Healthcare Marketing White Papers

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Four Reasons to Invest In Hospital Branding

With everything marketers do to compete in today's healthcare environment, too few invest in the subtle but surprisingly powerful strategy of brand building. Here are four reasons they should.

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Healthcare Marketing's Top Trends for 2014

Here's a look at the trends that are influencing strategies, media choices and messaging tactics as marketers compete for the attention of the healthcare consumer.

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The Hospital CEO’s Role In Supporting Marketing Goals

In this white paper we’ll look at how hospital executives can support and advance the organization’s competitive position, and align their staff to a shared mission.

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Healthcare Marketing Analytics

Leverage inbound and outbound marketing metrics to build your plan, track results and prove your return on investment.

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Budget Planning for Hospital Marketing

This white paper outlines our tried and true process for creating a detailed, strategy-driven healthcare marketing budget.

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The How-To Guide for Brand Building

Smith & Jones shares a step-by-step process for brand building and positioning hospitals, physician practices and healthcare provider networks.

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Inbound Marketing: Nourishment for Content-Hungry Patients

Learn how healthcare organizations can engage prospective patients with a depth of information that 
traditional marketing doesn’t allow.

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The Mobile Health Revolution

Today’s healthcare patients are using mobile devices, apps and gaming to manage their health in a trend called Mobile Health. We'll review how physicians and hospitals can adopt new technologies to engage patients and lower healthcare costs. 
 

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Healthcare Consumers: The New Reality

This white paper looks at how each generation of healthcare consumers makes their purchase decisions, and how hospital and physician practice marketers can engage each segment of the healthcare audience.

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Organizational Alignment for Healthcare Brands

Learn how hospitals and physician practices can use marketing to help define and communicate the organization’s mission so every member of the healthcare team understands their role in keeping the brand promise.

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The Socialization of Medicine and Managing Online Channels

Patients are turning to social networks for health advice and to forge closer relationships with their doctors. This white paper offers strategies to manage online information, review sites and social channels.

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Navigating The Healthcare Organizational Hierarchy

This white paper looks at how hospital marketers can navigate complex healthcare organization politics to engage internal stakeholders in the marketing strategy.

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