Industry Insights

How St. Cloud Regional Medical Center Used Price Visibility to Unlock Patient Acquisition When most hospitals viewed the CMS price transparency mandate as a compliance burden, St. Cloud Regional Medical Center (SCRMC) saw an opportunity. Partnering with the national...

When new federal policy hits, most health systems scramble to stay compliant. A few use it as a growth trigger.UPMC is one of the few. As part of our Spotlight Series, this case study explores how UPMC (University of Pittsburgh Medical Center) deployed an...

A Practical Guide for Health System & Health Plan CMOs: In today’s healthcare landscape, marketing leaders are under intense pressure to demonstrate impact on reduced budgets. But cutting spend doesn’t have to mean cutting performance. The ab+a Cost Optimization...

In July 2023, the state of Georgia did what many states had floated and few had dared: it implemented Medicaid work requirements under a pilot program called Pathways to Coverage. The policy required able-bodied, non-disabled adults to work, study, or volunteer at...

(Why Precision Marketing is the New Profit Center for Health Systems and Health Plans) The New Growth Equation Today’s CMOs are asked to do more with less. According to Forrester, 59% of CMOs in healthcare expect tighter marketing budgets for 2025, even as pressure...

  ––-(Why CMOs Must Lead the Charge and What CEOs Need to Know) According to Deloitte, 72% of CEOs now expect their CMOs to justify marketing spend in concrete terms: revenue, EBITDA, and long term enterprise value. Yet too many marketing departments still operate as...

Let’s cut to the chase: If your engagement strategy isn’t personalized, it’s probably not performing. Today’s CMOs of health systems and health plans face a defining moment—one where marketing must evolve from transactional messaging to transformational momentum. It’s...

A deep dive into the “Good” phase of the GiG Model — where community contribution becomes brand currency. Let’s be honest: healthcare brands do an extraordinary amount of good every day — from charity care to health equity initiatives, sustainability efforts to...

For years, healthcare marketing was viewed as a cost center—a necessary but often undervalued function within health systems. But today, marketing has taken on a much more strategic role, serving as a key driver of patient...

For today’s health plan marketers, personalization is no longer a luxury—it’s the foundation of effective member engagement. As consumer expectations evolve, members are demanding experiences tailored to their needs, preferences, and health journeys. For Chief...

Personalization in Patient Engagement: The New Imperative for Health Systems For today’s healthcare marketers and Chief Marketing Officers (CMOs) in health systems, personalization is no longer a luxury—it’s a necessity. As consumer expectations evolve, patients...

The healthcare landscape is changing—fast. Patients are no longer passive recipients of care. They’re savvy consumers, researching options, comparing providers, and demanding convenience, transparency, and digital-first...

Let’s be honest—health insurance isn’t exactly winning any popularity contests. As move deeply into 2025 , trust in large organizations, particularly in healthcare and insurance, is at an all-time low. Members aren’t just looking for the best benefits or even lower...