Strategic Issues/Trends

Yes, Your Newsletter Can Still Be Relevant: How One Community Hospital Rewrote Its Own Story—and How You Can, Too

// By Lisa D. Ellis // Publishing your health care organization’s print newsletter can be a time-intensive—and costly—endeavor. You may wonder if it’s really worth the investment, since the results can be challenging to measure. With people increasingly getting their news and health information online, you could even be tempted to retire your print efforts. Read More

Speechless in Toledo: A Group Medical Practice Ad Compared Its Prices to Those of Local Hospitals. But Suddenly, Nobody Seems Willing to Talk About It.

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // Early this year, a group medical practice called the Toledo Clinic in Toledo, Ohio, got what must have seemed like a bright marketing idea. With the help of a mom-and-pop advertising agency called Modern TECHnique in Avon, Ohio, the clinic ran a full-page ad in the Read More

The Proof Is in the Pudding: Educational Campaign Mixes Up a Winning Recipe to Promote New Pediatric Hospitalists

Signature Healthcare

// By Lisa D. Ellis // Sometimes simple messages can be the most effective. That’s what Signature Healthcare learned recently when it set out to promote a new relationship with The Floating Hospital for Children at Tufts Medical Center. This partnership brings highly respected Boston pediatric specialists to Signature Healthcare Brockton Hospital (about 25 miles Read More

Develop a Strong “Bench” of Future Health Care Management Talent

Ritch K. Eich, PhD

“The bench, which fuels [the] pipeline of an organization’s future leaders, is just as important in business as it is in sports,” says Ritch K. Eich, Ph.D. “Unfortunately, many health care organizations and hospitals underestimate the value of developing future leaders or developing a culture in which current leaders teach or mentor others to follow Read More

Tips for Marketing to the Booming Millennial Generation

“Millennials, who are defined as individuals between the ages of 18 and 34, will surpass Baby Boomers as the nation’s largest living generation in 2015,” note Ruth Padilla, M.A. and David Zirkle, Ph.D. “Also known as Gen Y, this group is becoming an increasingly important target for health systems, given its size and purchasing power.” Read More

Sending a Clear Message: Content Still Reigns Supreme

// By Jason Skinner // The decision process of a health consumer is changing, and as a health care marketer you must understand how to find and engage your audience using the power of content marketing. Consumers are bombarded with an average of 5,000 marketing messages a day. New research shows the average attention span Read More

Leading Health Care in the Future

Ritch K. Eich, PhD

// By Ritch Eich // In my youth, I played several sports, like many boys of my generation. My friends and I didn’t know what sports camps or private lessons were. Often, our playing field was the street or an abandoned field next to the train tracks by an old cannery used to store excess Read More

Your Hospital Call Center: Costly “Extra” or Powerful Marketing Tool?

“A hospital ‘call center’ often has been considered an irritating expense health care organizations have to endure, because people use phones and want to reach a doctor or patient in the hospital,” Andrea Simon, Ph.D. says. “But maybe it’s time to ask, ‘What if we’ve always been wrong?’” Andrea J. Simon, Ph.D. is a corporate Read More

Building a Brand in a Crowded Market: One Large System’s Success Story

Peter Hochstein

So let’s say you’re out to build a hospital system’s brand. And let’s also say you’re in one of the biggest markets (Dallas-Fort Worth) in one of the biggest states (Texas), competing against some of the biggest regional names in health care. While you’ve got a $2.7 million budget to work with, exclusive of direct Read More

Meet the Millennials: Your Newest Health Care Customer

// By Ruth Padilla, MA and David Zirkle, PhD // Some savvy hospitals are turning to the latest technological advances to engage younger health care consumers. Millennials, who are defined as individuals between the ages of 18 and 34, will surpass Baby Boomers as the nation’s largest living generation in 2015. Also known as Gen Read More

Health Care Convergence: Are You Ready for This New Model?

Mark Fish, Managing Director, Health Solutions, FTI Consulting

In pursuit of high-quality, cost-effective care that revolves around the patient, many health care organizations seek new ways to foster system-wide collaboration. This concept involves breaking down barriers that have traditionally separated payers, providers, and patients to enable everyone to work more closely together to meet common goals. Such a way of doing business, commonly Read More

Could You Gain by Affiliating with a Larger Health Network?

Grinnell Regional Medical Center Logo

Is bigger better? For Grinnell Regional Medical Center (GRMC), a 49-bed rural hospital in Grinnell, Iowa, affiliating with the larger Mercy Health Network in Des Moines has certainly had its benefits. Back in 2009, when GRMC first decided to explore creating an affiliation with a bigger network, there was growing recognition that for a community Read More

Post-Merger Branding: How A Marriage of Equals Becomes More Than The Sum of Its Parts

“It’s a marriage made in heaven,” notes Melissa Fors, Executive Director of Marketing Strategy for the Hazelden Betty Ford Foundation: “In February 2014, two of the nation’s best-known substance abuse treatment organizations—Hazelden and the Betty Ford Center—said ‘I do’ to a merger. This agreement marked the culmination of more than 30 years of connectedness between Read More

Let’s Rethink Your Hospital Call Center

// By Andrea Simon, Ph.D. // A hospital “call center” often has been considered an irritating expense health care organizations have to endure, because people use phones and want to reach a doctor or patient in the hospital. But maybe it’s time to ask, “What if we’ve always been wrong?” Maybe a call center actually Read More

How to Build a Health Care Brand with Multiple Ad Agencies, Multiple Specialty Campaigns—and in the Face of Multiple Competitors. (Hint: It’s Complicated.)

Peter Hochstein

Notable Health Care Advertising // By Peter Hochstein // So let’s say you’re out to build a hospital system’s brand. And let’s also say you’re in one of the biggest markets in one of the biggest states, competing against some of the biggest regional names in health care. Although, exclusive of direct marketing, you’ve got Read More

Is Your Organization Well Positioned to Adopt Value-Based Care? These 7 Questions Can Help You Assess Your Readiness

Lisa D. Ellis

By Lisa D. Ellis In pursuit of high-quality, cost-effective care that revolves around the patient, many health care organizations seek new ways to foster system-wide collaboration. This concept involves breaking down barriers that have traditionally separated payers, providers, and patients to enable everyone to work more closely together to meet common goals. Such a way Read More

You Don’t Have to Go It Alone: Why One Rural Health Care Organization Joined a Larger Network—and What You Can Learn From Its Example

Lisa D. Ellis

By Lisa Ellis Is bigger better? For Grinnell Regional Medical Center (GRMC), a 49-bed rural hospital in Grinnell, Iowa, affiliating with the larger Mercy Health Network in Des Moines has certainly had its benefits. This affiliation was approved back in 2009, after GRMC’s leadership decided to look for new ways to position itself so it Read More

Are You Ready for the Moment Your CEO Asks, “How Is Marketing Contributing To Our Revenue Opportunities?”

“Eighty percent of CEOs don’t really trust marketers,” says Mike Milligan, President of Legato Healthcare Marketing, Inc., citing a recent Fournaise Marketing Group survey of high-level decisions-makers. “This is painful for me to say because I’ve been on both sides of the health care marketing table. But I’ve also learned that before you can overcome a Read More

The Best Marriages Are Built on Commonalities: How Two Organizations Became One—and What You Can Learn From Their Example

By Melissa Fors It’s a marriage made in heaven. In February 2014, two of the nation’s best-known substance abuse treatment organizations—Hazelden and the Betty Ford Center—said, “I do” to a merger. This agreement marked the culmination of more than 30 years of connectedness between the two organizations. A Snapshot of the Two Organizations Hazelden, founded Read More

What the Consumerization of Health Care Means for You: 5 Key Trends To Watch

Lindsay Resnick

“The consumerization of health care means your customer is now in control,” notes Lindsay Resnick, Chief Marketing Officer of KBM Group: Health Services. “They are comparing prices, quality, convenience, and outcomes as they post reviews; and, refer friends and family—one way or the other. And a constant stream of technology innovation makes it easier and easier Read More