Magazine & Journal Articles

When large, data-driven, consumer- oriented companies such as Google and Amazon announce they are entering the health care space, hospitals and health systems must be ready to change, update, and innovate in order to continue to be successful.
The shifting healthcare landscape is requiring hospitals and health system strategists to take aggressive approaches to every aspect of their operations, including how to align physicians with their healthcare network and advertise them to the community. Read more about the key to addressing these…
The University of Vermont Medical Center (UVMMC) addresses a facility issue through "design sprint," which incorporates such concepts as "creating consumer experiences," and "being nimble to exceed the rate of change," as described in the SHSMD's report Bridging Worlds: The Future Role of the…
With the knowledge that visual content has a higher retention and conversion rate than text-based media because of its powerful psychological influence, it only makes sense that healthcare marketing leaders enhance their video tactics as part of their creative strategy. Read more about affordable…
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.
A veteran media strategist shares insights on how to use a mix of digital tactics to raise awareness and yield results. Digital advertising — in the form of mobile marketing, search engine marketing, social media marketing, and more — is an inexpensive as well as effective way of marketing when…
A well told story can be a powerful marketing tool, especially in healthcare. One patient's experience can impact a prospective patient's thinking, actions, and behaviors, enabling them to explore potential healthcare decisions through a highly personal lens. This article explores the success of a…
Ask the executive team at any of the 5,200 hospitals in the United States and they will likely tell you that local demographics, competition, and payer mix make them "different from the rest." Although differences abound, all are seeing troubling reimbursement trends, all must find ways to respond…
In today's environment of limited hospital resources, it's critical to make meaningful and cost effective connections with those we serve. SHSMD's newly updated Bridging Worlds report for healthcare strategists highlights this concept by emphasizing the importance of "integrating and co-creating…
Patients' personal investment in healthcare is higher now than ever before, and so are their expectations. In this consumerist environment, quality of experience is a prime factor in driving loyalty. This article explores both quantitative and qualitative approaches that are needed to grasp the…