Insight

2016 V12N1 CONTENTS 5 State of Healthcare Content Marketing 2016 We asked healthcare marketers nationwide about their strategies and priorities for the upcoming year. Here's what we learned. 6 A View into the Future SHSMD President Larry Margolis shares perspective on evolving healthcare marketing roles, hospital trends and strategies, and the "FutureScan" annual report. 8 Modifying the Message Michael Gorsage, senior vice president and chief strategy and business development officer at Tampa General Hospital, discusses the hospital's new growth strategy. 10 Healthcare Landing Pages That Convert Make the most of your online presence with these tips. 10 3 Studies That Build the Business Case for Innovative Marketing Our top picks of reports and case studies to support your marketing ideas. 11 Catholic Hospital Creates Award- Winning Publication to Reach Women Marketers at St. Dominic Hospital speak to women in their footprint with content the community wants and needs. Editorial Advisory Board T H E H E A LT H C A R E I N S I G H T Editorial Advisory Board, made up of thought leaders in healthcare marketing and communications, provides the magazine staff with expert perspective to ensure content remains relevant and engaging. The board's guidance and support are invaluable in achieving our mission to inspire and inform the healthcare marketing community. Scott Stratten President, UnMarketing Author, UnSelling: The New Customer Experience O A K V I L L E , O N T A R I O Kathy Dean Marketing and Public Affairs Executive P O R T L A N D , O R E G O N Lisa McCluskey, MBA Vice President, Marketing & Communications CHI Memorial Health Care System C H A T T A N O O G A , T E N N E S S E E Susan Alcorn Senior Vice President and Chief Communications Officer Rochester (NY) Regional Health System R O C H E S T E R , N E W Y O R K Chris Efaw Vice President, Outreach & Development Tift Regional Medical Center T I F T O N , G E O R G I A David Jarrard President & CEO Jarrard Phillips Cate & Hancock, Inc. B R E N T W O O D , T E N N E S S E E "Marketing leaders can be a real catalyst in effecting change as they have an eye on the trends that will help their organizations pl an for the future. effective chief marketing and strategy officers are having an impact on things like patient experience and operational changes to make their organizations more nimble and address the increasing consumerism in health care." — Larry Margolis, President, Society of Healthcare Strategy & Market Development

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