Author Archives: Susan Lilly

Marketing service lines through storytelling

Once upon a time

When the marketing team is brainstorming about how to promote hospital service lines, a key component of that is to load up on patient stories.  Even though people get online to do research, what they really want after any diagnosis is to know they are not alone.   That is why the successful patient testimonial is so powerful.

Obviously, hospitals don’t want to violate HIPAA laws by disclosing information while patients are being treated.  But people can tell their own health care story anytime (in fact, they already do).  In other words, the story comes from the patient, not the hospital.  But these experiences – with permission, of course — can be highlighted on the hospital’s social media sites, and patient testimonials (formal or less so) should be a prominent feature of any hospital’s online presence. Continue reading

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Filed under Healthcare Marketing, Oncology Marketing

3 reasons to think about population health

ImageAs health care continues its shift from volume to a “value-based” reimbursement structure, hospitals and health systems are rethinking population health, as they are increasingly responsible for patient care beyond institutional walls.   In fact, one of the stated goals for newly created accountable care organizations (ACOs) is to “improve population health.”   And because providers will be penalized for “never events” and unnecessary hospital readmissions, effective health education programs have never been more important. Continue reading

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Filed under Health Care, Marketing, Trends in Marketing

Content marketing can differentiate your joint replacement surgery program

monopoly man

Although demand for joint replacement surgery continues to be robust, most healthcare marketers face saturated markets.  Orthopedics remains one of the top volume producers for hospitals and that trend is not expected to change – for example, knee replacement procedures alone are expected to grow to a staggering 3.48 million surgeries a year by 2030.  (In 2010, there were 244,000 knee replacements among Medicare beneficiaries.)

One way to break through the marketing din is to develop a content marketing strategy to reach and engage prospective patients at each point in their quest to alleviate pain and restore mobility. To do this, we need to understand how consumers discover, consume and share health information on-line; and the role of search and social interaction across the consumer decision or buying cycle. Continue reading


Filed under Joint Replacement Marketing, Orthopedics Marketing, Trends in Marketing

Corrigan Partners Receives SWaM Certification for the State of Virginia

Corrigan Partners was recently certified as a Small, Women and Minority-owned Business (SWaM) by the Commonwealth of Virginia. This means we now have the ability to bring our expertise in marketing, public relations, social networking, SEO and communications management to Virginia state government agencies.

Our firm was founded in January 2010 by a group of women representing decades of experience in strategic planning, branding, marketing, internal and external communications, content management and social media.  We have been fortunate to grow the practice to bring in many more accomplished professionals, and today work with a diverse group of clients ranging from large health systems to physician practices, start-up companies, technology partners, non-profit agencies and other businesses.

This is obviously a time of great uncertainty and change for all healthcare providers, but perhaps especially for those affiliated with, or funded by, government agencies.  We look forward to helping state-funded health care organizations as they move to the front lines of population health management and primary care delivery.

And a special thanks to the Commonwealth of Virginia for developing this program to encourage small business creation and innovation!  We are firm believers in the value and immediacy of government working with smaller, more nimble service providers – and we look forward to putting the unique skills of Corrigan Partners to work on behalf of a diverse portfolio of health care decision makers.


Filed under Corrigan Partners