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

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

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

Focus on Public Relations: How to Protect Your Health System’s Image, Build Trust, and Navigate the Complexities of Public Opinion

In this new report from Strategic Health Care Marketing, you’ll get critical insights on the current PR landscape in health care. Through case studies and expert insights, you’ll discover what health care organizations around the country are doing to step up their PR efforts and protect their brands.

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5 Ways to Make Your Health Care Advertising More Believable: Why Consumer Trust is Key

Those entrusted with communicating clear messages during crises know that such communication is successful only if people believe what is said is true. But the time to build that trust is not when a crisis hits. That’s too late. Trust must be built through years of candid, timely, frequent, and honest communication. The same can 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

Understanding the Hispanic Population’s Health Care Needs and Challenges

About 1 in 5 people living in the U.S. are Hispanic, an increase of 23 percent from 2010 and 2020. By 2060, it is estimated that 1 in 4 Americans will be Hispanic. How well does your health system understand this population’s needs? If you and your doctor speak the same language, communication is easier. Read More

Should Your Health System Invest in Nontraditional Partnerships?

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

5 Things You Can Do to Make Your Health Care Advertising More Believable

Trust in the health care system continues to be low, so how do you get people to believe your advertising? // By Ross K. Goldberg // Editor’s Note: This article kicks off our Q1 series on Advertising — and what better place to begin than with the ingredient most essential for successful advertising: TRUST. Those Read More

Health Care Trends 2024: Sector-by-Sector Watchlist

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

Survey Identifies Barriers to Care for the Rapidly Growing Hispanic Population

About 1 in 5 people living in the U.S. are Hispanic, an increase of 23 percent from 2010 and 2020. By 2060, it is estimated that 1 in 4 Americans will be Hispanic. How well does your health system understand this population’s needs? // By Jane Weber Brubaker // If you and your doctor speak Read More

Corporate and Brand Strategy Alignment Offers Competitive Advantage for Recruitment and Retention

When brand promise rings true for employees, organizations have a competitive advantage when it comes to recruitment, retention, and engagement. In health care organizations, the relationship between corporate strategy, culture, and brand is vital, complex, and often overlooked. But it holds immense potential for driving success. Across all industries, successful businesses achieve this relationship by Read More

Focus on Growth Strategies: How Leading Hospitals and Health Systems Are Building Sustainable Success Today

In this new report from Strategic Health Care Marketing, you’ll learn what hospitals and health systems around the country are doing to drive growth and discover key strategies and tactics to boost growth at your own organization.

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3 Health Care PR Challenges to Be Prepared for in 2024

What is the greater challenge: identifying challenges that health care public relations will face in 2024 or limiting those truths to a 1,200-word article? The answer is clearly the latter. Year after year health care public relations professionals see unanticipated new challenges pile up on those left over from the year prior until the hill Read More

The Rise of Nontraditional Partnerships

Health systems throughout the country explore nontraditional partnerships and find success as they seek to transform their consumer experiences. In our 2024 forecast, you’ll hear from leading innovators about exciting new partnerships with health systems in retail care, hospital at home, and other areas where they see future opportunities to better serve consumers. // By Read More

Would Your Employees Recommend Your Organization as a Great Place to Work?

When brand promise rings true for employees, organizations have a competitive advantage when it comes to recruitment, retention, and engagement. // By Marcos Irigaray // In health care organizations, the relationship between corporate strategy, culture, and brand is vital, complex, and often overlooked. But it holds immense potential for driving success. Across all industries, successful Read More

Buckle Up: Health Care PR Professionals Likely to Face Bumpy Ride Again in 2024

Senior-level public relations expert predicts communication challenges that health care organizations may experience as we gear up for the coming year. // By Ross K. Goldberg // What is the greater challenge: identifying challenges that health care public relations will face in 2024 or limiting those truths to a 1,200-word article? The answer is clearly Read More

Tension in the U.S. Health Care System is Growing: What You Need to Know

Conflict between the sector’s “haves” and “have-nots” has been brewing for years and is coming to an inflection point. Health care in the U.S. has been very good to those who participate on the business end of the enterprise, but the comfort they enjoy is often at the expense of others. Those frictions are likely Read More

Paul Keckley: Friction in U.S. Health Care System Coming to a Head

Conflict between the sector’s “haves” and “have-nots” has been brewing for years and is coming to an inflection point. // By Ron Shinkman // Health care in the U.S. has been very good to those who participate on the business end of the enterprise, but the comfort they enjoy is often at the expense of Read More

Beyond the Headlines: Health System Leaders Share Their Crisis Communication Strategies

Health systems rely on their communications teams to keep all stakeholders informed during a crisis and help to bring healing to the community in the aftermath, through empathetic messaging. At SHSMD Connections in September, three health system communications leaders shared their experiences following a crisis in their respective communities. “Sometimes the strength of the people Read More

Lessons from a Crisis: When You’re in the Eye of the Storm

You don’t know what you don’t know until you’re faced with leading your organization through a crisis. Here are three stories from leaders whose best advice is to expect that, sooner or later, a crisis will come. It’s not if – it’s when. // By Susan Dubuque // Health systems rely on their communications teams Read More

Value-Based CRM: A New Idea for a New Era of Healthcare CRM

Consumer marketing, patient engagement, care experiences, quality outcomes, marketing effectiveness, and financial performance remain separate factors within a healthcare organization. They come together in the concept of VBCRM.

What you’ll learn:

• The four C’s disrupting the market for provider services
• How to eliminate barriers to systemness
• Driving health system volume and growth
• How integrating the data expands the aperture
• Keys to directing patients to the right services
• Crossing the payment model chasm by embracing loyalty (FFS) and engagement (VBC)
• Better engagement techniques for patients in their care management program
• Driving personalized 1:1 customer behavior for a better care journey and improved outcomes.

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Boosting Your Fundraising Success With Effective Advertising

A recent report on philanthropy trends in the U.S. describes giving as “getting bigger and wider.” The proliferation of big-ticket donations continues, with billionaires pledging to give away their wealth. However, growth in donations is not limited to the super-rich. Online donation platforms and social media campaigns along with the can-do attitudes of younger generations Read More

Proving Your Value: Marketing as a revenue driver, not a cost center

// Sponsored Post //

The healthcare industry is constantly evolving, facing a multitude of challenges. Health systems are grappling with economic uncertainty, workforce shortages, rising operational costs, and declining reimbursement rates, all while striving to enhance the patient experience. These concerns weigh heavily on the minds of CEOs and leadership teams.

Marketing plays a pivotal role in engaging and acquiring patients in a way that meets them where they are. However, in many organizations, marketing is often seen as a cost center rather than a revenue driver.

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How Marketing and PR Collaboration Can Help Address Staffing Shortages

According to a recent report in Becker’s Health IT, health care marketing budgets have declined by 8 percent over the past year — down markedly from 2019 when budgets peaked. Marketing leaders also indicate that they are experiencing increased pressure to quantify results and demonstrate a return on investment. Aligning marketing and public relations efforts Read More

How the Medical College of Virginia Foundation Uses Advertising to Build a Solid Foundation for Fundraising

The foundation that supports philanthropy at Virginia Commonwealth University Health deploys the same advertising strategies and tactics used to market service lines with the added benefit of building trust and reinforcing the mission and brand. // By Susan Dubuque // A recent report on philanthropy trends in the U.S. describes giving as “getting bigger and Read More