One of healthcare marketing professionals' main goals is to build trust, but that can be difficult to achieve across an entire health system.

Hospitals, clinics, pharmacies and other facilities that Wausau, Wis.-based Aspirus Health acquired from Ascension Wisconsin will adopt their new names on Dec. 1, Aspirus announced.

New York City-based Montefiore Health System kicked off its new "Caring Makes Magic" campaign with the launch of a short film following a young girl's journey to get care for her injured stuffed unicorn.  

COVID-19 vaccines have become a part of daily conversations in 2021, yet people rarely refer to them by their brand names. Here are explanations of the brand names chosen for five COVID-19 vaccines, according to a Nov. 22 Endpoints News report.

Chief marketing officers might feel they are under pressure to prove the positive effects of their marketing spending, according to a Nov. 12 Harvard Business Review report.

The Iroquois Healthcare Association's ad campaign to recruit healthcare workers made it onto marketing magazine The Drum's list of the five best business-to-business campaigns of 2021.

Here are the marketing executives of the 10 largest nonprofit health systems:

The COVID-19 pandemic has drawn widespread attention to the impact of social media on health, inspiring public health officials and tech platforms to rethink strategies for combating misinformation, according to Brian Castrucci, DrPH, and Frank Luntz. 

Troy, Ohio-based Upper Valley Medical Center is naming its cardiac and pulmonary rehabilitation center after retired nurse Ruth Jenkins, Sidney Daily News reported Nov. 17.

Here are five ad campaigns launched in the last four weeks by health systems, governments and a retail pharmacy chain.

The American Medical Association on Nov. 15 adopted a policy to combat health disinformation disseminated by healthcare professionals.

Eleven of Fort Lauderdale-based HCA Florida Healthcare's 400 affiliates in the state adopted the system's brand Nov. 15, including four existing hospitals, six freestanding emergency rooms and a new hospital.

Hospital marketing teams create campaigns intended to reach thousands of people, so it's important they use the right metrics to measure how those efforts perform. Here, eight marketing executives from health systems across the country share their insight on which metrics they track.

Depending on which age group they belong to, 22 to 37 percent of Americans say they don't trust their healthcare provider to make the right decisions for them, according to research released by branding agency Monigle.

Offering more COVID-19 vaccines in convenient locations could help raise vaccination rates, according to research released Nov. 10 by Deloitte.

Here are six hospitals that have announced name changes or other rebranding efforts since Nov. 1.

Chief marketing officers' ability to understand consumers' needs and build brands are making business leaders more interested in adding them to corporate boards, The Wall Street Journal reported Nov. 9.

Indianapolis-based Indiana University Health recently filed a lawsuit claiming Carmel, Ind.-based orthopedic clinic Methodist Sports Medicine is breaking a trademark by having "Methodist" in its name.

Methodist Healthcare has renamed Jourdanton, Texas-based Methodist Hospital South to reflect the South Texas communities the hospital serves.

Memorial Health's rebrand took six years of planning and almost $4 million, and Aimee Daily, PhD, the system's chief transformation officer, gave Becker's an inside look at the process.