Marketing

By Kathy Selker | November 22, 2023

How Marketing Agencies Can Help Hospitals Improve Internal Communications

This article originally appeared on Forbes.

The importance of clear, concise and effective internal communications within hospitals can’t be overstated. At stake are staff relationships, operational efficiency and, most importantly, patient safety. Marketers can help hospitals maximize the efficacy of their internal communications. From creating equity messaging to conveying information about organizational restructuring to helping employees feel heard by management, marketers can help internal teams in hospitals communicate better.

Trends in Healthcare

By Kathy Selker | November 6, 2023

The Growing Reach of Femtech

This article was originally published on MediaPost.

Femtech, the application of technology to track and advance women’s health, has evolved over the past few years to improve women’s relationships with their healthcare providers and to give women a greater sense of autonomy over their bodies and health.

Driving Volumes

By Kathy Selker | October 21, 2023

Five Tips for Hospital Content Marketing

Healthcare is a topic that generates huge online search volumes; just about everyone has Googled a symptom or researched a diagnosis on a medical website. According to Pew, 80 percent of people look to search engines first when seeking health information.

Patient Journey

By Kathy Selker | October 5, 2023

How Hospital Marketers Can Help Combat the Bias Around Obesity

This article originally appeared on Forbes.

People who suffer from obesity, and particularly women, have for a long time received a resounding message from popular culture: You eat too much. You don’t exercise enough. You lack self-control. In short: If you’re overweight, you have no one to blame but yourself.

Trends in Healthcare

By Kathy Selker | September 18, 2023

Encouraging Consumers to Make Active Healthcare Choices

This article first appeared on MediaPost.

As consumers take on an ever-greater burden for their own healthcare costs in the form of rising deductibles, copays and premiums, they have more buying power to choose where, when and how to purchase insurance and healthcare services. In order to enable consumers to make more informed, active healthcare choices, marketers need to get to know them better by segmenting according to needs and wants, not demographics.

Technology

By Kathy Selker | September 1, 2023

Five AI Trends for Healthcare Marketers to Know

AI is shaping the present and future of healthcare delivery, and women are taking note. Accenture reports on five trends in how the technological evolution is playing out.

Accenture Consulting recently published a report that outlines five exciting AI trends in healthcare. The report points out opportunities and obstacles inherent in the rapid innovations in medical technology and suggests a number of solutions that can help healthcare providers deliver better care to patients. Below, I’ve summarized the report’s main points and included some thoughts about how healthcare marketers can use this information to connect with women.

Trends in Healthcare

By Kathy Selker | August 1, 2023

Lessons on Healthcare Democratization From Stanford Medicine

A recent report from Stanford Medicine outlines the challenges and opportunities in healthcare’s slow progress toward democratization.

I recently read a report from Stanford Medicine that discussed the democratization of healthcare. It pointed out a few key trends that are combining to break down the barriers that have caused healthcare to function as a closed system of heavily siloed institutions. Traditionally, information-sharing both within and across systems has been stymied by a lack of consistency in the way health data is recorded and transmitted, by patient privacy concerns and by a culture where the flow of information goes one way: from doctor to patient. But that’s starting to change. image: iStock

Loyalty

By Kathy Selker | July 15, 2023

10 Lessons Hospital Marketers Can Learn From Loyalty Marketing

This article originally appeared on AMA.org.

The popularity of retail loyalty programs has exploded in recent years, but hospitals and healthcare organizations have been slow to adopt them — partly because of concerns about patient privacy and HIPAA. But that’s starting to change.

As the value of a well-run loyalty program becomes more evident, hospitals are beginning to test loyalty strategies, most with the goal of anticipating needs and enhancing care delivery to increase patient retention.

Technology

By Kathy Selker | June 29, 2023

The Power of Data in Hospital Marketing: Five Tips for Using Predictive Modeling

While there’s been a definitive shift toward digital over the last decade in healthcare ad spending, there’s still a great deal of potential in traditional tactics — especially now that big data and predictive modeling can help marketers target their communications more precisely than ever. Here’s how a targeted marketing approach reached specific women for a population-health initiative in Alabama, along with five predictive modeling tips hospital marketers can use to reach the right audience.