In the past decade, the ability to leverage social media has become an indispensable part of hospital marketing strategy. Becker's reached out to 23 health systems across the country to learn more about how they plan to use social media in 2022.

Healthcare professionals have taken to Instagram to build their personal brand, share their stories, spread awareness and connect with patients on a different platform, MM+M reported Feb. 8.

Pullman (Wash.) Regional Hospital revitalized its brand to better reflect its mission and values.

Indianapolis-based Community Health Network, Eskenazi Health and Indiana University Health shared messages and images via social media aimed at improving vaccination rates among Indiana residents.

Salesforce, Epic and CipherHealth were among the companies nabbing No. 1 spots for patient engagement categories in KLAS Research's 2022 "Best in KLAS" rankings.

The Coalition to Protect America's Health Care, which was co-founded by the American Hospital Association, launched a TV ad Feb. 6 pushing Congress to prevent pending Medicare cuts as hospitals deal with the omicron variant, inflation and workforce shortages.

A Dallas hospital changed its name from City Hospital at White Rock to White Rock Medical Center.

"On the Fence," Illinois' latest vaccination campaign, uses testimony from those who experienced vaccine hesitancy as a way to encourage people to get vaccinated, MM+M reported Feb. 1.

Following one year of Wilmington, N.C.-based New Hanover Regional Medical Center joining Winston-Salem, N.C.-based Novant Health, the system unveiled new names of several facilities with the Novant brand, which went into effect Feb. 1.

Here are five recent healthcare marketing campaigns launched in the past three weeks.

CVS has launched "Health Zones," a collaborative initiative with local nonprofits and Uber Health to get people to medical appointments, work and educational programs, according to AZ Family, Fox61 and CBS46.

Children's Hospital Los Angeles partnered with the Los Angeles County Department of Public Health on the VaxUp Challenge, an innovative campaign to increase COVID-19 vaccination rates among children and teens.

It is important that healthcare marketing professionals understand the relationship between brand and reputation. A hospital's brand is the promise it makes, and its reputation is how it fulfills that promise, according to a RepTrak report released Jan. 26.

Spotify said it will add a content advisory to any podcast episodes that mention COVID-19 while redirecting users to a public health site for more information, CNBC reported Jan. 30.

Data collection and online privacy continue to be top-of-mind concerns for consumers, and many policies on the matter are in flux. Below are four key changes that could affect hospitals' digital marketing strategies in 2022, according to a Jan. 25 report in The Wall Street Journal.

The CDC is playing up FOMO, or "fear of missing out," as one strategy to get Generation Z and millennials vaccinated, PR Week reported Jan. 25.

Healthcare professionals have begun to call TikTok home. From giving out health advice to battling health misinformation, the platform has given physicians a place to connect with patients in a different way, based on reporting from MM+M and Becker's searches of social media platforms. 

In an attempt to boost access to accurate health information and disseminate public health knowledge, YouTube has partnered with the New England Journal of Medicine.

One of healthcare marketing executives' goals is to uplift the reputation of their respective organizations, which can be a tough aspect to pin down. Here are the seven factors that shape a reputation, according to a RepTrak report released Jan. 26.

Insurance provider Aflac launched the "Close the Gap" initiative Jan. 19, aimed at highlighting those who fall through the cracks of the healthcare system, MM+M reported Jan. 24.