Strategic Issues/Trends

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

Penn Medicine Princeton Health logo

Each month, the 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. Penn Medicine Princeton Health Spine Services Campaign PLATINUM WINNER Opportunity In spring 2022, Penn Medicine Princeton Medical Center (PMC) Read More

How Providence Los Angeles Physician Groups Grow Patient Volume by Combining Brand and Retail Strategies to Market Medicare Advantage

Donna Carter, President, J-U Carter, Inc.

Providence’s marketing model uses a combination of digital technology and direct mail to boost enrollment in Medicare Advantage plans, build patient volume, and increase customer loyalty. // By Susan Dubuque // On June 7, 1858, the sisters of Providence opened St. Joseph Hospital, the first permanent hospital in the Northwest. Today, Providence has grown to Read More

How One Health System Leverages AI to Optimize Workflows

Orest Holubec, EVP and chief communication officer, Providence

When ChatGPT burst into the public consciousness in late 2022, it sent ripples of excitement and concern through many professions. Those working in public relations and communication were especially interested. Questions abounded. Debate ensued. Would AI be a helpful addition to our jobs that we could control? Or something that would end our work as Read More

Creating Breakthrough Brands From the Inside Out

Holly Sullivan headshot

Static brands result in static organizations. Dynamic, forward-leaning brands break through the noise and unleash the real potential that can change not only your organization but the industry as a whole. // By Susan Dubuque // When two major hospital systems merged to form the largest health system in Michigan, the marketing team had a Read More

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

Dean Browell, chief behavioral officer, Feedback

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

centra health logo

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

AI’s Impact on Health Care Communication Teams: Is It an Evolution or a Revolution?

Providence logo

Leaders at Providence believe that almost every aspect of health care will be impacted by AI in the future — including communication and PR.                                               // By Alan Shoebridge // When ChatGPT burst into the public consciousness in late 2022, it sent ripples of excitement and concern through many professions. Those working in public relations and Read More

How Can Health Care Organizations Bridge the Digital Divide?

David Grandy, national vice president, innovation for Kaiser Permanente

For most Americans, expansion of digital health care at hospitals and health systems across the nation has improved the patient experience and medical outcomes. But for individuals unable to access broadband internet service or lacking ability or desire to use web-based tools, modern medicine’s benefits are beyond their grasp. Innovators at California-based Kaiser Permanente (KP) Read More

Advertising Showcase: Baptist Health’s “Living Proof” Integrated Marketing Campaign

Baptist Health Logo

Each month, Strategic Health Care Marketing Advertising Showcase will feature challenges, tactics, and outcomes of a multimedia advertising campaign — offering you strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations. “Living Proof” Integrated Marketing Campaign  Opportunity What do you do when your state has the highest cancer Read More

An Innovative Approach to Reducing Workforce Shortages and Burnout in Health Care

Debora Goldberg Ph.D., associate professor, College of Public Health, George Mason University

People stay in their jobs when they feel valued, respected, and where relationships and teamwork are strong in high-pressure environments. At a time of unprecedented change in health care, the twin challenges of workforce shortages and burnout have emerged as formidable adversaries that impact the delivery of health care services to patients across the U.S., Read More

A Conference Hand-Crafted for You

Susan Alcorn, president, Alcorn Strategic Communications and counsel, Jarrard, Inc.

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

George Mason University Takes the Lead in Combating Burnout and Workforce Shortages Through Evidence-Based Resiliency Training

John Marzano

People stay in their jobs when they feel valued, respected, and where relationships and teamwork are strong in high-pressure environments. // By John Marzano // At a time of unprecedented change in health care, the twin challenges of workforce shortages and burnout have emerged as formidable adversaries that impact the delivery of health care services Read More

Aligning Advertising and Organizational Purpose Through One Mission

lluh-logo

Nearly every health system has a mission statement, and most are a version of “meeting the health needs of the community.” But bringing a mission to life — truly operationalizing it — is a different matter. // By Susan Dubuque // Health care marketing budgets have declined significantly in the past year, and marketing leaders Read More

“Fasten Your Seatbelts”: Health Care Trends to Watch Out For in 2024

Political, social, and marketplace trends crisscrossing the health care landscape going into 2024 present actionable strategic and operational challenges — and opportunities. Overall, the 2024 forecast for the health care sector is “fasten your seat belts.” Investments in technology adoption or replacement, labor costs, spending on infrastructure, and a volatile economy translate into higher insurance Read More

Should Your Health System Invest in Nontraditional Partnerships?

Jared Johnson

Nontraditional partnerships provide unique opportunities for hospitals and health systems to enhance consumer experiences, expand service offerings, and address emerging health care needs. 2024 is a year of hope and new possibilities for health system leaders who look to do more, with fewer resources, than ever before. Amid uncertain financial forecasts, leaders increasingly look to Read More

Health Care Trends 2024: Sector-by-Sector Watchlist

featured image hc trends

Political, social, and marketplace trends crisscrossing the health care landscape going into 2024 present actionable strategic and operational challenges — and opportunities. // By Lindsay Resnick, MHA // Overall, the 2024 forecast for the health care sector is “fasten your seat belts.” Investments in technology adoption or replacement, labor costs, spending on infrastructure, and a Read More

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