Digital Marketing

Orlando (Fla.) Health is unifying its pediatric services under a single new brand, Orlando Health Children’s. As part of the change, Orlando Health Arnold Palmer Hospital for Children in Orlando will be renamed Orlando Health Children’s Arnold Palmer Hospital. The…

New Hyde Park, N.Y.-based Northwell Health finished retiring Nuvance Health’s brand this spring, when the first Northwell building signs, ID badges and lab coats appeared across the Danbury, Conn.-based system’s hospitals. The rollout capped a yearlong transition that began in…

Aurora, Colo.-based Children’s Hospital Colorado has rolled out a new brand platform aimed at closing an awareness gap with families outside Colorado. The health system built the effort, called “Made For The Moments That Change Everything,” with Denver ad agency…

The University of Michigan Board of Regents has approved dissolving the corporate entity of Sparrow Health System, completing its administrative integration into University of Michigan Health. The regents voted on the measure at their June 25 meeting. A University of…

At the most trusted health systems in the U.S., marketing leaders know when to pivot. Molly Biwer, chief marketing officer of Atlanta-based Emory Healthcare, said the most important shift her organization made was abandoning the idea that marketing alone builds…

When Charleston, W.Va.-based Vandalia Health set out to consolidate three legacy health system brands under a single name, the marketing team braced for a long, expensive climb in name recognition. The journey turned out to be faster than expected. Total…

Health system chief marketing officers say marketing is most effective when it helps shape strategy instead of simply promoting it. As executives face growing pressure to demonstrate measurable business results, Becker’s asked marketing leaders to share a campaign or initiative…

Hartford (Conn.) HealthCare and its production partner, Envision Films, have received four Emmy Awards recognizing video content focused on patients, caregivers and healthcare professionals across the health system. The awards, presented by the Boston/New England Chapter of the National Academy…

McCurtain Memorial Hospital in Idabel, Okla., is asking the public to respect those affected by a 2020 murder case after a Netflix documentary about the crime prompted requests to visit the facility, photograph staff and conduct interviews. “Maternal Instinct,” which…

Several health systems spent the past year channeling entertainment brands — producing streaming series, hosting Emmy-winning film crews and incorporating A-list voices into their marketing campaigns. These systems are betting that as patient loyalty becomes harder to win through proximity…