Last week, the COHN team attended the annual SHSMD (Society for Health Care Strategy & Market Development) Connections Conference here in Denver. With this year’s event being in our backyard, we took full advantage of the sessions, networking opportunities and sponsoring one of our favorite topics: healthcare PR and communications!
So much information was shared and absorbed, and we wanted to distill it into some key takeaways related to COHN as an agency, our clients, and what we are seeing as healthcare marketing and communications priorities going into 2025.
“DEI is an evolving and expanding area of focus in Healthcare.”
– Chris Thomas, Creative Director
At the Marketers Meetup, we had a great discussion at our table about DEI strategy, and a few key takeaways really stood out:
- Create Sustainable DEI Education: It’s not about having the one African American employee post about Juneteenth. Instead, educate everyone in the company so they can share what they’ve learned and why it matters. Make it a team effort to foster a culture of inclusivity!
- Be Authentic and Intentional: When it comes to hiring or discussing DEI, think of it as an opportunity to grow, not a checkbox or a hurdle. Authenticity in these conversations can lead to a more engaged and empowered workforce.
- Give Yourself Some Grace: We’re all trying to do better, and we’re all going to make mistakes. Don’t let that stop you—just keep your foot on the gas, and stay committed to the journey of improvement.
Chris’ 2025 DEI Prediction
Next year, healthcare marketers are going to need to go deeper with DEI. It won’t be enough to just talk about it—successful brands will need to build real education into their company cultures, empowering every team member to be part of the conversation.
- The brands that lead with authenticity and empathy while engaging meaningfully with diverse patients will be the ones that stand out in 2025.
- This will require listening, formulating messaging, and designing deployment strategies and tools that lead to change and growth across all areas/departments of a healthcare company.
“There is a powerful intersection of brand strategy, campaigns and the rise of AI in healthcare”
– Kathy Borgais, Senior Account Director
My biggest takeaway was don’t let your brand become stale. While sticking to brand guidelines is important, it’s equally essential to revisit and refresh your brand as your community and environment evolve. Many speakers emphasized the importance of gathering feedback—not just from higher-ups but from staff at all levels and the community. This ensures your campaigns are relevant and truly resonate with those you’re trying to reach.
AI. Yes, it can help us marketers with ideas, starting points and even evolving creative campaigns, but the real game-changer for healthcare seems to lie in its operational impact. One stat that stuck with me: AI can save providers seven minutes per patient just by automating note-taking during appointments. That’s huge. AI isn’t just for marketing—it’s going to be everywhere in healthcare, and if you’re not thinking about how it can streamline operations in your organization, it’s time to start.
On a more tactical note, short-form video strategy is a big focus for 2025. We all know a quick, under-15-second video can deliver more impact than a webpage or print ad, but the key is how versatile and resource-light these videos can be. Short-form content is perfect for showcasing provider expertise, boosting employee engagement and connecting with the community. And the best part? You can adapt these videos for any platform—TikTok, YouTube, Facebook—and optimize them for search to get more eyes on your content.
Kathy’s 2025 Action Items:
These are strategies that can drive success in healthcare marketing into the new year:
- Refresh your brand to reflect the changing needs of your audience
- Explore how AI can save time beyond marketing
- Dive into short-form video to amplify your message across multiple platform
“At the Communications Meet-Up, people walked away with more than just insights—they left with a community they can turn to when the next issue hits. I was reminded of the importance of building a network of trusted people, a space where not only ideas are shared but where challenges can be discussed.”
– Kelly Behm, Senior Communications Director
COHN had the privilege of hosting the communications meet-up, and it reminded us of the importance of connecting with your people in a space that allows for the sharing of not only ideas but also struggles.
While the topic of “open discussion on crisis PR” might send the creatives running for the exits, we knew there were fellow communications professionals dealing with misinformation and crisis; we just needed to sound the call.
The showing off of scars, like battle-hardened warriors, were left at the door. What started as, “Am I the only one here in this situation?” quickly turned into “Wait, you too?!” While best practices and useful resources were shared, it was the experiences—the tough ones—that fielded a candid, supportive and constructive conversation. People walked away not only with new insights but also with a stronger network—people they could call on in the future when similar challenges arise.
Kelly’s 2025 Reminder for PR Professionals:
There is power in talking about real issues in real time and in real life. Nothing beats genuine and sometimes vulnerable conversations; they strengthen our community of communicators so we can empower our healthcare colleagues to provide the best care to patients.
“High-performing content starts with a high-performing content ecosystem, and what works for a rural hospital marketing team isn’t the same for a larger in-house team. Success is rooted in structuring a cohesive content ecosystem that’s a fit for your team, from the start.”
– Kelly Behm, Senior Communications Director
Personalized content was the of-the-moment topic at the SHSMD conference. Small to midsize hospitals have the data and the audience profiles, and some are using AI automation, but what smaller hospital marketing teams are able to do with content compared to larger health system marketing teams boils down to two simple things: time and resources.
It’s not that these hospitals lack the data. The real issue is the bandwidth to scale their healthcare content marketing efforts. Marketing and communications teams at smaller hospitals are often stretched thin, facing pressure to quickly push content to market with limited staff. In addition to that, content creation tends to be siloed across different teams and channels, making it difficult to maintain a cohesive strategy.
There is a simple, practical approach: Start small.
- Start with one content theme
- Repurpose and localize that content for multiple channels
- Ensure teams can access approved assets for quick deployment across channels
Kelly’s 2025 Tip to Getting Started with Content:
The takeaway? Personalized content is achievable, but smaller hospital marketing teams need to focus on efficiency. By starting with manageable steps, like ensuring that approved assets are quickly accessible for repurposing, these teams can build a more scalable content ecosystem without burning out.
With SHSMD’s insights in hand, COHN is ready to help your healthcare organization thrive in 2025, from revamping your brand to leveraging AI and building more efficient content ecosystems.
