Core Exchange: A healthcare marketing podcast

In this episode of the Core Exchange, our good friend and frequent research partner, Rob Klein of Klein & Partners, joins Laila Waggoner, VP of Strategic Partnerships, for a conversation about Klein's unique BRANDengine℠ research model for healthcare systems, and they discuss the findings related to primary care from the recently completed National Consumer Insights Study. This jointly-conducted national survey of more than 1,000 healthcare decision makers reveals insights about what today's consumers expect from primary care, their attitudes about relationships with primary care clinicians and providers, the relative importance of various decision drivers (including ratings and reviews), and more. Rob and Laila also explore some of the differences among age group and life stages for consumers in how they think about the role of primary care in their lives.

In this episode of the Core Exchange, Celine Patterson, healthcare strategy and consulting manager from Reputation, joins Laila Waggoner, Core Health’s VP of healthcare strategy, for a conversation about managing your health system reputation online. Celine shares details on reputation basics, from comprehensive, accurate listings to ensure you are found online, to rankings, reviews and more.

Be sure to scroll to the bottom of this page to access free resources from Reputation, including the 2022 Healthcare Reputation Report.

In this episode of the Core Exchange, Miranda Greenwold, director of marketing and community relations at Black River Memorial Hospital in Wisconsin, and president of the Wisconsin Healthcare Public Relations and Marketing Society, joins Laila Waggoner, Core Health’s senior healthcare strategist, for a conversation about data-driven healthcare marketing. Miranda shares how she collaborated with her business intelligence colleague to build a dashboard for easier access to the organization’s data, how marketing uses that data to make better decisions about marketing campaigns and content, and how data and insights have helped marketing build confidence, establish credibility and drive growth for the organization.

In this episode of the Core Exchange, Miranda Greenwold, director of marketing and community relations at Black River Memorial Hospital in Wisconsin, and president of the Wisconsin Healthcare Public Relations and Marketing Society, joins Laila Waggoner, Core Health’s senior healthcare strategist, for a conversation about data-driven healthcare marketing. Miranda shares how she collaborated with her business intelligence colleague to build a dashboard for easier access to the organization’s data, how marketing uses that data to make better decisions about marketing campaigns and content, and how data and insights have helped marketing build confidence, establish credibility and drive growth for the organization.

Alyssa Carter, director of marketing at Wellsource, and Laila Waggoner, Core Health’s senior healthcare strategist, roll up their sleeves to dive into healthcare risk assessments (HRAs). They cover how HRAs can be an effective tool to engage patients in their care, when to use an HRA in your marketing strategy, and explore your organization’s options when introducing an HRA to your market.

In this episode of the Core Exchange, Kris Baird, president and CEO of Baird Group, joins Core Health’s Senior Healthcare Strategist, Laila Waggoner, to talk about the intersection of brand, culture and patient experience. They discuss what’s changed during the pandemic, and what hasn’t, as it relates to how health systems are living the brand both inside and outside the organization, and how that affects consumer experiences. Kris and Laila explore how healthcare marketers can best work together with internal HR and operations teams to engage leadership and ensure the brand promise is being delivered day in, and day out.

In this episode of the Core Exchange, Laila Waggoner, senior healthcare strategist, Core Health, interviews Tom Duncan, vice president, Froedtert South Hospital, located in southeastern Wisconsin. Laila and Tom discuss what indicates the need for a healthcare website redesign, how to stand apart from competitors, and how to make the web experience easier for patients and providers to navigate. They also cover how to get buy-in from internal stakeholders, who should be involved in decision making, and how to set priorities and expectations so your healthcare website project can be a success.

In this episode of the Core Exchange, Angi Krueger, Core Health’s vice president of marketing, and Laila Waggoner, Core Health’s senior healthcare strategist, discuss our proprietary research, exploring how the COVID-19 pandemic has impacted the way parents approach their children’s health — their attitudes, concerns and behaviors. The insights and solutions discussed are useful for marketers trying to understand parents’ mindsets so they can cut through the noise to reach parents and address what really matters to them.

In this episode of the Core Exchange, Angi Krueger, Core Health’s Vice President of Marketing, introduces Laila Waggoner, our new Senior Healthcare Strategist. Joining the Core team in March 2021, Laila brings more than 30 years of experience and a highly valued depth of knowledge about the healthcare industry. Angi and Laila discuss what makes this specialized experience so important, and how working with different health systems and specialized health segments enables Core to better understand challenges — and identify new opportunities — for the healthcare clients Core serves, particularly amid the rapidly changing landscape of the pandemic.

Recently, we conducted a discussion with Rob Klein, founder and CEO of Klein and Partners, and our Director of Insights and Strategy, Sue Spaight. The pair covered key highlights of the third wave of Rob's national study: How the Coronavirus is Impacting Healthcare Perceptions and Behaviors. This study, fielded in June 2020, provides valuable and immediately actionable insights to help healthcare marketing and communications professionals gain the confidence of their patients, bring them back into their systems for care and understand how to support caregivers during this difficult time.

You can listen to the podcast episode using the player embedded below, or you can read a full transcript below. Be sure to subscribe to Core Exchange on iTunes. You can also watch the video discussion here.