Healthcare marketing professionals might benefit from taking a page out of the book of Mimi Levin Lieber, a sociologist who became a pioneer of interview-focused market research.

Although television spots encouraging Americans to get vaccinated have been airing for months, specific vaccines must have FDA approval to be mentioned in ads — a fact that led to the removal of a social media post, the Tampa Bay Times reported Oct. 25.

Using social media to determine specific causes of vaccine hesitancy in different regions could be a better way to create targeted messaging campaigns than traditional surveys, computer scientist Mayank Kejriwal, PhD, wrote in a Nov. 5 article for The Conversation.

Healthcare marketers commonly measure web users' visual attention of their strategically placed ads to see if campaigns are reaching their audiences. However, they might want to rethink how much weight they place on this metric, digital marketing expert Jean-Paul Edwards wrote in a Nov. 1 opinion piece for The Drum.

Older adults adopt technology at a lower rate, but the COVID-19 pandemic accelerated older adults'  gravitation toward remote monitoring tools and voice assistants, The Markup reported Oct. 28.

The FDA authorized COVID-19 vaccines for children ages 5 to 11 on Oct. 29, but some parents who are vaccinated — and may even have gotten their teenage children immunized — are skeptical about getting their young children inoculated, The New York Times reported Oct. 30.

Here are six hospitals that have announced name changes or other rebranding efforts since Oct. 15.

Rebranding a hospital often begins years before a new name is announced or an updated sign goes up. Becker's spoke with hospital executives about how they prioritized and budgeted for rebrands amid the COVID-19 pandemic, when hospitals had to be increasingly selective with their resources.

Being honest about health risks or imperfections in a marketing campaign could help hospitals build trust with patients, Harvard Business Review reported.

Chesapeake (Va.) Regional Healthcare is rolling out a new branding campaign built around the phrase "Innovative for Life," it said Oct. 25. 

CVS Health launched a $25 million ad campaign to show how its products and services can make a healthy lifestyle more attainable, The Wall Street Journal reported Oct. 25.

Children often are afraid of getting shots, so it can be difficult for healthcare providers and parents to get them on board with vaccines — a topic of concern as the U.S. recently laid out its plan to vaccinate children ages 5-11 against COVID-19.

Here are five campaigns recently launched to spread awareness about pediatric vaccines, health screenings, flu shots and more.

Hackensack (N.J.) Meridian Health unveiled the new name of its N.J.-based Raritan Bay Old Bridge hospital, centraljersey.com reported Oct. 21.

Some residents in states that have more lax COVID-19 safety measures have been forming Yelp-like social media groups to review the infection control compliance of local businesses and schools, Kaiser Health News reported Oct. 21.

In October, YouTube launched three new video series to equip parents with scientific information about children's vaccines.

To craft effective messaging strategies, healthcare marketing professionals must track the way consumers perceive and trust their brand. Below, executives from eight health systems across the country share their process.

The National Rural Health Association, a nonprofit with more than 21,000 members, recently got a new logo and domain name. 

Brands usually are apprehensive about complimenting competitors, as many marketers say doing so gives a rival free publicity. However, health systems might have an opportunity to improve patients' perceptions of them by giving competitors their due, according to a study in the Journal of Marketing.

Doctor On Demand and Grand Rounds unveiled their new brand after several mergers in 2021.