Hospitals must master the patient experience along the entire consumer journey—from awareness and consideration even before someone has a healthcare need all the way through advocacy and what happens after someone has left your hospital. To do so, we should think retail.

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News of mergers and acquisitions continue to dominate headlines as hospitals and health systems react to the ACA to improve clinical quality, build integrated delivery systems that cover the entire continuum of care and lower overall cost. In the face of a merger or acquisition, every decision is critical to the success of the future organization.

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Last week, I addressed the growing trend of healthcare mergers and acquisitions and the implications for healthcare marketers. Any healthcare organization involved in a transformation must conduct robust brand planning, including answering these 10 questions.

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