Author Archives: Kathy Selker

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I’m Kathy Selker. My work as managing director of Stratos and previously as CEO of Northlich, has taught me a great deal about how hospitals and health systems can best connect with women to make the most positive impact in their lives.

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

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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.

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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.

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Lessons for Hospital Marketers From the JPMorgan Healthcare Conference

Hospital marketers seeking to reach women can better understand and support the healthcare organizations they work for by learning about and capitalizing on the latest industry trends. Dan Michelson, CEO of Chicago-based Strata Decision Technology, recently wrote a thoughtful recap of the 2019 JPMorgan Healthcare Conference in an article titled “The No. 1 takeaway from the 2019 JP Morgan Healthcare Conference: It’s the platform, stupid.” The article offers insights into the evolution of healthcare delivery systems as they shift from a provider mindset (selling services) to a platform mindset (being a hub for healthcare and health services in the community).

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Internal Hospital Marketing Campaigns Can Combat Gender Bias

This post originally appeared on Forbes.

The conversation about the differences between how women and men are medically treated in America continues to evolve. Some claim women are treated fairly and others point out gender disparities that favor one sex or the other.

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How Hospital Marketers Can Differentiate a Bariatrics Campaign

Bariatric surgery can help eligible patients live longer, happier lives. Yet despite recent research showing that some forms of the surgery are no riskier than other common minimally invasive surgeries, only 1 percent of eligible patients undergo elective bariatric surgery. Interestingly, 80 percent of them are women.

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How Hospital Marketers Can Use Google Analytics to Reach Women

There’s a big difference between having a ton of data and knowing how to best use that data to effectively reach and communicate with the women who make up your target consumer group. The best way to learn? You can jump in and experiment, or you can check out the learnings of those who have spent a lot of time figuring it out.

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What Women Really Want: Taking An Amenities Approach To Hospital Marketing

This article originally appeared on Forbes.

While providing high-quality medical services is the No. 1 aim of hospitals, this isn’t always the No. 1 criteria women consider when shopping for health care. All hospitals strive to provide the best care, whether overall or by service line, so advertising that as a point of difference is a quick way to get passed up in the consideration set. Focusing on technology and expertise can also be ineffective, as so many hospitals and health systems already do this.

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Nine Healthcare Marketing Trends for 2019

This article previously appeared as an AMA Marketing News posting.

The new year represents an optimal time to examine the latest shifts in healthcare marketing opportunities.

Overall in 2019, we’re likely to see hospital and healthcare marketers work harder to connect with consumers online, to focus on specific consumer needs, and to meet those needs via more channels than just the typical office visit. Here are nine trends as we head into 2019 that offer hospital and healthcare marketers a chance to stay ahead of the curve.

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Hospital Marketers: Targeting Women in the Wake of Price Transparency

This article originally appeared on MediaPost.

Any woman who’s tried to learn how much a surgery, test or procedure will cost for herself or a family member knows it’s almost impossible to shop for healthcare in America on price and quality. Increased regulation has fallen short of its promise to make it easier to determine what consumers pay. But efforts continue: The Centers for Medicare & Medicaid Services (CMS) recently changed the rules about how hospitals must share pricing information. Starting January 1, 2019, hospitals will be required to publish their standard charges on the internet.

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