Sixth in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit Healthcare marketers have many, many opportunities to connect with patients. The key is to look beyond acute care encounters and consider the whole spectrum of patient experience. That’s what Bridget Coogan, head of industry for health systems at…

Fifth in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit If you work at a hospital or health system, it’s inevitable: If it hasn’t happened yet, someday your organization is going to be in the middle of a crisis. And your dusty five-year-old crisis communication plan isn’t going…

Fourth in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit Essentia Health wanted to soften its brand. Take a more visionary approach. Get away from the “high tech” image. So, the marketing team at Essentia created an ad campaign that showed how approachable the system, which is headquartered…

Third in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit Patients assume your doctors know what they’re doing. But what they want is a doctor who listens to them. EvergreenHealth has developed a communications strategy (dubbed the Art of Caring) that teaches doctors how to do just that….

Second in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit Patients deserve transparency. That’s what Matt Gove, chief consumer officer at Piedmont Health, tells his C-suite and doctors. Actually, he doesn’t really tell them. He demands it. “I believe that marketers are responsible for the relationship that patients…

First in a series of columns featuring lessons from the 22nd Healthcare Marketing & Physician Strategies Summit As healthcare marketers, we think we know what our patients want. We make assumptions. We look at data. We’re “experts” in our field. And then, we dish out the messages through social media, TV, print, radio, and billboards—presuming…

All healthcare organizations can benefit from a more holistic view into their markets. It is only when customer relationship management (CRM) and physician referral management (PRM) join forces that total information awareness can truly be attained. Indeed, powerful results can be achieved when consumer data from a CRM and physician data from a PRM are…

We’re thrilled to be heading out to Austin this year for our annual Healthcare Marketing & Physician Strategies Summit. Yee-haw! It’s a great city to go exploring—and we know that after so many back-to-back sessions, you might feel an itch to see what’s out there. Here’s a look at some things you can check out…

Leaders at Wake Forest Baptist Health recognized the need to transform marketing for the North Carolina-based integrated health system. In the past, the marketing team only executed traditional campaigns: mass mailings; TV, radio, and out-of-home advertising; and direct mail. While the service lines never complained about the results—in fact, physicians liked seeing their faces on…

Creating a strong Internet marketing campaign is a lot like creating a treatment plan for a patient—certain elements have to be there, but they all have to work in connection with each other. Prescribing medication on its own isn’t an effective treatment unless the patient makes certain lifestyle changes to lead a healthier lifestyle, or…