Hospital and health system chief marketing officers told Becker's that to keep up with the changing landscape of the healthcare industry, marketing and communication leaders must take the lead in raising awareness to specific needs and challenges and drive strategic direction to address them effectively.

As hospitals and health systems are ever-present on social media, some have already made the jump to the newest platform, Threads, a Twitter competitor from Facebook and Instagram parent company Meta Platforms.

Thomasville, Ga.-based Archbold Medical Center is rebranding its network of four hospitals and 13 physician practices to unify its healthcare locations.  

The payer arm of Baltimore-based Johns Hopkins Medicine has rebranded.

The marketing department at Chicago-based CommonSpirit Health has begun exploring the use of generative artificial intelligence to draft content, create images and personalize the communications experience for patients.

Hospitals in New Jersey, Boston and Dallas are among the healthcare organizations seeking new marketing talent.

The Physicians Committee for Responsible Medicine purchased billboards critical of Augusta-based Children's Hospital of Georgia's decision to bring Chick-fil-A into the hospital's cafeteria in May, according to a report in The Augusta Chronicle.

Thought leadership and highlighting innovation are crucial to the media strategy for Sioux Falls, S.D.-based Sanford Health, helping change the perception that the upper Midwest is just "flyover country," its communications chief told Becker's.

The National Women's Soccer League team in Louisville, Ky., is raising funds for a local hospital, OurSports Central reported.

Somerville, Mass.-based Mass General Brigham is a featured sponsor at Wimbledon, Broadcasting+Cable reported.

In the first half of 2023, hospital and health system marketing leaders encountered an "explosion of interest" in artificial intelligence while figuring out how to deploy analytics with a focus on privacy and attracting talent via marketing campaigns, according to the chief marketing officer of Madison, Wis.-based UW Health.

Here are the 10 most-read marketing stories from Becker's during the first half of 2023.

Newark, Del.-based ChristianaCare has earned a 2023 Gold Quill Award from the International Association of Business Communicators for its media database. 

Winchester, Va.-based Valley Health is saluting its patients and staff for sticking with it through the challenges of the pandemic with a new marketing campaign, Little Black Book reported.

Paul Matsen, chief marketing and communications officer at the Cleveland Clinic, said the hardest part about being a healthcare marketer is trying to go against some of the established conventions that have become a standard within the industry, Marketing Brew reported June 27. 

Paul Matsen, chief marketing and communications officer at the Cleveland Clinic, said the health system's main marketing strategy is content development, writing SEO-friendly articles and investing in paid search, Marketing Brew reported June 27. 

As medical schools and now health systems have withdrawn from the U.S. News & World Report rankings, hospital chief marketing officers have differing opinions on how much these recognitions matter.

For the second year of New York City-based NYU Langone's #TheBestOutcomes campaign, the health system is looking to create short action-packed films without relying on patient testimonials, Medical Marketing and Media reported June 26.

Philadelphia-based Penn Medicine, Dallas-based Tenet Healthcare and Danville, Pa.-based Geisinger were the big winners at the Aster Awards, which honor excellence in healthcare marketing.

Bryan, Ohio-based Community Hospitals and Wellness Centers' two hospitals and outpatient center will get a new name after reaching a definitive agreement that will make the organization an affiliate of Fort Wayne, Ind.-based Parkview Health.