The effectiveness of hospital and health system marketing campaigns relies on a balance between communicating via multiple digital channels and crafting messages that inspire and engage with various populations.
Digital Marketing
Arkansas Blue Cross Blue Shield partnered with six hospitals and health systems on a multimedia ad campaign encouraging patients to return to the hospital, according to the Arkansas Democrat Gazette.
Five hospitals or health systems that recently posted job listings seeking marketing executives are listed below.
Clinton-based MedStar Southern Maryland Hospital Center recently received nine Healthcare Advertising Awards and six Aster Awards for its achievements in hospital advertising and outreach.
From Apple and Google's joint system to developing in-house solutions, healthcare CIOs must choose the appropriate COVID-19 contact tracing approaches for their hospitals and communities, according to David Chou.
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Rochester, Minn.-based Mayo Clinic and more than 30 other institutions are increasing messaging around their awareness campaign urging COVID-19 survivors to donate their plasma.
Johnson City, Tenn.-based Ballad Health is making its ad campaign template available to other health systems looking to draw patients back in for nonemergency care during the pandemic.
Aurora, Colo.-based UCHealth launched a newsroom featuring expert information about the pandemic so news outlets could have quick access to reliable updates.
New Hyde Park, N.Y.-based Northwell Health rolled out a new marketing campaign encouraging people to think of themselves as partners in their own health instead of simply patients, according to The Drum.
As patients increasingly search for care online, especially during the pandemic, the first thing they see on hospital or health system websites may set the tone for their experience.