence Health

// By Susan Gullion // The health care sector lacks the rich marketing history of industries like retail or automotive, but today’s patients are more empowered than ever and the behaviors they display when seeking health care services or products largely mirror their shopping journeys for apparel, electronics, or any other household product. That is Read More

How Gen X and Boomers Shop for Health Care

Ken Robbins, CEO of Response Mine Interactive

“Much has been written about marketing health care products and services to millennials, and for good reason,” says Ken Robbins, CEO and founder of digital agency Response Mine Interactive. “Since millennials are coming into disposable income and are extremely health-conscious, it makes good sense to understand how to reach them. But marketers cannot afford to Read More

Gen X Is All Grown Up: Meet the Patients Driving Health Care Consumerism

Ken Robbins, CEO of Response Mine Interactive

// By Ken Robbins // Much has been written about marketing health care products and services to millennials, and for good reason. Since millennials are coming into disposable income and are extremely health-conscious, it makes good sense to understand how to reach them. But marketers cannot afford to overlook other generations. More focus should be Read More

Blogging Can Spread Knowledge Within—as Well as Beyond—Your Organization

Blogging is becoming an increasingly important way to communicate with your target audience. And it can also provide a valuable forum for your staff to share their experiences and ideas within the larger organization and beyond. This lesson comes from Albert Einstein College of Medicine in New York City, where some forward-thinking staff members created Read More

Tips From Google for Driving Patient Traffic To Your Doors

It probably comes as no surprise that in 2017, people are relying on smartphones more than ever before. And most of them go beyond using these devices to make calls, send texts, and check their emails. They also go mobile to search for information, find services in their neighborhoods, and get directions. This trend has Read More

10 Health Care Marketing Trends To Watch in 2017

“If what we’ve seen over the past year is any indication, 2017 won’t be for the faint of heart,” says Lindsay R. Resnick, Executive Vice President at ReviveHealth, a Weber Shandwick company. “Combine the dynamics of socioeconomic-political tensions with the massive transformation happening across health care’s ecosystem—regulatory, technology, competition, innovation, finance, clinical—and you get an Read More

Use Consumer Data To Improve the Quality of the Care You Provide

Keith Schneider, Director of Consumer & Brand for Professional Research Consultants (PRC)

“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

Sharp HealthCare Launches Sharp Health News and Reports a Marketing Win

Sharp HealthCare Logo

What happens to medical supplies and equipment once the items expire? How can you mix medications and supplements safely? What are some healthful and quick lunch recipes? These are just a few of the timely topics covered on Sharp Health News, a new website run by Sharp HealthCare. The news service was launched in October Read More

6 Ways To Spin New Life Into Old Marketing Concepts

Caren Begun, Vice President, Media Relations and Strategy, Green Room Communications

Savvy health care marketers recognize that people tend to trust what they know. Therefore, it’s important to remember that new isn’t always better. The reality is that even amid the shifting priorities of the health care field, staying grounded on your past accomplishments and trying to progress from there may get you further than trying Read More