Strategic Issues/Trends

One Mommy-Doc Blogger’s Story

Find Out How Her Writings Helped a Children’s Hospital Make a Personal Connection with Parents—and in the Process, Spread Some Important Public Health and Safety Messages // By Lisa D. Ellis // With so many marketing and health messages out there today competing for people’s limited attention, how can your organization differentiate itself to form Read More

Merck Manuals Gets an Effective Digital Facelift

By 2020, Merck Manuals wants to reach 3 billion people and give them current, accurate medical information, says Derek Mabie, President and Founder of Evolve Digital Labs. While Merck has been a trusted peer-reviewed resource within the medical community since 1899, he notes, the process by which medical professionals find the answers they are seeking Read More

A Winning Proposition: How Playing Games Can Change Patient Behavior

Aron Ezra, CEO of OfferCraft

// By Aron Ezra // A specialty outpatient clinic was struggling with a problem common to many health care providers: Patients weren’t showing up for their appointments. The problem was particularly severe for this clinic, where the no-show rate was close to 50 percent. Doctors weren’t able to bill unless the patient showed up, and Read More

A New Kind of Residential Health Care Campus in Florida

While most health care systems today are going to great lengths to promote healthy living for patients and staff, Florida Hospital in Orlando is extending its visions beyond the confines of its medical campus, creating a comprehensive residential living arrangement right within the broader community. The 1,217-bed acute-care medical facility in Orlando, a member of Adventist Read More

A Winning Strategy When the Competition is (Literally) Across the Street

What if your flagship hospital were directly across the street from your biggest—and most worthy—competitor? Would that threaten your market share? It could for some community hospitals, but this doesn’t seem to be the case for Mon General Hospital in Morgantown, West Virginia. This hospital has strong ties to the community and understands the importance Read More

A Print Health Care Newsletter In This Day and Age? Yes, Absolutely.

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. But if you’re getting ready to Read More

Hint: The Secret to Transforming Health Care Is Hiding in Plain Sight

Dr. William Maples

// By William Maples, M.D. // Your marketing department relies on strong communication skills and effective message development to promote your services and draw more patients to your facility. But have you thought much about training the rest of your staff and clinicians to be effective communicators with one another and also with your target Read More

Are You Training Staff and Clinicians to Be Effective Communicators?

Dr. William Maples

“Your marketing department relies on strong communication skills and effective message development to promote your services and draw more patients to your facility,” notes Dr. William Maples. “But have you thought much about training the rest of your staff and clinicians to be effective communicators with one another and also with your target audience? If Read More

From Market Data to Content: How Merck Manuals Digitally Connects with Consumers and Physicians Across the Globe

// By Derek Mabie // By 2020, Merck Manuals wants to reach 3 billion people, giving them current, accurate medical information. The nonprofit organization has served as a trusted peer-reviewed resource within the medical community since 1899, providing health information to medical professionals and individuals seeking information on everything from flu vaccines to complex cancer Read More

The Mysterious Case of the Vanishing Health Care Price-Comparison Ad

Peter Hochstein

Early this year, says copywriter Peter Hochstein, “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 daily Toledo Blade. The ads Read More

New Webinar on Content Marketing for Hospitals, Health Systems, and Other Health Care Marketers

Theresa Komitas, Marketing and Public Relations Director at KishHealth System, and Tim Hanners, Chief Healthcare Strategist at TrueNorth Custom

We are proud to announce that on Wednesday, Nov. 18, Theresa Komitas, Marketing and Public Relations Director at KishHealth System, and Tim Hanners, Chief Healthcare Strategist at TrueNorth Custom, will present a new webinar on content marketing for hospitals and health systems. This comprehensive session, “Health Care Content Marketing: How to Drive Awareness, Engage Customers, Read More

Simple Messaging Creates Big Wins for New Hospital Partnership

Signature Healthcare Logo Square

A new partnership between Signature Healthcare and The Floating Hospital for Children at Tufts Medical Center brings highly respected Boston pediatric specialists to Signature Healthcare Brockton Hospital (about 25 miles outside of Boston) and makes these experts available 24/7, 365 days a year. But how best to get the word out about this compelling new offering? Brockton Read More

Are Stats Boring? Not When Presented Well.

Ochsner Health System Logo

In the aftermath of 2005’s Hurricane Katrina, Ochsner Health System bought up several of the independent hospitals in the New Orleans and Baton Rouge area. It rehabbed and upgraded them, and incorporated them into Ochsner’s system. But even by 2007, the newly acquired hospitals had not been branded as part of Ochsner. “When we got involved Read More

Florida Hospital Creates Residential Wellness Community

Initiative Builds on Commitment to the Health of Area Residents and Helps Attract Talented Staff // By Lisa D. Ellis // While most health care systems today are going to great lengths to promote healthy living for patients and staff, Florida Hospital in Orlando is extending its visions beyond the confines of its medical campus, Read More

How to Leverage the Power of Good Content

Consumers are bombarded with an average of 5,000 marketing messages a day. New research shows the average attention span is a mere eight seconds. The brain processes 70,000 thoughts each day. These stats, sourced and shared by Jason Skinner in a new article, “reflect the harsh reality you face as a health care marketer: Engaging Read More

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