Ross Goldberg, president and founder at Kevin/Ross Public Relations, and new member of the Strategic Health Care Marketing Editorial Advisory Board

The Editorial Advisory Board of Strategic Health Care Marketing is made up of leaders in the health care marketing field who are committed to shaping the future of the industry. They offer ongoing feedback on our editorial coverage, write occasional articles, and point us to developments and people SHCM members and readers should know about.

We are very pleased to announce that Ross Goldberg has joined this elite group.

Ross is president and founder at Kevin/Ross Public Relations in Westlake Village, California. Prior to founding the agency in 1999, he spent more than 20 years in corporate communications, giving him a unique understanding of how businesses and PR firms can work together to achieve outstanding results.

Ross holds a master’s degree in communications and a bachelor’s in journalism. He is a founding executive board member of the Society for Healthcare Strategy and Market Development and is past chairman of the board of trustees of Los Robles Regional Medical Center in Thousand Oaks, California. For all of his achievements, Ross has been named by PR Week one of the “Top 50 Healthcare Agency Executives” in the country.

View Ross’s full bio and links to articles he has contributed to.

The other members of the SHCM Editorial Advisory Board are: Susan Dubuque, principal, Neathawk Dubuque & Packett; E. Preston Gee, VP, strategic marketing, Christus Health; Stephen D. Gelineau, SVP, The Camden Group; Howard J. Gershon, principal, New Heights Group; David Marlowe, principal, Strategic Marketing Concepts; and Beverly Schulman, president, Turning Point Healthcare Advisors.

We are grateful to these Editorial Advisory Board members for sharing their experience and insights, and for helping us deliver insightful content that makes a difference to our members and readers.

We at Plain-English Media extend our congratulations to the winners of the 2015 eHealthcare Leadership Awards.

Presented by Health Care Communications, Rye, NY, the eHealthcare Leadership Awards program recognizes the very best websites and digital communications efforts of a wide range of healthcare organizations.

The winners were announced today at a special presentation in Orlando, FL, during the 19th Annual Healthcare Internet Conference sponsored by Greystone.Net, Atlanta.

Winners are published in the December 2015 print edition of eHealthcare Strategy & Trends. This special edition of our print newsletter includes details of the 2015 eHealthcare Leadership Awards, all 272 award winners in all categories, full listing of judges, and more.

You can order copies of the special award edition of eHealthcare Strategy & Trends, using this form.

Ben Dillon, Chief Strategy Officer, Geonetric

Plain-English Media is pleased to announce that Ben Dillon, MBA, Chief Strategy Officer of Geonetric, Inc. in Cedar Rapids, IA, has joined the Editorial Advisory Board of eHealthcare Strategy & Trends, a membership website and monthly print newsletter for marketing professionals and digital strategists at hospitals, health systems, and physician groups.

“Ben brings a wealth of knowledge on hospital websites, digital marketing for healthcare, and the strategic business development issues healthcare organizations face,” says Matthew T. Humphrey, president and founder of Plain-English Media. “Ben understands what our readers are trying to accomplish. He has been a frequent contributor to eHealthcare Strategy & Trends over the past several years, and I’ve been really impressed with his insights. His commentary is always up to the minute, and always based on real-world experience. We are thrilled to have him on our board of advisors.”

Some of Dillon’s recent articles for eHealthcare Strategy & Trends include:

• Facebook Pages: Should Health Systems Consolidate or Create Multiple Pages? Tips for Either Approach
• Ask the Expert: How Does Our Organization Move from Silos of Web Content to a System Approach?
• Mercy Health System’s Rebranding Efforts Come to Life on the Web

“I’m honored to join the advisory board of eHealthcare Strategy & Trends,” Dillon says. “As a self-described ‘e-health evangelist,’ I always enjoy contributing to the publication and helping healthcare marketers reach their target audiences more effectively and efficiently. I think the publication serves the hospital marketing and digital strategy community well, and I’m excited about the new initiatives I’ve seen from eHealthcare Strategy & Trends recently.”

The Editorial Advisory Board is made up of leaders in the digital healthcare marketing field who are committed to shaping the future of the industry. Board members offer ongoing editorial feedback, write occasional articles, and make introductions between the eHealthcare Strategy & Trends editorial team and contacts at hospitals and health care systems, facilitating our unique industry coverage.

The other members of the eHealthcare Strategy & Trends Editorial Advisory board are:

Kathy Divis, President, Greystone.Net, Atlanta, GA; Dan Dunlop, President & CEO, Jennings, Chapel Hill, NC; Danny Fell, President & CEO, Neathawk Dubuque & Packett, Chattanooga, TN; John Halamka, MD,  Chief Information Officer, CareGroup Healthcare System, Boston, MA; Shel Holtz, ABC, Principal, Holtz Communication + Technology, Concord, CA; Joe M. Inguanzo, PhD, President, Professional Research Consultants, Inc., Omaha, NE; and Robin Snow, Principal, Aefinity Interactive, Chicago, IL.

About Plain-English Media

Plain-English Media, LLC, is an independent publishing company based in Alameda, CA. The company provides authoritative, clear, and practical guidance that helps readers advance their professional careers and helps healthcare organizations succeed. The Plain-English Health Care division publishes eHealthcare Strategy & Trends and Strategic Health Care Marketing. The company also produces events and provides lead generation and advertising opportunities to select vendors.

About Geonetric

Geonetric helps healthcare organizations develop Web strategies that engage consumers. VitalSite®, Geonetric’s content management software, is the foundation of websites, portals and intranets for more than 500 hospitals, physician groups and clinics around the country. Geonetric also provides a comprehensive suite of online services — from Web strategy and design, to content development and responsive marketing campaigns, to online support and hosting — all designed to turn prospects into patients and deliver measurable results. Visit www.geonetric.com to learn more and follow us on Twitter @geonetric.

Strategic Health Care Marketing presents a brand-new webinar for health care marketers, communicators, and strategists…

Population Health Management: How to Use Behavior-Change Marketing to Improve Your Patients’ and Community’s Health—and Your Organization’s Bottom Line

• Susan Dubuque, Principal, Neathawk Dubuque & Packett
• Maria L. Royce, Senior Vice President, Strategy & Market Development, Chief Strategy Officer, WellSpan Health

As a health care marketer, your job has primarily been about generating volume: putting as many “heads in the beds” as possible. But with the recent changes in health care reimbursement, hospitals and health systems are transitioning from getting people into their facilities to keeping them healthy.

One tool to help encourage healthy behaviors is called “social marketing” (not to be confused with social media), and it’s about using your marketing skills to make positive behavioral changes in a population—from smoking cessation to exercising more to eating healthier.

You’ve probably already seen some of these changes in your facility. And as a health care marketer, you may be wondering about your role in this new world order. What are the marketing skills you will need to change people’s behaviors—and do you have them? Is your job still relevant? How will population health management benefit your health care facility? And how will you know if it’s working?

The good news is that by shifting your orientation—and taking a lesson from our colleagues in public health—you can apply the marketing skills you already have to a new purpose: Changing behavior and improved health for your patients and the communities you serve.

And here’s even better news: You can find out what it takes to create a social marketing program in your health facility when you register to attend “Population Health Management: How to Use Behavior-Change Marketing to Improve Your Patients’ and Community’s Health—and Your Organization’s Bottom Line” on Wednesday, May 20, 2015.

Listen as Susan Dubuque from Neathawk Dubuque & Packett and Maria Royce from WellSpan Health provide a review of the latest changes in health care marketing and what they mean for you. Find out exactly what social marketing is, how it will benefit both you and your facility, and get a step-by-step guide to creating behavior-change programs that work. By the end of this webinar, you’ll be equipped to help your organization rethink its marketing strategy—and take a leadership role as it moves into the new paradigm of population health.

In addition, you’ll hear about a successful community health-improvement initiative that WellSpan created, and get an overview of a targeted program for “frequent-flyer” patients—those with multiple readmissions and higher ED use. Find out how these programs can have a positive impact on your facility’s bottom line.

Register today to guarantee your place at this essential learning session. And remember that your entire team in one location can participate with you when you register.

Strategic Health Care Marketing Webinar at a Glance

DATE: Wednesday, May 20, 2015
TIME: 2:00 P.M. Eastern, 1:00 P.M. Central, 12:00 P.M. Mountain, 11:00 A.M. Pacific DURATION: 90 Minutes
PLACE: Your computer
COST: $195 per dial-in site (unlimited attendance at one location) through 5/12/15, $245 thereafter
TO REGISTER: Click here or email leslie@plainenglishhealthcare.com

For one low price—just $195 when you register by 5/12/15 ($245 thereafter)—you and your entire team at one location can take part in this fast-paced, insightful webinar. Best of all, you’ll be able to connect personally with our speakers when we open things up for questions from the audience.

Here is just some of what you’ll learn during this in-depth 90-minute conference:

• Social marketing: What it is and how it can help you and your organization survive the changing health care landscape.
• How to determine if social marketing programs will be a good fit for your organization.
• How to adapt your health care marketing skills to creating population health-improvement programs.
• Step-by-step instructions for developing a behavioral-change marketing program.
• The benefits of integrating health-improvement programs into your overall marketing strategy.
• How to effectively measure the outcomes of your efforts—and their effects on your facility’s bottom line.
• And much more!​​

Can’t Attend on May 20?
No problem. Just order the webinar recording on CD.

Distinguished Presenters

Susan Dubuque is Principal and Co-Founder of Neathawk Dubuque & Packett, a health care marketing and advertising firm. She is also an adjunct instructor at Virginia Commonwealth University in the School of Healthcare Administration and a member of the Strategic Health Care Marketing Editorial Advisory Board. Prior to founding ND&P, she was the Director of PR and Marketing for Mary Immaculate Hospital.

Ms. Dubuque has published more than 100 articles on health care and service marketing, and has assisted more than 200 hospitals and health care organizations with marketing and branding initiatives. She received the Award for Individual Professional Excellence from the Society for Healthcare Strategy and Market Development (AHA).

Author of A Parent’s Survival Guide to Childhood Depression and Kid Power Tactics for Dealing with Depression, Ms. Dubuque launched a national campaign to increase public awareness of childhood depression, which has been adopted by Mental Health America.

Maria L. Royce is the Chief Strategy Officer for WellSpan Health, an integrated system of physicians, hospitals and health services across south central Pennsylvania and northern Maryland. A veteran health care strategy professional, Ms. Royce provides leadership in the areas of strategic, operational, and business planning; community health and wellness; philanthropy; marketing; communications; and community partnerships.

Ms. Royce joined WellSpan in 1992 as the Director of Public and Corporate Relations and later served the organization as Director of Planning and Marketing and Vice President of Community Relations. She is an active leader in the health care industry, having been the President of the Society for Health Care Strategy & Market Development.

Ms. Royce holds a bachelor’s degree from LaRoche College, Pittsburgh, and a master’s degree in public administration/nonprofit management from the University of Pittsburgh.

 Your webinar registration includes:

Members-only site provides online access to exclusive content for digital strategists, marketers, and technology teams at hospitals, healthcare systems, and other healthcare organizations.

Plain-English Health Care, a division of Plain-English Media, is excited to announce a brand-new website for eHealthcare Strategy & Trends, located at http://www.ehealthcarestrategy.com.

“The new eHealthcare Strategy & Trends website provides members with a new way to access the exclusive content they rely on to stay up to date with the latest thinking in online and digital healthcare marketing, communications, and strategy,” says Matthew T. Humphrey, President of Plain-English Health Care.

“Members can now get unparalleled access to our extensive archive of past coverage of critical topics, including maximizing ROI of social media efforts, consolidating websites, getting physicians involved in blogging, showing up near the top of organic search results, and converting curious web searchers to actual new patients.

“For the first time, members can search through our case studies of successful online healthcare marketing campaigns, website management strategies, and internal and external engagement initiatives. Plus, the site’s design is responsive, so members can access eHST content at their desk or on the go via mobile device.”

In addition, healthcare marketing professionals can now sign up for the free eHealthcare Strategy & Trends weekly ezine that includes case studies, best practices, and online business development strategies pulled from our monthly coverage. The ezine (and website) will feature content before it is available in print.

Subscribers to the print edition of eHealthcare Strategy & Trends get complimentary access to the new site — and for a limited time, they can take advantage of a complimentary Group Membership Upgrade. With group membership, users can add up to 9 additional members from their organization for no additional fee. “Group membership is a really great way to extend your return on investment, and to keep an entire team up to date on the latest case studies and best practices in digital marketing for hospitals and health systems,” says Humphrey.

About Plain-English Health Care

Plain-English Health Care is a division of Plain-English Media, a privately held niche publisher based in Alameda, CA. Plain-English Health Care publishes Strategic Health Care Marketing and eHealthcare Strategy & Trends.

For more than 30 years, through the use of in-depth case studies and analysis of cutting edge marketing and ehealth initiatives, Strategic Health Care Marketing and eHealthcare Strategy & Trends have been delivering practical insights on what healthcare organizations can do to increase customer satisfaction, improve patient care, boost service revenues, strengthen their brands, and lower costs.

Plain-English Health Care, a division of Plain-English Media, is excited to announce a brand-new website for Strategic Health Care Marketing, located at http://strategicHCmarketing.com.

“The new Strategic Health Care Marketing website provides members with a new way to access the exclusive content they rely on to stay up to date with the latest thinking in hospital and health care marketing, communications, and strategy,” says Matthew T. Humphrey, President of Plain-English Health Care.

“Members can now get unparalleled access to our extensive archive of past coverage of critical topics, including integrating acquired physician groups, maximizing physician referrals, managing population health models, and marketing new service lines.

“For the first time, members can search through our case studies of successful health care marketing campaigns, brand management strategies, and internal and external health care communications initiatives. Plus, the site’s design is responsive, so members can access SHCM content at their desk or on the go via mobile device.”

In addition, health care marketing professionals can now sign up for the free Strategic Health Care Marketing weekly ezine that includes case studies, best practices, and business development strategies pulled from our monthly coverage. For a limited time, new ezine subscribers can download a copy of Lessons from 9 Innovative Health Care Marketing Campaigns, a special report written by health care marketing expert Peter Hochstein.

“The report is full of real-life health care marketing success stories that allow hospitals and health care facilities around the country to adapt the best work of others and boost their own ROI. Like all of our publications, it’s written in plain English and packed with actionable ideas readers can implement right away,” says Humphrey. The report is available at http://strategichcmarketing.com/free-report-download/.

About Plain-English Health Care

Plain-English Health Care is a division of Plain-English Media, a privately held niche publisher based in Alameda, CA. Plain-English Health Care publishes Strategic Health Care Marketing and eHealthcare Strategy & Trends.

For more than 30 years, through the use of in-depth case studies and analysis of cutting edge marketing and ehealth initiatives, Strategic Health Care Marketing and eHealthcare Strategy & Trends have been delivering practical insights on what health care organizations can do to increase customer satisfaction, improve patient care, boost service revenues, strengthen their brands, and lower costs.

Plain-English Health Care, a division of Plain-English Media, is pleased to announce masthead changes to its two flagship publications, Strategic Health Care Marketing and eHealthcare Strategy & Trends.

Jane Weber Brubaker, an experienced digital marketing consultant and health care writer, is the new editor of eHealthcare Strategy & Trends.

Lisa D. Ellis, a journalist and content development specialist who helps hospitals and other healthcare providers and organizations shape and communicate strategic messages, is the new editor of Strategic Health Care Marketing.

“Both Jane and Lisa have contributed excellent stories to our publications in the past,” says Matthew T. Humphrey, President of Plain-English Health Care, “and I could not be more pleased that they are now serving as editors of their respective publications. Jennifer Carsen, the previous editor of eHealthcare Strategy & Trends and Strategic Health Care Marketing, will continue to contribute to Plain-English Health Care in various other capacities.”

Get more information about Strategic Health Care Marketing and eHealthcare Strategy & Trends.

About Plain-English Health Care

Plain-English Health Care is a division of Plain-English Media, a privately held niche publisher based in Alameda, CA. Plain-English Health Care publishes Strategic Health Care Marketing and eHealthcare Strategy & Trends.

For more than 30 years, through the use of in-depth case studies and analysis of cutting edge marketing and ehealth initiatives, Strategic Health Care Marketing and eHealthcare Strategy & Trends have been delivering practical insights on what healthcare organizations can do to increase customer satisfaction, improve patient care, boost service revenues, strengthen their brands, and lower costs.