Strategic Issues/Trends

How One Health Care Organization Uses Predictive Analytics to Avoid Growing Pains

Pamela Ladu, MBA, Assistant Vice President, Ambulatory Planning and Logistics, Cooper University Health Care

// By Lisa Ellis // Placing your service lines, retail clinics, and outpatient facilities in optimal locations may mean the difference between success and failure in today’s competitive marketplace. These days, it’s no longer enough to make decisions about where to locate new offerings based on available sites or what an organization “thinks” might work. Read More

How To Keep Your Messaging Inclusive and Non-Discriminatory

Sara Tack, Co-Founder and Creative Director at Smith & Jones

“Health care advertising often falls short of representing the various populations that hospitals and health systems serve,” says Sara Tack. “We are inclusive to a point, covering our diversity bases by featuring ads with Caucasians, African Americans, Hispanics, and Asians. Sometimes, these images come across as pandering or obvious tokenism to the point where the Read More

How to Dispel Stereotypes in Health Care Marketing

Sara Tack, Co-Founder and Creative Director at Smith & Jones

In the wake of the Orlando tragedy, it’s more important than ever for health care organizations to keep their messages all-inclusive. Here’s how. // By Sara Tack // Hospitals and health systems are responsible for taking care of anyone and everyone regardless of race, religion, gender orientation, or age. That’s the nature of health care: Read More

Marketing to Health Care Marketers and Providers: 5 Steps to Help Get Your Foot in the Door (and Hopefully Keep It There!)

Jeannie Lewis

// By Jeannie Lewis // If you’re a medical supply company, compliance software manufacturer, or other provider of health care products or services targeted to hospitals, health care organizations, long-term facilities, or other types of care providers, it’s important to understand the current realities of the marketplace so you can position yourself in the best Read More

Valuable Health Care Marketing Lessons From a State-Based Insurance Exchange

Andrea Ravitz, the Director of Marketing for Access Health CT

Health care marketers often look to their peers for examples to help guide their efforts to bring people in to access their programs or services. But when Access Health CT (Connecticut’s state-run health exchange) came into being in 2012 to serve as a statewide exchange making affordable health care accessible for qualified individuals and businesses through Read More

Leverage the Power of “Big Synergy” In Your Health Care Marketing

Peter Hochstein

A phenomenon you might call “big synergy” is powerful stuff. If you have the resources to somehow combine several strong elements of human interest seamlessly into one emotionally touching marketing and advertising campaign, each element can support, reinforce, and energize the others. This creates efficiencies of exposure and impact that eclipse most traditional advertising. And Read More

The Continued Importance of Print in Health Care Marketing

How do you get your news today? If the answer is mainly online, you’re certainly not alone. In fact, with fewer people reading printed newspapers and magazines than in past decades, you may be considering following the trend by ditching your health care organization’s printed material to focus your efforts solely on the digital side Read More

How To Build a Health Care Brand Post-Launch: The Next Phase of Promotion

Stacy Beers

“When a new brand takes hold as intended, one tough job is over—but another has already begun,” note Stacy Beers and Claire Hovis. “How soon is too soon to change gears from brand establishment to a new phase of promotion? Will new messages come across as mixed messages and muddy the clear impression you’ve worked Read More

Racing to Wellness [Special Report]

Mastering the Role of Marketing in a Changing Health Care Environment

An Exclusive Report from Strategic Health Care Marketing

// By Susan Dubuque //

These days, says health care marketing expert Susan Dubuque, health care organizations across the country are racing to stake their claims as champions of wellness:

They shout, “We are no longer dedicated to treating you when you’re sick or injured. Now we are committed to keeping you well—and out of the hospital.” The unspoken words: Like our financial lives depend on it.

What is the best approach for health care marketers to calm the frenzy, she asks, and help their organizations remain focused and smart?

In this exclusive report, Dubuque, a nationally recognized expert in health care marketing and a member of the Strategic Health Care Marketing Editorial Advisory Board, deftly examines this question in three thoughtful chapters. We know you will appreciate her take on what “wellness” means to health care consumers these days, how to align wellness with
your strategic goals, and more.

Read More »

Resort-Style Attention Puts Patients at Ease at Barnes-Jewish Hospital

Patti Crimmins Reda, Executive Director

At Barnes-Jewish Hospital and Washington University School of Medicine in St. Louis, Missouri, several customer-oriented programs are deeply integrated into the facility’s framework to help people feel truly comfortable with the care they receive. Such customer-focused programs include (among many others) concierge services through the Washington University and Barnes-Jewish Heart & Vascular Center. Barnes-Jewish is Read More

Thrive in the Brave New World of Health Care Consumerism

Pamela Landis and Lindsay Resnick

4 Keys to Creating Patient Connections—and How Carolinas HealthCare System Is Making it Happen

[Webinar on Demand]

Your Presenters:

  • Pamela DeSalvo Landis, Vice President, Information Services, Carolinas HealthCare System
  • Lindsay Resnick, MHA, Chief Marketing Officer, Wunderman Health

You’ll learn:

  • 4 ways you should evaluate your organization’s market position today—and where you want to be in 18-24 months
  • How an omnichannel marketing approach broadens your reach and improves engagement—and what it will take for your marketing team to make it happen
  • Strategies to understand health care consumers better than your competitors do
  • Keys to linking your technology innovation and investment strategy to corporate goals and consumer realities
  • The resources and support you need to provide to consumers to help them to make smart, value-based health care decisions
  • A real-life example of how Carolinas HealthCare System’s mobile app enhances the consumer experience and how a mobile app can be integrated into traditional marketing and data channels
  • Plus much more.

View now »

5 Steps to Forge Deeper Connections with Patients and Improve Health Outcomes

Want to connect with your target audience on a more powerful level and motivate behavior change? Denise Aube, Executive Vice President and Healthcare Practice Leader at Crosby Marketing Communications, suggests turning to the principles of behavioral science to make your efforts more effective. “The challenge is how do we engage patients and motivate healthy behavior. It’s Read More

How to Quickly Raise More Than $1 Million in Contributions to Your Hospital and Burnish Your Brand Image, Often with Advertising You Don’t Pay For

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // All right, time to fess up. The headline above this story skips a few critical details. The campaign you’re going to read about had the voluntary participation and support of the New York Giants football team, and especially of its star quarterback Eli Manning. The players Read More

Turn the Page on Your Hospital’s Print Marketing Strategy

// By Lisa D. Ellis // How do you get your news today? If the answer is mainly online, you’re certainly not alone. In fact, with fewer people reading printed newspapers and magazines than in past decades, you may be considering following the trend by ditching your health care organization’s printed material to focus your Read More

Seattle Children’s Campaign Scores a Win Against Children’s Cancer

Strong Against Cancer

// By Lisa D. Ellis // Seattle Children’s recently scored a touchdown when it launched a new campaign called “Strong Against Cancer” to raise awareness and support for groundbreaking research that holds the potential to cure childhood cancer. Leading the play is Seattle Seahawks quarterback Russell Wilson, who has a personal connection to Seattle Children’s Read More

How Behavioral Science Can Boost Engagement and Patient Action

“The key to successful health care marketing is being able to anticipate how patients will react to and engage with the messages you are putting out,” says Kirstan Cecil, Chief Marketing & Communications Officer at Saint Agnes Hospital in Baltimore, Maryland, which is part of the Ascension Health System. Saint Agnes Hospital is a 276-bed, Read More

Can Your Hospital Give Empowered “Health Care DIY” Consumers What They Want?

Michael Del Gigante

We live in a DIY age, observes Michael Del Gigante, President of MDG Advertising. Which is why it’s no wonder that consumers have eagerly hopped aboard the “DIY health care” train. “People are increasingly comfortable with using everything from websites to activity sensors to monitor their own health, diagnose problems, and self-treat issues without having to Read More

Are You Using the Power of Sound In Your Health Care Marketing?

Hospitals present more audio opportunities than do most brands, says Colleen Fahey, the U.S. Managing Director of audio branding agency Sixième Son. But most of the time, this opportunity is wasted: “Walk into the admissions area of a university hospital and you’ll hear the clatter of carts, the chatter of announcements, the buzz of phones Read More

Thrive in the Brave New World of Health Care Consumerism [Webinar]

4 Keys to Creating Patient Connections—and How Carolinas HealthCare System Is Making it Happen

// An SHCM webinar on March 30, 2016 //

Patients are transforming health care as they demand that health care organizations provide them with a consumer experience. They expect the immediacy of a Google search, the personalization of Amazon, the convenience of Uber, the value of Target, and the ubiquity of Facebook.

And the changes are happening fast. Most health care organizations understand they must embrace change or be left behind.

But what does this mean in practical terms for your organization? How can we make health care access easier, more valuable, and more efficient? What tools can we use to improve delivery of care and empower patients to manage and improve their health?

What will it take for your organization to build a consumer-centric health care system based on wellness and prevention? How will the ability to collect, measure, and analyze customer data translate to competitive advantage?

Join us on March 30 for a webinar presented by Pamela DeSalvo Landis, Vice President, Information Services, Carolinas HealthCare System and Lindsay Resnick, MHA, Chief Marketing Officer, Wunderman Health. Learn more »

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