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Strategic Health Care Marketing: 2013 Index of Articles

Strategic Health Care Marketing, January – December 2013


  • A Leading Cancer Treatment Center Focuses on Outcomes, with Eclectic Mix of TV Spots, Radio, and Print, 1/13
  • Three Extra Marketing Pointers Gleaned from the Cancer Treatment Center Story, 1/13
  • How to Reach Your Target Audience When You Don’t Know Who It Is Yet, 2/13
  • Further Insights About the Moss Rehab Story, 2/13
  • Ad Campaign Deploys Gas Pumps, Shopping Carts, Car Bumpers, and More to Build Employee Bonds and Create a Cohesive Public Identity, 3/13
  • Differentiating a Brand Image with Emotional, Storytelling Visuals—and a Little Borscht Belt Humor, 4/13
  • Sometimes, Wildly Eccentric Advertising Buys Extra Awareness, 4/13
  • The Hemingway Challenge: A Novel Exercise to Improve Communications, 5/13
  • A Hospital for Kids Touches Musicians—Now Their Music Touches a Community and Helps Build the Hospital’s Brand Awareness, 5/13
  • Points to Ponder from the Kosair Children’s Campaign, 5/13
  • From Television to Direct Mail, an In-House Advertising Agency Does It All for Legacy Health, While Keeping a Lid on Costs, 6/13
  • Do You Build In-House Advertising Capability or Work with an Independent Ad Agency? 6/13
  • A New Jersey Hospital with a Century-Old Reputation for Delivering Babies Builds Awareness with Storks and a Cabbage Patch, 7/13
  • How Dominant Are Your Print Ads? 7/13
  • The University of Kansas Hospital Builds a Strong Reputation While Avoiding ‘Image-y’ Ads, 9/13
  • Telling Versus Selling, 9/13
  • Aesop, The Neuromarketer—The Power of the Simple Story, 9/13
  • Personal Stories Boost Fundraising, 9/13
  • Launched and Celebrated, a Campaign for a New Hospital Service Got Great Attention Before Everything Changed, 10/13
  • Takeaway Lessons About the Northeast Back Institute Advertising, 10/13
  • A Strong Hospital Brand Finds It Needs to Rebrand—and Then Reaps Positive Results, 11/13
  • Rebranding Lifts Staff Morale, Helps Staff Satisfy Patient Expectations, 11/13

Brand Management

  • What’s in a Name? Rebranding Ties Health System Together, 3/13
  • Internal Branding and Stemming Leakage the Imperative of Today, 9/13
  • Personal Connections, Consistency, and More—Advice from a Brand Authority, 9/13
  • The C-Suite Weighs In on Health Care Branding, 10/13
  • Dignity Health Rebrands: Say Hello to Human Kindness, 12/13
  • A Unified Brand Has Many Benefits; Need to Give the Process Time, 12/13
  • Turning a House of Brands into a Branded House, 12/13

Business Development

  • Growing a Cancer Care Program: Promising Ways to Spread the Word, 1/13
  • Behavioral Health Programs Tailored to Niche Populations Gain Traction, 3/13
  • Hospitals Tackle Risks and Rewards of Insurance Business, 3/13
  • Blood Management Programs Extend Marketing Efforts—Patients Choose Bloodless Medicine for Non-Religious Reasons, 5/13
  • Community Hospitals Reposition Themselves with Clinical Trials—Innovative, Progressive Care Is a Competitive Differentiator, 6/13
  • Geographic Expansion Is a Continuing Saga, 6/13
  • Rehab Center Gets Smart, 9/13
  • Comprehensive Cancer Rehabilitation Offers Hospitals Point of Differentiation, 10/13
  • Dedicated Emergency Departments Target Expectant Moms, 11/13


  • Weekly Huddles Keep Projects Moving—Lean Principles Enhance Marketing Activities, 2/13
  • Teaching Hospitals Lead Innovation Movement, 4/13

Internet & Social Media

  • Social Media ROI Means Much More Than ‘Likes’ and ‘Views,’ 7/13
  • Lessons Learned: Tips for Managing Online Reputations, 8/13
  • Looking for More Online Reviews? Solicit and Post Them on Your Own Website, 8/13

Market Research

  • Market Research and Engagement Through an Online Community Panel, 6/13
  • Beyond Quality and Safety: Patient and Family Advisory Councils Involved in Strategic Planning and Marketing, 10/13


  • Big Data, Little Information? 11/13

Population Health Management

  • Racing to Wellness: The Wellness Spectrum, 1/13
  • Racing to Wellness: The Consumer’s Point of View, 2/13
  • Racing to Wellness: A Marketing Model for Wellness, 4/13
  • Population Health Management: Fact and Fiction, 11/13


  • Consumers Shop Price More, But Industry Response Still Lags, 7/13
  • Pricing Information Now Expected by Alegent Consumers, 7/13
  • Will Posting Prices Trigger a Price War? 12/13

Public Relations/Advocacy

  • Letting Go Is Hard to Do; Knowing When to Leave Your Job, 2/13

Quality and Outcomes

  • Brain Health Center Offers Model for Comprehensive Alzheimer’s Care; Collaborative Approach Benefits Patients and Family Caregivers, 5/13
  • The Care Navigation Team Model, 5/13
  • Shared Appointments Improve Access, Quality, 8/13
  • Pharmacists Help Hospitals Cut Readmissions, 8/13
  • Non-Clinical Care Guides Offer Positive Approach to Patient Care, 11/13

Reputation Management

  • Lakeland HealthCare Focuses Its Marketing Efforts on Employees, 2/13
  • Planetree Hospitals Achieve High Satisfaction, Performance Scores, 7/13
  • Shooting for Five-Star Ratings? Online Reviews Provide Feedback and Opportunity to Manage Reputation, 8/13

Sales and Promotion

  • What’s ‘New’ About New Movers? 5/13
  • Tips for Marketing to New Movers, 5/13
  • For Better Results, Undertake a Customer Intimacy Strategy to Truly Engage Consumers, 11/13

Strategic Issues/Trends

  • Focus on Consumer Needs, Not Provider Needs to Survive Health Care Transformation—Price and Quality Transparency to Gain Importance in Coming Years, 12/13


  • A Greenhouse Helps Grow a Vision; Initiative Leads Other Hospital Healthy Food Efforts, 1/13
  • Cincinnati Hospital and Local Restaurants Serve Up a Successful Heart Healthy Restaurant Program, 3/13
  • Hospitals Use Health Coaches to Improve the Health of Their Own Employees, 6/13
  • Behavioral Marketing Puts Dent in Binge Drinking, Car Crashes—Party Smarter, Road Crew Take Off, 8/13
  • Ohio Health System Develops First Steps to Wellness Campaign, 9/13


Diane Atwood
Deborah Borfitz
Susan Dubuque
Ritch Eich
Dan Fredricks
Cheryl Haas
Peter Hochstein
Sheryl Jackson
Barbara Long
Joyce Miller
Candace Quinn
Beverly Schulman
Sherry Stanislaw
Joan Trezek
Nancy Vessell
Michele von Dambrowski
Jane Weber Brubaker
Jaren Wilson