Gundersen Revs Population Health Initiatives

But with the changes brought on by healthcare reform, Gundersen has retooled its marketing approach to population health.

"We must to align our work to help our healthcare systems reduce the cost of care through focused marketing strategies that engage consumers in getting and staying healthy, and in building a relationship with their primary care team through medical homes," says Pamela Maas, chief business development and marketing officer.

While in the past Maas' key collaborators have been Gundersen service line leaders, future partners and areas of focus will include chronic disease management priorities, dietitians, therapists, wellness coordinators, and public health experts. Community partnerships and non-traditional care providers, such as chiropractors, will also play key roles as marketing partners in engaging consumers in health and wellness, she says.

In early 2012, Maas and her team launched a campaign called "Balance Your 7" aimed at positioning the hospital as the place to go for wellness by engaging consumers in their health through valuable, fun, and interactive wellness and prevention tools.