Strategic Issues/Trends

Subtopics: Thought Leadership, Market and Regulatory Landscape, etc.

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From Adversity to Action

Susan Dubuque, a strategist and writer specializing in health care and behavior change, was a cofounder and principal of Two Tango (formerly NDP Agency).

// By Susan Dubuque // The ACEs ECHO Program at the University of New Mexico Health Sciences Center brings new hope to children suffering from the impact of traumatic life experiences. Read on to learn more about the program and explore how health care marketing can play a vital role in addressing the needs of this population.

How Roper St. Francis Built a Data-Driven Case for a Bigger Marketing Budget — and Won

Kathy Smith, chief marketing and digital officer, Roper St. Francis Healthcare

Marketing budgets have rebounded since the pandemic, and health systems are focused on efficiency and ROI-driven spending. Roper St. Francis shares its approach to justifying a robust marketing and communications budget using benchmarking data. Learn how to create a budget proposal grounded in benchmarking data and how you can master strategic presentations.

Pediatric Marketing in 2025: What Are Parents Really Thinking About Children’s Health Care?

A new Strategic Health Care Marketing webinar for healthcare marketers and strategists

Klein & Partners’ first pediatric-focused National Consumer Insights Study reveals how parents make decisions about their children’s health care. If your organization markets pediatric services, this webinar will give you essential data to inform your strategies.

Wednesday | May 21, 2025 | 2 p.m. Eastern

Your Presenters:

  • Deb Pappas, Vice President, Chief Marketing & Communications Officer, Connecticut Children’s
  • Bob Davidson, Vice President, Marketing & Communications, Children’s Nebraska
  • Leona Wong, Director of Brand Strategy, Stanford Medicine/Children’s Health

Moderated by:

  • Rob Klein, Founder & CEO, Klein & Partners

You’ll learn:

  • The four segments of children’s health and how they shape parent behavior
  • Where parents turn for information and what they actually want to know
  • How hospital brand, pediatrician choice, and awards factor into decisions
  • What drives parent loyalty and what pushes them away
  • Digital touchpoints that matter urgent care, virtual visits, online research
  • Why maternity experience impacts lifetime customer value

And much more!

Presenters
Register Now »

Where Marketing Meets Philanthropy

Tanner Health logo

// By Susan Dubuque // Health care philanthropy’s resurgence is leading to larger fundraising initiatives, expanded development departments, and new partnerships between marketing and philanthropy to help organizations tell their stories, leverage their brands, and engage donors. Keep reading to discover how marketing and fundraising work together to create a greater impact.

Health Care Mergers and Acquisitions: A Strategic Guide for Marketers

Daniel Fell is senior vice president, Health, BVK

Hospital and health system mergers are nothing new for anyone familiar with health care. After a slight decline during and after the pandemic, mergers and acquisitions have picked up again. Read on to understand the current state of health care mergers and acquisitions and get an actionable playbook for marketers and strategists.

Show Me the Numbers: Data-Driven Playbook for Supporting Your Budget

Peter Miller, executive in residence, Endeavor Management

// By Susan Dubuque // Marketing budgets have rebounded since the pandemic, and health systems are focused on efficiency and ROI-driven spending. Roper St. Francis shares its approach to justifying a robust marketing and communications budget using benchmarking data. Learn how to create a budget proposal grounded in benchmarking data and how you can master strategic presentations.

Old-School M&A Is Out; New Collaborations Are In

Text of the article title set on a solid blue background

// By Daniel Fell // Hospital and health system mergers are nothing new for anyone familiar with health care. After a slight decline during and after the pandemic, mergers and acquisitions have picked up again. Read on to understand the current state of health care mergers and acquisitions and get an actionable playbook for marketers and strategists.

Redefining the Health Care CMO: How to Prove Marketing’s Value in Tough Times

BPD webinar speakers

How do chief marketing officers (CMOs) defend the fundamental value of health care marketing amid budget constraints, workforce shortages, and increasing use of artificial intelligence? Head marketers from UCSF Health and Baptist Health South Florida share their thoughts on how their role is shifting to meet the needs of their organizations.

The Way to Better Solutions, Results and Respect: A Case for the Marketing Process

ft-image-Prairie-Dog-eHealthcare-Strategy-White-Paper

A free white paper, published by Prairie Dog

With all the pressures faced by health care marketers, it can be too easy to jump straight to tactics like launching new campaigns without properly diagnosing the root problem and crafting an evidence-based strategy. This is a risky path that can result in marketers moving forward with incorrect, misinformed or incomplete actions. Ultimately, results suffer along with the reputation of the marketing function.

This white paper shares three such examples, showing how the discipline of the marketing process (diagnosis, strategy, tactics and measurement) helped avoid misdirected and ineffective actions.

Download Now  »

The Changing Role of Chief Marketing Officers

Ryan Donohue- NRC Health

// By Marcia Simon, APR // How do chief marketing officers (CMOs) defend the fundamental value of health care marketing amid budget constraints, workforce shortages, and increasing use of artificial intelligence? Head marketers from UCSF Health and Baptist Health South Florida share their thoughts on how their role is shifting to meet the needs of their organizations.

Advertising Showcase: UNC Health Championship Campaign Drives Impact

Brian Krusoe, tournament director for the UNC Health Championship

// By Susan Dubuque // The UNC Health Championship golf tournament isn’t just about perfect swings and scenic fairways — it’s a game changer for health care across North Carolina. Discover how UNC Health’s omnichannel marketing campaign achieved and surpassed its goals through strategic thinking, innovative media tactics, and impactful creative executions.

How Nebraska Medicine Transformed Staffing Challenges and Supported Strategic Growth

Nebraska Medicine logo

// By Susan Dubuque // In January 2023, Nebraska Medicine faced a significant staffing shortfall. Leadership recognized the need for immediate and long-term strategies to address recruitment and retention challenges. Discover how Nebraska Medicine reframed its employer brand to ensure the stable workforce needed to deliver excellent care and help the organization grow and thrive.

5 Leadership Habits to Boost Your Career and Unlock Your Health Care Marketing Potential

Andy Cessac, Senior Marketing Manager, Emory Healthcare

Whether you’re new to health care marketing or a seasoned professional seeking fresh inspiration, now is the time to take charge of your career trajectory. Small, strategic changes can significantly impact your professional journey. Here, you’ll discover practices of top early-career performers and set your roadmap to jump-start or reboot your career.

Shaping the Future: Leadership Habits to Boost Your Career

Linda MacCracken, principal, Ignite Market Advantage

// By Susan Dubuque // Whether you’re new to health care marketing or a seasoned professional seeking fresh inspiration, now is the time to take charge of your career trajectory. Small, strategic changes can significantly impact your professional journey. Here, you’ll discover practices of top early-career performers and set your roadmap to jump-start or reboot your career.

How VCU Health Stands Out in Richmond’s Crowded Health Care Market

Kevin Best, associate vice president of Brand Marketing, Enterprise Marketing and Communications.

By aligning the health care brand with the academic side of the university, VCU Health strengthens its unique position as an Academic Medical Center in a cluttered market. Learn how VCU Health developed a fresh, new brand — UN-like any other health system — and view the elements of the brand campaign.

What Health Systems Can Learn from Retail Health Care Failures

Matt Gove, chief marketing officer, QuickMD

// By Brian Griffin // As major retailers struggle to deliver primary care services, some health care strategy experts say the situation provides health systems with an important learning opportunity. Get insights from Matt Gove and Dan Miers on what this means, and a case study of a successful retail model adopted by Baptist Health in Kentucky.

Leading Through Change: How Health Care Leaders Can Thrive in a Transformative Era

Allison Minutillo is CMO at Primacy

Success in health care involves not only managing current demands but also anticipating future trends and preparing accordingly. The greatest challenges facing our health care clients aren’t just managing finite resources or navigating complex systems — it’s how their leaders lead through transformation. This article explores essential strategies for modern health care leaders.

Governance Models That Work: How 3 Leading Health Systems Align Marketing with Strategic Goals

Without a unified governance framework to guide marketing, organizations risk sending mixed messages, squandering resources, and failing to engage patients and employees and fulfill the organizational mission. Explore how three health systems use tailored governance models to align marketing efforts with strategic goals, ensuring consistent brand messaging and effective return on investments.

Advertising Showcase: VCU Health “UN” Brand Campaign

Kendra Gerlach, associate vice president of Strategy and Marketing for VCU Health

// By Susan Dubuque // By aligning the health care brand with the academic side of the university, VCU Health strengthens its unique position as an Academic Medical Center in a cluttered market. Learn how VCU Health developed a fresh, new brand — UN-like any other health system — and view the elements of the brand campaign.

Unified Marketing Governance: Lessons from Leading Health Systems

// By Marcos Irigaray // Without a unified governance framework to guide marketing, organizations risk sending mixed messages, squandering resources, and failing to engage patients and employees and fulfill the organizational mission. Explore how three health systems use tailored governance models to align marketing efforts with strategic goals, ensuring consistent brand messaging and effective return on investments.

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