Strategic Issues/Trends

Conference Preview: SHSMD23 Connections Aims to Inspire and Challenge

Ryan Younger, vice president of marketing, Virtua Health

Each fall, the SHSMD Annual Conference brings together the best and brightest in our industry — from seasoned veterans to tomorrow’s leaders — for three days of sharing, growing, and learning together. This year, the health care strategy and marketing community will convene in Chicago from September 10-12 at SHSMD23 Connections. The conference is an Read More

How to Crack the Code on Media Strategy and Channel Mix

WellSpan Health’s omnichannel media approach had a dramatic impact in a highly competitive marketplace. Learn how you can use intent-based planning to guide your media strategy and drive results. A new Strategic Health Care Marketing webinar for healthcare marketers and strategists Presented on September 7, 2023 Your Presenters: Jason VanDiver, Vice President of Communications, WellSpan Read More

Unifying HR Marketing and Brand, Part 1: Moffitt Cancer Center

Joel English, senior vice president, BVK

Marketing executives share how Moffitt Cancer Center’s marketing and HR teams work together to alleviate recruitment and retention challenges by aligning with the brand. // By Susan Dubuque // The scarcity of health care workers is not new. Since the 1980s, there has been significant industry chatter, particularly surrounding the critical shortage of nurses. When Read More

SHSMD23 Connections: Be the Change Your Organization Needs

Lisa Crockett-Providence

Connect with the community shaping the future of health care. // By Jane Weber Brubaker // Each fall, the SHSMD Annual Conference brings together the best and brightest in our industry — from seasoned veterans to tomorrow’s leaders — for three days of sharing, growing, and learning together. This year, the health care strategy and Read More

Marketing’s Role in Advancing Diversity, Equity, and Inclusion

Victor Reiss, vice president— Consumerism & Insights, UNC Health

DEI is about more than representation. It’s all about creating an environment where everyone feels heard, respected, and empowered. No other industry has more of an imperative to embrace DEI than health care as the path to a healthier future for everyone. At this year’s Healthcare Marketing & Physician Strategies Summit (HMPS23) in Austin, Texas, Read More

Best Practices for Bringing Diversity, Equity, and Inclusion (DEI) to Life

Deb Pappas, chief marketing and communications officer and executive champion for DEI Education & Awareness Pillar, Connecticut Children’s

Executives from Connecticut Children’s, UNC Health, and Stanford Health Care share how they integrate diversity, equity, and inclusion (DEI) into the organizational culture. // By Susan Dubuque // DEI is about more than representation. It’s all about creating an environment where everyone feels heard, respected, and empowered. No other industry has more of an imperative Read More

Brand Differentiation for Health Systems: How to Stand Out in a Crowded Market and Drive Business Results

Gain control of the health care cost narrative, combat the tsunami of negativity, communicate the value your organization provides, and protect your brand.

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

Presented on August 9, 2023

Your Presenters:

  • Amy Comeau, Vice President, Marketing, Emory Healthcare
  • Shannon Curran, President, SPM Marketing & Communications

SPM webinar

Watch Now »

Hospitals Step Up Efforts to Curb Workplace Violence: What You Need to Know

Mark Moore, corporate director of protective and support services at Dayton Children’s Hospital

U.S. hospitals are seeing a dramatic rise in workplace violence. While some organizations are taking active steps to address the issue — including developing internal and external campaigns — more is needed: Only 43 percent of workers believe their organization’s policies against workplace violence are effective. In most hospitals today, electronic medical records and patient Read More

What Does It Even Mean Be a “Nonprofit” Hospital Anymore?

Ross K. Goldberg is president of Kevin/Ross Public Relations

While traditional wisdom once held that nonprofit hospitals maintain a firm advantage over for-profit hospitals, the tides seem to be turning. // By Ross K. Goldberg // One of the oldest and truest axioms in consumer advertising is that the most successful and persuasive messaging finds a way to turn a feature into a benefit. Read More

Measures to Curb Workforce Violence Ramp Up in Hospitals Across America

John Marzano

U.S. hospitals are seeing a dramatic rise in workplace violence. While some organizations are taking active steps to address the issue — including developing internal and external campaigns — more is needed: Only 43 percent of workers believe their organization’s policies against workplace violence are effective. // By John Marzano // In most hospitals today, Read More

Empathy in the C-suite: The Role of the CXO in Patient-Centric Healthcare

Eugene Scioscia, MD, chief experience officer for the Allegheny Health Network

As hospital systems have merged and grown over the years, so have the number of executives occupying their C-suites. The chief information officer (CIO) was a creation of the 1990s, as hospitals began relying on electronic medical records. A more recent admittee to the C-suite is the CXO, or chief experience officer. So, what is Read More

Improving Health Equity: A Framework for Sustainable Change

Whitney Haggerson, vice president of health equity at Providence

Getting access to care has been difficult in many parts of the country for years. Even in densely populated urban areas, a shortage of physicians and clinicians often made setting appointments for primary and specialty care a frustrating experience. And then 2020 hit. The COVID-19 pandemic intensified the staffing shortage and further restricted access. Today, Read More

What The Chief Experience Officer Brings to Hospital Systems

Ron Shinkman

While some are clinicians, many come from marketing/communications backgrounds. // By Ron Shinkman // As hospital systems have merged and grown over the years, so have the number of executives occupying their C-suites. The chief information officer (CIO) was a creation of the 1990s, as hospitals began relying on electronic medical records. A more recent Read More

Cleveland Clinic Reshapes Patient Access Through Process Improvement

lisa-yerian-squared

Continuous improvement of patient access is an enterprise-wide initiative, deeply embedded in and supported by the culture, and now reflected in every patient touchpoint, beginning with how patients start looking for care. Providing start-to-finish patient care — whether it’s scheduling a patient’s appointment with the right provider, providing directions to the care facility, or determining Read More

Health Care “Sherpas” Guide Patients Through Complex Care at Cleveland Clinic

Cheryl L. Serra

Continuous improvement of patient access is an enterprise-wide initiative, deeply embedded in and supported by the culture, and now reflected in every patient touchpoint, beginning with how patients start looking for care. // By Cheryl L. Serra // Providing start-to-finish patient care — whether it’s scheduling a patient’s appointment with the right provider, providing directions Read More

Hospital Billing Overhaul: Northern Light Health’s Reputation Rescue

Vince Galloro headshot

Hospital billing practices have a direct and significant impact on a health care system’s brand reputation. Take this first-hand account shared by Suzanne Spruce and Vince Galloro in a new article: “In August 2022, the Portland Press Herald — the paper with the highest circulation in the state of Maine — published a long article Read More

How to Manage the Reputation Risks of Hospital Billing

Headshot of Suzanne Spruce smiling. She has short blonde hair and is wearing a black blazer with a white shirt.

Focus on what you can control and create patient-friendly bill pay web pages with clear financial assistance information. // By Suzanne R. Spruce and Vince Galloro // In August 2022, the Portland Press Herald — the paper with the highest circulation in the state of Maine — published a long article on unexpected medical bills. Read More

Healthcare Equality Index: How Does Your Health System Measure Up?

Tari Hanneman, director of the health and aging program at the HRC

The Healthcare Equality Index defines industry best practices for LGBTQ inclusion and recognizes progress achieved by health care organizations to reach their health equity goals. How does your health system measure up? Health care is a necessity. But not everyone has equal access to medical services, which can negatively impact a person’s long-term health outcomes. Read More

Health Equity and Access: Addressing a Challenge That Too Many People Don’t See

Alan Shoebridge is associate vice president, National Communication for Providence

Providence commits significant financial resources and maps out specific actions to address health inequities. // By Alan Shoebridge // Getting access to care has been difficult in many parts of the country for years. Even in densely populated urban areas, a shortage of physicians and clinicians often made setting appointments for primary and specialty care Read More

A New Approach to Growing Patient Volume

A New Approach to Growing Patient Volume

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Whether it’s a brand refresh or brand overhaul, having the right strategic focus can make or break your ability to rise above the competition, align audiences (internal and external), and connect more meaningfully with the communities you serve.

Download this case study and discover how UT Health San Antonio successfully launched a brand image campaign – that drove 9% growth in overall patient volume year over year.

Learn how UT Health San Antonio:

  1. Overcame brand confusion and established a unique market position of excellence in the region.
  2. Shifted the perception of patient care by capturing the passion behind UT Health San Antonio providers’ work.
  3. Developed an omnichannel plan to allow for authentic, human connections and increasingly sticky engagements.
  4. Improved the digital consumer experience, leveraging technology as a catalyst for change.

Get the guidance and confidence you need to lead a powerful brand initiative for your organization.

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Successful Online Scheduling in 5 Steps

// Sponsored Post //

Today’s healthcare organizations are not only challenged with staffing shortages and budget cuts, but also rising consumer demands that make it more important than ever to implement new solutions that both increase organizational efficiencies as well as digital innovation. Online scheduling is no longer a “nice to have,” but instead an essential investment for organizations to meet the needs of patients, providers, and staff alike.

To launch a successful online scheduling program, organizations can follow these 5 steps:

  1. Establish a single source of truth for provider, service, and location data.
  2. Engage cross-functional stakeholders across your organization.
  3. Create a standardized, repeatable launch plan.
  4. Broaden booking options across specialties, appointment types, and services.
  5. Optimize and expand upon self-service capabilities.

For more in-depth detail on best practices for launching online scheduling — plus a vendor evaluation checklist — download the full guide.

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Acute Care Telehealth: A Lifeline for Struggling Hospitals?

Teresa Rincon, RN, PhD, FCCM, assistant professor at the University of Massachusetts Medical School, Graduate School of Nursing, and senior telehealth consultant with Blue Cirrus Consulting

Acute care telehealth expands access to care by connecting community hospitals with specialized experts, which helps to close gaps in knowledge and keep care local. When patients in a rural community get sick and need access to intensive care or specialized care, the typical small community hospital — if there is one — doesn’t have Read More