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The New Health Care Content: Where Earned Media and Social Media Intersect
Magazine & Journal Articles
More than ever before, health care communicators need to have a content strategy that directly contributes to bottom line business results. Orlando Health is doing just that and reaping the benefits of increased exposure by positioning itself as a trusted health care system with compassion.
How to Gain Meaningful Engagement from Your Patient Portal
Magazine & Journal Articles
HealthEast, a four-hospital system serving the Minneapolis-St. Paul region, was determined to make good use of its patient portal—to improve health outcomes by sharing proactive, consistent health information that patients could access anywhere. Read more about their implementation of two digital health tools.
How to acquire more than 2,000 primary care patients in one year
Magazine & Journal Articles
In 2013, Boston Medical Center (BMC) began a five-year strategy to recruit more than 45 additional general internal medicine and family medicine providers. Read more about their recruitment campaign in this article.
Using Customer Relationship Management and Predictive Modeling to Improve Population Health
Magazine & Journal Articles
As the health care field increasingly focuses on population health, hospital and health system marketers need to learn how to use their promotional skills in new ways to help their organizations achieve the objectives of this model of care. This article discusses the population health initiative of one health system and their customer relationships management (CRM) campaign.
Transform Marketing Into an ROI Revenue Driver
Magazine & Journal Articles
In today's healthcare landscape it's critical for marketing departments to be able to demonstrate they are not merely "a cost of doing business" but rather an asset that can contribute to the organizational bottom line. But how? Read more about one healthcare organization's journey to measuring marketing performance.
On the Front Lines of the Opioid Epidemic
Magazine & Journal Articles
What could have easily turned into a public relations nightmare for a hospital in Massachusetts instead became the rallying cry for action. Read more about how one hospital addressed the opioid epidemic in their community.
Lessons from the Shark Tank: How to Pitch Your Marketing Plan and Budget to Leadership
Magazine & Journal Articles
If you're like millions of Americans, you've seen the award-winning television show "Shark Tank," in which entrepreneurs have 10 minutes to sell investors on their business idea. Now transfer that image to the last time you walked into the C-suite to sell your annual strategic marketing plan and budget.
Where MD Stands for "Marketing Dynamo"
Magazine & Journal Articles
Many hospital marketers want to engage physicians in marketing campaigns. This usually involves physicians sitting for interviews, posing for photos, and signing off on tag lines. But this level of engagement is only a start.
Share Your Story With the World: How Brand Journalism is Transforming Healthcare Communications
Magazine & Journal Articles
Here are answers to several questions about Spectrum Health's new approach to brand journalism.
Imagine This! A New Generation of Patient Communications
Magazine & Journal Articles
As healthcare strategists, we can no longer focus most of our resources on simply growing inpatient volume. Instead, we need to broaden our focus to the entire healthcare experience for patients and their caregivers—from initial research and preparation, to appointment scheduling, to doctor and hospital visits, to rehabilitation, to post-care follow up.