Alan ShoebridgeApr 23, 20194 minSports sponsorships: When do they make sense for healthcare organizations?With baseball, soccer and the NBA playoffs in full swing, this is the perfect time to write about the value of sports sponsorships for a healthcare organization. In short, when – if ever – does sponsoring a professional sports team or venue make sense? Health systems and insurers who are not entering into these arrangements seem to be the rule, rather than the exception, these days. In fact, three of the four organizations that I’ve worked for have negotiated significant spon
Alan ShoebridgeDec 4, 20181 min4 slides: Healthcare marketing explained!Late last year, I challenged myself to put together four simple slides that would capture the state of the healthcare industry at a high level and explain the role of marketers. The initial intended audience was people who are new to the profession or considering a career in healthcare marketing. However, I quickly realized the fundamentals outlined here are good for just about anyone connected to healthcare no matter what their level of experience. As I was looking at these
Alan ShoebridgeOct 4, 20171 min4 slides: Healthcare marketing explained!Although not always easy to put into practice, good marketing is fairly straightforward if you possess a strong understanding of the core principles and can effectively work with your business partners. Marketing healthcare adds layers of complexities and complications that take time to fully understand. Last week, I gave a lecture on healthcare marketing to students in OHSU’s MS in Healthcare program. My goal was to present a useful framework that they could consult as the t
