According to the Merriam-Webster Dictionary, the definition of renown is: “a state of being widely acclaimed and highly honored.” So, it was somewhat ironic that Suzanne Hendery had never heard of Renown Health when she was initially recruited to this health system after a long healthcare marketing career at Baystate Health in Springfield, Massachusetts. She made the journey west almost…
In this evolving healthcare landscape, hospitals and health systems are beginning to shift their attention from clinical encounters to now include a greater focus on population and community health. Rather than seeking out purely transactional relationships with patients, hospitals are looking to prevent chronic disease by actively promoting health and wellness. Many hospitals are even seeking to address those environmental…
As we continue to travel down the path of healthcare transformation, there are key individuals—healthcare leaders and innovators—whose ideas and actions are helping to shape the new look of healthcare delivery in America. Tony Slonim, MD, DrPH, is one such individual. Dr. Slonim is president and chief executive officer of Renown Health in Reno, Nevada, a not-for-profit integrated health network…
In the world of healthcare marketing, we go through phases where certain genres of marketing, specific techniques, and strategies take on a faddish quality. Right now, two areas getting a lot of attention are content marketing and brand journalism. Social media had that same impact years ago when it first came on the scene. Within the industry, there was a…
As the adoption of digital communication tools by physicians grows, an opportunity emerges for physician relations departments to enhance their communications efforts by integrating digital tools into their marketing programs targeting referring physicians. This paper looks at ways in which Twitter can be used to market to referring physicians and how this digital marketing function can be successfully undertaken by…
“City of the Damned.” That’s the magazine headline that greeted Jill McDonald Halsey when she arrived as the new Chief Marketing & Communication Officer for Lawrence General Hospital in Lawrence, Massachusetts. The city of Lawrence had been dealing with a variety of challenges, including the pervading perception of a city in decline, with rising crime rates and underperforming schools in…
As the healthcare ecosystem continues to evolve, moving from the prevailing fee-for-service model to a risk-sharing model, we should expect the role of hospital marketing departments to go through a similar transformation. What does the world of hospital marketing look like when our focus is no longer on driving patient volume but on promoting the health and wellness of specific…
When you're working on a video project, you need to be in storyteller mode. Importantly, you are not just imparting information; you are crafting a story that you hope will connect on some significant level with the specific audiences. The challenge you face is that there are any number of variables that can prevent the connection from happening: bad lighting, a…
From the eBook by Dan Dunlop, Principal: The notion is simple yet revolutionary: Make an investment in community and you will realize a return on your investment. At a time when many healthcare marketing pundits are emphasizing the importance of measuring and reporting Return on Investment (ROI), we believe it is time for us to embrace the concept of “Return on…
The marketing generated by healthcare organizations can be extremely narcissistic. Our ads, brochures, websites, and billboards all scream, “Look at us,” or, “We’re Number One.” We talk about our world-class physicians, leading-edge technology, advanced services, and amazing medicine. Even on social media platforms, we have continued pushing content about our organizations. We treat these channels as new opportunities for content…