Four health systems have been honored with an Aster Award, honoring excellence in healthcare marketing for exceptional advertising campaigns in 2021.

Tim Rosa, the former chief marketing officer for Google-owned health and fitness tracking company Fitbit, left for the same position at healthcare start-up Transcarent.

Skip Hidlay, chief communications and marketing officer at Columbus-based Ohio State University Wexner Medical Center, created a collaborative culture and expanded its strong partnerships with physicians, patients and digital marketing to make its brand successful, according to an interview branding agency Monigle shared with Becker's.

Marketing executives say that their budgets have increased to 9.5 percent of total company revenue in 2022, The Wall Street Journal reported May 23. 

New York City-based NewYork-Presbyterian is launching a new ad campaign called "Stay Brooklyn", according to a May 24 press release.

Springfield (Vt.) Medical Care Systems unveiled a new brand identity May 15.

Nineteen healthcare marketers hailing from a range of organizations, including Blue Shield of California and Northwell Health, have been honored with the Clio Health Innovators award, recognizing the creative drive and innovative spirit held by each leader.

Private equity firm KKR has acquired a majority stake in digital marketer Alchemer.

Telehealth provider MeMD changed its name to reflect its affiliation with Walmart Health. 

GlaxoSmithKline has renamed its company to simply GSK. 

Competitive poaching, or when an organization steals the advertising keywords of its competitors to divert its consumers, is sneaky but can work well for marketers in a range of contexts, according to a May 13 Harvard Business Review article.

Google, Meta and Snapchat are funding a public awareness campaign aimed at the nationwide overdose epidemic. 

Three Ohio health systems took the top spots as the most humanized health system brands in the U.S., according to research by branding agency Monigle on May 17. 

Pandemic-era relaxations to rules on prescribing drugs allowed mental health startups to reach more people, boosting their online advertising. However, the proliferation of marketing, especially on platforms like TikTok and Instagram that reach young people, has experts worried about the danger of overprescription, reported The New York Times May 13.

The tenure of chief marketing officers remained at 40 months in 2021, the shortest time span in over a decade, The Wall Street Journal reported May 5.

Gillette Children's Speciality Healthcare unveiled a new brand identity May 16. 

Renton, Wash.-based Providence, which comprises 52 hospitals and 1,085 clinics, is working with a fraction of the budget traditionally available to marketing organizations, yet its initiatives have significantly reduced the costs of advertising dollars while continuing to drive clinic reputation.

Google will now allow ads for stem cell treatment therapy and some gene or cell therapy, marking a reversal from its previous policy that banned all ads promoting experimental medical treatment, reported The Verge May 10.

Telehealth startup Cerebral adjusted its marketing and advertising strategies to reflect the suspension of controlled substance prescriptions for new patients after allegations of overprescribing by providers surfaced, M+MM reported May 10. 

Providence's chief marketing and digital experience officer plans to utilize data and insights to bring the most useful and personalized experiences to patients.