Resource Library

How can marketing and public relations practitioners help their organizations make a measurable difference in population health? At Onslow Memorial Hospital (OMH) in North Carolina, Amy Cain-Sousa, senior vice president of public relations/marketing, has found that creating an online community dedicated to wellness can be an effective first step.

How do marketers at one of the world's most advanced medical laboratories improve upon the services they provide to customers around the globe? Mayo Medical Laboratories developed a digital communications hub called Insights after customers and internal stakeholders alike were voicing concerns about the functionality and usefulness of the MML website.

What's your role in working with and communicating to your physicians? Fresh off a recent lively discussion on the topic with the medical staff at University of Iowa (UI) Health Care, here are ten steps you can take to refresh your physician communications.

This session will uncover what leaders and key stakeholders expect and provide ideas to meet expectations. We’ll provide concepts for ensuring there is good understanding and buy-in for the model, methods and measurement with key internal stakeholders and the leadership.

We will share how marketing and communications offices can use original research to help gather insights into clinical marketing efforts, internal culture change, and earn local and national media.

Take a dive inside the innovative content distribution techniques being used by top health care organizations such as Orlando Health. The organization will shares its secret for consistent success combining earned and viral campaigns.

As part of a safety assessment, employees of Signature Healthcare were asked about the priorities of the hospital’s leadership. Surprisingly, patient safety was not in the list of their responses. This was a jolting revelation. In response, Signature’s CEO, Kim Hollon announced his own version of the Moon Shot.

Hazelden Betty Ford Foundation has developed a Comprehensive Opioid Response with the 12 steps as a solution to treating people with opioid addiction, which engages and activates community resources, providers, physicians, families, and the patient for optimal outcomes. Learn how they engaged physicians as a part of treatment, prevention, and pain management to reduce risk of developing Opioid Use Disorder.

In this session, Johnny Smith Jr., Senior Director of Public Relations for Ascension, will demonstrate how to develop a strategic thought leadership program that aligns with your organization’s mission, strengthens its brand and distinguishes it as a leader.

Senior health care executives will learn the importance of key strategies when incorporating consumer-focused initiatives into their strategic plans.

Over the last nine years, we have sent out almost 50,000 separate email campaigns from a wide range of companies that target physicians. From this huge base of experience, we have pulled out six secrets to make your next hospital email campaign be the best performing one ever.

Learn how an emerging best practice, the “Total Market Approach,” can create market advantages for health plans, hospitals and health systems by leveraging core human truths across general market and multicultural audiences as these groups merge into the “New Americano."

This session will cover how OSF HealthCare took 70 MarCom members across 13 facilities and developed a crisis communication plan for all.

Learn how to capture the attention of a very busy physician audience with Rose Herring from Atrium Health, formerly Carolinas Health Care System, and Dr. Nate Gross, the Co-Founder of Doximity.

This presentation shows how one organization quickly pulled together public relations, internal communication, and strategic marketing with a focus on digital responsiveness to prepare a unified message to be used for concerned patients, providers, and insurance brokers while active negotiations continued.

When Dayton Children’s Hospital had almost completed a more than $200 million dollar expansion and revitalization project, the marketing team was tasked with turning four opening events on two campuses into something more powerful than just another ribbon cutting. The resulting plan used each event as a tent pole to elevate the hospital’s brand, showcase services, spotlight providers and highlight community commitment.

Until recently many leaders refrained from taking aggressive public stands on controversial issues. There have always been high-profile leaders in certain industries who aren't afraid to speak up, but healthcare leaders in general tend to be more reserved. If you sensed a change recently, you're not mistaken. Read more about the role of healthcare leaders on social media in this article.

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.

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," whereby organizations find enhanced value when they engage with members of the community who have different points of view, backgrounds, and experiences.

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 campaign that El Camino Hospital implemented to share patient narratives.